Media Communications Specialist 1-5 CM

Job Summary

Involves delivering news and information to the general public and key audiences through a clear understanding of news dynamics, media engagement, targeted public outreach initiatives, and strategic communication of the institution’s messages.

Job Title	Media Communications Specialist 1 CM	Media Communications Specialist 2 CM	Media Communications Specialist 3 CM	Media Communications Specialist 4 CM	Media Communications Specialist 5 CM
Job Code	5376	5377	5378	6408	6409
Bargaining Unit	CM	CM	CM	CM	CM
FLSA	Non-Exempt	Non-Exempt	Exempt	Exempt	Exempt
Generic Scope	Entry-level professional with limited prior experience; learns to use professional concepts to resolve problems of limited scope and complexity; works on assignments that are initially routine in nature, requiring limited judgment and decision making. Employees at this level are expected to acquire the skills and knowledge to perform more advanced work following an agreed upon time in position, through defined training and development planning.	Professional who applies acquired job skills, policies, and procedures to complete substantive assignments/projects/tasks of moderate scope and complexity; exercises judgment within defined guidelines and practices to determine appropriate action.	Experienced professional who knows how to apply theory and put it into practice with in-depth understanding of the professional field; independently performs the full range of responsibilities within the function; possesses broad job knowledge; analyzes problems/issues of diverse scope and determines solutions.	Technical leader with a high degree of knowledge in the overall field and recognized expertise in specific areas; problem-solving frequently requires analysis of unique issues/problems without precedent and/or structure. May manage programs that include formulating strategies and administering policies, processes, and resources; functions with a high degree of autonomy.	Recognized organization-wide expert. Has significant impact and influence on organizational policy and program development. Regularly leads projects of critical importance to the organization; these projects carry substantial consequences of success or failure. May direct programs with organization-wide impact, including formulating strategies and administering policies, processes, and resources. Significant barriers to entry exist at this level.
Custom Scope	Learns to use media communications concepts and assists as assigned in implementing programs and activities and gathering information designed to enhance the public’s understanding and appreciation of the location typically through media outlets. Typically, the bargaining unit job code should be used for work covered by this title. However, if the position is not covered by the Higher Education Employer-Employee Relations Act (HEERA) due to one of the following reasons—(1) Confidential status, where duties normally require access to confidential information that significantly influences the development of management’s bargaining or grievance positions; (2) employed outside of California at a location with 100 or fewer employees; or (3) Supervisory status, where duties include supervising employees as a regular part of the job—then the position should be listed under the generic title without the “CM” ending.	Responds to non-complex, basic inquiries from public or media. Responses require some research and organization of material. Assists in gathering and preparing news and information about the location. Typically, the bargaining unit job code should be used for work covered by this title. However, if the position is not covered by the Higher Education Employer-Employee Relations Act (HEERA) due to one of the following reasons—(1) Confidential status, where duties normally require access to confidential information that significantly influences the development of management’s bargaining or grievance positions; (2) employed outside of California at a location with 100 or fewer employees; or (3) Supervisory status, where duties include supervising employees as a regular part of the job—then the position should be listed under the generic title without the “CM” ending.	Provides analysis and information on complex results or activities, searches out and writes stories, conducts interviews, sets up press conferences, and arranges for photography, video, or graphics to accompany news releases. Work is of moderate complexity / difficulty and may include planning and implementing limited media campaigns. Typically, the bargaining unit job code should be used for work covered by this title. However, if the position is not covered by the Higher Education Employer-Employee Relations Act (HEERA) due to one of the following reasons—(1) Confidential status, where duties normally require access to confidential information that significantly influences the development of management’s bargaining or grievance positions; (2) employed outside of California at a location with 100 or fewer employees; or (3) Supervisory status, where duties include supervising employees as a regular part of the job—then the position should be listed under the generic title without the “CM” ending.	