Robert Schettler, APR
Brawley,CA
Summary
Effective in media communications work, as spokesperson and as a staff and project manager focused on implementing public relations principles that deliver results. Savvy marketer and communications leader with excellent writing and project coordination skills, implementing principles of effective PR.
Overview
34
34
years of professional experience
1
1
Certification
Work History
Public Information Officer
Imperial Irrigation District
04.2019 - Current
- Serve as primary spokesperson and media liaison; research, plan, implement, evaluate district public information, media relations, advertising and information campaigns; develop, coordinate and disseminate information related to District business, programs and activities; advise and assist management in responding to public relations and information activities; prepare news releases, reports, newsletters, fact sheets, social media management and monitoring and internal and external publications. Proactively communicate the District’s mission, goals, objectives, activities, programs, positions and accomplishments to local, regional, national and trade news media outlets.
- Manage website and social media accounts, applying communication strategies to maintain consistent voice, presence.
- Manage advertising budget, make media buys, process advertising invoices.
- Manage routine and crisis communications with media and members of public.
- Pitch news topics to media organizations to promote organization's interests.
- Coordinate and prepare for interviews with staff members; provide media relations coaching; field media information requests.
- Write news releases, talking points, speeches and disseminate.
- Develop marketing campaigns to increase public awareness and engage customers.
- Forge strong media relationships to further public relations goals.
- Skillfully use Constant Contact to create and distribute news releases to target publics.
Communications Specialist
Imperial Irrigation District
03.2005 - 04.2019
- Supervise production and coordination of the dissemination of a variety of information vehicles to communicate the District's message, activities and programs to the public, governmental and private agencies, vendors and contractors, targeted publics; provide editorial support, including researching, writing, editing, compiling and designing art and copy layout for communications media, such as news releases, displays, video documentaries, speeches, advertising messages and other public relations materials. Serve as district spokesperson, providing information to media, customers and specific audiences. Represent district in public relations efforts.
- Facilitate press conferences and other outreach events to raise visibility of organization.
- Cultivate strong relationships with media representatives to secure widespread coverage and feature stories.
- Draft news releases detailing relevant information supporting District image, working with news media to share accurate, key information of public value.
- Coordinate with creative and design teams to produce high-quality visuals for marketing Write advertising scripts, copyedit, proofread advertisements and print materials.
- Photograph and video work during special events for promotional materials and social media.
- Create social media content across multiple platforms according to content calendars and promotion schedules.
- Meet with media and press personnel to schedule interviews; issue District statements.
- Engage in professional networking to maintain strong relationships with communications and media professionals to drive partnerships and effective dissemination of communication materials.
- Collaborate with internal and external stakeholders to identify key messages and create compelling content for press releases and other materials.
Press Assistant
Imperial Irrigation Disrict
11.1999 - 03.2005
- Gathered information for the production and dissemination of news releases, news advisories, fact sheets, letters to the editor, commentaries and press kits for distribution to the public and/or news media; responsible for internal communication information materials for District employees; wrote, edited, produced employee and consumer publications, newsletters, social media posts, including photography responsibilities; wrote and maintained information for executive team bios. Researched and provided interviews for media information requests.
Managing Editor
Reed Print, Inc.
04.1991 - 11.1999
- Responsible for leading a team of reporters (full-time and freelance journalists) in production of community newspaper. Publication included all locally, generated news coverage (no wire services). Hired, coached and supervised editorial team in covering the local news and preparing it for publication while also serving as reporter, editor and photographer. Covered all aspects of local news, government, public education, law enforcement, courts, general news coverage, editorial writing, interviewing of news makers, etc. Led editorial team meetings. Represented the newspaper and the publisher in the public realm. Implemented new pagination techniques to streamline and improve news design and production.
Editor
Reed Print, Inc.
04.1990 - 04.1991
- I was promoted to the position as editor of the weekly Arvin Tiller/Lamont Reporter newspaper, serving the communities of Lamont and Arvin, California (located southeast of Bakersfield). Responsible for generating local news coverage on all subjects – city government, public education, police/crime, business, community activities, sports, etc. Responsible for generating story ideas, providing the writing, editing and photography, processing and printing photos (darkroom work), editorials, etc.
Reporter
Reed Print, Inc.
04.1989 - 04.1990
- Started my journalism career at this twice-weekly community newspaper, covering the local education beat (public schools and policy in the communities in the Delano area – Delano, McFarland, Earlimart, Richgrove). Attended public meetings, interviewed public officials, generated story ideas, wrote and edited news articles for this publication. Work included general assignment reporting (police, court/judicial beats), many controversial issues (recall elections of public officials, childhood “cancer clusters” in the area, continued grape boycott, etc.), and much more.
Education
Bachelor of Arts - Journalism & Mass Communication
Public Administration Studies
Spanish Studies
Vocational Education Studies
Skills
- PR Research, Planning, Implementation, Evaluation
- Advisor to senior management
- Media Relations
- Talking Points
- Speech Writing
- Information Gathering
- Crisis Communications
- Marketing Materials
Certification
Accreditation in Public Relations by the Public Relations Society of America and Universal Accreditation Board, 2007-Present.
Vocational Teaching Credential
Emergency Teaching Credential
Timeline
Public Information Officer - Imperial Irrigation District
04.2019 - Current
Communications Specialist - Imperial Irrigation District
03.2005 - 04.2019
Press Assistant - Imperial Irrigation Disrict
11.1999 - 03.2005
Managing Editor - Reed Print, Inc.
04.1991 - 11.1999
Editor - Reed Print, Inc.
04.1990 - 04.1991
Reporter - Reed Print, Inc.
04.1989 - 04.1990
Iowa State University - Bachelor of Arts, Journalism & Mass Communication
San Diego State University - , Public Administration Studies
Imperial Valley College - , Spanish Studies
UC San Diego, Extension - , Vocational Education Studies