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Manager - Media & Public Information - Baltimore, Maryland, United States, 21202


Job Summary

The Manager - Media & Public Information is a critical position in the communications unit of the Communications and Community Engagement Office and a key position for Baltimore City Public Schools overall. This role is responsible for developing and executing media strategy, planning media components for communications campaigns, advising senior leadership on public sentiment to guide development and implementation of district initiatives, ensuring the district and schools receive positive public portrayals, and representing the district to the public.

Essential Functions

  • Develops strategic media plans for major district initiatives and as key components of communications campaigns, including identifying specific goals, key outlets/reporters, key spokespeople and surrogates across stakeholder segments, and tactics (media events, pitches, press releases/media advisories, social media components, etc.).
  • Informs strategic communications plans for major district actions and initiatives by monitoring media landscape and public sentiment to advise on perceptions and likely reactions.
  • Cultivates local reporters, identifying content of most interest to them; manages local, regional, and national media lists.
  • Monitors social media and identifies key social media influencers, establishing partnerships where appropriate to amplify messages.
  • Establishes points of contact with district offices and schools to identify stories of potential media interest; develops and pitches stories.
  • Supervises video production staff, deploying videographers to develop and cover stories to advance district initiatives and communications priorities.
  • Serves as primary district spokesperson.
  • Provides media training annually to senior staff (executive directors and up) and as required for other school and district staff members.
  • Organizes media events as appropriate, writes and disseminates press releases and media advisories, and reviews and coordinates quote inclusion for press releases prepared by partners and other entities.
  • Responds to media inquiries within defined turn-around time (inclusive of evenings, weekends).
  • Creates crisis communications plan; serves as media point of contact in the event of a crisis.
  • Prepares and circulates daily media clips for senior leaders.
  • Monitors local media and social media for breaking news, and alerts district leadership as appropriate.
  • Prepares monthly wrap-up reports of media coverage, including reach and sentiment analyses.
  • Serves as the point of entry for MPIA requests and responds to questions about the MPIA process.
  • Coordinates and serves as point of contact with counterparts in other agencies and partner organizations on projects of shared interests.
  • Serves as the point of contact for media-related vendors, including clipping service and outlets where the district has paid placements.

Desired Qualifications

  • Bachelor's degree in communications, journalism, or related field; master's degree preferred. Degree must be from an accredited college or institution.
  • Minimum 5 years' experience with a media outlet, public relations/marketing firm, or in the marketing/communications department of an organization/company, where media relations and media strategy was a primary job responsibility.
  • Knowledge of K-12 education, particularly in an urban setting, desirable.
  • Outstanding speaking and writing skills across platforms, including understanding of social media use.
  • Supervisory experience desirable.