Public Relations and Marketing #29090

Public Relations and Marketing, #29090
Occupational Family: Educational and Media Services
Pay Band Range: 2 - 7

Concept of Work

This Career Group provides career tracks for public relations specialists and marketing specialists who support and/or manage public and media relations, economic development programs, marketing and sales, communications, public awareness, visitor services, and/or fund raising activities ranging in scope from local to international. This Career Group also provides career tracks for interpreters who translates written, oral, or sign language text into language for others. Employees’ responsibilities range from entry-level to director level.

Roles Comprising This Group

These roles describe the collective characteristics of the work performed by employees in the Public Relations and Marketing Career Group. The roles define the typical career paths for those who pursue careers, such as visitor services technicians, interpreters, public relation specialists, and marketing specialists.

Although all of these occupations are communicators or promoters, each warrants a separate career track. Each of these career paths requires different knowledge, skills, and abilities and would not naturally lead to the other for career progression. However, a role for each of these occupations represents different levels of work, or career progression. Career paths may exist within a single role, extend to other roles in this Career Group, or to roles in other occupationally related Career Groups.

PAY BAND	PRACTITIONER ROLES	ROLE CODE	MANAGEMENT ROLES	ROLE CODE
2	Public Relations and Marketing Specialist I	29091
3	Public Relations and Marketing Specialist II	29092
4	Public Relations and Marketing Specialist III	29093	Public Relations and Marketing Manager I	29096
5	Public Relations and Marketing Specialist IV	29094	Public Relations and Marketing Manager II	29097
6	Public Relations and Marketing Specialist V	29095	Public Relations and Marketing Manager III	29098
7			Public Relations and Marketing Manager IV	29099

Role Descriptions

These roles are distinguished based upon the Compensable Factors of Complexity, Results, and Accountability and are used for position classification. These factors should be used for classification and compensation analysis. Recruitment and selection standards must be based on knowledge, skills, and abilities as indicated in the Employees Work Profile.

Public Relations/ Marketing Specialist I	Code: 29091	Pay Band: 2	SOC: 43-4181*
The Public Relations and Marketing Specialist I role provides career tracks for employees that assist visitors to visitor centers, museums, and universities. Duties range from entry-level to journey-level and may include ticket sales, cash handling, report preparation, facility tours, and accommodation scheduling and customer service/relations.
COMPLEXITY	Frequently provides basic visitor assistance and customer relations activities. Performs duties ranging from providing public information to visitors, operating cash register/computer to giving tours of public facilities.
RESULTS	Positive public image, gains or losses in attendance and revenues.
ACCOUNTABILITY	Judgment and decision making within clearly defined procedures. Customer is provided requested service.

Public Relations and Marketing Specialist II	Code: 29092	Pay Band: 3	SOC: 43-4181*
The Public Relations and Marketing Specialist II role provides career tracks for specialists that lead or supervise components of visitor service programs or perform entry-level public relations activities ranging from developing publications to coordinating public and media relations activities. This role also provides career tracks for the interpreter performing entry-level responsibilities and having one-on-one communication in non-education situations and non-technical issues.
COMPLEXITY	Applies knowledge of customer relations, public relations, and/or supervisory principles. Frequently provides visitor assistance and/or intra-agency and external information exchange. May require the ability to translate and use sign language. Ability to independently research and write for publications, copy and other materials (traditional or electronic).
RESULTS	Visitors receive quality customer service. Enhanced awareness of an agency’s programs or services. Affects image, and/or gains and losses in attendance and revenue. Persons that are hard of hearing understand the communications.
ACCOUNTABILITY	May lead or supervise staff and/or operations. Interprets and applies policies and procedures. Some independence in decision making and completion of projects. May serve as agency spokesperson.

These two roles provide dual career tracks for the public relations specialists and the marketing specialists.

