Atlanta Public Schools

Position Type:

DISTRICT LEADERSHIP/EXECUTIVE DIRECTOR

Date Posted:

6/13/2025

Location:

Communications Division

POSITION SUMMARY

The Executive Director of Communications and Public Relations leads the development and execution of a comprehensive, district-wide public relations strategy to build and protect the reputation, image, and voice of Atlanta Public Schools. This role oversees all district digital presence and branding, media relations, crisis communication, storytelling, external and internal communication channels, and public messaging efforts, ensuring alignment with district priorities and fostering transparency, trust, and engagement with internal and external stakeholders.

This position reports to the Chief Communications Officer.

ESSENTIAL DUTIES

Strategic Communications Leadership

• Design and implement PR strategies that support the Superintendent’s vision, strategic plan, and district priorities.
• Serve as the district’s spokesperson and media liaison on high-profile or sensitive issues.
• Advise executive leadership on messaging, public sentiment, and reputational risks.

Public Relations and Message Coordination

• Collaborate closely with the Director of Media Relations to ensure message consistency across all external communications, aligning talking points, press materials, and public messaging with district priorities.
• Provide strategic guidance on messaging for executive leaders, ensuring alignment with the district’s tone, values, and communication goals.
• Oversee the development of internal message frameworks, press statements, and speeches for district leadership, particularly for major announcements, events, or initiatives.
• Coordinate narrative development and storytelling strategies that complement media outreach efforts led by the Media Relations Director.
• Serve as a thought partner to the Media Relations Director on complex issues and high-stakes communications, offering insight on audience perception and strategic positioning.
• Lead special communications projects that require cross-functional coordination beyond traditional media relations (e.g., campaigns tied to district priorities, Superintendent initiatives, or strategic events).

Crisis and Issues Management

• Lead real-time response efforts during crises, coordinating internal and external messaging.
• Develop and maintain crisis communication protocols and train district leaders in media response.

Brand and Narrative Development

• Advance a cohesive and compelling district narrative through earned media, feature stories, and executive visibility.
• Identify and promote success stories from across the district to elevate APS’s brand.

Team Leadership and Collaboration

• Manage the communications team and public information staff.
• Collaborate with departments across the district (including Schools, HR, and Operations) to ensure consistency in messaging.
• Partner with the Public Affairs and Events teams on coordinated external engagement.

Monitoring and Analysis

• Track media coverage, public perception, and PR campaign performance.
• Provide regular updates to leadership and recommend adjustments based on insights and trends.

MIMIMUM QUALIFICATIONS

EDUCATION:

• Bachelor’s degree in Public Relations, Communications, Journalism, or related field required.
• Master’s degree preferred.

CERTIFICATION/LICENSE:

• Accredited in Public Relations (APR) certification a plus.

WORK EXPERIENCE:

• Minimum of 8 years of progressively responsible experience in public relations, communications, or media, preferably in a large urban school district, government agency, or complex public institution.
• Proven experience managing crisis communications and leading a team of communications professionals.

SALARY INFORMATION

Pay Grade : 140

Work Days: Annual

POSITION INFORMATION:

FLSA Status: Exempt

Employment Category: At-Will

Reports to: Chief Communications Officer

KNOWLEDGE, SKILLS & ABILITIES

• Exceptional leadership and management skills with the ability to drive change across a large organization.
• Deep knowledge of instructional systems, curriculum development, equity-centered practices, and assessment frameworks.
• Strong analytical and problem-solving skills, with the ability to interpret complex data and translate it into actionable strategies.
• Excellent communication and relationship-building skills to engage stakeholders, build consensus, and foster trust.
• Sound fiscal acumen and experience managing multimillion-dollar budgets with a focus on impact and accountability.

PHYSICAL ABILITIES AND WORKING CONDITIONS

The physical abilities, working conditions and other conditions of employment listed in this document are representative of, but are not intended to provide an exhaustive list of the requirements for positions in this classification. In the event of an emergency or situation requiring guidance from Federal, State, or local or school district authorities, the requirements of this position may change temporarily or for the school year to best serve the needs of our students.

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 15 or more pounds on a frequent basis.

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: Will require travel to multiple sites.

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.

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