Item 9.I-December 11, 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
INSTRUCTIONS: See http://www.unr.edu/hr/compensation-and-evaluation for complete instructions.
Incumbent(s) Name (if applicable): Jane Tors
Position #(s): 10841
Current Title: Executive Director, Media Relations
Current Range: 5
(JCC:67121)
Department: University Media Relations (UC)
College/Division: President’s Office
Account #(s): 1101-101-0601
Action Proposed: (check all that apply)
( ) New position: Proposed Range:
Proposed Title:
(X) Title Change, Proposed Title: Director, Communications
( ) 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
__________________
Date
I/we have reviewed the statements in this form and they accurately reflect the job assignments.
____________________________________________________________
Immediate Supervisor’s Signature Marc Johnson, President
__________________
Date
____________________________________________________________
Director/Chair/Dean
Marc Johnson, President
__________________
Date
Approved for Salary Placement Committee review.
____________________________________________________________
__________________
Pres / Vice Pres / Vice Prov Signature Stacy Burton, Vice Provost, Faculty Affairs Date
Action Approved by the Provost/President (Completed by Faculty HR):
77734 Range:
5
Pos #(s): 10841
JCC:
EEO: 1B
Eff: 12/1/2013
Approved Title: Director, Communications
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 – Director, Communications
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 Director of Communications serves as the University of Nevada, Reno’s chief communications
and media relations officer. An integral role within the University’s Marketing and Communications
Department, the Director develops and directs a communications program, encompassing media
relations and social media, to protect and advance the University’s reputation and achieve overall
marketing and communications objectives. Establishing and maintaining an effective and audiencefocused communication infrastructure, organizational voice and consistent institutional messaging are
priorities for the position. The Director provides communications and/or media counsel to University
leadership and to others with communication responsibility across all divisions of the University. The
Director identifies and develops opportunities for earned media to advance the University’s reputation
and set a context to help constituent audiences understand University decisions and directions. The
position serves as one of the primary public spokespeople for the University. The Director supervises
the Office of Communications team and supports the career development of team members. The
position reports to the Executive Director, Marketing and Communications.
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).
25% - Strategic Communication and Media Relations Planning
 Develop annual communication plan that links to the University’s overall brand positioning,
marketing and communications plan and Strategic and Master Plans
 Develop and implement overall message platform and communications agenda
 Develop and implement communication and/or media plans and programs addressing
strategically important University issues and opportunities
 Forecast strategically important issues, trends and opportunities
 Develop communication and earned-media reports to apprise President, senior leaders and
others of program results
30% - Implementation of Communication Program Development and Implementation
 Proactively seek communication and media positioning opportunities for the University at the
state, regional and national levels
 Direct the communications program including public and media relations, web, print and social
media
 Direct the crisis communications response for the University and its colleges and schools
 Identify, develop and support key University appearances, presentations and events to reach
target audiences and garner earned media coverage
 Direct development of content to support website, social media strategies and print
applications; maintain consistency with overall brand positioning and institutional messaging
 Develop and guide collaborative communications opportunities with partner organizations and
institutions, including media partners; serve as liaison to partner organizations and institutions
as appropriate
 Develop and support “executive communication” activities by the President and Provost, in
close collaboration with their offices
 Provide communications and media counsel to the President, Provost, deans, other senior
leaders, and marketing and communications directors across University divisions
25% - Media Relations Oversight
 Serve as the University’s chief media relations officer and one of its primary spokespeople
Position Description – Director, Communications
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Direct the media relations program and activities to ensure productivity, enhance the
University’s overall public relations and achieve overall University objectives and strategies
Cultivate important media relationships
Cultivate cadre of faculty, researchers and administrators to serve as media sources and
subject experts
Direct development and maintenance of the media relations program and resources, including
mechanisms to support issue management, forecast and track upcoming stories, and
distribute news and information
Develop mechanism by which evaluate and report earned media coverage and demonstrate
program value
Provide on-going media-related counsel to University leadership
10% - University-wide Marketing and Communications Leadership
 Keep senior leaders of the University and NSHE, including the Regents and Chancellor,
apprised of key news and developments
 Develop and sustain mechanisms, such as a University-wide Marketing Communications
Council, to support on-going collaboration and consistent practices across University colleges
and divisions
 Identify and promote application of best practices
 Serve as the primary representative of the communications function in internal and external
settings, such as committees and community forums, to promote a shared understanding of
the function’s role and objectives
 Ensure all communications and media activities are integrated and coordinated with the
University’s overall marketing and communications activities
 Coordinate University media relations activities and response with NSHE or other NSHE
institutions as appropriate
10% - Staff Management and Development
 Provide effective coaching, supervision and professional development of Communications
staff and student interns
 Establish goals and optimize productivity of Communications staff and student interns
 Manage overall daily operations and budget of Communications department
 Oversee quality of information, content and materials developed by department
 Ensure that tools and analytics are optimally used to evaluate communication channel
effectiveness, national media database, media distribution services and mechanisms for
tracking and measuring program effectiveness
 Develop communication and media training for faculty, researchers and administrators as
appropriate
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 Communications Director is a leadership role, very engaged with and visible to the University’s
many constituent audiences. The Director must exercise sound judgment, tact, diplomacy, initiative,
creativity and reason in sometimes difficult situations. The Director handles diverse and challenging
issues following generally accepted principles and practices. The Director must work independently,
creatively and efficiently with little direct supervision and with considerable latitude for initiative and
independent judgment.
Impact:
The Communications Director plays a significant role in advancing the University’s reputation. The
initiatives and responses orchestrated by this individual and his or her team can positively or
negatively affect the University’s credibility; reputation for quality scholarship and teaching; public and
Position Description – Director, Communications
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private funding levels; ability to attract and retain best faculty, researchers and students; and alumni
pride.
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:
 Communications, public relations, social media and media relations management
 Journalistic and business ethics
 Applicable laws, regulations and practices relative to public-record information, open meeting
processes and protected information
 Trends and practices in marketing communications strategies and tactics
 Strategic communications planning and implementation
Skills:
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Excellent written and verbal communication
Excellent interpersonal, relationship-building and human-relations skills
Strong interviewing, writing, editing and media “pitching” skills
Strong client/customer service orientation
Leadership, organizational and supervisory skills
Communication planning skills
Budget management
Ability to:
 Manage multiple priorities while maintaining focus on achieving results
 Deal with high stress and urgent situations
 Develop and sustain relationships with internal and external constituencies
 Be sensitive to cultural and ethnic diversity issues
 Maintain confidentiality of sensitive information
 Maintain professional business and work ethics and standards
 Lead and develop a highly motivated team of communications professionals and cultivate a
high-performing team work ethic to achieve university goals
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
University and NSHE
administrators
Faculty and researchers
External
Media, various sources
Donors, elected officials and
other key University constituents
Vendors
Reason for Contact
To address communications issues and crises, as well as media
and other visibility and positioning opportunities; to teach, counsel
and negotiate with internal and external constituencies
To address communications issues and proactive planning of
communication of research results, publications and other
milestones associated with the academic and research enterprise
Reason for Contact
To report and comment on issues of public interest
To plan and host events and activities of interest to media; to
coordinate “third-party” reaction on issues of public interest
To oversee purchased services such as media distribution and
monitoring services.
Position Description – Director, Communications
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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 with emphasis in journalism
or communications
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 six years or a Master’s Degree and four years of experience in
public relations and/or media relations management
Preferred Licenses or Certifications: None
c.
Indicate any license or certificate required for this position.
None