Title: Public Relations and Content Specialist

State Role Title: PR & Mktg Spec IV

Hiring Range: $65,000-$90,000

Pay Band: 5

Agency: Department of Social Services

Location: DSS HOME OFFICE

Agency Website: https://www.dss.virginia.gov/

Recruitment Type: General Public - G

Job Duties

At the Virginia Department of Social Services, we put people at the center of everything we do. We believe that every Virginian can live a life of dignity and that all voices, ideas and experiences contribute greatly to our pursuit of excellence. Inspired by continuous improvement, we commit ourselves to listening, learning and cultivating environments of trust, respect and positive engagement. Together, we are mission-driven, eager to achieve, and passionate about bringing the best of who we are to those we serve.

We design and deliver high-quality human services that help Virginians achieve safety, independence and overall well-being. We are a $2 billion agency – one of the largest in the Commonwealth of Virginia – partnering with 120 local departments of social services and 31 community action agencies, along with faith-based and non-profit organizations, to promote the well-being of children, adults, and families statewide. We proudly serve alongside 1,650 (state) and 12,200 (local) human services professionals throughout the Social Services System, who ensure that thousands of Virginia’s most vulnerable citizens have easy access to the services and benefits available to them.

In addition to a rewarding work experience, VDSS offers excellent health and life insurance benefits, pre-tax spending accounts, state funded Short and Long Term Disability, paid holidays, vacation, tuition assistance, free wellness programs, and a state retirement plan with options for tax-deferred retirement savings including employer matching – Employee Benefits.

Reporting to the Senior Communications Manager within the Division of Public Affairs, the Public Relations and Content Specialist supports the planning, development, coordination and implementation of strategic communications, media relations, public information, and marketing initiatives that advance the mission, priorities, and programs of the Virginia Department of Social Services (VDSS). The position serves as the primary communications partner supporting the Human Services portfolio, providing communications leadership, planning, consultation, and execution support to increase public awareness, strengthen stakeholder engagement, and promote agency programs, services, and initiatives across multiple channels.

Working collaboratively with division leadership, program staff, subject matter experts, and the Senior Communications Manager, the Specialist develops and implements integrated communications plans, public awareness campaigns, media outreach strategies, marketing initiatives, and content calendars that support divisional and agency-wide priorities. The Specialist identifies communications priorities, opportunities, and challenges; develops communications goals, key messages, and audience strategies; and translates complex policy, programmatic, operational, and data-driven information into clear, accurate, and audience-focused communications products. The position leads message development, strategic framing, content planning, and communications execution while ensuring information is communicated effectively, consistently, and in alignment with agency priorities and communications best practices.

Responsibilities include creating written, digital, print, web, and multimedia content; coordinating communications deliverables across multiple projects; ensuring brand consistency and message alignment; and evaluating communications effectiveness. Serving as a communications representative on internal and external committees, project teams, and cross-functional workgroups, the Specialist provides strategic communications counsel, identifies emerging issues and opportunities, and facilitates coordination between program and communications functions to support proactive, timely, and effective
communications for diverse audiences.

Minimum Qualifications

• Demonstrated knowledge of strategic communications, public relations, media relations, and marketing principles and practices.
• Considerable experience in communications planning, campaign development, audience segmentation, and message strategy, and applying content development best practices across print, digital, web, social media, and multimedia platforms.
• Professional knowledge of plain language, inclusive communications, and accessibility principles for public-facing content.
• Proficient in copywriting, editing, and proofreading clear, accurate, and audience-appropriate communications materials.
• Considerable experience in translating complex policy, programmatic, operational, and data-driven information into concise, compelling, and understandable content.
• Skilled in project management, prioritization, and coordination of multiple communications stakeholders, initiatives and deadlines.
• Ability to collaborate effectively with leadership, program staff, subject matter experts, and cross-functional teams while exercising sound independent judgment and providing strategic communications counsel.

