Specialist, Public Relations

Florida Virtual School•FL - Home Office, FL

2d•$52,621 - $104,190

About The Position

The Specialist, Public Relations develops and executes content and public relations initiatives to strengthen the visibility, credibility, and reputation of Florida Virtual School (FLVS) and FlexPoint. As a member of the Communications team in the Marketing and Communications Department, the Specialist creates stories about student achievement, teacher excellence, organizational impact, and educational innovation across multiple channels. The position researches, writes, edits, and publishes news releases, feature stories, articles, award submissions, talking points, and other strategic communications materials. The Specialist supports media relations through monitoring opportunities, developing pitches, coordinating interviews, maintaining media lists and coverage reports, and supporting proactive earned media interviews. The role works with organizational leaders, subject matter experts, students, staff, families, educators, and other stakeholders to develop accurate, engaging stories that advance organizational goals. It also supports FLVS and Florida Scholars Academy communications initiatives, as well as national content and public relations efforts as needed. The role includes maintaining editorial plans and digital content, evaluating content and media performance, contributing to strategic and crisis communications, and representing the organization at events as needed. As a member of the Crisis Communications Team, the Specialist may need to respond outside normal business hours, including evenings, weekends, and holidays, during emergencies, critical incidents, or emerging issues. Occasional travel throughout Florida is required and may involve overnight stays.

Requirements

Bachelor’s degree in Marketing, Public Relations, Advertising, or Communications, or an equivalent combination of education and relevant experience.
Three years of professional experience in public relations, journalism, communications, content marketing, media relations, or a related field.
Experience writing for multiple audiences and communication channels.
Strong news, feature, and strategic writing skills.
Knowledge of media relations principles and public relations best practices.
Ability to interview diverse stakeholders and turn complex information into clear, compelling stories.
Strong knowledge of AP Style and professional editorial standards.
Excellent verbal, written, and interpersonal communication skills.
Ability to manage multiple projects, competing priorities, and deadlines in a fast-paced environment.
Strong attention to detail and commitment to quality.
Excellent organizational, planning, and time-management skills.
Ability to collaborate with internal stakeholders, executives, educators, students, and external partners.
Ability to exercise sound judgment and maintain professionalism when handling sensitive or confidential information.
Ability to work independently, take initiative, and identify story opportunities.
Familiarity with content management systems, digital publishing platforms, media monitoring tools, and analytics reporting.
Understanding of content strategy, digital storytelling, and audience engagement principles.
Proficiency in Microsoft Office and related workplace technology tools.
Ability to travel occasionally throughout Florida; travel may involve overnight stays.
Ability to work occasional evenings or weekends to support events, media opportunities, emergency communications, or organizational initiatives.
Ability to perform light physical activities and efforts in office, school, event, and conference environments.

Nice To Haves

Accreditation in Public Relations (APR).
Media relations experience.
Experience in education, public sector, nonprofit, or mission-driven organizations.

Responsibilities

Identify and develop story opportunities highlighting student achievement, teacher excellence, school programs, organizational initiatives, and educational outcomes.
Develop content and storytelling initiatives that strengthen FLVS’s visibility, credibility, and reputation, and provide backup support for FlexPoint initiatives as assigned.
Support media relations through outreach, interview coordination, news release development, coverage monitoring and reporting, and preparation of briefing materials, talking points, Q&As, and spokesperson resources.
Collaborate with organizational leaders, educators, students, families, and department stakeholders to gather information and develop content.
Create content for different audiences and channels, including news articles, blog posts, thought leadership, infographics, video scripts, executive communications, and other strategic communications materials.
Coordinate with Communications, Marketing, Social Media, and Digital teams to improve content reach, visibility, and engagement.
Monitor education, workforce, and industry trends to identify timely communications opportunities and support proactive storytelling.
Coordinate editorial planning, maintain content calendars, and support content prioritization aligned with communications objectives.
Publish and maintain content on designated digital platforms, including websites, blogs, and newsroom channels.
Ensure content adheres to organizational messaging, brand standards, editorial guidelines, AP Style, and communications best practices.
Monitor content and media performance metrics and recommend improvements to engagement, reach, visibility, and communications effectiveness.
Support strategic communications planning, issues management, crisis communications, and emergency response during initiatives, events, critical incidents, and emerging issues.
Assist with local, state, and national award submissions, recognition programs, and other reputation-building initiatives.
Provide backup support for FlexPoint content development, thought leadership, media relations, and public relations activities as assigned.
Represent the organization at school, district, community, partner, and industry events as needed to gather content, conduct interviews, support media opportunities, and identify story opportunities.
Serve on the Crisis Communications Team and support communications response efforts during emergencies, critical incidents, and emerging issues, including outside normal business hours when necessary.
Meet professional obligations through efficient work habits, including meeting deadlines, honoring schedules, coordinating resources and meetings effectively, and demonstrating respect for others.
Perform other job-related duties as required.