Director Public Education and Public Relations

JOB PURPOSE

Under the general direction of the Trade Administrator/CEO, the Director, Public Education and Public Relations, is responsible for the strategic direction and management of internal and external communication, publications, social media activities and the management of public image and identity of The Trade Board Limited. The Director facilitates the provision of accurate, timely and relevant information to internal and external stakeholders on TBL’s programmes, projects and initiatives using a variety of media, channels and platforms, special events, special publications and direct contact. It is also responsible for the development and implementation of communications policies and strategies; issues management strategies; advising and/or obtaining professional advice on behalf of the Trade Administrator/CEO and Parent Ministry on public relations, media relations and communications matters relating to the goals and objectives of The Trade Board Limited. 

KEY OUTPUTS

• Department’s operational plan and budget 
• Monthly Performance Review/Operational Reports 
• TBL’s Communication Plan 
• Annual Report for the Public Education and Public Relations 
• Report 
• Statistical Reports 
• TBL Annual Report 
• Meetings, seminars, sensitization sessions, workshops, press conferences/briefings, interviews, launches 
• Press kits, press releases, feature articles, speeches, booklets, brochures, backgrounders, audio-visual materials, radio spot programmes, news releases, website content, backgrounders, fact sheets, etc. 
• Data gathering tools, activities and techniques including customer satisfaction surveys, media watch, quarterly reviews, one-on-one interviews 
• Public education programmes 
• Research papers

KEY RESPONSIBILITIES

Management/Administrative 

• Manages and develops the Public Education and Public Relations Unit’s operational plan and budget. 
• Ensure that the work of the Unit is executed as planned and agreed targets achieved. 
• Develops mechanisms to respond to media requests/queries in a manner which will consistently project a positive image of the TBL. 
• Project a positive image of The Trade Board Limited 
• Oversee the design, development and implementation of TBL’s communication plan. 
• Review updates on all information to be posted to TBL’s Website and other communication media. 
• Maintains membership in professional affiliation with local, regional and international media practitioners. 
• Oversee the development of the Department’s Annual Public Relations Report. 
• Design and implements Standard Operating Procedures and internal Public Relation and Communication Policy. 
• Oversee the development and completion of the Annual Report for The Trade Board Limited. 
• Formulates and presents appropriate monthly performance review/operational reports for presentation to the Trade Administrator/CEO. 

Technical/Professional 

Public Relations/Communication 

• Provides strategic leadership and direction to the Public Education and Public Relations Unit 
• Leads the development and implementation of TBL’s Public Education and Public Relations, communication, media and engagement strategies to enhance internal and external stakeholder awareness and knowledge of TBL’s events, policies, programmes and initiatives. 
• Leads the development and design of the TBL’s Communication and Public Relation Plan, establishing specific goals, objectives and strategies to build awareness, maintain consistency in branding and educate stakeholders of TBL’s mandate and priorities. 
• Tracks, research and analyse information on TBL’s related topical issues, gather information from diverse stakeholders of TBL and help to assess news value and other potential impact as well as to evaluate the effectiveness of TBL’s overall communications programme. 
• Leads the planning and development of the website, social media content and online presence of TBL to promote the core business functions of the TBL and communities with stakeholders. 
• Monitors the website and social media content schedule and engagement, including responses to stakeholders to ensure unity in TBL image and brand and internal communication policy. 
• Identifies and develops campaigns and plans in collaboration with relevant sections and in response to TBL’s mandate, new initiatives and existing programmes and services. 
• Oversee research conducted and drafts of speeches prepared for the Trade Administrator/CEO and the senior management team as required. 
• Oversees the preparation of responses to media enquiries and information requests. 
• Publicizes priority areas and/or major events of TBL to include drafting of information strategies, co-ordinating efforts, monitoring and reporting on progress, taking appropriate follow-up action, and analysing the outcome. 
• Undertakes activities to promote media coverage (e.g. press conferences/briefings, interviews). 
• Monitors and analyses public opinion and the media, identify issues and trends, and advises the Trade Administrator/CEO on appropriate action/responses. 
• Oversees the production of specific types of information communications products (e.g. press kits, press releases, feature articles, speeches, booklets, brochures, backgrounders, audio-visual materials, radio spot programmes, etc.). 
• Manages the development, coordination and execution of TBL’s implementation and or participation in special events and exhibitions. 
• Oversee and manage media related activities for the Trade Administrator/CEO and manage all media requests for TBL. 
• Designs and implements specific public education programmes to highlight/explain particular aspects of the work of TBL. 
• Keeps the Trade Administrator/CEO informed of national and international news events that could impact on the image of TBL, either positively or negatively. 
• Oversee the arrangement of launches, interviews, and other related activities, as required or according to TBL’s communications programme. 
• Oversee the preparation of press bites when requested for distribution to visiting journalists and other interest groups. 
• Make the appropriate arrangements for journalists wanting to see the Trade Administrator/CEO, upon his approval. 
• Provides liaison and information flow for overseas and local programmes, as necessary. 
• Ensures the maintenance of an up-to-date newspaper clippings file on local and international news items directly related to the policies, programmes and activities of TBL. 
• Manages complaints from the media relating to TBL upon the guidance of the Trade Administrator/CEO. 
• Develops and places appropriate articles/stories by and about TBL for both print and electronic media. 
• Oversee the development of themes, activities and support material for major events of TBL, as required. 
• Produces guidelines to help consistently promote a positive public image of TBL. Identifies potential opportunities for positive media coverage. 
• Reviews materials (e.g. news releases, website content, backgrounders, fact sheets, etc.) produced within TBL or in cases where the work has been contracted outside of TBL to ensure soundness of information produced. 
• Establishes and maintains a good professional working relationship with journalists, media houses and Parent Ministry to facilitate public awareness and understanding of TBL’s policies, programmes, initiatives and mandates. 
• Identifies and develops programmes on behalf of The Trade Board Limited, as a part of the organization’s corporate social responsibility. 