Knowledge
• Comprehensive knowledge of current communications, public relations, and integrated marketing strategies, principles, and best practices.
• Knowledge of multimedia, interactive, electronic, and social media communications tools and platforms.
• Knowledge of content management systems (CMS) and search engine optimization (SEO) principles and practices.
• Knowledge of journalism, communications, public relations, marketing, or a related field sufficient to perform the duties of the position.

Skills
• Strong writing, editing, and presentation skills, including proficiency in AP Style.
• Strong consultative, client engagement, and needs assessment skills.
• Skilled in developing and editing content tailored to targeted audiences across web, multimedia, and social media platforms.
• Skilled in planning, coordinating, and managing multiple communications projects and initiatives simultaneously.

Abilities
• Ability to establish and maintain effective working relationships with diverse internal and external stakeholders.
• Ability to work independently while contributing effectively in collaborative, team-based environments.
• Ability to manage competing priorities, organize work effectively, and meet deadlines.
• Ability to apply communications strategies and professional judgment to support organizational goals and business needs.

Additional Considerations

Experience leading enterprise-level strategic communications initiatives with measurable outcomes, including developing integrated campaigns, advising executive leadership, and using audience insights and performance metrics to optimize communications effectiveness.

Special Instructions

You will be provided a confirmation of receipt when your application and/or résumé is submitted successfully. Please refer to “Your Application” in your account to check the status of your application for this position.

Selected candidate(s) must successfully pass a fingerprint-based criminal history background check. A record of criminal history does not automatically bar an applicant from consideration. Employment verification will be conducted to include current/previous supervisory employment reference checks.

VDSS will record information from each new employee’s Form I-9 (Employment Eligibility Verification) into the Federal E-Verify system to confirm identity and work authorization.

Please be advised that this position may be approved to work onsite for two days per week and work remotely for three days per week.

Selected candidate may be required to assist the agency or state government generally in the event of an emergency declaration by the Governor.

To be considered for this position, you must submit a Commonwealth of Virginia application or resume through the on-line “Virginia Jobs” (PageUp) employment site no later than 11:55 p.m. on the closing date listed. Each application is reviewed for documentation that shows the applicant meets the minimum and additional considerations as stated in the job announcement. The decision to interview an applicant is based on the information provided. Multiple positions may be filled from this recruitment within 90 days of the closing date.

The Virginia Department of Social Services (VDSS) is an Equal Opportunity Employer and encourages diversity within its workforce.

VDSS does not provide sponsorship.

VDSS is an official certified state agency that values the service and experience of our Veterans. As such, Veterans are encouraged to apply and receive preference in the hiring process. AmeriCorps, Peace Corps and other national service alumni also are encouraged to apply. Reasonable accommodations are available to applicants, if requested, during the application and/or interview process.

If you have been affected by Policy 1.30 Layoff as a state employee and possess a valid Interagency Placement Screening Form (Yellow Form) or a Preferential Hiring Card (Blue Card), you must submit this document through the “Virginia Jobs” (PageUp) employment site when you apply.

Contact Information

Name: VDSS- Division of Human Resources

Phone: dssrecruitment@dss.virginia.gov

Email: dssrecrutiment@dss.virginia.gov

In support of the Commonwealth’s commitment to inclusion, we are encouraging individuals with disabilities to apply through the Commonwealth Alternative Hiring Process. To be considered for this opportunity, applicants will need to provide their AHP Letter (formerly COD) provided by the Department for Aging & Rehabilitative Services (DARS), or the Department for the Blind & Vision Impaired (DBVI). Service-Connected Veterans are encouraged to answer Veteran status questions and submit their disability documentation, if applicable, to DARS/DBVI to get their AHP Letter. Requesting an AHP Letter can be found at AHP Letter or by calling DARS at 800-552-5019.

Note: Applicants who received a Certificate of Disability from DARS or DBVI dated between April 1, 2022- February 29, 2024, can still use that COD as applicable documentation for the Alternative Hiring Process.