Oversees various comprehensive media campaigns and serves as specialist in addressing media / public concerns regarding a specific discipline or area; i.e., an academic discipline such as arts, humanities, science or engineering, or particularly sensitive and / or complex institutional policies or practices. Typically, the bargaining unit job code should be used for work covered by this title. However, if the position is not covered by the Higher Education Employer-Employee Relations Act (HEERA) due to one of the following reasons—(1) Confidential status, where duties normally require access to confidential information that significantly influences the development of management’s bargaining or grievance positions; (2) employed outside of California at a location with 100 or fewer employees; or (3) Supervisory status, where duties include supervising employees as a regular part of the job—then the position should be listed under the generic title without the “CM” ending.	Operates at the highest level to develop broad-based strategies to highlight location accomplishments, events, activities, et cetera to various constituencies including the media and general public. Deals with the most complex and sensitive issues, and acts independently as location spokesperson during press conferences and/or related events and in times of crises or emergencies. Serves as a resource to all location personnel in matters involving the media and strategic communications needs. Typically, the bargaining unit job code should be used for work covered by this title. However, if the position is not covered by the Higher Education Employer-Employee Relations Act (HEERA) due to one of the following reasons—(1) Confidential status, where duties normally require access to confidential information that significantly influences the development of management’s bargaining or grievance positions; (2) employed outside of California at a location with 100 or fewer employees; or (3) Supervisory status, where duties include supervising employees as a regular part of the job—then the position should be listed under the generic title without the “CM” ending.
Key Resp 01	Gathers news/information about the location and its programs.	Under general supervision, implements programs and activities designed to enhance the public’s understanding and appreciation of the location.	Under minimal supervision, provides analysis and information on complex results or activities, searches out and writes stories, conducts interviews, sets up press conferences, and arranges for photography, video, or graphics to accompany news releases.	Designs, develops and implements programs to enhance an appreciation for and understanding of the location to its various internal and external constituencies.	Using media relations expertise, positions public understanding of the location, consistent with location goals and objectives.
Key Resp 02	Drafts simple news releases, routine statements, and brief articles.	Conducts routine interviews to gather information and writes basic materials such as simple news releases, routine statements, and brief articles for internal and external audiences.	As assigned, handles breaking news situations, including developing strategies for dealing with sensitive and/or controversial issues.	Anticipates potential areas of interest or concern and develops communications strategies/programs to prepare the location to successfully and effectively address these areas to the media and various publics.	Analyzes location issues, policies, practices, programs, etc., for political sensitivity or potential “negative press,” and as necessary develops strategic action plans as well as prepares, advises and consults with relevant parties, including senior academic and administrative management, on effective media relations.
Key Resp 03	Compiles and maintains files of clippings and/or records of media placements including location information such as photographs, statistics, and reports.	Compiles and maintains files of clippings and/or records of media placements including location information such as photographs, statistics, and reports; distributes to interested parties.	Produces quality work under deadlines.	Determines through fact-checking and other techniques the veracity and relevance of information provided by sources.	Conceives, develops, and brings to fruition interesting stories, typically involving complex or sensitive issues or topics, to enhance the public’s understanding and appreciation for the location and its contributions.
Key Resp 04	Distributes information as instructed or requested.	Suggests stories of potential interest to management and to news media.	As assigned, handles news requests from reporters for information about the location.	Conceives, develops, and brings to fruition interesting stories that enhance the public’s understanding and appreciation of the location and its contributions.	May serve as a team/project leader and may mentor less experienced staff.
Key Resp 05	Maintains strict confidentiality.	Maintains strict confidentiality.	Maintains strict confidentiality.	Maintains strict confidentiality.	Maintains strict confidentiality.
Key Resp 06	Assists in the accommodation of media presence at a location, including assisting in the preparation of media packets.	Assists in gathering and preparing news and information about the location and its programs for dissemination through the media, internet and relevant institutional components.	Provides general assistance as needed to facilitate requests for information of a general nature and assists with major institutional news conferences and public announcements.	Ensures that proactive media placements are consistent with strategic messaging goals.	Ensures that proactive media placements are strategically aligned with overarching messaging objectives, maintaining consistency, clarity, and coherence to effectively support organizational goals and enhance public perception.
