Executive Director of External and Emergency Communications

at Fort Worth ISD (view profile)
Location Fort Worth
Date Posted July 12, 2021
Category Public Relations
Job Type Full-time


Fort Worth Independent School District is looking for an Executive Director of External and Emergency Communications. Apply at: https://www.fwisd.org/Page/9735?category=Administration%3A+District&AppliTrackJobId=4828&AppliTrackLayoutMode=detail&AppliTrackViewPosting=1

General Summary


Serves as the person in charge of both external and internal communications, as well as spokesperson for the FWISD.  Responsible for regularly disseminating new and pitching stories to media, developing relations with news organizations and initiating coverage.

Also has direct oversight of the Internal Communications Coordinator and supervises his/her engagement of the District’s more than 14,000 full and part-time employees through traditional and online messaging as well as targeted social media.

Also handles the purchase and placement of (paid) broadcast media spots for television and radio.

Also, is in charge of the design and implementation of a plan for paid advertising for the Fort Worth ISD.

Serves as Incident Command System (ICS) Public Information Officer during district emergency incidents.  In concert with the Emergency Management Office, implements and maintains an ongoing District Emergency Operations information campaign and builds stakeholder competency in crisis prevention and response (Know The Plan).

Supervises the daily operations of the District Information Center, as well as the two receptionists who work there.



Essential Job Functions


  1. Monitors current affairs in order to find opportunities to offer Fort Worth ISD events, classroom projects or people as news stories.
  2. Works with the department secretary to keep an up-to-date and accurate list of appropriate media contacts on a local, regional, and national basis.
  3. Strategizes with the Senior Communications Officer and the Director of Multimedia Strategies and Marketing to put together effective media campaigns.
  4. Builds actual media kits and then delivers in person, pre-event, to various newsrooms in order to generate coverage and build relationships.
  5. Understands branding and the importance of developing brand equity.
  6. Supervises and directs the work of the District’s Internal Communications Coordinator, ensuring he/she provides accurate and timely communications to teachers, campus leaders, and support staff, employing a variety of conduits, including online messaging and targeted social media.
  7. Handles the purchase and placement of broadcast media spots in support of the District’s initiatives and campaigns, including but not limited to Start of School Campaign, Gold Seal Programs and Schools of Choice, Pre-Kindergarten and Kindergarten campaign, Round-up, and the Bond Election Informational Campaign.
  8. Responsible for the design and implementation of a plan for paid advertising in the Fort Worth ISD and coordinates a multi-division team to inform and advise the work.
  9. Manages the Communications Department’s coordinated response to severe weather and disseminates information about school closings, delays or early dismissals to all media, including TV, radio and Web sites.
  10. Supervises the district’s information center in the lobby of the FWISD Administration Building, monitoring the efficiency of responses to both internal and external customers, and directly supervises the two District receptionists who work there.
  11. Coordinates the display of printed and audio-visual materials in the reception area, finding creative ways to make the center an attractive and informative reception area.
  12. Identifies opportunities to prominently place the Fort Worth ISD in the city’s signature events (Main Street Arts Festival, Mayfest, Alliance Air Show, etc.) in order to build brand equity for the District, sharing positive information and success stories about students, teachers and academic initiative.
  13. Builds relationships with universities and colleges by identifying shared goals and initiatives by sharing those stories in the public through the media.
  14. Supervises an internship program.
  15. Works collaboratively both within the Communications Department and other FWISD departments
  16. Develops, writes, edits, publishes and oversees content for District Emergency Operations web site. This web site will provide instructional, educational and informative materials for the District staff and general public and include mitigation and prevention, preparedness, response, and recovery.
  17. Make presentations to public groups explaining the District’s emergency priorities.
  18. In conjunction with the EMO develop, write, prepare and deliver informational and instructional presentations to educate District personnel on their responsibilities in the emergency planning and response process.
  19. Write and edit crisis communications products including responses-to-inquires, executive speeches, talking points, backgrounders and fact sheets.
  20. Assist campus leadership in emergency operations team building and knowledge sharing activities.
  21. Performs all other related duties as assigned.





  1. Bachelor’s degree in communications, journalism, marketing, advertising, English, or related field.
  2. Four years of experience in print broadcast news, marketing, public relations or communications.
  3. Knowledge of the local media market and experience as a print or broadcast reporter, editor or manager.
  4. Spanish fluency preferred, as is the ability to answer news reporters’, others’ questions posed in Spanish.
  5. Some knowledge of the National Incident Management System (NIMS) and/or prepared to complete FEMA approved training courses if asked. Or some experience in crisis management.
  6. Excellent writer with a commanding knowledge of grammar and usage, including spelling and punctuation.
  7. Excellent presenter, able to employ technology in support of public speaking engagements.
  8. Ability to communicate effectively, both orally and with the written word.
  9. Excellent interpersonal skills; will be seen as a self-starter who can work independently, yet function as a member of a team.
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