Item 3.L-April 12, 2013
ADMINISTRATIVE FACULTY POSITION DESCRIPTION QUESTIONNAIRE
To expedite and facilitate the PDQ review process, please send the PDQ and Org Chart electronically to marshag@unr.edu for discussion and for initial review before routing PDQ for approval signatures.
Questions - call UNR Faculty HR at 682-6114
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Position #(s): 17556; 10837 Incumbent(s) Name (if applicable): Mike Woolterbeek (17556);
Vacant (10837)
Current Title: Media Relations Officer
(JCC: 77838;3C)
Current Range: 3
Department: University Media Relations
Account #(s): 1101-101-0601
College/Division: Office of the President
Action Proposed: ( check all that apply )
( ) New position: Proposed Range:
Proposed Title:
(X) Title Change, Proposed Title: Communications Officer
( ) Proposed Reassignment from Range to Range
( ) Revised PDQ only (no change in range or title)
( ) Line of Progression (show titles below)
Range:
JCC (Current or new HR assigned):
I certify that the statements in this description are accurate and complete to the best of my knowledge.
____________________________________________________________
Employee’s Signature
I/we have reviewed the statements in this form and they accurately reflect the job assignments.
____________________________________________________________
Immediate Supervisor’s Signature Jane Tors
Exec Director, Media Relations
____________________________________________________________
Director/Chair/Dean Marc Johnson
__________________
Date
__________________
Date
__________________
Date
President
Approved for Salary Placement Committee review.
____________________________________________________________
Pres / Vice Pres / Vice Prov Signature Jannet Vreeland
__________________
Vice Provost and Secretary of University
Date
Action Approved by the Provost/President (Completed by Faculty HR):
Pos #(s): 17556; 10837 JCC: 67382 Range: 3 EEO: 4/1/2013
Approved Title: Communications Officer
Employee signs on “final” stamped approved PDQ and sends to HR for personnel file.
Employee Signature:_______________________________________________ __________________
Date
Printed Name: ____________________________________________________
Rev: 10/1/2012

Position Description – Communications Officer Page 2
1. Summary Statement: State the major function(s) of the position and its role in the university. Attach an organizational chart with positions, ranges, and names for the division which reflects the position in it as well as those supervised in the department. (This section is
used for advertisement of the position.)
The Communications Officer is an integral role at the University of Nevada, Reno. As part of the
Media Relations Department, the Communications Officer works to advance the Un iversity’s strategic priorities and its awareness and reputation relative to specific, assigned colleges and areas of expertise. The incumbent is in daily contact with national, regional and local media; serves as a spokesperson for the topic areas he or she supports; provides issue management and crisis communication support; and directs and implements social and earned media opportunities through a range of communication platforms, channels and tactics. The Communications Officer seeks opportuni ties to enhance the University’s involvement in the community and provides communication counsel and coaching to senior administrators and faculty members. Planning, communication coaching, writing, developing stories, pursuing earned media opportunities and keeping senior leaders and others informed of activities and results are all aspects of the Communications Officer’s work.
The Communications Officer reports to the Executive Director for Media Relations.
2. List the major responsibilities, including percentage of time devoted to each. Provide enough detail to enable a person outside the department to understand the job (percentage
first with heading and then bulleted information).
30% - Communication Plans Development and Implementation

Identify and monitor stories that further the University’s priorities, awareness and reputation relative to assigned topic areas

Identify audiences and corresponding channels by which to reach them
 Develop key messages consistent with the University’s message platform

Develop news angles, proactively assess controversies or sensitivities

Complete background research

Generate content including news stories and releases

Identify visual elements

Coordinate logistics for interviews, news conferences and small-scale events
30% - Media Relations Activities Oversight and Completion

Develop messages that are clear, authentic and help further University priorities

Idenfity, train and prepare spokespeople

Respond to and facilitate phone and e-mail inquiries, connecting media with appropriate resources for interviews or information

Prepare statements as needed

Conduct research to understand focus and interests of journalists

Conduct follow-up stories and inquiries
20% - Social and Earned Media Opportunities Assessment and Implementation

Monitor social and traditional media options to identify communication and earn media opportunities

Independently develop strategic approaches by which to achieve story placement

Engage with local, regional and national journalists to increase their understanding of the
University, its priorities and expertise

Position Description – Communications Officer
10% - Reporting

Keep senior leaders and others apprised of topics and activities

Complete tracking and reporting media coverage results

Facilitate other internal communications as needed and appropriate
Page 3
10% -
University’s Overall Communication and Media Relations Program

