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City of Reno, NV Director of Community Relations in Reno, Nevada

Director of Community Relations



Class Title

Director of Community Relations

Class Code



  • Definition

  • Benefits

Classification Description Summary

Under general administrative direction, plans, directs, manages, and oversees the activities and operations of the Community Relations Department, including citizen participation, public relations, media relations, advertising, and marketing; coordinates assigned activities with other departments and outside agencies; and provides highly responsible and complex administrative support to the Assistant City Manager and City Manager. The incumbent in this position is involved in the decisions of management affecting collective bargaining.

Essential Functions

The following duties are typical for this classification. Incumbents may not perform all of the listed duties and/or may be required to perform additional or different duties from those set forth below to address business needs and changing business practices.

Assume full management responsibility for all Community Relations Department services and activities including citizen participation, public relations, advertising and marketing; recommend and administer policies and procedures.

Manage the development and implementation of departmental goals, objectives, policies and priorities for each assigned service area; recommend and administer policies and procedures.

Establish, within City policy, appropriate service and staffing levels; monitor and evaluate the efficiency and effectiveness of service delivery methods and procedures; allocate resources accordingly.

Assess and monitor work load, administrative and support systems, and internal reporting relationships; identify opportunities for improvement; direct and implement changes.

Plan, direct and coordinate, through subordinate level staff, the Community Relations Department's work plan; assign projects and programmatic areas of responsibility; review and evaluate work methods and procedures; meet with key staff to identify and resolve problems.

Select, train, motivate and evaluate assigned personnel; provide or coordinate staff training; work with employees to correct deficiencies; implement discipline and termination procedures.

Oversee and participate in the development and administration of the department budget; approve the forecast of funds needed for staffing, equipment, materials and supplies; approve expenditures and implement budgetary adjustments as appropriate and necessary.

Provide support and advice to City departments, City Manager, City Council and the Mayor regarding internal and external communications, media relations, marketing, advertising and citizen participation.

Analyze the communications and marketing needs of the City to assess annual long-term budgetary requirements.

Develop proactive programs and procedures to educate the public, positively influence public opinion and make citizens better informed voters.

Develop crisis and emergency response programs for such situations as fires, accidents, major crimes and aircraft crashes; modify programs as required to ensure efficiency.

Prepare City staff for the conduct of press conferences, media events, interviews and editorial boards; maintain awareness of regional and national issues and their effect on City operations.

Oversee marketing, advertising and video production operations for the City; develop marketing concepts and plans and requests for proposal; administer marketing and advertising contracts for City enterprises.

Work with City staff in analyzing specific departmental communication needs and developing strategic communication plans and programs to meet those needs.

Provide staff assistance to the Assistant City Manager and City Manager; prepare and present staff reports and other necessary correspondence.

Represent the Community Relations Department to other departments, elected officials and outside agencies; coordinate assigned activities with those of other departments and outside agencies and organizations.

Explain, justify and defend department programs, policies and activities; negotiate and resolve sensitive and controversial issues.

Participate on a variety of boards, commissions, and committees.

Attend and participate in professional group meetings; stay abreast of new trends and innovations in the field of public relations and communications; incorporate new developments as appropriate.

Respond to and resolve difficult and sensitive citizen inquiries and complaints.

Perform related duties as required.

Minimum Qualifications

The following generally describes the knowledge and ability required to enter the job and/or be learned within a short period of time in order to successfully perform the assigned duties.

Knowledge of:

Operations, services and activities of a comprehensive public or community relations program.

Principles and practices of public communications, marketing and advertising.

Advanced principles and practices of program development and administration.

Methods and techniques of strategic communication planning.

Principles, practices and aspects of media relations.

Methods and techniques of contract negotiation and administration.

Principles and practices of municipal budget preparation and administration.

Principles of supervision, training and performance evaluation.

Pertinent federal, state and local laws, codes and regulations.

Ability to:

Manage and direct a comprehensive public communications program.

Develop and administer departmental goals, objectives and procedures.

Analyze and assess programs, policies and operational needs and make appropriate adjustments.

Identify and respond to sensitive community and organizational issues, concerns and needs.

Plan, organize, direct and coordinate the work of lower level staff.

Delegate authority and responsibility.

Select, supervise, train and evaluate staff.

Analyze problems, identify alternative solutions, project consequences of proposed actions and implement recommendations in support of goals.

Research, analyze and evaluate new service delivery methods and techniques.

Develop crisis and emergency response programs.

Develop strategic communication plans and programs to meet City needs.

Provide community outreach programs aimed at increasing citizen understanding of City operations.

Oversee marketing and advertising operations for the City.

Prepare clear and concise administrative and financial reports.

Prepare and administer large and complex budgets.

Interpret and apply applicable federal, state and local policies, laws and regulations.

Work in a team based environment to achieve common goals.

Coordinate multiple projects and complex tasks simultaneously.

Meet the physical requirements to safely and effectively perform the assigned duties.

Communicate clearly and concisely, both orally and in writing.

Establish and maintain effective working relationships with those contacted in the course of work.

Education and Experience Guidelines - Any combination of education and experience that would likely provide the required knowledge and abilities is qualifying. A typical way to obtain the knowledge and abilities would be:


A Bachelor's degree from an accredited college or university with major course work in public administration, business administration, political science, public relations, marketing, journalism, or a related field.


Eight years of increasingly responsible community relations, public relations, or marketing experience including three years of management and administrative responsibility.

License or Certificate:

Possession of an appropriate, valid driver's license.

Supplemental Information


The conditions herein are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential job functions.

Environment: Work is performed primarily in a standard office setting with some travel to attend meetings; extensive public contact.

Physical: Primary functions require sufficient physical ability and mobility to work in an office setting; to stand or sit for prolonged periods of time; to occasionally stoop, bend, kneel, crouch, reach, and twist; to lift, carry, push, and/or pull light to moderate amounts of weight; to operate office equipment requiring repetitive hand movement and fine coordination including use of a computer keyboard; to travel to different locations; and to verbally communicate to exchange information.

Other Requirements



Last Update: 3/2008

JD 11/2018

No state income tax.

Nevada PERS retirement plan paid by City. Vesting in 5 years.

No social security participation, but Medicare deduction required (1.45%).

City paid medical, dental, and vision insurance; 100% employee and dependent coverage.

City paid long term disability and life insurance .

Twelve paid holidays.

Deferred compensation plans 457 and 401(a) with up to a 5% City match available.

Vacation leave accrued at 8 hours per bi-weekly pay period.

Sick leave accrued at 4 hours per bi-weekly pay period.

Cell & Auto allowance.