Human Resource Responsibility Areas 

• Provides guidance to supervisees and directs the Public Relation Officer and Digital Communications Officer, through effective planning, delegation, communication, training, mentoring and coaching; 
• Plans, allocates and monitors work assignments; designs overall work programme; 
• Manages the welfare and development of staff within the unit 
• Evaluates, appraises and monitors the performance of staff in the Unit and make recommendations for training and development, promotion, discipline, reward and recognition. 
• Facilitate the timely and accurate completion of the Staff Annual Performance Appraisals and other periodic reviews. 
• Identify skills/competencies gaps and contributes to the development and Succession Planning for the Unit to ensure staff capacity. 
• Coordinates the development of Individual Work Plans and recommends performance targets. 
• Participates in the orientation, onboarding, recruitment and training of staff of the Unit. 
• Ensures that staff is aware of and adhere to the policies, procedures and regulation of TBL, Parent Ministry and of the public service. 
• Establishes and maintains a system that fosters a culture of teamwork, employee empowerment and commitment to the unit’s goals. 
• Maintains, monitors attendance reports for all direct reports. 

Other Responsibilities 

• The incumbent may, from time to time be assigned duties not specifically outlined within the job description but are, however within the capacity, qualifications and experience normally expected from a person occupying this position. 

PERFORMANCE STANDARDS

• Strategic and Corporate Public Relations and Communications Plan effectively developed and implemented. 
• Media coverage and exposure for the activities of TBL appropriately executed. 
• Speeches, messages, website content, news releases and other information products accurately prepared. 
• Media services effectively coordinated and implemented 
• Displays/exhibitions and other public outreach activities effectively implemented. 
• Monthly Operational Reports are produced and submitted within the requisite timeline.
• Corporate social responsibility programs designed and implemented within respective timelines and budget. 
• The Annual Report for The Trade Board Limited and the unit is carefully designed, collated, completed and submitted within the requisite timeframe. 
• A positive image of The Trade Board Limited is projected at all times 
• Unit’s operational plan and budget effectively prepared and submitted in a timely manner 
• Quantitative and qualitative tracking measures are in place 
• Stakeholder analyses documented 
• Staff appraised in a timely manner 
• Employee development programs identified 
• Reports submitted according to schedule 

REQUIRED COMPETENCIES

CORE COMPETENCIES 

• Mastery in presentation, oral and written communication skills 
• Excellent interpersonal and time management skills 
• Excellent planning, organizing, research and analytical skills 
• Excellent Customer Service and quality focus skills 
• Strong analytical and problem-solving skills 
• Ability to write speeches and articles using technical materials 
• Strong editing skills 
• Demonstrated ability to exhibit a high level of initiative, professionalism and confidentiality 
• Ability to motivate and influence others 
• Excellent judgement and decision-making skills 
• Excellent planning and organizing skills 
• Ability to organize work in an effective manner to meet deadlines Integrity and ethics exercised in the performance of duties 

TECHNICAL COMPETENCIES 

• Excellent knowledge of the media landscape 
• Excellent knowledge of communication strategies and techniques
• Excellent information technology skills (such as Microsoft office applications, database management, etc.) 
• Strong research and analytical skills and ability to rapidly analyze and integrate diverse information from varied sources 
• An understanding of graphic design and printing to guide the production of flyers, brochures, advertisement and annual report. 
• Thorough knowledge of and practical experience in full range of communications approaches, tools, and methodologies essential to planning and executing effective communication. 
• Sound knowledge of Media and Public Relations protocol 
• Ability to think creatively and plan strategically 
• Sound Research methods skills 
• Sound data analysis skills 
• Excellent knowledge of TBLs Policies and Procedures 
• Sound knowledge of the Access to Information Act 
• Sound knowledge of GoJ’s Customer Service Policies and Procedures

MINIMUM REQUIRED EDUCATION AND EXPERIENCE

• Master’s Degree in Media/Communications Studies, Mass Communication or related field from an accredited tertiary institution, AND 
• Five (5) years’ experience in Corporate Communication and Public Relations environment, or the media, with at least three (3) years in the management capacity Knowledge of events planning and management would be an asset
• Training in public speaking and presentation skills 
• Training in state protocol and business etiquette would be an asset OR 
• Bachelor’s Degree in Media/Communications Studies, Mass Communication or related field from an accredited tertiary institution, AND 
• Eight (8) years’ experience in Corporate Communications and Public Relations environment, with four (4) years in management capacity. 
• Knowledge of events planning and management would be an asset
• Training in public speaking and presentation skills 
• Training in state protocol and business etiquette would be an asset 

SPECIAL CONDITIONS ASSOCIATED WITH THE JOB

• Ability to work under pressure and with minimum supervision. 
• Required to work outside of regular working hours. 
• Typical office environment, no adverse working conditions. 
• Required to travel locally and possibly overseas in the execution of duties.
• Must be resourceful with the ability to get things done within a complex bureaucracy, without getting easily frustrated. 
• Must always be flexible and available. 

AUTHORITY

• Acts as the Focal Point of contact for all media-related queries directed to TBL
• Sits on the Selection Team in the hiring of staff for the Public Education and Public Relations Unit 
• Recommends disciplinary action 
• Approves travelling 
• Recommend staff leave