City and County of San Francisco

Under the policy direction of the Superintendent, designs and implements strategic communications policies and plans for the District and the school community, which consists of approximately 60,000 students and their families and 12,000 employees; plans and coordinates all public relations activities for the District, including schools and operating departments; directs the management of the District's public access radio stations; and establishes and maintains effective relations with community-based agencies and business partnerships to support the goals of the District.

The Chief of Public Engagement reports directly to the Superintendent of Schools and is distinguished by its responsibility as a cabinet member with full authority for developing, administering, and implementing strategic communications, policies and plans for the District. The Chief may be assigned to act for the superintendent in his/her absence.

This class supervises management, professional, and technical staff, both directly and through subordinate managers.

According to Civil Service Commission Rule 109, the duties specified below are representative of the range of duties assigned to this job code (class) and are not intended to be an inclusive list.

1. Plans and directs the activities of the District's Department of Public Engagement, including professional and technical staff of the Office of Public Engagement, and public access radio station KALW, engaged in a wide variety of public relations activities, issues, and projects related to the mission and goals of the District. 

2. Selects, trains and supervises professional staff; oversees staff development activities to ensure a highly competent workforce; and directs the development and implementation of district wide training programs to ensure compliance with public engagement policies and procedures.

3. Directs the allocation of division resources, including the preparation of the division budget, to achieve goals and objectives; adjusts plans and programs to address new and emerging programs, policies, and expectations.

4. Assesses organizational needs through formal and informal surveys, focus groups, and other strategies to identify issues affecting internal and external communications and service delivery; prepares reports and recommendations for the Superintendent and senior management staff.

5. Designs overall short-term and long-range strategic plans to address all communication needs of stakeholders, including central administration, site administration, employees, students, Board of Education, and the community.

6. Plans and conducts targeted communication, outreach and informational sessions to engage stakeholders, including administrators, teachers, and classified staff in SFUSD programs, mission and educational objectives; advises senior level management, Board of Education, school administrators, the school community and the public on issues and activities that may affect operations or budgets.

7. Designs and implements strategies and protocols to strengthen communications and effective working relationships with community-based organizations and City and County departments involved in District issues, including but not limited to Police Department, Department of Public Health, Office of the Sheriff, Emergency Communications Department, and Department of Children, Youth and Families.

8. Designs and implements strategies and protocols for District administrators and staff interactions with media organizations, including newspaper, radio, television, and other media; assists administrative staff in preparing presentations to public and private agencies and officials to facilitate understanding of the District's issues, mission and goals.

9. Develops and administers the division's operating budget for personnel, equipment and supplies; identifies and develops grant resources and community partnerships to augment funding for key District initiatives.

10. Represents the Superintendent and the District at meetings with the press, governmental officials, legislative bodies, representatives of business organizations and community service groups, and members of the school community.

11. Coordinates responses to Public Records Act requests and ensures compliance with State legislation requirements.

12. Prepares recommendations to District administrators and staff to facilitate effective communications in emergency or crisis situations to ensure appropriate response and interventions.

Knowledge of:  Principles and practices of public administration and organizational development; federal, state and local legislation, including the California Education Code and San Francisco Board of Education policies and administrative directives.

Ability to:  Conduct organizational research, analyze data and prepare long-term and short-range strategic plans and policies; communicate effectively, both orally and in writing; represent the District before a variety of individuals, community-based organizations, regulatory agencies, District employees, and media representatives. 

1. Bachelor of Arts in Public Policy, Public Administration, Journalism or related field from an accredited college or university;  AND
2. Eight (8) years of experience as a corporate communications specialist or news/business anchor, reporter or editor in major market broadcast media.  Experience must have included responsibilities for prioritizing and delivering mass media communications and at least one year of experience providing crisis media advice and establishing communications strategies and media alliances for public and private corporations and senior management.

Note:
The position is exempt from Civil Service selection and removal procedures pursuant to Charter Section 10.104.

The above description is intended to identify essential functions and requirements for performance of this job.  It is not to be construed as a complete statement of duties, responsibilities, or requirements.

All City and County of San Francisco employees are designated Disaster Service Workers through state and local law (California Government Code Section 3100-3109). Employment with the City requires the affirmation of a loyalty oath to this effect. Employees are required to complete all Disaster Service Worker-related training as assigned, and to return to work as ordered in the event of an emergency.