Los Angeles Community College District

Director of Communications and External Relations (#2105)

$62.23-$77.09 hourly / $10,786.37-$13,362.42 monthly / $129,436.44-$160,349.04 annual


Plans, develops, implements, and directs an effective and strategic communications, advertising, public relations, and external relations program for the District that increases public awareness and support of District programs, services, and activities, and enhances the image of the District.

Typical Duties

Develops, and implements strategic communications, public relations, and branding campaigns that increase public awareness and support of District programs, services, and activities and enhance the District’s prominence among key audiences.

Directs all media relations for the District to ensure accurate and timely coverage of events and news; serves as the District’s spokesperson on public relations matters.

Builds and fosters relationships with key political figures, philanthropic personages, business and industry partners, and community leaders to obtain their support of the District.

Researches current benchmark trends and audience preferences to determine the most appropriate mix of media to promote and present District programs, services, and activities.

Directs, coordinates, and procures mass media advertising, including radio, television, newspaper, magazines, social media networks, podcasts, and websites for maximum return on investment of time and resources.

Advises the Chancellor and Board of Trustees members on current and potential public relations, marketing, and communication issues; recommends an effective course of action.

Directs the development and editing of various publications, including news releases, feature articles, news stories, postings, reports, and other communications which highlight the goals, objectives, policies, programs, activities and accomplishments of the District, its students, and staff for dissemination to print and broadcast media sources, social media and web based sources, the general public, and specialized target groups.

Directs the development and maintenance of the District’s website, social media networks, and electronic marketing to ensure that the design and content achieves the appropriate public relations results.

Directs the development of internal newsletters, bulletins, social media and web site postings, and related materials for employees concerning policy and organizational changes, special programs, staff achievements, awards, and news of general interest to employees.

Evaluates the effectiveness and efficiency of internal and external information, media relations, and external relations programs of the District; obtains feedback from the public and internal personnel through surveys, public opinion studies, and/or focus group meetings.

Develops and implements programs to increase the District’s voice in legislative activities and advocacy networks.

Coordinates media interviews, news conferences, ceremonies, and other public relations events.

Prepares informative materials, scripts, speeches, and other communications for the Chancellor, Board of Trustees, and other executives of the District.

Provides expertise and guidance to college public relations staff in developing, implementing, and enhancing their local public relations programs that achieve the college’s goals and objectives.

Manages crises communication to mitigate negative news events and coverage; facilitates public safety information during an emergency or natural disasters.

Directs the work of assigned staff.

Develops and oversees the maintenance of the communications and external relations budget.

Performs related duties as assigned.

Distinguishing Characteristics

A Director of Communications and External Relations plans, develops, implements, and directs an effective and strategic communications, advertising, public relations, and external relations program for the District by making the public aware of the value and importance of the District, enhancing its image, and enlisting the public's support for the programs, projects, services, operations, and needs of the District.

A College Public Relations Manager plans, develops, implements, and manages a comprehensive and effective college marketing and public relations program designed to promote the services and programs of a college and to enhance its image. An incumbent in this class serves as an advisor to senior administrators on campus relations and communication matters and acts as the primary liaison to internal and external stakeholders.

A Public Information Officer performs a variety of journey-level staff work in support of a public relations program of a college or the District which includes developing various informational materials to promote and publicize programs, services, activities, and events, providing support with the effective presentation of program information, services, and activities, and assisting with media relations.


General direction is received from the Chancellor or his/her designee. General supervision is exercised over professional and other assigned staff.

Class Qualifications

Knowledge of:

Principles of communications and public relations and its role in advancing an organizational agenda

Principles, theories, practices, and techniques of marketing, branding, and advertising

Communications media sources and their most effective uses, including print, broadcast, web, and social media

Methods and techniques of preparing and disseminating news releases and securing media placements

Design content and production of marketing and public relations materials

Community colleges mission and their place in the higher education landscape

Missions, goals, and policies of the District

Objectives and interests of legislative, political, interest, professional, employee, student, business and community groups and organizations impacting the District

Principles of conflict resolution and crisis management

Organization, functions, and inter-relationships of various operating units of the District and its colleges

Capabilities of computer applications, systems and hardware used in the field of communications including but not limited to

World Wide Web and internet environments and desktop publishing

Research methods and techniques

Principles of supervision, training, and staff development

Skill in:

Interpersonal relationships

Presenting concept effectively verbally and in writing

Achieving the understanding and support of individuals or groups with indifferent or opposing points of view

Ability to:

Plan, develop, direct, and maintain a strategic communications, public relations, and external relations program for the District

Apply research and analytical techniques in the collection, summarization, and analysis of information for media distribution and presentations

Coordinate and direct the production and distribution of a wide variety of promotional materials

Evaluate the public relations value of information

Present information on a wide variety of subjects using the full array of written, oral, and visual formats and techniques for diverse media outlets

Identify the characteristics of diverse target audiences and determine the most effective communications techniques for reaching and motivating these groups for maximum support of District programs, services, and activities.

Establish and maintain effective and cooperative working relationships with District administrators, business and community leaders, and representatives of communications media and governmental organizations

Analyze situations accurately, adopt an effective course of action, and maintain composure in all situations

Exercise the authority of the position with diplomacy, honest, integrity, humor, and tact

Exercise initiative, discretion, and critical judgment

Anticipate conditions, plan ahead, establish priorities, and meet schedules

Motivate, direct, train, and develop others

Travel to off-site events and meetings

Entrance Qualifications


A bachelor's degree from a recognized college or university, preferably with a major in communications, public relations, marketing, journalism, or a related field. A master's degree in the aforementioned disciplines is desirable.


Five years of full-time, paid professional-level experience in managing a communications, public relations, or related program, which must have included experience with various media sources such as social media, web-based, broadcast, and print media. Experience in an institution of higher learning is desirable. Experience with legislative activities is desirable.


A valid Class "C" California driver's license. Travel to locations throughout the District is required.

Reasonable Accommodations

Our class specification generally describes the duties, responsibilities, and requirements characteristic of the position(s) within this job class. The duties, responsibilities, and requirements of a particular position within this class may vary from the duties of other positions within the class.

In accordance with the Americans with Disabilities Act (ADA), the Los Angeles Community College District provides reasonable accommodation to qualified individuals with covered disabilities on a case-by-case basis throughout the application, examination, and hiring processes and throughout employment. If an individual is in doubt about his or her ability to perform the duties and responsibilities of a position or possession of any other requirement noted in a class specification or job announcement, he or she should always apply for a position and request reasonable accommodation at the appropriate time.


CLASS: 2105; EST: ; REV: 7/26/2017;