New York State Department of Civil Service
Classification Standard
Associate Public Information Specialists direct and evaluate a public information program or a major segment of a large program and consult with management on means of improving public information program effectiveness. Incumbents prepare and supervise the preparation of written material; they edit, write and disseminate materials about the programs and activities of a State agency through various media including newspapers, radio, television, motion pictures, periodicals and state publications. The major objective is to convey this information to the general public and to relevant audiences including professional, trade or other specialized groups.
Associate Public Information Specialists are employed in many different State agencies.
Associate Public Information Specialists frequently supervise subordinate Public Information Specialists, support clerical, artists or photographic positions, although this responsibility is not critical to the classification of positions in this class. Incumbents plan and carry out a public information program or a major segment of a large program in an agency whose activities have economic, political or social implications which have considerable impact on the public, on specialized professional, trade or other interested groups. Incumbents perform a full range of public information activities required in preparing and disseminating written materials used in promoting or publicizing an agency program. Typically, an Associate Public Information Specialist evaluates or assists in the evaluation of information materials and projects to determine effectiveness, whether they are timely, and if the message is being understood and meets the informational needs of the public. Based on such evaluations, they may recommend changes in distribution, scheduling, media used, format, style and content. An Associate Public Information Specialist frequently develops subject ideas and format to be used, and recommends appropriate media for dissemination.
Incumbents have frequent contact with individuals and groups outside of the organization in responding to requests for information, occasionally of a sensitive or controversial nature. They explain agency programs to the news media, to individuals who inquire about agency activities and to public groups.
They maintain relationships with the various media and develop new contacts in order to provide information on agency activities, and to determine services offered by the media, and ways the agency could use these services.
As experts in public information, they advise administrators, recommending changes in public information policy, writing speeches, scripts, letters, news releases and other informational materials, and recommending media use.
Prepares materials for dissemination outside the agency, including press releases and articles for the news media and specialized publications, and graphic and audiovisual materials, including radio, television, motion picture and slide presentations.
- Suggests or is assigned a project; the specific subject matter and proposed audience is assigned or is developed by the Associate Public Information Specialist.
- After determining what information is needed, collects and verifies it from sources within or outside the agency, including publications, files, telephone or written inquiries, interviews, conferences, visits to State or other facilities.
- Writes or edits draft text, and suggests format and distribution, reviewing all these with the supervisor.
- Prepares final copy, including introductory matter, text and captions; as needed, indicates graphics, such as photographs, charts, drawings, graphs, etc., and reviews these proposals with supervisor.
- Directs agency or outside artists, photographers, and graphic artists in providing components and preparing final copy for printing; proofreads manuscript, printed proofs and final layout.
- Arranges for duplication or printing, and supervises processing, including necessary proofreading.
- Supervises dissemination of material according to previous approved strategy.
Provides staff assistance to other personnel in the agency and other agencies, legislators and State officials, in preparing speeches, letters, memorandums, minutes or reports on workshops, conferences and seminars, statements of policy, etc.
- Confers with the official or officials involved to determine subject matter, sources of information, audience and public relations impact.
- Writes or edits draft materials, reviewing each draft with the relevant persons.
- Prepares final copy.
- As needed, supervises processing, obtaining key cards and duplicated copies of speeches, printing or duplication of reports, etc.
- Prepares any news releases, press conferences, distribution lists or other relevant methods of disseminating the information.
Provides staff assistance in such special events as press conferences, interviews, conference exhibits, workshops and seminars.
- Suggests or is assigned responsibility for the event, working with supervisors in determining agency staff involved, program, format, attendance.
- Supervises staff or works with outside specialists in preparing the necessary components of the project, including arranging program, securing speakers, graphics, physical arrangements, printed programs, publicity.
- May take part in special events by making speeches or audiovisual presentations, chairing sessions, working with the news media.
May supervise a subordinate staff, usually including editors and writers and sometimes including graphic artists, photographers, cartographers, artists or printing, mailing and distribution personnel.
- Establishes and maintains work and production schedules.
