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:

– Supervisor

Base Description:

– Supervises direct reports, but primarily completes activities, tasks, and/or projects of a functional nature.

Level Summary:

– Demonstrates appropriate knowledge to perform own work; spends majority of time on tasks related to own job responsibilities. Demonstrates baseline planning, organizing, directing, and facilitating skills. Reviews completed work of others to verify accuracy and quality. Follows recommended approaches to assigned work. Supervises assigned staff and coordinates routine work activities. Monitors employee interactions and facilitates a productive working environment. Communicates instructions and policies in a consistent, effective and timely manner. Identifies and addresses concerns appropriately. Makes recommendations for possible solutions.

Supervisory Responsibilities:

– Typically oversees at least 2 full–time direct reports or equivalent team of part–time and/or student workers (for Support track, performs work at Senior Support level or higher; for Professional track, performs work at the Advanced Professional level or higher)

Fiscal Responsibilities:

– May validate and pay invoices
– May monitor/track budgets for specific area and/or grant(s)

Problem Solving:

– Encounters generally routine problems with progressively more complex and/or varied problems
– Typically follows standard operating procedures to resolve problems
– May apply specialized knowledge and skills to resolve complex and/or varied problems
– Applies proven and tries new approaches when solving problems

Independence of Action:

– Works with minimal supervision on difficult work assignments, conferring with manager on unusual matters
– Follows precedents and procedures
– Organizes work of direct reports and may set priorities within general guidelines established by manager
– Reviews the work of others to verify accuracy, quality, and conformance to required procedures and special instructions

Communication and Collaboration:

– Communicates internally within working unit and the University
– Communicates with external audiences for scheduling/coordination
– May communicate with external audiences for business purposes
– Collaborates closely with team members; may interact with other staff outside of area
– Utilizes a communication style that is appropriate for a given situation
– Interprets and communicates information, ideas and instructions clearly and accurately both verbally and in written materials

• 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