PRIMARY PURPOSE/SCOPE
The objective of the Director of Public Relations is to contribute to the fulfillment of the goals, overall mission, and vision of Bluefield University through effective leadership of the Office of Marketing and Public Relations and proficient efforts to 1) increase public awareness of the school, 2) enhance the college image, market position and brand identity, and 3) cultivate positive, mutually beneficial relationships with the media, community, alumni, students, donors and friends.
This position is responsible for leadership of the Office of Public Relations and supervision of multiple student interns/work-studies. This position is also responsible for exercising discretion and independent judgment with respect to significant areas of marketing and public relations. The Director of Public Relations reports directly to the Vice President of Enrollment Management & Marketing.
ESSENTIAL DUTIES, RESPONSIBILITIES, AND FUNCTIONS
The essential duties, responsibilities, and functions of the Director of Public Relations include, but are not limited to, the following:
- Increase public awareness and improve the market position of Bluefield University (its vision, mission, programs, students, events, news, alumni, accomplishments, etc.) through strong, mutually beneficial relationships with local and regional media and through the distribution of key, timely news releases that tell the Bluefield University story.
- Maintain periodic contact and communication with regional media representatives in order to cultivate relationships.
- Cover college events for publicity (pre-event and post-event); respond to requests for stories on individual accomplishments/news; and develop and distribute press releases on events, news and accomplishments to regional media outlets.
- Keep media informed of news and events through the distribution of regular calendars of events, invitations, news bulletins, etc.
- Maintain a current regional media directory, including relevant contact information.
- Coordinate press conferences as needed/requested for major Bluefield University news.
- Serve as crisis communication coordinator and first point of contact for outside information requests on behalf of the University.
- Increase public awareness, improve market position, and support student recruitment efforts using print, broadcast, outdoor, online and other advertisements with local, regional, and Christian media.
- Develop, implement, and evaluate an annual advertising plan/strategy with Bluefield University marketing and advertising leaders that will improve the overall image of the school and increase awareness of Bluefield University.
- Strengthen Bluefield University’s image, brand identity and market position by serving as a college-wide clearinghouse for all public relations and marketing material to ensure the accuracy, consistency and quality of Bluefield University marketing messages.
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- Serve on the Bluefield University Marketing Committee, attend all strategic marketing planning meetings, assist with the creation and implementation of college marketing campaigns, and review all college marketing material to ensure quality and consistency
- Develop and maintain a Public Relations Policies Handbook and Brand Identity Guidelines to a) strengthen Bluefield University’s brand identity, b) communicate marketing standards, plans and programs, c) ensure the accuracy, consistency and quality of BU marketing messages and images, and d) outline marketing and visual identity policies and procedures for the college. This plan should be included in the Office of Enrollment Management and Marketing policies and procedures manual.
- Increase public awareness, improve the overall image, and promote the activities, news, events, vision and mission of the college through the use of print publications.
- Design and distribute the university news magazine, Spire.
- Design and distribute as requested other promotional publications
- Oversee the use of Bluefield University brand guide and institutional visual identity pieces: letterhead and envelopes, business cards, and name badges.
- Improve internal communication at the university in order to become a more effective, better-informed institution.
- Oversee the school’s wireless emergency notification system, RamAlert.
- Communicate class delays/postponements to constituent groups.
- Promote the college through the creation and use of online, social and multi-media resources (i.e. website, social media).
- Assist in overseeing the maintenance of the overall college website for accuracy of information and brand.
- Improve the efficiency of the Office of Public Relations through consistent planning, professional development, and evaluation (i.e. workshops, seminars, surveys, tracking, and other assessment devices).
- Maintain records indicating the frequency of Bluefield University’s presence in the local media.
- Participate in annual workshops, seminars, training, continuing education, and staff retreats for planning, evaluation, and professional development.
REQUIRED QUALIFICATIONS AND EDUCATION/EXPERIENCE
- BS/BA in communications, marketing, public relations, business administration, non-profit management, and/or commensurate experience.
- Minimum three years of experience working in the marketing, communications, and/or public relations field.
- At least 3 years of direct experience producing and creating high quality photography, videography, and graphic design for end use.
KNOWLEDGE, SKILLS, ABILITIES, AND EDUCATION/EXPERIENCE
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, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- This position requires strong customer service, focus, organization, and time management skills. Professional demeanor with the ability to interface with internal and external customers with diplomacy is essential.
