Description: Public Relations and Community Engagement Specialist
Terms of Employment: 12 Month Employee
Reports to: Chief Information Officer
Salary: $65K - $90K Overview
Capital School District is seeking a creative and strategic Public Relations and Community Engagement Specialist to elevate the district’s online presence and highlight the stories of everyday excellence found within our schools. This role will lead efforts to celebrate employees, highlight instructional excellence, and capture personal, relatable stories of student success—from classroom innovations to milestone accomplishments.
The Specialist will strengthen Capital’s positive public image by creating engaging social media content, analyzing performance data to guide strategy, ensuring the district website is dynamic, user-friendly, and accurate, expanding our use of professional platforms such as LinkedIn, and connecting families, staff and the community through a district newsletter and other resources. The Specialist also serves as the district’s primary media contact, preparing press releases, coordinating media coverage, and supporting district communications.
As the district’s point person for communication, the Specialist will cultivate partnerships with businesses and community organizations to broaden Capital’s engagement and visibility. The ideal candidate will possess both technical skills and relationship-building abilities—amplifying Capital’s story through compelling content, clear branding, strategic use of analytics, and collaboration with families, staff, community partners, and district leadership at every level.
Essential Functions
Storytelling and Recognition
- Build strong relationships with teachers, staff, administrators and families to capture and share personal stories of achievement and instructional excellence.
- Lead a district wide employee recognition program supported by community and business partnerships.
- Produce and distribute a district newsletter and other resources to connect families, staff, and community.
Digital Strategy & Content
- Create visually engaging and informative digital content (photos, videos, graphics, infographics) for use across diverse platforms and audiences.
- Provide digital media coverage of school and district events, including evenings and weekends.
- Prepare and distribute press releases, media advisories, and responses to media inquiries to ensure Capital’s stories are shared consistently across traditional and digital platforms.
- Develop and manage a comprehensive social media strategy, including expanded use of LinkedIn, to highlight student success, staff excellence, and district initiatives.
Platforms & Systems
- Manage and maintain the district website, ensuring accuracy, timeliness, ease of use, and alignment with district priorities.
- Evaluate and recommend social media management tools to streamline posting, monitoring, and analytics.
- Analyze performance data from social media and other digital platforms to guide communication strategy and improve engagement.
- Conduct an annual communications systems audit to assess effectiveness across platforms.
Messaging & Standards
- Support district leadership with consistent messaging, crisis communications, and public-facing communications.
- Ensure compliance with district branding, communication, and accessibility standards across all platforms.
Skills, Knowledge, and Abilities
- Strong command of social media strategy, content planning, and analytics-driven optimization across major platforms. (Facebook, Instagram, X/Twitter, YouTube, TikTok, LinkedIn)
- Excellent written and verbal communication skills with the ability to craft compelling narratives for diverse audiences.
- Knowledge of web content management systems and best practices for website design, content organization, and accessibility. (SchoolMessenger Presence, Educational Networks, Finalsite, or similar systems)
- Proven ability to build strong positive relationships with staff, families, community partners, and school leaders to identify and share stories of success.
- Visual production skills (photography, videography, graphic design) using Adobe Creative Cloud or equivalent tools (e.g., Canva, Final Cut, DaVinci).
- Media relations experience, including preparing press releases, coordinating interviews, responding to media inquiries, and leading crisis communications.
- Productivity tools such as Microsoft Office 365 and Google Workspace.
- Strong project management: organized, detail-oriented, and able to manage multiple projects and deadlines.
- High professionalism and diplomacy; collaborates effectively across teams and works independently with sound judgment.
Qualifications
- Bachelor’s Degree in Communications, Marketing, Public Relations, Journalism, or a related field (Master’s Degree preferred).
- Experience in digital communications, public relations, social media management, marketing, or related fields.
- Proven ability to build audience engagement through creative storytelling and use of data/analytics to guide strategy.
- Portfolio of communications work (e.g.social media, press releases, digital content, or website projects) preferred.
Job Type
- Full-time, 12 months
- Flexible schedule; some evening and weekend work required
Physical Demands:
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential duties and responsibilities of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to use hand and /or fingers to handle or feel; reach with hands and arms; talk or hear; and taste or smell. The employee frequently is required to stand, walk and sit. The employee must occasionally lift an/or move up to 50 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.
Standard Requirements:
- Favorable Criminal Background Check and Child Abuse Registry Check for the candidate who is offered employment
- Tuberculin Test and physical
- Mandatory Direct Deposit of paycheck
Application Procedures
Interested candidates who meet the minimum qualifications may apply by completing an employment application no later than 11:59 PM on the closing date indicated above. A cover letter, resume and three letters of reference, dated within the last year, are required. Please note that incomplete application packages will not be considered.
Applicants needing special accommodations in the application process of the vacancy announcement may contact the Human Resources office at 302-857-4215.
The Capital School District is an equal opportunity employer and does not discriminate on the basis of race, color, creed, religion, gender (including pregnancy, childbirth and related medical conditions), national origin, citizenship or ancestry, age, disability, marital status, veteran status, genetic information, sexual orientation, or gender identity, against victims of domestic violence, sexual offenses, or stalking, or upon any other categories protected by federal, state, or local law. Inquiries regarding nondiscrimination policies should be directed to the Title IX, District 504 and ADA Coordinators: Capital School District, 198 Commerce Way, Dover DE 19904. Phone (302) 672-1500
