Atlanta Public Schools

POSITION SUMMARY
The Director of Media Relations serves as the district's lead media strategist and primary spokesperson, overseeing all media relations efforts for Atlanta Public Schools. This position develops and executes proactive and responsive communications strategies that enhance the district's reputation, elevate student and staff achievements, and advance the priorities of the Superintendent, Atlanta Board of Education, and Atlanta Public Schools.

This role serves as the primary liaison to local, state, and national media outlets and is responsible for building and sustaining strategic relationships with reporters, editors, producers, and other media stakeholders. The Director provides counsel to senior leadership on media engagement, issues management, crisis communications, and public messaging while ensuring communication is timely, accurate, transparent, and aligned with district priorities.

Working collaboratively with district leadership, the Director of Media Relations shapes external narratives, increases positive media visibility, and strengthens public confidence and trust in Atlanta Public Schools.

MINIMUM REQUIREMENTS

Education:

• Bachelor's degree in communications, public relations, marketing, or journalism required.

Certifications/Licenses:

• Valid driver's license and availability of private transportation, or the ability to attend off-site events.

Experience:

• 5 years of progressive experience in media relations, public relations, journalism, communications, or public affairs
• 8 years of experience preferred
• Experience serving as a spokesperson or advising executive leadership preferred
• Experience in K12 education or public sector preferred

ESSENTIAL DUTIES & RESPONSIBILITIES

• Serves as the district's primary media contact and official spokesperson, managing media inquires and coordinating interviews on behalf of Atlanta Public Schools
• Develops and executes comprehensive media relations strategies that advance district priorities and elevate awareness of APS students, staff, schools, and programs
• Builds and maintains strategic relationships with local, regional, and national media to expand earned media opportunities and strengthen district visibility
• Identifies, develops, and pitches compelling stories that showcase student achievement, academic excellence, innovation, workforce development, athletics, fine arts, and community partnerships
• Advises the Superintendent, Board of Education, Chief Communications Officer, and senior leadership on media engagement, messaging, reputation management, and issues response
• Develops and reviews key messages, talking points, press releases, media statements, executive communications, briefing materials, and thought leadership content
• Designs and delivers media preparedness and spokesperson training for district leadership and designated representatives
• Leads media communications during emergencies, crises, and sensitive issues to ensure timely, accurate, coordinated, and transparent messaging
• Monitors media coverage, public sentiment, and emerging issues; provides strategic counsel and recommends response approaches as appropriate
• Oversees the district's online newsroom and evaluates earned media performance through reporting and analysis of reach, engagement, and impact
• Partners with Communications, Marketing, Digital Communications, Community Engagement, Human Resources, Athletics, and Academic divisions to identify and amplify stories aligned to district priorities
• Supports Board of Education meetings, districtwide initiatives, major announcements, community events, and media opportunities involving district leadership
• Required to have prompt, regular attendance in person and be available to work on-site during regular business hours and as needed
• Performs other duties as assigned by the appropriate administrator or their representative

KNOWLEDGE, SKILLS, & ABILITIES

• Extensive knowledge of media relations, public relations, strategic communications, and reputation management
• Demonstrated relationships with local, regional, and national media outlets, including print, broadcast, digital, and emerging media platforms
• Exceptional written and verbal communication skills, including speechwriting, message development, media pitching, and executive communications
• Strong understanding of public education issues, government relations, and the evolving media landscape
• Experience serving as a spokesperson and advising executive leaders in high-profile and sensitive situations
• Ability to develop proactive earned media strategies that increase positive visibility and support organizational goals
• Skilled in crisis communications, issues management, and rapid response messaging.
• Ability to provide media training and executive coaching to senior leaders, board members, and district spokespersons
• Strong organizational, project management, and relationship-building skills.
• Ability to analyze media coverage, identify emerging issues, and recommend strategic communications responses

SALARY INFORMATION
Work Days: Annual
Pay Grade: 137
POSITION INFORMATION

FLSA Status: Exempt
Employment Category: At-Will 
PHYSICAL ABILITIES AND WORKING CONDITIONS

• Vision: Ability to read small print and view a computer screen for prolonged periods
• Hearing: Ability to tolerate exposure to noisy conditions
• Speech: Ability to be understood in face-to-face communications, to speak with a level of proficiency and volume to be understood over a telephone or computer
• Upper Body Mobility: Ability to use hands to grasp, and manipulate small objects; manipulate fingers, twist and bend at wrist and elbow; extend arms to reach outward and upward; use hands and arms to lift objects; turn, raise, and lower head
• Strength: Ability to lift, push, pull and/or carry objects which weigh as much as 5 or more pounds on a frequent basis. Incumbent may be required to physically restrain parties involved in a conflict
• Environmental Requirements: Ability to encounter constant work interruptions; work cooperatively with others; work independently; work indoors
• Mental Requirements: Ability to read, write, understand, interpret and apply information at a moderately complex level essential for successful job performance; math skills at a high school proficiency level; judgement and the ability to process information quickly; learn quickly and follow verbal procedures and standards; give verbal instruction; rank tasks in order of importance; copy, compare, compile and coordinate information and records. Understand how to manage stress
• Additional Work Conditions & Physical Abilities:  N/A
  The Atlanta Public School System does not discriminate on the basis of race, color, religion, sex, citizenship, ethnic or national origin, age, disability, medical status, military status, veteran status, marital status, sexual orientation, gender identity or expression, genetic information, ancestry, or any legally protected status in any of its employment practices, educational programs, services or activities.  Reasonable accommodations may be made to enable individuals with disabilities to perform essential duties.  
  This job description is intended to accurately reflect the duties, responsibilities and requirements of the position.  It is not intended to be and should not be construed as an all-inclusive list of all the responsibilities, skills, or working conditions associated with the position.  Management and administration reserves the right to modify, add, or remove duties and assign other duties as necessary.