Key Resp 07		Accommodates media presence on site and prepares, assembles and distributes media packets, background information and fact sheets.	Builds and maintains good working relationships at all organizational levels and with external media representatives.	Develops and maintains good working relationships with both actual and potential sources and internal/external constituencies, including the media.	Through strategic engagement, establishes and sustains robust professional relationships with current and prospective sources, as well as internal and external stakeholders, including media representatives
Key Resp 08		Researches, develops, and maintains media distribution lists and identifies / targets appropriate distribution audiences; coordinates and prepares distributions.	Researches, develops, and manages media distribution lists, strategically identifying and targeting appropriate audiences. Coordinates and oversees the preparation and execution of distribution activities to maximize outreach effectiveness.	Provides advice and consultation as requested/required on appropriate methods for dealing with the media.	Provides advice and consultation as on appropriate methods for dealing with the media.
Key Resp 09				May be called upon to serve as location spokesperson during emergencies or in times of crises.	May serve as spokesperson during emergencies or in times of crisis.
Key Resp 10				Cultivates positive journalistic relationships to ensure optimal visibility for location programs through story pitching and partnerships.	Builds and maintains strong journalist relationships to maximize visibility through strategic story pitching and partnerships.
Education	Bachelor’s degree in related area and / or equivalent experience / training	Bachelor’s degree in related area and / or equivalent experience / training	Bachelor’s degree in related area and / or equivalent experience / training	Bachelor’s degree in related area and / or equivalent experience / training	Bachelor’s degree in related area and / or equivalent experience / training
Special Condition	Exercise the utmost discretion in managing sensitive information learned in the course of performing their duties. Sensitive information includes but is not limited to employee and student records, health and patient records, financial data, strategic plans, proprietary information, and any other sensitive or non-public information learned during the course and scope of employment. Understands that sensitive information should be shared on a limited basis and actively takes steps to limit access to sensitive information to individuals who have legitimate business need to know. Ensure that sensitive information is properly safeguarded. Follow all organizational policies and laws on data protection and privacy. This includes secure handling of physical and digital records and proper usage of IT systems to prevent data leaks. The unauthorized or improper disclosure of confidential work-related information obtained from any source on any work-related matter is a violation of these expectations.	Exercise the utmost discretion in managing sensitive information learned in the course of performing their duties. Sensitive information includes but is not limited to employee and student records, health and patient records, financial data, strategic plans, proprietary information, and any other sensitive or non-public information learned during the course and scope of employment. Understands that sensitive information should be shared on a limited basis and actively takes steps to limit access to sensitive information to individuals who have legitimate business need to know. Ensure that sensitive information is properly safeguarded. Follow all organizational policies and laws on data protection and privacy. This includes secure handling of physical and digital records and proper usage of IT systems to prevent data leaks. The unauthorized or improper disclosure of confidential work-related information obtained from any source on any work-related matter is a violation of these expectations.	Exercise the utmost discretion in managing sensitive information learned in the course of performing their duties. Sensitive information includes but is not limited to employee and student records, health and patient records, financial data, strategic plans, proprietary information, and any other sensitive or non-public information learned during the course and scope of employment. Understands that sensitive information should be shared on a limited basis and actively takes steps to limit access to sensitive information to individuals who have legitimate business need to know. Ensure that sensitive information is properly safeguarded. Follow all organizational policies and laws on data protection and privacy. This includes secure handling of physical and digital records and proper usage of IT systems to prevent data leaks. The unauthorized or improper disclosure of confidential work-related information obtained from any source on any work-related matter is a violation of these expectations.	Exercise the utmost discretion in managing sensitive information learned in the course of performing their duties. Sensitive information includes but is not limited to employee and student records, health and patient records, financial data, strategic plans, proprietary information, and any other sensitive or non-public information learned during the course and scope of employment. Understands that sensitive information should be shared on a limited basis and actively takes steps to limit access to sensitive information to individuals who have legitimate business need to know. Ensure that sensitive information is properly safeguarded. Follow all organizational policies and laws on data protection and privacy. This includes secure handling of physical and digital records and proper usage of IT systems to prevent data leaks. The unauthorized or improper disclosure of confidential work-related information obtained from any source on any work-related matter is a violation of these expectations.	Exercise the utmost discretion in managing sensitive information learned in the course of performing their duties. Sensitive information includes but is not limited to employee and student records, health and patient records, financial data, strategic plans, proprietary information, and any other sensitive or non-public information learned during the course and scope of employment. Understands that sensitive information should be shared on a limited basis and actively takes steps to limit access to sensitive information to individuals who have legitimate business need to know. Ensure that sensitive information is properly safeguarded. Follow all organizational policies and laws on data protection and privacy. This includes secure handling of physical and digital records and proper usage of IT systems to prevent data leaks. The unauthorized or improper disclosure of confidential work-related information obtained from any source on any work-related matter is a violation of these expectations.