Assist with upkeep of online newsroom, subject experts database, media distribution lists and overall media relationships

Interface and provide counsel to those with communication and marketing responsibilties in other University divisions

Help support and coach student writers and interns

Participate in department planning
3. Describe the level of freedom to take action and make decisions with or without supervision and how the results of the work performed impact the department, division and/or
the university as a whole.
Level of Freedom:
The Media Relations Department team members are advocates of the University’s priorities and work to advance the Universi ty’s reputation and awareness among identified constituents and audiences.
The Communication Officer has authority to provide communication counsel directly to senior administrators and faculty members, develop and implement communication plans, proactively identify opportunities to further strategic priorities, develop message points consistent with the
University’s overall messaging, and take action to generate social and earned media coverage.
Through direct interaction with reporters and while serving as spokesperson, the Communication
Officer makes independent judgments and responds to media on routine matters. Media issues of significant consequence are reported to the Executive Director for discussion and resolution. The position proactively assesses sensitivities and responds to controversies to minimize reputational damage.
Impact:
Awareness of vital University programs, research and contributions key constituents and identified audiences results in a greater understanding of the University’s role relative to Nevada’s quality of life, economic health and educational infrastructure. The resulting enhanced reputation contributes to increased enrollment and increased donor and community investment. To not meet or fulfill the responsibilities of the po sition would result in lack of visibility of the University’s strengths, decreased awareness and understanding of the University’s role within the state, damaged relations with the media, and ultimately, less than optimal relations with key audiences.
4. Describe the knowledge, skills (to include cognitive requirement and verbal and written communication), and abilities (to include task complexity, problem solving, creativity and
innovation) essential to successful performance of this job (in bullet format).
Knowledge of:

Communication and public relations principles, ethics, tactics and programming

Communication and social media trends and tactics

Strategic media and/or public relations programming and implementation

Associated Press Style Guide

Writing and editing for a variety of media applications

Various strategies and tactics to convey messages through the media, including digital, print, and broadcast

Position Description – Communications Officer

Role and impact of higher education o n the state’s economy and quality of life
Skills:

Excellent communication to include writing, speaking and presentation skills

Media coaching and/or training

High impact, critical communications skills

Critical thinking skills and ability to analyze problems and opportunities, define goals, and communicate with individuals at all levels of the organization

Proficiency in use of digital and electronic technologies including current software applications

Demonstrated communications skills and experience in topics or areas assigned

Organizational and time management
Ability to:

Work effectively with all levels of employees within the organization

Maintain confidentiality of sensitive information

Work and interact with a diverse population

Develop and maintain good working relations with constituents and journalists at the local, regional and national levels

Maintain professional work ethics and standards

Respond to crises and manage crisis communications

Effectively manage complex issues or communications involving multiple audiences and achieve demonstrated outcomes

Manage, prioritize and complete multiple projects/tasks in an efficient and timely manner while maintaining focus on organizational goals

Show initiative and exercise good judgment

Forecast controversies and sensitivities and manage emerging issues

Think strategically

Tie daily work to organizational priorities established by the President

Advocate for issues, interests and image of the University
5. Describe the type of personal contacts encountered in performing the duties of the job.
Explain the nature and purpose of these contacts: i.e., to provide services, to resolve
problems, to negotiate.
Internal
Administration
– president, senior administrators, deans, faculty and staff at all levels
Reason for Contact
Page 4
To provide communication counsel; prepare these individuals for media interviews and interactions; develop accurate and compelling messages that further University priorities; and help resolve media and/or communication problems when they arise
External
Media, community leaders, key donors, alumni, students, elected officials and other significant stakeholders
Reason for Contact
To act as a spokesperson for the topic areas he/she supports; direct and implement communication activities including planning, developing and pitching news stories, writing and distributing releases; and serve as an advocate for the University’s priorities and reputation as a leader in learning, research and engagement.

Position Description – Communications Officer Page 5
6. Indicate the minimum qualifications which are necessary in filling this position should it become vacant. Please keep in mind the duties/responsibilities of the position rather than the
qualifications of the incumbent. a. Minimum educational level, including appropriate field, if any.
Bachelor’s Degree from a regionally accredited institution
b. Minimum type and amount of work experience, in addition to the above required education necessary for a person entering this position.
Bachelor’s Degree and five years of experience in strategic media and/or public relations programming and implementation
Preferred Licenses or Certifications: None c. Indicate any license or certificate required for this position.
None