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Job Description

Associate Director, Advocacy and Outreach

Job Title:

Associate Director, Advocacy & Outreach (Communications)

Grade Level/Terms of Employment:

131 / 12 Months - 260 days

FLSA Status:


Work Location:

Central Office

Immediate Supervisor:

Director, Advocacy & Outreach


General Description:

The Associate Director, Advocacy & Outreach (Communications) develops the division-wide outreach and communication plan, managing division outreach platforms, coordinating large events and executing the division’s media strategy. The Associate Director focuses on a comprehensive communication program that informs, empowers and engages all stakeholders about RPS’ initiatives, advocacy, decisions, programs, and events while ensuring RPS content is consistent in terms of message and tone, across all platforms and publications.

Essential Duties and Responsibilities:

  • Designs, executes, and updates an annual division-wide communications and media engagement strategy and a monthly story calendar in alignment with the school division’s strategic plan, Dreams4RPS, including campaigns, outreach priorities, and crisis communications processes
  • Manages and evaluates staff members who are responsible for the implementation of this work
  • Manages division-wide interactive outreach platforms including but not limited to websites, social media, email newsletters, and mass notifications as well as traditional advertisements including television, radio, newspaper, billboard, and other signage
  • Ensures communications are accessible in multiple languages and that online materials meet accessibility requirements
  • Serves as the Division’s media spokesperson by receiving, researching, and responding to media inquiries received from local and national media outlets; creates and strengthens relationships with the media
  • Writes and edits division stories, press releases, media advisories, fact sheets, speeches, statements and other news-related information
  • Provides media relations and communication support and training to division leadership, school leaders, and other staff members, including crisis and issues management and storytelling efforts
  • Supports school-based communication and storytelling efforts through training and builds and maintains positive relationships with regional agency communication directors, including City government, Virginia Department of Education (VDOE), health department, fire and safety, and law enforcement to ensure effective, coordinated communications on critical issues
  • Plans and executes press events; lead all division-wide events
  • Monitors and analyzes RPS media coverage, and provides coverage updates to the RPS leadership team
  • Remains current on issues impacting and policies governing the school district, the VDOE, public education legislation (local, regional, and national), and the City of Richmond
  • Performs other duties as assigned


  • Bachelor’s Degree required; Master’s degree in public relations, communications, journalism, or related field preferred
  • At least 5 years supervisory experience preferred
  • Extensive writing experience required, education field preferred
  • Strong media and technology skills required, including proficiency with photography, videography, Adobe Creative Suite (Photoshop, Illustrator, Lightroom, Premiere, InDesign), website content management platforms, mass notification platforms, social media platforms, PC and Mac OSX operating systems, Google Suite applications, and Microsoft Office Suite
  • Excellent communication (oral and written), presentation and public relations skills
  • Demonstrated understanding of and sensitivity to the diverse cultural, ethnic, and socio-economic backgrounds of families and the Richmond community
  • Experience with school, family, and community planning activities and programs preferred
  • Ability to establish and maintain effective working relationships with school leaders and staff
  • Bilingual/fluency in Spanish preferred