Public Relations and Marketing Specialist III	Code: 29093	Pay Band: 4	SOC: 43-4181* and 27-3031*
Public Relations and Marketing Manager I	Code: 29096	Pay Band: 4	SOC: 11-9199*
Public Relations and Marketing Specialist III
The Public Relations and Marketing Specialist III role provides career tracks for public relation specialists or marketing specialists performing journey-level to advanced-level responsibilities. Duties may include conducting research and market studies, project and event planning, developing various publications and/or promotional strategies, establishing and maintaining media relations, and implementing programs. Employees are responsible for a segment of an agency’s program or specialized program activities that relates to public and media relations, marketing and/or fund raising. This role also provides career tracks for interpreters performing journey-level to advanced–level responsibilities.
COMPLEXITY	Specialized expertise in defined areas such as fund raising, market analysis, public/media relations and publications. Applies knowledge of public relations and/or marketing principles, and research techniques. Ability to plan and organize work, and analyze and interpret complex information for various audiences. Ability to research, write, and edit for publications or other documents, such as speeches or presentations. Promotes commodities, services, or programs through contacts with business and media representatives; local, state and federal officials; special interest groups and/or donors.
RESULTS	Virginia markets are promoted and expanded. Fund raising sources are identified, acknowledged maintained and increased. Agency image, programs, services, and public awareness are enhanced. Agency revenue is increased.
ACCOUNTABILITY	Independently responsible for assigned area and program objectives. Decisions affect program success. May provide leadership, train staff and/or serve as agency spokesperson.
Public Relations and Marketing Specialist III (Interpreter)
COMPLEXITY	Responsibilities range from interpreting non-education situations to interpreting routine medical, social services, employment and non-technical situations to interpreting twelve-step programs, mental health and medical situations, educational settings, legislative matters, public hearings and social services situations. Applies knowledge of translation and communication with those clients that have difficulty hearing.
RESULT	Clients are able to communicate with others or respond as necessary.
ACCOUNTABILITY	Independently responsible for translation and communication for clients. Actions affect the success of the clients.
Public Relations and Marketing Manager I
The Public Relations and Marketing Manager I role provides career tracks for managers responsible for public and media relations, customer service, marketing, public awareness, and/or fund raising activities for a segment of an agency’s program or specialized program activities. Responsibilities include developing training, information and promotional materials, and policies and procedures related to a facility, supervision of staff and volunteers, and budget development.
COMPLEXITY	Applies knowledge of the organization, operation, and related program area(s). Applies knowledge of supervisory/managerial principles and practices. Promotes commodities, services, or programs through contacts with a wide range of constituents and/or donors; business and media representatives; local, state and federal officials; and special interest groups.
RESULTS	Enhanced attendance, sales, revenues, customer service, and public image.
ACCOUNTABILITY	Effective management of programs and/or services within area assigned. Leadership and development of staff, volunteers, and programs. Effective policies and procedures, training materials, and use of agency resources.

These two roles provide a dual career track for the public relations specialists and the marketing specialists.

Public Relations and Marketing Specialist IV	Code: 29094	Pay Band: 5	SOC: 27-3031* and 19-3021*
Public Relations and Marketing Manager II	Code: 29097	Pay Band: 5	SOC: 11-2031* and 11-2021*
The Public Relations and Marketing Specialist IV role provides a career track for public relations specialists or marketing specialists performing advanced-level responsibilities that include: coordinating, planning, developing, implementing, promoting, and evaluating a program that relates to any agency, public, and/or media relations; marketing and sales; and/or fund raising activities. This role also provides career tracks for interpreters who serve as experts or supervisors.
Public Relations and Marketing Specialist IV
COMPLEXITY	Applies knowledge of public relations, marketing and sales, event planning, promotions and publications, coordination and evaluation of public relation programs or marketing and sales programs and/or fund raising strategies. Promotes commodities, products, services, events or programs through contacts with a wide range of business and media representatives; local, state and federal officials; special interest groups and/or donors.
RESULTS	Agency's image and financial support is enhanced, and the public is informed. Advancement, development, public relations and marketing programs are expanded on a state, national and/or international level.
ACCOUNTABILITY	May provide leadership or supervision to staff. Facilitating and coordinating client needs with effective marketing and/or public relations strategies and positive communications. Independently responsible for assigned program(s) areas and related policies. May represent the agency on sensitive issues and to the media.
Public Relations and Marketing Specialist IV (Interpreter)
COMPLEXITY	Interprets issues ranging from legal issues to counseling and therapy sessions related to mental health issues, employee issues, employee/employer disputes, and life threatening situations. May have statewide or agency-wide responsibilities over interpreters programs and/or staff. Interprets at the highest levels in the most complicated situations.
RESULTS	Interpretation provides clients with clear message of the situation and how to respond to others. Interprets client’s communication in such a manner that others understand client’s views and/or wishes. Programs are managed effectively with staff and resources.
ACCOUNTABILITY	May provide leadership or supervision to others. Effective management of programs, staff, and resources. Independently responsible for the translation and communication of the information for the client.
Public Relations and Marketing Manager II
The Public Relations and Marketing Manager II role provides career tracks for managers responsible for the planning and implementation of comprehensive agency-wide programs or a major division program, supervision of staff, and utilization of program resources. Responsibilities include leadership and creativity in developing, managing, and executing public and media relations, publications, customer service, marketing, public awareness, and/or fund raising activities.
COMPLEXITY	Applies knowledge of the organization, operation, and related program area(s). Applies knowledge of management principles, practices and budget development. Promotes commodities, services, or programs through contacts with a wide range of constituents and/or donors; business and media representatives; local, state and federal officials; and special interest groups.
RESULTS	Positive public image of the agency programs and services. Enhanced attendance, sales, revenues, and customer service.
ACCOUNTABILITY	Effective management of comprehensive programs and/or services. Management and development of staff, volunteers, and programs. Effective policies and procedures, strategies, training materials, and use of agency resources. May manage communications and/or may serve as agency spokesperson.

