JOB TITLE:Director, Communications and Media Relations GRADE LEVEL: Grade 133.2
TERMS OF EMPLOYMENT: 260 Days 12-Month Contract
FLSA STATUS: Exempt
WORK LOCATION: Office of Engagement
IMMEDIATE SUPERVISOR: Chief Engagement Officer
SUMMARYThe Director of Communications and Media Relations supports the Superintendent, School Board, and division leadership team by leading the development and execution of a comprehensive, division-wide communications and outreach strategy. The role oversees all communication platforms, directs media relations, and coordinates high-profile events to effectively inform, engage, and empower the broader RPS community. The Director ensures consistency in messaging, tone, and branding across all publications and channels while advancing strategic initiatives, including stakeholder engagement, public awareness, and alignment with division priorities.
ESSENTIAL DUTIES AND RESPONSIBILITIES - Lead divisionwide storytelling and media efforts to share what's happening across the Division.
- Monitors and analyzes media coverage related to the division, providing briefings, insights, and recommendations to the Superintendent and leadership team.
- Manages communications staff, overseeing assigned budgets, ensuring effective resource allocation and operational efficiency in alignment with division financial policies and priorities.
- Leads the planning and execution of internal communications strategies across functional departments and business units, ensuring alignment with division priorities and strategic goals.
- Serves as a strategic advisor to internal stakeholders, consulting on messaging, branding, and communication initiatives to ensure clarity, consistency, and impact.
- Defines and implements communications strategies, performance metrics, and evaluation frameworks to measure effectiveness and inform continuous improvement.
- Ensures responsiveness and high-quality service delivery to meet the diverse communication needs of departments, schools, and stakeholder groups.
- Leads the implementation of best practices, processes, and technologies to support modern, multi-platform communications and outreach.
- Develops and executes comprehensive internal and external communications strategies that strengthen organizational reputation and promote understanding of division priorities and initiatives.
- Builds and maintains strong consulting relationships with executive leadership, coaching leaders, and staff on message development and effective communication delivery.
- Assesses, develops, and sustains staff capacity to meet the division's evolving communications needs.
- Directs crisis communications efforts, as needed, ensuring timely, accurate, and coordinated responses.
- Oversees the creation, editing, and dissemination of press materials, web and print content, official statements, publications, and promotional communications related to division operations.
- Provides coaching, training, and performance feedback to ensure alignment amongst reports with program goals.
- Performs other duties as assigned.
EDUCATION AND EXPERIENCE - Bachelor's Degree in Public Relations, Communications, Journalism, or related field. Master's degree preferred.
- Twelve (12) years of progressive experience in supporting the communications function for a large organization, preferably in an education setting.
- Extensive writing experience required, education field preferred.
- Experience in journalism preferred.
- Experience and proficiency with Microsoft Office products (e.g. Excel, Word, and PowerPoint), Google Suite, and publications software
- Knowledge of and experience with traditional and digital communications tools.
- Demonstrated ability to work with diverse personalities and interests, in both individual and group settings, towards identifying and achieving mutually beneficial objectives and outcomes.
LICENSES/CERTIFICATIONS - No licenses or certifications required.
ADDITIONAL REQUIREMENTS - Availability to participate in evening and weekend events.
- Ability to work in a fast-paced, high-responsibility environment requiring responsiveness to urgent student and family needs.
- Frequent collaboration across internal teams and with external agencies.
- Strong project management and organization skills, with the ability to track intricate details and prioritize multiple initiatives and timelines in a fast-paced work environment.
- Availability to work a flexible schedule, including some evenings and weekends.
KNOWLEDGE, SKILLS, AND ABILITIES - Deep relationships with Richmond-area and national education media.
- Strong expertise in crisis communications, branding, and multi-platform content development, including digital and social media.
- Demonstrated experience leading comprehensive communications strategies within a complex organization, preferably in K-12 education or a public sector environment.
- Proven ability to advise senior leadership on strategic messaging, media relations, and stakeholder engagement.
- Experience managing and developing high-performing teams, budgets, and external vendors.
- Exceptional written and verbal communication skills, with the ability to analyze data, measure impact, and tailor messaging to diverse audiences.
- Demonstrated understanding of and sensitivity to the diverse cultural, ethnic, and socio-economic backgrounds of families and the Richmond community.
Work is performed primarily in a standard office setting within a school division administrative environment, with periodic work at school sites and community venues. The position may require attendance at evening or weekend events, press conferences, or emergency response situations. Tasks are performed in a climate-controlled environment with access to standard office technology and communication equipment. The work involves managing multiple priorities, meeting tight deadlines, and responding rapidly to emerging issues or media inquiries. Occasional travel within the division is required to support school-based and community engagement activities.
HOW TO APPLY: All applicants (including RPS employees) must submit an online application. Please access the website at:
www.rvaschools.netPlease upload a current resume with your application.
Three reference names and contact information will be required at the time of application submission. 
