Director for Public Relations and Communications (Current Gadsden ISD Employees Only)

Gadsden Independent School District (NM); Sunland Park (NM); On-site; USD 90,000 - 140,000; Full time

Job summary

The Director of Public Relations and Communications for Gadsden Independent School District (NM) leads districtwide communication, public relations, media relations, stakeholder engagement, and branding. The role serves as the district's Public Information Officer (PIO) and primary spokesperson, partnering with schools and the community to ensure transparent, timely information.

The position oversees the Communications Coordinator and staff, develops comprehensive plans aligned to the district's

Qualifications

• Master's Degree in communications, public relations, marketing, education, or a related field.
• Minimum five (5) years of experience in communication, public relations, marketing, or a related field, including lead or supervisory roles.
• Experience in a public-school district or education-related field preferred.

Responsibilities

• Lead district-wide communication and public relations planning.
• Serve as district's lead communications professional and primary spokesperson.
• Oversee district websites, social platforms, newsletters, and press releases.
• Develop family engagement and two-way communication systems.
• Coordinate constituent concerns and district complaint resolution.
• Collaborate with leadership to promote student achievement and district initiatives.

Skills

Communication skills

Bilingual English/Spanish

Spokesperson

Public relations strategies

Stakeholder engagement

Media relations

Education

Master's Degree in relevant field

Tools

Google Suites

Microsoft Office

Social media platforms

Video conferencing (Google Meet/Zoom/Teams)

Job description

The Director of Public Relations and Communications serves as the district's Public Information Officer (PIO) and provides leadership for districtwide communication, public relations, media relations, stakeholder engagement, constituent services, branding, and community outreach efforts. The Director develops and implements communication and engagement strategies that support the district's strategic plan, strengthen public trust, promote student achievement, and enhance engagement with students, families, staff, community partners, and stakeholders.

The Director serves as the district's lead communications professional and primary spokesperson, and works collaboratively with district leadership, schools, and community partners to ensure transparent, timely, accurate, and effective communication; to address stakeholder concerns and complaints; and to remove barriers to district services. The Director supervises the Communications Coordinator and other assigned communications support staff. Include the following. Other duties may be assigned.

Complies with the Code of Ethics of the Education Profession; upholds and enforces rules, administrative directives, regulations, GISD school board policies, and local, state, and federal regulations.

Develops and leads implementation of a comprehensive district communication and public relations plan aligned to the district's strategic plan, annual priorities, and organizational initiatives, including communication plans that promote instructional improvement, Multi-Layered Systems of Support (MLSS), college and career readiness, bilingual education, special education services, student achievement, attendance, and student success.

Supports district leadership in communicating progress toward strategic plan goals, district initiatives, and performance targets.

Develops and maintains systems, materials, and resources that strengthen family engagement and two-way communication between schools, families, and the community, and help families navigate district services and processes.

Oversees the district's communication channels, including district and school websites, social media platforms, newsletters, digital communication systems, video communications, and press releases; ensures all platforms remain current, accessible, ADA compliant, and aligned with district branding, marketing, and reputation management standards.

Serves as the district's Public Information Officer (PIO) and primary spokesperson; leads media relations and responds to public information requests, interviews, and public communications.

Develops and maintains collaborative relationships with media organizations, community organizations, civic groups, higher education institutions, business leaders, governmental agencies, faith-based organizations, advocacy groups, and service providers to support district priorities.

Collaborates with district and school leaders to identify, promote, and communicate student achievement, staff accomplishments, school successes, programs, services, and district initiatives.

Plans and executes public events and engagement activities, including press conferences, community forums, stakeholder meetings, listening sessions, and recognition programs, to strengthen relationships and gather feedback.

Serves as the district's primary coordinator for constituent concerns and complaint resolution; develops and maintains protocols and a districtwide case management system to ensure concerns are received, tracked, monitored, and resolved in a timely, professional manner.

Analyzes constituent concerns and stakeholder feedback to identify trends, systemic issues, and opportunities for improvement.

Supports district outreach efforts designed to improve communication and engagement with underserved, underrepresented, and historically marginalized populations.

