BSD Public Information Officer

Job Description

Position:  Public Information Officer

Supervisor:  Superintendent

Office Location:  Assigned location

 

Position Summary

The Public Information Officer (PIO) serves as the official spokesperson and media contact for Bloomfield Schools and is responsible for developing, implementing, and managing a comprehensive communications, public relations, and public records program. The position promotes the district’s mission, programs, achievements, and activities to students, families, staff, media, and the broader community while ensuring timely and appropriate responses to public information requests in accordance with the New Mexico Inspection of Public Records Act (IPRA) and applicable laws and district procedures.

The PIO/IPRA Coordinator plays a critical role in shaping and maintaining the district’s public image across traditional media, digital platforms, and community outreach while coordinating the receipt, processing, tracking, and timely response to IPRA requests and working with district departments and legal counsel as appropriate to ensure compliance.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Media Relations

• Serves as the primary media contact for Bloomfield Schools; responds promptly and accurately to all media inquiries regarding district programs, events, and issues.
• Coordinates and facilitates media interviews with district administrators, faculty, staff, and students; provides coaching and preparation support to ensure effective communication.
• Composes, edits, and distributes press releases, media advisories, and public service announcements covering BSD programs, initiatives, and events.
• Monitors local, regional, and national news coverage relevant to the district; prepares media summaries and reports for district leadership.
• Develops and maintains positive working relationships with journalists, reporters, and media outlets.
• Manages crisis communications in coordination with district leadership; develops and maintains the district’s crisis communication plan.

 

Digital & Social Media

• Manages and maintains the district’s official website; ensures content is current, accurate, accessible, and aligned with district branding standards.
• Trains and supports school principals or their designees in maintaining and updating school-level webpages.
• Develops and executes a strategic social media plan across platforms including Facebook, Instagram, X (formerly Twitter), YouTube, and emerging channels.
• Creates, schedules, and publishes engaging multimedia content (photos, videos, Reels, graphics) to grow audience reach and community engagement.
• Monitors social media channels for comments, questions, and community feedback; responds appropriately and escalates concerns as needed.
• Maintains and updates the district’s web calendar with current school events, activities, and deadlines.
• Tracks and analyzes website and social media analytics to measure campaign effectiveness and guide content strategy.

 

Content Creation & Graphic Design

• Writes, edits, and produces content for district newsletters, the Superintendent’s communications, brochures, flyers, advertisements, and other publications.
• Designs and produces professional-quality print and digital materials including posters, event programs, banners, and marketing collateral using graphic design software (e.g., Adobe Creative Suite, Canva).
• Photographs and/or coordinates photography and videography at district events, programs, and activities for use in publications and digital media.
• Edits and produces video content for the district’s YouTube channel, website, and social media platforms.
• Maintains a digital asset library of approved photos, videos, logos, and branded templates.

 

Community Relations & Outreach

• Develops and implements community engagement strategies that strengthen relationships between the district and families, community organizations, and local government.
• Plans and coordinates district-wide public events, town halls, and community forums in collaboration with district leadership.
• Represents the district at community events, meetings, and public functions as directed by the Superintendent.
• Translates communications materials into Spanish or coordinates translation services to ensure equitable access for all community members.
• Collaborates with school principals and staff to recognize student and staff achievements through district communications channels.

 

Public Records & Administrative Duties

• Serves as the Public Records Custodian for Bloomfield Schools; ensures timely and legally compliant responses to public records requests in accordance with New Mexico law.
• Maintains a working knowledge of the New Mexico Inspection of Public Records Act (IPRA) and related statutes.
• Coordinates with district legal counsel and administration on sensitive or complex public records requests.
• Manages the district’s brand standards; ensures consistent use of logos, colors, fonts, and messaging across all district communications.
• Assists in the preparation of Board of Education presentations and communications materials.
• Performs related duties as assigned by the Superintendent or designee.

 

QUALIFICATIONS

 

Education

• Associates degree in related field
• Bachelor’s preferred in communication or related field 

Experience

• Minimum of five (5) years of progressively responsible experience in public relations, communications, journalism, or a related field.
• Experience working in a K–12 school district, government agency, or public-sector organization strongly preferred.
• Demonstrated experience managing organizational social media accounts and developing digital content strategies.
• Experience with crisis communications planning and execution.

 

Knowledge, Skills & Abilities

• Thorough knowledge of advertising, public relations, and communications best practices.
• Proficient in AP Style writing; excellent grammar, editing, and proofreading skills.
• Strong proficiency with social media platforms (Facebook, Instagram, X, YouTube) and social media management tools (e.g., Sprout Social, Meta Business Suite).
• Proficiency in graphic design software such as Adobe Creative Suite (Photoshop, InDesign, Illustrator) and/or Canva.
• Experience with website content management systems (CMS); ability to update and maintain web content.
• Proficiency with digital and video cameras; ability to capture, edit, and upload photo and video content.
• Knowledge of BSD policies, procedures, and applicable state and federal laws.
• Strong organizational and project management skills with the ability to manage multiple deadlines simultaneously.
• Excellent interpersonal and public speaking skills; ability to communicate effectively with diverse audiences including students, families, staff, media, and community members.
• Bilingual (English/Spanish) communication skills preferred.
• Other qualifications as the Superintendent may deem appropriate.

 

PHYSICAL REQUIREMENTS

Ability to perform all job duties and access all work environments required by the position. Requirements may include: sitting, standing, walking, lifting (up to 50 pounds), carrying, reaching, squatting, kneeling, prolonged typing, and use of keyboard and computer equipment. Attendance at evening and weekend events will be required on a regular basis.

 

EQUIPMENT & TECHNOLOGY

Must be proficient in, or willing to learn, the use of multimedia equipment and current technology including computers, digital and video cameras, photo/video editing software, graphic design platforms, social media management tools, content management systems, and other district-adopted technology solutions.

 

WORK ENVIRONMENT

Work is performed in a standard office environment with regular travel to school campuses, district events, and community locations. Must be adaptable to varying conditions including noise levels, temperatures, and frequent interruptions. Flexibility, patience, and self-motivation are essential. The ability to work independently without direct supervision is required. Evening and weekend hours are expected on a regular basis.

 

TERMS OF EMPLOYMENT

210 Days

$50,000 per year