Occ. Code 2258200

PUBLIC INFORMATION SPECIALIST, GRADE 14

New York State Department of Civil Service

Classification Standard

Public Information Specialists are engaged in the preparation of written material, editing and dissemination of informational materials concerning the programs and activities of a State agency through various media including newspapers, radio, television, motion pictures, periodicals and State publications. The major objective of such activity is to convey this information to the general public and to relevant audiences including professional, trade or other specialized groups.

Public Information Specialists are employed by many different State agencies.

Generally Public Information Specialist is a non-supervisory position, although supervision may be exercised over support clerical, artist or photographic positions, usually on a project basis. Positions in this class work under close supervision and are usually assigned phases of the public information activity. However, they may be given full responsibility for accomplishing specific assignments, usually of a repetitive non-controversial nature, such as pamphlets and informational leaflets, and publications with distribution limited to the agency.

Typically, a Public Information Specialist works under the supervision of a higher ranking public information position or may work independently in writing factual descriptive informational material usually on a routine basis on agency activities which are generally not subject to controversy.

Assignments at this level may be designed to provide the employees with experience and knowledge that will develop them for public information work at a higher level.

Other classes are responsible for activities associated with a program designed to inform the public of the activities and objectives of a State agency. However they are distinguished from Public Information Specialist by the degree of specialization required. Typical of such positions are the following:

An Education Publications Editor edits, reviews and rewrites, when necessary, a variety of specialized scientific, historical and educational publications. All positions in this class are located in the Bureau of Publications in the Education Department.

Environmental Educator 1 in the Department of Environmental Conservation, assists in the conservation education programs and activities of the agency, including the preparation of conservation material such as bulletins, brochures and information leaflets for educational use.

Travel Promotion Agent assists in planning and conducting a program of information and publicity designed to attract tourists to New York State. Incumbents of positions in this class are located in the Department of Economic Development.

Prepares written drafts or final copy of public service information materials concerning State agency activities.

• Receives assignments for written material utilizing predetermined content and subject matter ideas, or may develop own ideas.
• Reviews subject matter ideas and suggestions received to determine nature and amount of information needed and where it may be available.
• Collects data from both within and outside the agency by conducting interviews, attending conferences, visiting State and other facilities, reviewing files, and collecting and confirming data by telephone or written inquiries.
• Selects the appropriate information for the assignment, prepares draft or final copy and submits to superior for review and approval.

May assist other staff by writing, editing, recommending format, or the distribution of the informational material such as press releases, brochures and other departmental publications. Incumbents may independently perform one or all of these activities consistent with the objectives and policies of the agencies’ public information programs.

• Prepares news releases, scripts and other informational materials as directed.
• Prepares or edits written material such as program summaries and training documents for agency use.
• Proofreads, rewrites, and edits material submitted by others for style, content, and conformity to agency standards and policy.
• May plan or recommend layout, and the photographs, and illustrations to use.
• Arranges for preparation of materials by authors, artists, photographers and others consistent with the publication goals.
• Checks proofs and prepares or assists in the preparation of final copy.
• Prepares layouts and headlines, selects photos and other illustrations and captions them.
• May schedule product dates for the printing and distribution of the informational material.
• May compile and maintain mailing lists and provide for the distribution of publications.

Provides staff assistance in performing a variety of activities related to or in support of the agency public information program.

• May conduct tours, make speeches, prepare and present slide presentations and other audiovisual displays and programs for use at conferences, conventions, seminars, and training sessions.
• Designs, assists in the design or arranges for the design, setting up, staffing, and operation of displays and exhibits.
• As assigned, answers telephone and written inquiries from the public, other government agencies and the news media to provide information concerning the agencies’ programs.
• Maintains schedule of events and notifies interested parties and the news media.
• Arranges for conferences, seminars and other informational gatherings by securing speakers, setting up agenda, preparing invitation lists, administering physical arrangements, preparing prior publicity and furnishing the media with information.
• Reviews publications for items relating to the agency and maintains newspaper clipping file.
• Maintains records of requests for agency informational materials and files of relevant reports and publications.
• Maintains personal contacts with program managers within the agency and with other interested groups including public agencies, the media and community organizations.

These activities require frequent verbal and written communications with a variety of people. Within the agency, the Public Information Specialist interviews program staff to collect and confirm information for use in writing news releases, radio, or television spots, employee relations, and the like. Incumbents may also participate in meetings and conferences by arranging for space, scheduling activities, preparing and making slide presentations, securing news coverage and reporting on the events through in-house publications or the media.

A Public Information Specialist also will have verbal and written communications with the public, although on a less frequent basis than the contacts maintained within the agency. As assigned, incumbents will respond to requests for factual agency program information which may require a verbal or written response or the sending of available printed brochures or informational leaflets. Such responses are usually concerned with questions of routine nature. Tours of State facilities may also be arranged for and led by incumbents for the public, at which time the agencies’ programs and facilities are described and questions relating to such programs and facilities are answered.

Contact with the media is through well established channels for the purpose of providing schedules, instructions, and written informational materials for release.

Employees in this class normally do not supervise other positions. However, an incumbent may supervise clerical, artist or photographic personnel, usually on a project basis. On such occasions, general instructions and assignments are given by the Public Information Specialist and the final product is reviewed to insure that the instructions were followed and that the material is acceptable.

Positions in this class are supervised by a Senior or Associate Public Information Specialist or, in an agency when the incumbent works independently, by a public relations officer. The supervisor makes assignments, usually of a repetitive type. On new assignments the supervisor may indicate the method of approach and the form of the presentation to be followed. Work is reviewed for content, style and readability to determine its acceptability. Incumbents carry out the public information function in accordance with well established agency policies, plans and procedures.

• Working knowledge of the principles and practices of public relations.
• Working knowledge of the techniques and practices of verbal and written communications.
• Working knowledge of style, vocabulary, spelling and grammar.
• Basic knowledge of the use and limitations of various media needed to reach the audiences of importance to the agency.
• Basic knowledge of where to obtain and verify information, including such sources as general and specialized libraries and research facilities, publications and interviews.
• Basic knowledge of the uses and capabilities of audiovisual and other relevant equipment.
• Basic knowledge of the agency’s organization, functions, goals and programs.
• Ability to edit the work of others, and to proofread prose and graphic materials.
• Ability to write educational and informational materials clearly and accurately.

Three years of full-time experience copywriting or newswriting for radio, TV, newspapers, publications, advertising agencies, or writing relating directly to the public relations field; or a Bachelor’s or Master’s Degree directly related to the public relations field; or a Bachelor’s Degree in any major supplemented by 30 credit hours in courses directly related to the public relations field.

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.

Reviewed: 6/02