ADVERTISING COORDINATOR8372A2 Pay Grade: 32 DEFINITION OF WORK Summary This is professional advertising work, planning, directing and coordinating a statewide multimedia advertising program for a state agency. Serves as advertising spokesperson for the agency. May supervise the work of subordinate public relations staff. Standard Classification Factors Supervision Received - LEVEL E: "Under administrative direction…" At this level, employees are free to plan, develop and organize all phases of the work necessary for its completion within program guidance. Generally, they can develop and utilize any procedures and methods which do not conflict with major policies. Supervision is generally exercised over them through staff conference-type discussions and a review of progress reports. Difficulty - LEVEL C: Considerable… Duties which require a high degree of concentration because of the many factors which must be considered and weighed before a decision can be reached. Usually positions that require planning, developing, and coordinating programs and directing fairly large groups of people fall into this category. Complexity - LEVEL D: Work is of a diversified nature that usually involves multiple unrelated steps. Analytical thought is necessary for dealing with complex data and situations. Work often involves a variety of unrelated processes and may require planning or carrying out a sequence of actions or both. Several alternatives usually exist at this level for approaching problems or situations. Workers at this level exercise a considerable amount of independent judgment. Work is controlled by occasional review and by reporting to or consultation with supervisors or superiors. When guidelines exist at this level, they are usually broadly defined or technical requiring careful analysis and interpretation. Consequence of Actions or Decisions - LEVEL D: Consequences of actions or decisions at this level are significant as the work may be rarely if ever reviewed, making errors difficult to detect. Errors may cause major program failure or a high degree of confusion. Injuries to others due to errors are serious or incapacitating or both and costs due to errors are substantial. Contacts - LEVEL D: The purpose of the contact is to justify, defend, negotiate, persuade or interrogate to settle matters, maintain good will, gain cooperation or reach compromises when the information is controversial or the individuals or groups have strong differences of opinions or diverse viewpoints. Extensive use of communication techniques and well developed communication skills are required for dealing with others. Physical Demands - LEVEL A: The work is predominantly sedentary and requires minimal or negligible physical exertion. The employee is normally seated; however, the nature of the work allows for periods of standing or walking at will. Environmental Conditions - LEVEL A: The work environment involves normal everyday hazards or discomforts typical of offices, meeting and training rooms, or libraries. Comfortable levels of temperature, ventilation, lighting and sound are inherent in the work environment. Exposure to deviations from pleasant environmental conditions is only occasional. The likelihood of injury is remote. Supervision/Leadership - LEVEL B: Involves functional leadership responsibility. As a "senior worker", performing essentially the same or similar work as those overseen, responsibility includes training, instructing, scheduling and reviewing. As a "project leader" may be responsible for a phase(s) of a single project which includes planning, coordinating and reviewing the work of others. This level may also involve limited administrative responsibility such as participating in the evaluation of work performance. EXAMPLES OF WORK PERFORMED Meets and confers with officials to establish policies for the statewide advertising program within an agency. Meets, confers and maintains constant contact with statewide media including radio, television and newspaper officials. Plans and develops policies and procedures to be followed regarding advertising for the agency; advises management on advertising strategy and marketing goals. Reviews research information such as public opinion polls, statistics on individuals that participate in agency programs and other relevant information to plan and develop advertising campaigns. Supervises the work of contracted advertising firms involved in advertising campaigns; attends commercial filming/taping, approves scripts, reviews proofs and recommends revisions. Performs in-house production of advertising and promotional materials. Serves as a member of an agency public relations team; reviews, recommends and approves the design of promotional materials and special events. Plans and develops programs for the orientation, motivation and education of the public on agency operations, programs and activities. Prepares budget recommendations for the advertising program; reviews invoices to check for accuracy of charges and agreed services; resolves discrepancies with contracted providers. REQUIRED KNOWLEDGE, ABILITIES AND SKILLS Knowledge *Knowledge of the principles and methods of public relations. *Knowledge of informational media used in public relations. *Knowledge of the principles and practices of advertising. Knowledge of budgeting principles and practices. Abilities *Ability to plan, direct, coordinate and conduct a complex and comprehensive public information and public relations program. *Ability to write and edit informational materials for delivery through print, film or electronic media. *Ability to analyze and evaluate public relations media and methods, and to judge probable public reaction. *Ability to speak effectively in public or through electronic media. Ability to direct and critique the work of professional and technical public relation employees. *Ability to establish and maintain effective working relationships with public and private officials, professional associates, the general public and various media representatives. Ability to effectively manage responsibilities within budgetary limitations. *Necessary at Entry MINIMUM REQUIREMENTS: Five years of experience in advertising, marketing, mass communications, business or public administration. Education may be substituted for experience as determined relevant by the agency. NC: 06/93 |