DIRECTOR OF PUBLIC RELATIONS
DPA 64
PERFORMANCE APPRAISAL
Name: ______SS#:______
The appraiser will mark each item with a number using the following scale:
Clearly Outstanding5Below Expectations2
Exceeds Expectations4Unsatisfactory1
Satisfactory3Not ApplicableN/A
____1.Define, develop, and create a Public Relations program with supporting management roles and responsibilities, in consultation with schools, to achieve District objectives and facilitate well-coordinated initiatives with the community and information services to the public.
____2.Provide intradepartmental coordination for community relations initiatives, internal/external communications, and administrative support services including media relations, parent/community/business partnerships, volunteers, publication and audiovisual services, special events planning, open records request management and other related activities or departments as required or assigned.
____3.Create, implement and manage comprehensive public relations program by identifying key themes and developing targeted public relations strategies and activities, including ongoing training of principals and other administrators on how to facilitate effective communication with the community.
____4.Serve as District spokesperson and coordinate media coverage. Establish a credible, trusting and effective relationship with media and maintain a record of media contact and report such to Superintendent on a weekly basis
____5.Select, develop, supervise and evaluate qualified staff to effectively perform functions and provide for the continuity of program operations.
____6.Serve as liaison between the District and community organizations. Participate in service and civic groups to deliver information about the District and seek support of these groups on behalf of the District.
____7.Manage and edit information for news release, press conferences and other publicity events, while still maintaining sensitive and confidential information. Prepare press packets for reporters covering board meetings, public hearings or other events.
____8.Oversee the design, preparation, and editing of all District publications including the District’s Web Page, newsletters, recruitment brochures, programs for special events and all other official District publications.
____9.Communicate public relations programs to key District personnel. Help prepare District personnel for press conferences, public hearings, board meetings and other events. Maintain open communications with administrator, teachers, students and parents throughout the District. Review and evaluate ongoing activities within the District
___10.Coordinate production of video and on-air promotions and productions. Coordinate appearances of District personnel on radio and television.
___11.Facilitate tours of facilities and programs.
DIRECTOR OF PUBLIC RELATIONS DPA 64
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___12.Develop and manage program for community-wide communications of emergency and/or crisis situations. Create new communications programs addressing controversial issues as needed.
___13.Maintain current knowledge of public relations principles, strategies, tactics and practices, as well as participate in the professional development activities as required by the District.
___14.Maintain professional appearance consistent with media standards established in the media industry for “on-camera” personnel.
___15.Follow established safety procedures and techniques to perform job duties; support District/departmental goals and follow District policies and procedures.
___16.Maintain a professional code of ethics and perform other duties as assigned.
Total______÷ 16 =______
Specific steps for improvement: ______
______
______
____Recommended for re-employment ____Not recommended for re-employment
______
Employee Date Supervisor Date