These two roles provide a dual career track for the public relations specialists and marketing specialists.

Public Relations and Marketing Specialist V	Code: 29095	Pay Band: 6	SOC: 27-3031* and 19-3021*
Public Relations and Marketing Manager III	Code: 29098	Pay Band: 6	SOC: 11-2021* and 11-2031
Public Relations and Marketing Specialist V
The Public Relations and Marketing Specialist V role provides career tracks for the public relations specialists or marketing specialists serving as experts and consultants. Employees perform specialized activities in public relations and marketing products and services of the Commonwealth of Virginia and/or coordinate business expansion and economic development opportunities within the State. Duties include creating new sales opportunities; planning, developing, implementing, budgeting, and evaluating programs; and/or developing marketing, sales and funding strategies with buyers and corporate executives on a local, national and/or international level.
COMPLEXITY	Applies knowledge of public relations and marketing; and sales strategies and trends, production practices, consumer preferences, product promotion activities; and economic development and public/media relation’s principles and practices. Applies knowledge of Virginia commodities, products and services. Applies knowledge of writing, editing, and research and marketing techniques. Extensive contacts with local, state, national and international media, buyers, merchandisers, industry organizations, producers, and processors; corporate executives; government officials; and/or internal agency staff to promote and develop markets for Virginia and/or Virginia products, commodities and services.
RESULTS	Virginia's economic growth and development and agency revenues are significantly enhanced/increased. Number and type of Virginia services and products are significantly affected. Public relations and marketing programs promote awareness of agency goals and objectives and importance of Virginia industries, organizations, and products.
ACCOUNTABILITY	Exercises independent judgment and decision making in determining public relations and marketing strategies that promote agency mission and objectives; and for marketing tourism, products, and/or economic development opportunities. Independently provides product and market information, counsel and advice through consultations, group presentations, and written information. May represent the agency on sensitive issues and to the media.
Public Relations and Marketing Manager III
The Public Relations and Manager III role provides career tracks for managers to directors responsible for the planning and implementation of comprehensive programs or a division-wide program, supervision of staff, and utilization of program resources. Responsibilities range in scope from regional to international and include leadership and creativity in developing and managing staff, policy development, executing public and media relations programs, publications, customer service, marketing, public awareness, and/or fund raising initiatives.
COMPLEXITY	Applies knowledge of the organization, operation, related program area(s), strategic planning and the agency’s mission. Applies knowledge of management principles and practices, resource planning, and budget development. Contacts range from local to international citizens, businesses/ industries, and/or elected officials to enhance the promotion of commodities, programs and services.
RESULTS	Agency image/revenues enhanced/increased through effective public relations and media and communication programs including television, radio and newspapers. Virginia’s economic growth and development is significantly enhanced. Successful coordination and implementation of marketing activities and services for the agency.
ACCOUNTABILITY	Effective planning and development of public and media relations, marketing and fund raising programs. Decision-making for program strategies and activities. Management and direction of staff, programs, and resources. May manage communications and/or represent the agency on sensitive issues and the media.

