Occ. Code 2211320

PUBLIC INFORMATION SPECIALIST 3 (DIGITAL CONTENT), GRADE 25	2211320
PUBLIC INFORMATION MANAGER (DIGITAL CONTENT), GRADE 29	2211500

New York State Department of Civil Service

Classification Standard

BRIEF DESCRIPTION OF CLASS SERIES

          Positions in this series manage the digital communications strategy for an agency in all digital platforms including web applications, intranets, document sharing and standards, social media, and other multi-media platforms.

DISTINGUISHING CHARACTERISTICS

PUBLIC INFORMATION SPECIALIST 3 (DIGITAL CONTENT):  second supervisory level; executes the digital communications strategy for an agency in all digital areas; approves the public posting of digital content on the agencys websites and social media sites; and supervises Public Information Specialists 2 (Digital Content). 

PUBLIC INFORMATION MANAGER (DIGITAL CONTENT):  managerial level; under general direction from the Public Information Officer, supervises Public Information Specialist 3 (Digital Content), and oversees the development and execution of the digital communications strategy for an agency in all digital areas. 

RELATED CLASSES

          Public Information Specialists draft, edit, and disseminate written materials; and develop content concerning the program and activities of an agency for website, print and electronic publications, and digital and social media.  Incumbents also respond to media inquiries regarding agency initiatives, programs, and services.

Public Information Specialists 1 and 2 (Digital Content) and Public Information Assistant (Digital Content) are non-competitive positions responsible for planning and executing the digital media campaign for a State agency.  

          Assistant Public Information Officers are exempt positions that prepare press releases and statements for distribution to media outlets; assist with the records access function relating to the Freedom of Information Act; research and design departmental publications distributed to the public; and oversee all material published on the agencys website.

          Multimedia Production Program Managers design and produce educational, informational and promotional materials including publications, multimedia and video products to support the agencys mission. 

          Multimedia Program Production Representatives 3 are non-competitive positions responsible for the multimedia production, operations, engineering support, and technical consulting for the Executive Chamber and all Executive Branch agencies.  

ILLUSTRATIVE DUTIES

          PUBLIC INFORMATION SPECIALIST 3 (DIGITAL CONTENT)

Establishes and executes social media strategies.

· Compile metric reports and presentations for agency executives.

· Recommend and implement changes to layout and content based on website analytics and usability testing.

· Oversee agency-wide digital communication platform trainings, including content management tools, document sharing tools, and social media.

· Identify new content opportunities.

· Facilitate website and social media projects with agency executives, including user experience, information architecture, and customer outreach and testing.

· Liaison with ITS to implement digital communication projects.

Facilitate and monitor online content for the agencys network of websites, blogs, and services pages. 

· Monitor websites, social media sites, and digital communications to ensure that information is current, fresh, informative, and appealing.

· Work collaboratively with other digital content staff, information technology staff, and internal stakeholders to seamlessly syndicate content.

· Assist stakeholders in determining when to use copy, video, images or other media to best convey their messages.

· Perform quality assurance checks to ensure that all editorial and graphic assets have been uploaded properly to the page.

· Explore new ways to repurpose existing content throughout the site.

· Monitor agency digital content to ensure it complies with agency policy.

· Establish and direct style and branding compliance for all agency website and website applications. 

PUBLIC INFORMATION MANAGER (DIGITAL CONTENT)

Manage the digital communications strategy for an agency in all digital areas. 

· Establish metrics for social and digital media performance.

· Evaluate emerging digital communication tools, such as new social media platforms, and make recommendations on using these tools as part of the agencys digital footprint.

· Establish agency-wide document and plan language standards.

· Establish agency-wide social media training.

· Establish social media strategy and policy.

· Establish digital content management strategy and policy.

· Define specifications for all website content, including content and messaging, functionality information architecture, user experience, and style and branding compliance.

· Liaison with agency executive staff for all digital communication needs, including facilitating new websites and application projects.

Establish team dynamics and maintain a strong working rapport with various ITS programs, including the States Digital Content team, Web NY, and agency-level web and applications teams.

· Communicate complete information in a clear, concise, accurate manner without relying on technical language.

· Coach staff on how to meet the needs for their audiences in their topic areas.

COMMUNICATION

          Incumbents in this title series have frequent oral and written communications with representatives of the State government and program management staff to obtain content for publication on an agencys website and social media platforms. Incumbents supervise and approve written communication their subordinates conduct with members of the public and agency counterparts regarding upcoming agency events or programs.  Some of the information communicated may be technical in nature, and incumbents are frequently responsible for using plain language in correspondence. 

MINIMUM QUALIFICATIONS

PUBLIC INFORMATION SPECIALIST 3 (DIGITAL CONTENT)

Non-Competitive: eight years of experience* in public relations, social media, and digital communications. 

Substitution: Associates, bachelors or masters degree in Communications, English, Public Relations, Social Media, Digital Communications, or a similar degree substitutes for two, four, or five years. 

PUBLIC INFORMATION MANAGER (DIGITAL CONTENT)

Non-Competitive: ten years of experience* in public relations, social media, and digital communications, two years of which must have included program management or supervision of professional staff. 

Substitution: Associates, bachelors or masters degree in Communications, English, Public Relations, Social Media, Digital Communications, or a similar degree substitutes for two, four, or five years.  

Date:  5/18

NOTE: Classification Standards illustrate the nature, extent and scope of duties and responsibilities of the classes they describe. Standards cannot and do not include all of the work that might be appropriately performed by a class. The minimum qualifications above are those which were required for appointment at the time the Classification

Standard was written. Please contact the Division of Staffing Services for current information on minimum qualification requirements for appointment or examination.