- Assigns work to subordinate employees, suggesting topic and format and providing technical assistance.
- Reviews work in progress and upon completion for adherence to instructions, appropriateness of style and treatment, accuracy of content and grammar.
- Provides formal and informal training to subordinate staff in writing, public relations techniques, news media use.
- Evaluates staff performance against acceptable standards.
- May be responsible for certain administrative functions related to the public information program including hiring, describing and interpreting agency policy and procedures, and the making of budget proposals.
Maintains present relations and develops new relations with representatives of the media and of interested groups and organizations.
- Assesses public reaction to agency activities, utilizing such resources as the news media, professional organizations and publications of other agencies and organizations.
- Determines through these resources any reasons that agency materials are not used and utilizes findings to improve relationships and to improve the agencys presentation.
- Explains agency programs and activities, providing background on news stories, encouraging the use of agency informational materials and responds, or supervises the response, to inquiries from the public, agencies, organizations, news media, etc.
Assists supervisor and other agency officials in planning, executing and evaluating the public information program.
- Proposes public information policies for the agency, or changes in present policies, on such matters as handling inquiries from the news media and releasing material under Freedom of Information legislation.
- May suggest changes in the agencys public information objectives or new techniques fo accomplishing present objectives.
- May suggest possible negative or positive impacts of proposed or existing legislation, agency rules and regulations, programs, activities.
- Periodically reviews materials issued by the agency and recommends changes in subject matter, format, printing method, distribution.
- Designs or periodically reviews distribution procedures, recommending changes, additions and more effective use of media and other outlets.
- Advises agency officials on the most effective methods of preparing and disseminating materials for existing and new policies, programs and activities.
- May be responsible for setting up a public information program, including design of distribution system or procedures for disseminating information and public information policies.
These activities require frequent verbal and written communications with a variety of people within the agency. An Associate Public Information Specialist conducts interviews with the Commissioner, department officials and program staff for the purpose of collecting and confirming information for use in speeches, news releases, radio and television announcements, agency publications and the like. Incumbents confer with and advise department officials on public information matters, make speeches, and participate in meetings and conferences.
As Associate Public Information Specialist also has frequent verbal and written communications with individuals and groups outside of the agency for the purpose of maintaining and developing effective relationships and also to establish new relationships to promote the agencys public relations program.
Incumbents will respond to requests for factual program information which may require a verbal or written response involving difficult or controversial material.
Contact with the media and with interested groups is through well-established channels for the purpose of communicating schedules, instructions and materials for release. Incumbents will also establish and develop new media outlets and group contacts for the purpose of expanding coverage and improving informational service on agency programs to the public.
Associate Public Information Specialists are supervised by a public relations officer, by a program administrator or, in smaller agencies, by the director of the agency. The supervisor makes assignments, usually providing general guidelines on content and sometimes indicating specifics of approach, subject matter and format. The supervisor reviews the work in progress and upon completion for accuracy of content and for conformance with agency policy.
Incumbents carry out the public information function in accordance with agency policies, plans and procedures, but may recommend modifications which they believe will improve public relations effectiveness.
Associate Public Information Specialists frequently supervise subordinate information specialists and clerical personnel, and sometimes also artists, graphic artists, cartographers, photographers, and in-house printing employees. In such cases, incumbents assign work, instruct and assist, reviewing the work in progress to insure that instructions are followed and the completed material to insure accuracy and correctness in grammar, spelling and editorial presentation.
- Good knowledge of the principles and practices of public relations.
- Good knowledge of the use and limitations of various media needed to reach the audiences of importance to the agency.
- Good knowledge of the techniques and practices of verbal and written communications.
- Good 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 photographic, audiovisual, printing and other relevant equipment.
- Working knowledge of the agencys organization, functions, goals and programs.
- Basic knowledge of the organization of New York State government.
- Ability to edit the work of others, and to proofread prose and graphic materials.
- Ability to develop effective relationships with persons and groups within and outside the agency.
- Ability to write educational and informational materials clearly and accurately.
As assigned
- Working 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 Senior Public Information Specialist.
Reviewed: 7/04
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.