New York State Department of Civil Service
Classification Standard
Senior Public Information Specialists are engaged in the preparation of written material, editing, and dissemination of informational and public relations materials concerning the program 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.
Senior Public Information Specialists are employed in many State agencies.
Incumbents generally work independently without any subordinate staff. However, a Senior Public Information Specialist may supervise Public Information Specialists, support clerical, artists or photographic positions. Such supervision is not a critical activity of this class. Senior Public Information Specialists are responsible for performing the full range of public information activities required in preparing written and audiovisual materials used in promoting or publicizing an agency program. Incumbents may be responsible for all such activities in an agency with a small information and public informations program or a segment of a large program which may require media specialization.
A Senior Public Information Specialist has more frequent contact with individuals and groups outside of the agency than do Public Information Specialists. In this regard, incumbents may be responsible for assisting higher level staff or independently maintaining effective relationships with the various media enterprises that they deal with following established policies and guides. In addition, information specialists at this level may provide writing, editing and general informational and media advisory service to other agency officials. Incumbents may act as a spokesperson for the agency to the news media, to individuals who inquire regarding the agencys activities, and may speak before public groups on agency programs. In addition, incumbents may provide staff service to the agency by such means as advising agency administrators regarding the appropriate means to achieve public information objectives and goals, assisting in speech writing activities and recommending media use.
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, such classes are distinguished from Senior Public Information Specialist by the degree of specialization required. Typical of such positions are the following:
A Senior Education Publications Editor is responsible for all activities related to the editing, reviewing and rewriting of a variety of non-routine specialized scientific, historical and educational publications. Incumbents approve manuscripts and proofs and consult with contributors and printers on editing, format and illustrations. All positions in this class are located in the Bureau of Publications In the Education Department.
An Environmental Educator 2 in the Department of Environmental Conservation carries out a variety of conservation education programs and activities, including the preparation of conservation materials such as bulletins, brochures and informational leaflets for educational use. Newspaper and magazine articles are prepared and incumbents speak before interested groups.
A Senior Travel Promotion Agent plans and conducts a program of information and publicity designed to attract tourists to New York State. Incumbents are located in the Department of Economic Development.
The following activities are described in greater detail in the classification standard for Public Information Specialist, Grade 14, Occupational Code 2258200. However, the activities at the Senior level are characterized by a greater degree of work independence and the performance of a broad range of informational and public relations activities which may deal with controversial programs and information, and require more frequent personal contact with interested individuals and groups outside of the agency.
Prepares written drafts or final copy of public service information materials concerning State agency activities.
May assist other staff by writing, editing, recommending format or the distribution of 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 agencys public information program.
Provides staff assistance in performing a variety of activities related to, or in support of, the agencys public information program.
A Senior Public Information Specialist, responsible for the supervision of a staff, performs the following tasks:
‾ Assigns work to subordinate employees.
‾ Arranges for artist, photographic or clerical support personnel to perform specific tasks and activities related to their specialties as needed for a project.
‾ Assists staff by answering questions, suggesting topic or format appropriate to an assignment, and describing and interpreting agency policies, guidelines and objectives as they relate to the public information program.
‾ Reviews completed work such as draft scripts, press releases or informational leaflets for content and accuracy as well as for spelling, grammar and editorial presentation.
May prepare speeches to be used by agency executives and administrators.
‾ Consults with speech-maker and others to obtain ideas for the speech or develops own ideas based on a knowledge of the audience, the agency programs and the interests of the speech-maker.
‾ Researches the subject by gathering relevant background information and statistics from available sources.
‾ Writes the speech in draft form and reviews the draft with the speech-maker for possible changes in content or style.
‾ Writes the final copy of the speech, prepares key cards and, if required, writes news releases for the media.
May advise and consult with agency executives on information and public relations matters and prepares written material for their use as requested.
These activities require frequent verbal and written communications with a variety of people. Within the agency, a Senior Public Information Specialist conducts interviews with program staff and administrators for the purpose of collecting and confirming information for use in writing news releases, radio or television announcements, agency publications and the like. Incumbents may also make speeches; participate in meetings and press conferences by arranging for and scheduling activities, answering questions and distributing written materials; preparing and making slide presentations; providing news coverage; planning, preparing and scheduling exhibits; and reporting on the events through in-house publications and/or the media.
A Senior Public Information Specialist will also have frequent verbal and written communications with individuals and groups outside of the agency. As assigned, incumbents will respond to requests for factual program information which may require a verbal or written response which occasionally involves difficult or controversial material, or the sending of available printed brochures or informational leaflets. Tours of State facilities may be arranged and led by incumbents for the public or for other agency personnel at which time the agency program 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 communicating schedules, instructions, information regarding agency operations and providing written informational materials for release.
Employees in this class normally do not supervise other positions, however, an incumbent may supervise subordinate information specialists, clerical, artist or photographic personnel on a full-time or project basis. The responsibility for supervision is not necessary to classify a Senior Public Information Specialist. When supervising a staff, general instructions and assignments are given. The work is subject to review while in progress, and upon completion to insure that instructions are followed and that the material is acceptable in terms of content and accuracy of subject matter as well as for grammar and editorial presentation.
Incumbents are supervised by an Associate Public Information Specialist, a public relations officer or a program administrator. The supervisor makes assignments which may indicate the specific method of approach, subject and form of presentation to be followed or provide general guidelines from which content and subject may be developed. Completed 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 use and limitations of various media needed to reach the audiences of importance to the agency.
‾ Working knowledge of the techniques and practices of verbal and written communications.
‾ Working knowledge of style, vocabulary, spelling and grammar.
‾ Working knowledge of where to obtain and verify information, including such sources as general and specialized libraries and research facilities, publications and interviews.
‾ Working knowledge of the uses and capabilities of audiovisual printing and other relevant equipment.
‾ Basic knowledge of the agencys 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.
As assigned:
‾ Basic knowledge of supervisory practices.
‾ Ability to supervise a subordinate staff.
‾ Ability to speak about agency programs before community and other groups.
One year of permanent service as a Public Information Specialist.
Reviewed: 6/02
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.