Develops and maintains the district's crisis communication plan and protocols, including emergency messaging systems, in collaboration with district leadership and emergency response partners; coordinates communication support for constituents during crisis situations.

Monitors and analyzes communication and constituent service metrics, public perception data, and stakeholder feedback to evaluate effectiveness and guide continuous improvement of communication strategies.

Coordinates communication efforts that promote transparency, accountability, and public confidence in district operations and decision-making.

Develops communication campaigns that increase awareness and understanding of district programs, strategic priorities, and educational opportunities, including safety initiatives, school climate, attendance, and student support programs.

Prepares reports and presentations regarding communication efforts, constituent concerns, service trends, and stakeholder engagement for district leadership and the Board of Education as needed.

Oversees departmental budgets and resources related to communications and public relations.

Supervises and directs the work of the Communications Coordinator and other assigned communications support staff.

Attends training, conferences, workshops, and professional learning opportunities to remain current on communication trends, technologies, and best practices.

Promotes a culture of transparency, responsiveness, service, collaboration, professionalism, and continuous improvement.

Performs other duties as assigned by the Superintendent.

SUPERVISORY RESPONSIBILITIES

Supervises the Communications Coordinator and other assigned communications, media, and public information support staff. Provides leadership, coaching, supervision, evaluation, and support to ensure implementation of district communication priorities and continuous improvement efforts. To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Strong written and oral communication skills.
• Bilingual (English/Spanish) required; ability to communicate effectively, both orally and in writing, in English and Spanish to serve the district's students, families, staff, and community.
• Ability to develop and implement effective communication and public relations strategies.
• Ability to serve effectively as the district spokesperson, including in high-pressure, sensitive, or crisis situations.
• Ability to lead constituent engagement, complaint resolution, and customer service systems.
• Ability to establish and maintain effective working relationships with media, community, governmental, and district stakeholders.

EDUCATION and/or EXPERIENCE

• Master's Degree (M.A.) in communication, public relations, marketing, education or a related field.
• Minimum five (5) years of experience in communication, public relations, marketing, or a related field, including experience in a lead or supervisory capacity.
• Experience in a public-school district or education-related field preferred.

CERTIFICATES, LICENSES, REGISTRATIONS

None required.

TECHNOLOGY SKILLS

• Ability to use multiple virtual instructional platforms.
• Proficient in Google Suites.
• Proficient in Microsoft Office Suites.
• Proficient in social media platforms.
• Experience with online meeting platforms such as Google Meet, Zoom, MS Teams.
• Experience with live streaming platforms.

LANGUAGE SKILLS

Ability to read, analyze, and interpret the most complex documents. Ability to respond effectively to the most sensitive inquiries or complaints. Ability to write speeches and articles using original or innovative techniques or style. Ability to make effective and persuasive speeches and presentations on controversial or complex topics to top management, public groups, and/or the Board of Education. Bilingual proficiency in English and Spanish is required, including the ability to read, write, and speak both languages effectively for public communications, media relations, and constituent engagement.

MATHEMATICAL SKILLS

Ability to work with mathematical concepts such as probability and statistical inference, and fundamentals of plane and solid geometry and trigonometry. Ability to apply concepts such as fractions, percentages, ratios, and proportions to practical situations.

REASONING ABILITY

Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.

PHYSICAL/MENTAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is required to use hands to finger, handle, or feel and talk or hear. The employee is frequently required to sit. The employee is occasionally required to stand, walk, reach with hands and arms, climb or balance. The employee must occasionally lift and/or move up to 25 lbs. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus. The information required for this job will be documented in a computer. Computer-assisted presentations will also be made as a regular part of the job. Maintains emotional control under stress.

WORK ENVIRONMENT

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Occasional District and statewide travel. May require occasional prolonged and irregular working hours, including evenings and weekends, to support Board of Education meetings and district events. Attendance at district events may be required. While performing the duties of this job, the employee is occasionally exposed to outside-weather conditions. The noise level in the work environment is usually moderate. Working with researching information, entering data, or information into a computer requires quietness in the work place. Working with teachers and principals in classrooms and schools requires tolerance to noise.