- Strong written and verbal communication skills, attention to detail, aptitude for logical thinking, commitment to professional ethics, and the ability to interact with staff with sensitive and confidential information is essential.
- Demonstrated ability to exercise discretion and independent judgement when necessary.
- Demonstrated ability to work in a team environment and meet goals in a timely manner is essential.
- Skilled interpersonal relationship development and effective presentations.
- Ability to think collaboratively, strategically, and creatively.
- Ability to manage budgets and make sound financial decisions.
- Ability to apply highly developed organizational, analytical, and problem-solving skills.
- Ability to prioritize and handle multiple tasks with concurrent deadlines.
- Willingness to travel for work, attend trainings, and professional development workshops.
- Experience with Microsoft Office products, relevant software systems, and Jenzabar, or other database systems knowledge is essential.
- Experience and proven ability to create professional and quality photography, videography, and graphic design is essential.
ERGONOMIC REQUIREMENTS
Physical 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 these functions. This position may require occasional lifting and transporting of photo and video equipment weighing up to 50 pounds. The role may also involve standing, walking, bending, and reaching during equipment setup and breakdown at various locations. While much of the work takes place in a modern office environment, on-location shoots and event setups may include indoor and outdoor conditions.
Specialized Equipment Requirements
The use of specialized equipment listed here is representative of equipment an employee may encounter while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
In addition to standard office equipment such as computers, printers, and copiers, this position requires regular use of photography and videography equipment, including cameras, tripods, lighting kits, microphones, and related gear. The role may involve transporting and setting up equipment weighing up to 50 pounds.
Working Conditions and Environment
The work environment characteristics described here are representative of those an employee encounters while performing the duties, responsibilities, and functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the duties, responsibilities, and functions.
While much of the work occurs in a typical office setting on the campus of a small private residential institution, this position also requires work at indoor and outdoor event locations, including occasional travel to remote sites within 500 miles of the main campus in Bluefield, Virginia. The role may include setup and breakdown of photo/video equipment in varying weather conditions and environments.
QUALIFICATION STANDARDS
The qualification standards of the Director of Public Relations include, but are not limited to, the following:
- A Christian commitment and lifestyle that acknowledges a personal relationship with Jesus Christ and a personal commitment to the Christian purpose and mission of Bluefield University.
- Professional appearance and presentation in the working environment (including casual attire, particularly as pertains to information services and technology installation and infrastructure responsibilities).
PERFORMANCE STANDARDS
This position is subject to at least an annual evaluation based upon the job duties, responsibilities, and functions as set forth above.
APPROVALS
The job duties, responsibilities, functions, and requirements delineated above should not be interpreted as an all-inclusive list. Additional duties, responsibilities, functions, and requirements may be assigned as deemed appropriate. The University reserves the right to change or reassign job duties, responsibilities, and functions, or combine positions at any time. In accordance with the Americans with Disabilities Act, it is possible that requirements may be modified to reasonably accommodate disabled individuals. However, no accommodation will be made which may pose serious health or safety risks to the employee or others, or which impose undue hardships on the University. Position descriptions are not intended to, and do not create employment contracts. The University maintains its status as an at-will employer.
APPLICATION INSTRUCTIONS:
To apply for this position, please visit https://www.bluefield.edu/employment/ to complete the electronic staff employment application and upload the following:
- Letter of interest
- Resume or Curriculum Vitae
- Names and full contact information for at least three professional references
- Statement of Christian Faith
Hard copy application materials may be sent to the Human Resources Department at Bluefield University, 3000 College Avenue, Bluefield, VA 24605.
Additional information about Bluefield University is available at www.bluefield.edu.
To be considered for this position, all application requirements listed above must be completed.
Bluefield University is a Christ-centered, multicultural learning community that values and seeks faculty and staff who represent diverse backgrounds and perspectives, are committed to diversity, work effectively with diverse populations, and engage others in ways that honor our rich cultural mosaic and biblical foundation.
Bluefield University is a private, not-for-profit institution affiliated with the Baptist General Association of Virginia. Bluefield University shall not unlawfully discriminate on the basis of race, color, national or ethnic origin, sex, disability, age, religion, genetic information, veteran or military status, or any other basis on which the University is prohibited from discrimination under local, state, or federal law, in its employment or in the provision of its services, including but not limited to its programs and activities, admissions, educational policies, scholarship and loan programs, and athletic and other University-administered programs. This institution encourages women, minorities, veterans, and individuals with disabilities to apply.