Public Relations and Marketing Manager IV	Code: 29099	Pay Band: 7	SOC: 11-2021* and 11-2031*
The Public Relations and Marketing Manager IV role provides career tracks for the executives whose responsibilities range in scope from statewide to international for an agency program or specialty area(s). Employees are responsible for extensive agency marketing and sales services, public and media relations and/or economic development and advancement programs. Duties include strategic planning, market and sales development, market and/or economic development goals and objectives, public relations and promotional initiatives, direction of staff and comprehensive fund raising strategies.
COMPLEXITY	Directs marketing, public relations and/or development for agency program or specialty area(s). Conducts strategic long-range planning and implementation of market development, public/media relations’ strategies and/or economic development initiatives. Applies knowledge of the principles and practices of marketing, public relations program development, and/or promotions. Applies knowledge of management and budgetary principles/ practices. Extensive contacts and consultation with executives in international businesses, economic developers, trade groups and others to coordinate domestic and foreign marketing activities. Promotes commodities, products, programs and services and provides consultation at the executive level to local, national, & international companies, clients, and the media.
RESULTS	Successful economic development opportunities in Virginia and abroad. Positive agency image, successful long-range public relations initiatives, market development, and increased agency revenues.
ACCOUNTABILITY	Effective long-range strategic planning and development of comprehensive agency and specialty area programs. Coordination of marketing and economic development activities. Independent decision making for program development and strategies. Management and direction of managerial and professional staff and effective use of budget and resources. May direct communications, develop strategies on sensitive issues critical to the agency and for the media and/or serve as agency spokesperson.

*Statistical Reporting

This Career Group includes, but is not limited to the following Standard Occupational Classifications:


19-3021	Market Research Analysts
27-3031	Public Relations Specialists
27-3091	Interpreters & Translators
27-3099	Media & Communication Workers, All Others
43-4181	Reservation & Transportation Ticket Agents & Travel Clerks
11-2021	Marketing Managers
11-2031	Public Relations Managers
11-9199	Managers, All Others

History

Previous class titles (listed by new role title).

Public Relations and Marketing Specialist I

CLASS CODE	CLASS TITLE	GRADE
36011	Visitor Services Technician	4

Public Relations and Marketing Specialist II

CLASS CODE	CLASS TITLE	GRADE
36012	Visitor Services Technician Senior	7
35251	Public Relations Assistant Specialist	8
36013	Visitor Services Supervisor	8
47082	Interpreter For The Hearing Impaired	8

Public Relations and Marketing Specialist III

CLASS CODE	CLASS TITLE	GRADE
35301	Development Program Researcher	9
81202	Agricultural Marketing Agent	10
35281	Special Events Coordinator	10
35252	Public Relations Specialist	10
35311	Alumni Program Coordinator	10
35302	Development Program Researcher Senior	11
26031	Marketing and Sales Representative	11

Public Relations and Marketing Specialist IV

CLASS CODE	CLASS TITLE	GRADE
35253	Public Relations Coordinator	12
35312	Alumni Program Coordinator Senior	12
35282	Special Events Coordinator Senior	12
35291	Development Program Coordinator	12
35292	Development Program Coordinator Senior	13
26032	Marketing and Sales Representative Senior	13

Public Relations and Marketing Specialist V

CLASS CODE	CLASS TITLE	GRADE
26033	Marketing & Sales Consultant	15
26034	Marketing & Sales Consultant Senior	16

Public Relations and Marketing Manager I

CLASS CODE	CLASS TITLE	GRADE
36014	Visitor Services Manager	10

Public Relations and Marketing Manager II

CLASS CODE	CLASS TITLE	GRADE
35254	Public Relations Manager	14

Public Relations and Marketing Manager III

CLASS CODE	CLASS TITLE	GRADE
35255	Public Relations Director	15
26061	Marketing Assistant Manager	16
26062	Marketing Manager	17
35256	Public Relations Director Senior	17

Public Relations and Marketing Manager IV

CLASS CODE	CLASS TITLE	GRADE
26063	Marketing Assistant Director	18
26064	Marketing Director	19