Media Specialist

City of Takoma Park, MD Class Specification

CLASS TITLE: Media Specialist
DEPARTMENT: Administration
REPORTS TO: Communications Manager
DATE: 04/2009
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Responsible for the creation and maintenance of the City’s website. Provides support to the Office of Communication including public relations activities, cable TV channel, monthly newsletter, and internal communications..


Customer Service

Handles customer questions and complaints, communicates with customers, handles service problems politely and efficiently, always available for customers, follows procedure to solve customer problems, understands all City services, maintains pleasant and professional image. Anticipates, monitors and meets the needs of internal and external customers and responds to them in an appropriate manner. Continually seeks to provide the highest quality service to all customers. Listens carefully when dealing with the public and communicates concern through tone of voice and by taking action to solve their problems in a timely manner. Complies with the City’s Customer Service Policy, including 24-hour response time for telephone calls and e-mails. Explains departmental and City issues to the public in a manner that demonstrates interest and concern for their problems. Listens well, diffuses conflict before it starts, finds causes of and solutions to problems, handles difficult people.

Job Knowledge

Understands duties and responsibilities, has necessary technical skills, understands the City’s mission/values, keeps job knowledge current. Demonstrates the appropriate level of proficiency in the principles and practices of one’s field or profession. Demonstrates a commitment to continuous improvement, including the understanding and application of technology where appropriate. Operates within the organization's formal and informal structures, builds allies and relationships across departments, uses allies to build consensus and create results, is appropriately diplomatic, understands others' roles and perspectives, can sell projects and ideas across the organization. Adapts to change, is open to new ideas, takes on new responsibilities, handles pressure, adjusts plans to meet changing needs. Prioritizes well and reacts to opportunities. Is attentive to detail and accuracy, is committed to excellence, looks for improvements continuously, monitors quality levels, finds root cause of quality problems, owns/acts on quality problems.

Sense of Urgency

Prioritizes well, shows energy, reacts to opportunities, instills urgency in others, meets deadlines.


Is attentive to detail and accuracy, is committed to excellence, looks for improvements continuously, monitors quality levels, finds root cause of quality problems, owns/acts on quality problems.


Meets commitments, works independently, accepts accountability, handles change, sets personal standards, stays focused under pressure, meets attendance/punctuality requirements.



Adapts to change, is open to new ideas, takes on new responsibilities, handles pressure, adjusts plans to meet changing needs.

Computer Skills

Skilled in the use of computers, adapts to new technology, keeps abreast of changes, learns new programs quickly, uses computers to improve productivity. Makes good use of web tools and on-line resources, can implement and manage web projects.

Decision Making/Judgement

Recognizes problems and responds, systematically gathers information, sorts through complex issues, seeks input from others, addresses root cause of issues, makes timely decisions, can make difficult decisions, uses consensus when possible, communicates decisions to others. Knows when to notify and/or involve the  department head or the City Manager prior to making a decision.

Personal Organization

Keeps information organized and accessible, maintains clean/functional work space, works systematically/efficiently, manages time well.


Meets all team deadlines and responsibilities, listens to others and values opinions, helps team leader to meet goals, welcomes newcomers and promotes a team atmosphere.


Communicates well both verbally and in writing when required, creates accurate and punctual reports, delivers presentations, shares information and ideas with others, has good listening skills. Effectively conveys information and expresses thoughts and facts. Demonstrates effective use of listening skills and displays openness to other people’s ideas and thoughts. Keeps key employees informed regarding relevant information. Shares information with other members of the team to foster teamwork and to further attainment of the City’s goals. Written and oral information is presented in a manner that projects a positive and professional image of the City.


Edits, maintains and redesigns the City’s website including keeping all content up to date.

Provides administrative support to the Communications Manager and assists with day to day operations of the communications office.

Prepares various presentations using software such as PowerPoint and maintains announcements on the cable bulletin board.

Creates graphical elements for the City’s website, newsletter and promotional materials including images, animations, logos, and flash elements.

Responds to all internal and external requests for service and inquiries and communicates with staff and others regarding various issues such as the posting of material and requests for video duplication.

Assists with preparation and distribution of public and internal communications materials, including press releases, email lists, newsletter articles and web content.

Coordinates with all City departments regarding their use of cable, web, newsletter and other print or electronic communications media.

Assist with the development and implementation of comprehensive communications plan to support internal and external communications within the City.

Assist with coordination of City Media Events.

Participates in development, planning, and implementation of departmental activities as required.

Represents the department at various board and committee meetings and provides liaison with other departments on related activities.

Participates in employee teams related to communications and/or technology.

Performs other related duties as assigned.


Assist with video production activities as requested.

Creates and maintains the photo library including taking photos at events and procuring stock photography as needed.

Performs other related duties as assigned.


  • Computer
  • General Office Equipment
  • Still Camera
  • Video Cameras
  • Web Production Software
  • Microphones
  • Graphic Design Software and Materials
  • Audio/Visual Equipment


Education and Experience

Bachelors degree from an accredited college or university in Visual Communications, Web Development/Design, Computer Sciences or a related field; and

Three to four years of experience in a related field and experience with graphic design software and web/internet technologies; or

Any combination of education, training and experience which provides the required knowledge, skills, and abilities to perform the essential functions of the job.

Licenses and Certifications

Web Master Certification Preferred


Knowledge of:

Basic web production techniques. Advanced familiarity with web as a communications tool.

Basic public relations principles, practices, and mediums (print and electronic) that support internal and external communication needs of an organization.

Web site building software such as Macromedia Dreamweaver or other html editors.

Photo editing/graphic design software such as Adobe Photoshop.

Presentation software such as Microsoft PowerPoint.

Desk-top publishing software.

Experience with Adobe Acrobat (pdf file creation).

Basic familiarity with spreadsheet and data base software.

Correct English usage, including spelling, grammar, punctuation, and vocabulary.

Standard business arithmetic, including percentages and decimals.

All computer applications and hardware related to performance of the essential functions of the job.

Skill in:

Various presentation, graphic design and web development applications.

Organizing work, setting priorities, meeting critical deadlines, and following up assignments with a minimum of direction.

Preparing clear and concise reports, correspondence and other written materials.

Operating and maintaining all assigned equipment required to perform the essential functions of the job.

Mental and Physical Abilities

Ability to communicate clearly and effectively, both orally and in writing.

Ability to understand and carry out written and oral instructions, giving close attention to detail and accuracy.

Ability to synthesize information and present it attractively utilizing various graphic design tools.

Analytical skills necessary to perform numerical calculations to obtain totals, balances, and verify information from complex forms and transfer to computers or manual reports.

Ability to establish and maintain working relationships with a variety of individuals.

While performing the essential functions of this job the employee is frequently required to sit, stand, use hands to finger, handle, or feel, speak and hear.

Working Conditions

Generally work is performed in a normal office environment with little exposure to outdoor temperatures or dirt and dust. Participation in off-site video productions involves long days, weekend and/or night-time hours. Some of these events are outdoors in hot or cold conditions.

The incumbent's working conditions are typically moderately quiet except for off-site video productions.

file: Media Specialist

This class specification should not be interpreted as all inclusive. It is intended to identify the essential functions and requirements of this job. Incumbents may be requested to perform job-related responsibilities and tasks other than those stated in this specification. Any essential function or requirement of this class will be evaluated as necessary should an incumbent/applicant be unable to perform the function or requirement due to a disability as defined by the Americans with Disabilities Act (ADA). Reasonable accommodation for the specific disability will be made for the incumbent/applicant when possible.