Penn State Job Catalog

Additional levels that exist for this job profile can be seen below.
Missing levels within the leveling matrix can be added based on business need.

The defined natural career progression within or between job profiles.

Public Relations

The Strategic Communications Specialist - Public Relations Specialist works within the Office of Strategic Communications to advance, protect, and manage the University's reputation through proactive and responsive media relations, public engagement, and strategic storytelling; develops and disseminates compelling narratives that highlight the University's academic excellence, research enterprise, student success, and community impact; identifies differentiating stories, secures high-impact media placements, maintains strong relationships with journalists at the international, national, regional, and local levels, and supports crisis communications and issues-management efforts; plays a key role in raising awareness of University priorities through integrated communications strategies, coordinated messaging, and the effective translation of complex subject matter for public audiences.

• Identify, research, and develop compelling stories that promote University achievements, research breakthroughs, faculty expertise, and institutional priorities
• Draft and distribute press releases, media advisories, op-eds, backgrounders, fact sheets, feature stories, and media kits
• Cultivate and maintain relationships with journalists, editors, and producers across key media markets
• Pitch stories and secure strategic media placements that elevate the University's visibility and reputation
• Recommend appropriate distribution channels for University news and tailor messages for diverse media and stakeholder audiences
• Respond to media inquiries and coordinate interviews, ensuring timely, accurate, and strategic responses
• Support designated University spokespersons through message development and media preparation
• Coordinate and support press conferences, media briefings, campus visits, and major institutional events
• Manage press logistics for University announcements, high-profile research releases, and special initiatives
• Support development and implementation of integrated communications strategies aligned with University goals
• Assist with executive communications, including speeches, messaging frameworks, and public statements
• Partner with internal communicators to ensure message consistency across colleges, campuses, and administrative units
• Collaborate with staff in Strategic Communications to tailor content to platform-specific audiences and goals
• Collaborate with marketing, digital communications, development, and government relations teams to align public relations efforts with broader institutional strategies
• Strategize, manage, create, publish, and analyze written and multimedia content for the University's primary social media platforms
• Escalate emerging issues to appropriate teams and leadership, contributing to response strategy and messaging
• Monitor daily media coverage of the University and broader higher education trends
• Track emerging issues and reputational risks; recommend communications responses based on insights
• Prepare reports and analysis on media engagement, sentiment, and overall impact to inform leadership decision-making
• Maintain awareness of industry standards, evolving media landscapes, and best practices in higher-ed communications
• Support implementation of the University's crisis communications protocols and emergency operations plans
• Assist in developing statements, holding messages, FAQs, and response strategies during sensitive or high-profile situations
• Coordinate with internal offices during crisis or issues-management activities
• Respond to inquiries from internal and external stakeholders, ensuring clear, consistent, and accurate communication
• May supervise staff members, including hiring, development, and performance management

Level:

– Advanced Professional

Base Description:

– Completes activities, tasks, and/or projects of a functional nature.

Level Summary:

– Demonstrates proficient and comprehensive knowledge of defined skill areas/applications. Applies knowledge of principles, practices, and procedures of a particular field to decision-making and problem–solving. Works under minimum supervision on varied and sometimes difficult work assignments, conferring with supervisor or subject matter experts on unusual matters. May lead others or a team in completion of complex assignments. Interprets and communicates information clearly, accurately, and persuasively. Researches and tries new approaches when solving difficult or novel problems.

Supervisory Responsibilities:

– Indirect supervisor or mentor for other full–time employees
– May serve as direct supervisor for part–time, student, and/or temporary workers, volunteers, or a full–time employee

Fiscal Responsibilities:

– May validate and pay invoices
– May monitor/track budgets and funding

Problem Solving:

– Encounters generally routine problems with progressively more complex and/or varied problems
– Typically follows recommended course of action and procedures to resolve problems
– May apply specialized knowledge and skills to resolve complex and/or varied problems, with supervisor oversight
– Researches and tries new approaches when solving problems

Independence of Action:

– Works with minimal supervision on more difficult work assignments, conferring with supervisor on unusual matters
– Follows precedents and procedures
– May set priorities and organize work within general guidelines established by supervisor

Communication and Collaboration:

– Communicates internally and externally within working unit and the University
– May communicate with external audiences for business purposes
– Promotes open communication in a manner that builds relationships among team members
– Applies appropriate strategies for managing conflict; negotiate reasonable compromises; propose and evaluate possible solutions
– Interprets and communicates information, ideas and instructions clearly, accurately and persuasively both verbally and in written materials intended for distribution

• Comp Grade – 9
• Minimum – $59,580.00
• MidPoint – $72,936.00
• Maximum – $86,400.00

• Adaptability
• Attention To Detail
• Creativity
• Ethical marketing
• Marketing research
• Media relations
• Networking
• Presentation Skills
• Public relations
• Reputation management