The starting salary for this position is $58,656 and is non-negotiable.

Job Summary

The Media Relations Coordinator, manages all media relations and proactively shaping the district’s narrative in local, state, and national outlets. This role requires a polished, media savvy professional who can confidently and assertively pitch positive stories that highlight student achievement, educator excellence, innovative programs, and district successes. The position demands strategic thinking, rapid response capabilities, established relationships with reporters and producers, and the ability to work evenings, weekends, and non-traditional hours as news cycles require.

Essential Functions

1. Respond to media inquiries, coordinate interviews, cultivate media relationships, pitch stories, and serve as the primary liaison with news outlets. Appear as a district personality in social media videos (reels, TikToks, stories, live streams), and respond to media inquiries in real time with poise, accuracy, and alignment with district messaging.

2. Proactively pitch positive, high-impact stories to television, print, radio, and digital media outlets to drive favorable coverage of student success, academic gains, teacher recognition, new initiatives, and community partnerships.

3. Deliver clear and timely explanations of emerging issues; present talking points and statements developed by the Reputation Management team; and support efforts to mitigate reputational risk during emergencies or controversial situations.

4. Build and maintain strong, trusting relationships with reporters, assignment editors, producers, and opinion leaders across Florida and national education beats.

5. Oversee and contribute to the creation of multimedia press materials (press releases, media advisories, fact sheets, video b-roll) that support proactive and reactive media efforts.

6. Collaborate with the communications team on district-wide internal and external messaging, social media strategy, and content that reinforces the district’s brand and key priorities, and track the analytics and metrics of the assets to determine how they are performing and their success with our target audiences.

7. Performs other duties as assigned.

Minimum Qualifications

Education: Bachelor’s degree preferred in Communications, journalism or Marketing. Experience can be substituted post-secondary education with a required high school diploma.

Experience: Three (3) years of experience in communications, journalism, television/video, press secretary, media relations officer, television reporter, or equivalent role; prior experience in education, government, or political communications strongly preferred.

Certifications & Licenses: None

Knowledge, Skills, & Abilities (KSAs)

• Exceptional public speaking and on-camera presentation skills with a charismatic, professional, and approachable presence that resonates on both traditional and social media
• Established relationships with Florida and national education, political, and general-news reporters, producers, and digital content creators
• Expert-level writing and scripting skills for press statements, talking points, and short-form social video scripts
• Deep understanding of traditional media landscapes, news cycles, and how to secure earned-media placements and viral social reach
• Proven crisis-communication experience and ability to remain calm and strategic in adversarial or sensitive situations
• Proficiency with digital media tools, video editing basics (CapCut, Adobe Premiere Rush, etc.), and content management systems
• Strong interpersonal skills and ability to build rapport with district leadership, elected officials, and community stakeholders
• Strong time management skills
• Ability to manage multiple tasks
• Ability to handle sensitive information in a confidential manner
• Knowledge of Duval County Public Schools’ policies, programs, and community a plus