Knowledge of: The principles and practices of visual reproduction, such as photography, graphics, or printing; the English language, including spelling, punctuation, sentence structure, word usage and grammar; the techniques, formats, and styles of public information dissemination; agency operations, rules, policies, and objectives; agency program legislation and goals; statewide and local media sources and operations, including appropriate contact persons, possible costs, and publication/broadcast deadlines; reference sources, including agency reference material and external information sources; the interrelationships of agency public information functions/activities and state/local program activities.
Ability to: Communicate orally and in writing in individual or group settings with news media representatives, governmental or program officials, agency staff, and the public, at levels understandable to each audience; apply the principles and practices of public relations/journalism to operation of a public information function; operate audio and/or visual equipment such as tape recorders, cameras, and projectors; write/edit copy to fit assigned space in a layout; compare finished product with established standards and/or original to identify errors; evaluate the public information potential of written, illustrative, and related material for a specific project assignment; develop the information dissemination approach most likely to reach the target audience; assess the impact and effectiveness of specific public information materials or activities in meeting the interests of the public or media and the needs of the agency; develop and apply agency policies and procedures for the public information function; assign and review the work of others; plan and organize the operations of a public information function.