Title:

Public Relations Specialist

Work Unit:

Office of Communications

Reports To:

Director of Communications or designee

Work Calendar:

12 Months

Pay Schedule:

Department Support 12 months

Overtime Status:

Exempt

Hours:

Minimum 40 hours/week; # of hours required to perform the job

Union Status:

Non-Union

Licensure:

N/A

Note: All positions with Santa Fe Public Schools require a post-offer/pre-employment background check. Some positions have additional requirements as established by federal or state rules and regulations.

General Function:

The Public Relations Specialist supports Santa Fe Public Schools in building and maintaining positive relationships with students, families, employees, the media, community partners, and the public. This position develops and coordinates strategic communications that inform, engage, and strengthen confidence in SFPS and its schools.

The Public Relations Specialist serves as a key member of the Communications team and assists with media relations, public information, community engagement, special events, storytelling, social media, and crisis and emergency communications. The position requires excellent writing, interpersonal, organizational, and communication skills, as well as the ability to work effectively in a fast-paced public education environment.

Education/Training/Experience:

Minimum: Bachelor’s degree in public relations, communications, journalism, marketing, public administration, education, or a related field. Three or more years of professional experience in public relations, communications, journalism, media relations, or a related field.

Demonstrated ability to write clear, concise, accurate, and compelling communications for a variety of audiences.
Experience working with news media and responding to media inquiries.
Excellent interpersonal, organizational, and problem-solving skills.
Ability to manage multiple priorities and meet deadlines in a fast-paced environment.
Ability to exercise discretion and sound judgment when handling confidential or sensitive information.

Preferred:

Experience working in a public school district, government agency, nonprofit organization, or public-sector environment.
Experience with crisis or emergency communications.
Experience producing video, photography, graphics, or other multimedia content.
Bilingual or multilingual skills, particularly English and Spanish.
Knowledge of New Mexico public education, community issues, and local media.

Knowledge/Skills and Abilities:

The successful candidate will demonstrate:

Exceptional written and verbal communication skills.
Strong news judgment and storytelling ability.
Ability to communicate effectively with diverse audiences.
Strong understanding of public relations principles and media practices.
Ability to remain calm and professional during high-pressure situations.
Strong attention to detail and commitment to accuracy.
Ability to build trusting relationships with internal and external stakeholders.
Strong cultural awareness and sensitivity.
Ability to work independently while contributing effectively as part of a team.
Ability to anticipate communications needs and proactively identify solutions.

Essential Job Functions:

Performs all functions in accordance with established policies, procedures, safety and environmental regulations, facility and computer security policies and procedures. Functions are subject to change from time to time to meet the needs of the organization. Current essential responsibilities include, but are not limited to the following:

1. Public Relations & Media Relations

a. Serve as a point of contact for members of the news media and assist with responding to media inquiries.

b. Draft press releases, media advisories, talking points, statements, fact sheets, and other public information materials.

c. Coordinate interviews and media opportunities with district leadership, staff, students, and school communities.

d. Monitor local, regional, and social media coverage related to SFPS and public education.

e. Develop positive news stories highlighting student achievement, innovative programs, employees, schools, and community partnerships to pitch to the media.

f. Maintain professional relationships with media outlets and community organizations.

2. Strategic Communications

a. Identify, research, and write stories within the SFPS community for the Communications Department's quarterly publication.

b. Develop written, photographic, video, and multimedia content that highlights students, staff, schools, and district initiatives.

c. Assist with the development and implementation of district communication plans and campaigns.

d. Translate complex educational, operational, and policy information into accessible public messaging.

e. Ensure communications reflect the mission, values, goals, and priorities of SFPS.

f. Support communications for district initiatives, programs, bond projects, elections, celebrations, and special events.

g. Assist with maintaining consistent district branding, messaging, and voice across digital platforms.

3. Crisis & Emergency Communications

a. Assist the Communications team with timely communication during emergencies, school closures, safety incidents, weather events, and other critical situations.

b. Prepare emergency notifications and updates for families, employees, media, and community stakeholders.

c. Coordinate with SFPS Safety and Security, school administrators, district leadership, and other departments to ensure accurate and consistent information.

d. Help monitor public and media response during significant incidents and provide communications support as needed.

e. Maintain confidentiality and exercise sound judgment when handling sensitive information.

4. Misc.

a. Monitor social media conversations and identify emerging issues or opportunities for engagement.

b. Support efforts to strengthen relationships between SFPS and the Santa Fe community.

c. Work collaboratively with schools, families, community organizations, elected officials, and other stakeholders.

Salary Range and Benefits:

$60,000 to $70,000+ Medical, dental, and vision benefits are available to full and part-time employees that work a minimum of 20 hours per week.

Resources Used in Performing Job Include (but are not limited to):

Standard office equipment and software platforms such as Microsoft Office (Word, Excel, PowerPoint) and the Google Suite. Telephone, fax, copier, computer, stamp machine, badge machine, calculator.

Physical/Cognitive Requirements:

Regularly required to stand and move throughout a room and/or facility. Communicates verbally and electronically. Uses hands to handle or feel objects, tools, or controls and reach with hands and arms. Frequently required to stoop, kneel, crouch, and/or crawl. Occasionally required to sit, climb, balance, and drive. May have occasion to perform heavy lifting up to 40 pounds. Specific vision abilities required include close vision, distance vision, color vision, and the ability to adjust focus. Must possess and maintain a valid driver’s license and private automobile. Some evening or weekend work and travel may be required.

Environmental Conditions:

Work is performed in an office and school environment, with regular travel to SFPS schools and district events. This position will have exposure to Visual/Video Display Terminal (VDT) and extensive personal computer and phone usage. Some sitting, standing, bending and reaching may be required. May require occasional evening and weekend work for meetings, events, ceremonies, emergencies, or other district activities. May be required to respond outside normal working hours during emergency or crisis situations. Must be able to work effectively under time-sensitive and changing conditions.

Performance Expectations:

The Public Relations Specialist is expected to represent Santa Fe Public Schools professionally and positively; provide timely, accurate, and culturally responsive communication; protect confidential information; meet established deadlines; and demonstrate commitment to students, families, employees, and the broader Santa Fe community.

Personal Accountability:

Demonstrates reliability as evidenced by attendance records and punctuality.
Properly notifies supervisor and/or designee of absences or tardiness.
Begins and completes work within the allotted time.
Consistently appears in attire appropriate to the work environment.
Demonstrates skill in the use of equipment including its capabilities, limitations and appropriate/ special application.
Protects the district’s resources through appropriate and careful use of supplies and equipment.
Utilizes appropriate body mechanics to aid in the prevention of muscle strain/injury.

Santa Fe Public Schools does not discriminate on the basis of race, color, national origin, ancestry, religion, sex, sexual orientation, gender identity or expression, marital status, pregnancy, disability, age, veteran status, medical/genetic information, or any other characteristic protected by law.

2026-2027 SY: Public Relations Specialist