KSA 01	Basic knowledge of concepts and principles of news, media communications and media relations.	Working knowledge of concepts and principles of news, media communications and media relations.	Thorough knowledge of the concepts and principles of news, media communications and media relations.	Advanced knowledge of principles, practices, concepts, and technical requirements in news, media communications and media relations.	Expert knowledge of all aspects of news, media communications, and media relations.
KSA 02	Basic skills in social media and electronic communications to disseminate messages to target audiences.	General knowledge of the usage and applications of electronic communication tools and skill in using same.	Thorough skills in understanding and effectively utilizing all news/media mediums including broadcast news, the internet, social media and other emerging technologies.	Advanced skills in understanding and effectively utilizing all news/media mediums including broadcast news, the internet, social media and other emerging technologies.	Expert skills in understanding and effectively utilizing all news/media mediums including broadcast news, the internet, social media and other emerging technologies.
KSA 03	Basic knowledge of the location, its achievements, mission, vision, goals, objectives, programs and infrastructure.	Working knowledge of the location, its achievements, mission, vision, goals, objectives, programs and infrastructure.	Thorough knowledge of the location, its achievements, mission, vision, goals, objectives, programs and infrastructure.	Advanced knowledge of the location, its achievements, mission, vision, goals, objectives, programs, policies and infrastructure, and knowledge of issues in higher education as well as current location concerns and issues.	Expert knowledge of all aspects of the location, including achievements, mission, vision, goals, infrastructure, relevant policies/procedures and issues of concern in higher education generally and those issues of particular concern to the location.
KSA 04	Basic written, verbal, interpersonal communication skills and political acumen.	Good written, verbal, interpersonal communication skills and political acumen.	Thorough written, verbal and interpersonal communication skills.	Advanced verbal, written and interpersonal communication skills.	Expert verbal, written and interpersonal communication skills.
KSA 05	Basic organizational skills.	Good organizational skills.	Good judgment, political acumen, and thorough organizational skills.	Advanced judgment, analytical and decision-making skills and advanced political acumen.	Expert judgment, analytical and decision-making skills and keen political acumen.
KSA 06	Skill to maintain confidentiality.	Skill to maintain confidentiality.	Skill to maintain confidentiality.	Skill to maintain confidentiality.	Skill to maintain confidentiality.
KSA 07			May require knowledge of specialty areas such as broadcast news including TV / radio, internet and other emerging technologies.	May be required to have knowledge in a specialty area such as broadcast news including TV / radio, internet, social media and other emerging technologies.	May require expert knowledge in a specialty area such as broadcast news including TV / radio, internet, social media and other emerging technologies.
KSA 08				Advanced skill in problem recognition, avoidance and resolution.	Expert skill in problem recognition, avoidance and resolution.
KSA 09				May require advanced knowledge of assigned subject matter area(s).	May require expert knowledge of specific subject matter area(s); i.e., arts, humanities, science and/or engineering.
KSA10					Skill in thinking quickly and appropriately to effectively address potentially negative, sensitive or difficult situations.
Environment	Campus, medical center or other university setting and various external venues.	Campus, medical center or other university setting and various external venues.	Campus, medical center or other university setting and various external venues.	Campus, medical center or other university setting and various external venues.	Campus, medical center or other university setting and various external venues.