Winchester Public Schools ( learn more )

Winchester, VA ( map )

Job Details

  • Job ID: 3224266
  • Application Deadline: Posted until Filled
  • Posted : January 29, 2020

Job Description



This position supports student success by ensuring that the Winchester Public Schools' communications program is aligned with the School District goals.  This position also facilitates the development of accurate and timely internal/external communication and information processes that contribute to and encourage community involvement in the School District’s efforts to meet the instructional needs of students.





  1. As the District public information officer, coordinate crisis communications for the district and participate in regional school safety planning efforts.
  2. Support leadership in responses to inquiries and complaints received from citizens, news media and school district personnel.
  3. Provide professional public relations counsel and assistance to the district office administration, School Board and school administrators.
  4. Recommend innovative and promotional avenues of communication for various types of media and counsel top management on effective communication strategies.
  5. Serve as information liaison between the entire school system and the community at large and as an intermediary between school and District-level administrators/officials and the media.
  6. Create and maintain district and school websites and social media platforms while providing staff training, guidance, and insight on school website/social media maintenance.
  7. Write communication policies and procedures for handling sensitive information and media contact.
  8. Facilitate all advertising, promotions, publicity and public outreach activities as well as manage contracts for advertising, sponsorships and other promotional activities.
  9. Help solve impact of adverse public opinion by writing material and suggesting the communication forum and media.
  10. Contact media representatives to initiate articles and news releases about District programs; communicate with media representatives about sensitive or controversial information; create press kits and other media information.
  11. Develop and maintain accurate records of the District’s public relations program.
  12. Develop, implement, and evaluate comprehensive internal and external District communication plan including, but not limited to, publications, media relations, electronic communications.
  13. Ensure consistent branding and messaging.
  14. Establish and maintain two-way communication systems among schools, offices, departments and the District and among the District, the media, and the public.
  15. Organize, assimilate and disseminate regarding Winchester Public Schools to the public through news media.
  16. Oversee and edit the writing and production of communication materials.
  17. Provide in-service training as required on media, public and community relations.
  18. Provide professional assistance in the development of various publications (brochures, newsletters, information bulletins, annual financial documents) for school and departments.
  19. Serve as a member of the Superintendent’s executive team.  Attend administrative team meetings to give advice on how potential policy initiatives will affect public opinion about District programs.
  20. Establish annual objectives for and evaluate the District’s community relations program.
  21. Solicit feedback through formal and informal means on activities, products and purposes of the community relations program and the District in general.  Occasionally conduct public opinion research to assess program outcomes.
  22. Utilize and manage digital systems including the district’s auto dialer/notification system and mobile app.
  23. Utilize photography tools (digital photography and editing) and software such as Adobe Creative Suite software applications including Photoshop, Lightroom and InDesign.
  24. Effectively manage District and school website content using WordPress platform and support school staff with website needs.
  25. Utilize Google applications for email and calendar organization and communication.
  26. Must be timely with completion of assigned projects and maintain organization of multiple projects simultaneously.
  27. Establish criteria to measure outcomes of communications department.
  28. Effectively and professionally communicate informational material through small and large presentations to diverse groups within the District and various community partners.
  29. Participate in regional and statewide school public relations associations.
  30. Additional duties may be assigned as the needs of the District are determined.
  31. Maintain appropriate certifications and training hours as required.
  32. Comply with applicable District, state, local and federal laws, rules and regulations.
  33. Other duties may be assigned as needed.

 Education and Experience:

 Bachelor’s Degree in Communications, Public Relations, Journalism or Marketing, and three to four years’ related experience in public relations, or equivalent combination of education and experience.

  1. Ability to communicate fluently verbally and in written English.
  2. Communicate fluently verbally and in written Spanish (Spanish preferred, not required).
  3. Proficient in the following programs: Google Applications, MS Word, MS PowerPoint, Adobe Creative Suite and WordPress.
  4. Experience working as a public information officer within a FEMA incident command system (ICS).

Knowledge and Skills:


  1. Familiar with a variety of the communication concepts, practices, and procedures.
  2. Demonstrated success in collaborating with diverse teams at an executive level.
  3. Familiarity with FEMA Incident Command System (ICS) and have completed basic introductory ICS courses.
  4. Works well with others from diverse backgrounds.  Focuses on solving conflict; maintaining confidentiality; listening to others without interrupting; keeping emotions under control; remaining open to others’ ideas and contributing to building a positive team spirit.
  5. Ability to present information and material to small and large groups.  Ability to respond to general inquiries or concerns from students, parents, staff, regulatory agencies or members of the community.  Ability to write reports and correspondence.
  6. Ability to manage a budget and actively engage in District budgeting process.
  7. Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists.  Ability to interpret a variety of instructions furnished in written, oral and diagram or schedule form.
  8. Proficiency in the usage of internet software, e-mail and word processing software.  Ability to type accurately and proficiently.
  9. Demonstrated proficiency in developing and implementing large-scale projects.
  10. Demonstrated success working collaboratively with community partners.  Ability to appropriately communicate with students, teachers, parents, members of the community and others, including vendors, law enforcement and other agencies.
  11. Ability to exercise good judgment and work in an environment with frequent interruptions while maintaining organization.  Proven record of working well in a team environment.




Commensurate with skills and experience.  This is a part-time position, salary for full-time employment is $48,915 to $91,530.  




Part-Time, Monday through Friday






Position Start:


Upon Hire

  • Position Type: Full-time

Contact Information

  • Sandy Shernick , HR Generalist
  • 12 N Washington St
  • Winchester, Virginia 22601

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