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NONPROFIT DEPUTY COMMUNICATIONS DIRECTOR: Ensuring Education Is Improved For His Children

About this video 

Francisco is the deputy communications director for StudentsFirst. He oversees five regional press secretaries across the country to ensure that the messages they are promoting in their regions correspond to the organization's message. He has worked on numerous political campaigns and political offices, but he decided to change gears in his career and work for an education advocacy group because he has two young children, and he wants education to be improved around the country for their future.

Degree: Political Science
Job Title: Deputy Communications Director
Employer: StudentsFirst.org

Job Summary: Public Relations Managers and Specialists

Job Description

Public relations managers and specialists create and maintain a favorable public image for their employer or client. They write material for media releases, plan and direct public relations programs, and raise funds for their organizations.

On-the-Job Training

Moderate on-the-job training can be expected.

Certification Requirement
Recommended by The Public Relations Society of America.

Quick Facts

Average salary
Average salary
National Statistic Change Location
Confirm
$30,000 - $165,000
Projected job growth
Projected Job Growth
20 to 25 percent
Typical schedule
Typical schedule
Full-time, Long hours, Flexible
Typical workplace
Typical workplace
Office, Indoor, Home
Personal qualities
Personal Qualities
Detail oriented, Patience, Problem solving skills, Creativity, Written communication skills, Verbal communication skills, Leadership ability, Teamwork, People skills, Public speaking ability, Networking, Organizational skills

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P3.instances[0].transcript.parse_transcript_data({"transcript":"<p><span m='650'>My name is</span> <span m='830'>Francisco</span> <span m='1310'>Castillo,</span> <span m='1990'>I'm deputy</span> <span m='2290'>communications</span> <span m='2600'>director</span> <span m='2910'>for</span> <span m='3080'>Students</span> <span m='3710'>First.</span> <span m='4340'>I</span> <span m='4470'>manage</span> <span m='4810'>a</span> <span m='4870'>team</span> <span m='5080'>of</span> <span m='5240'>five</span> <span m='5670'>regional</span> <span m='5980'>press-secretaries</span> <span m='6640'>across the</span> <span m='7020'>country.</span> <span m='7310'>We're in</span> <span m='7520'>18</span> <span m='7900'>states</span> <span m='8320'>across</span> <span m='8610'>the</span> <span m='8690'>country.</span> <span m='9470'>My responsibility</span> <span m='10200'>is</span> <span m='10330'>to</span> <span m='10460'>work</span> <span m='10710'>with</span> <span m='10810'>those</span> <span m='11040'>regional</span> <span m='11420'>press</span> <span m='11670'>secretaries</span> <span m='12160'>to</span> <span m='12280'>ensure</span> <span m='12660'>that</span> <span m='12810'>the</span> <span m='12890'>narrative</span> <span m='13390'>that</span> <span m='13490'>we're</span> <span m='13610'>pushing</span> <span m='13980'>in each</span> <span m='14150'>of</span> <span m='14220'>those</span> <span m='14370'>states</span> <span m='15070'>aligns</span> <span m='15500'>with</span> <span m='15650'>our</span> <span m='15710'>national</span> <span m='16200'>messaging</span> <span m='16710'>at Students</span> <span m='17160'>First.</span> </p><p><span m='17730'>And</span> <span m='17870'>that</span> <span m='17940'>we're</span> <span m='18100'>also</span> <span m='18420'>capitalizing</span> <span m='19370'>any</span> <span m='19530'>opportunities</span> <span m='20220'>with</span> <span m='20360'>the</span> <span m='20430'>press</span> <span m='21190'>locally,</span> <span m='21500'>making</span> <span m='21730'>sure</span> <span m='21860'>that</span> <span m='21980'>we're</span> <span m='22090'>telling</span> <span m='22330'>our</span> <span m='22440'>stories</span> <span m='22830'>about</span> <span m='23060'>parents,</span> <span m='23500'>and</span> <span m='23580'>why</span> <span m='23820'>it's</span> <span m='24250'>important</span> <span m='24640'>for</span> <span m='24740'>them</span> <span m='24970'>to</span> <span m='25660'>have</span> <span m='25830'>a</span> <span m='25860'>high-quality</span> <span m='26380'>education</span> <span m='26810'>for</span> <span m='26910'>the</span> <span m='27030'>kids.</span> <span m='27690'>And</span> <span m='27820'>ensure</span> <span m='28130'>that</span> <span m='28250'>any</span> <span m='28480'>policies</span> <span m='29100'>that</span> <span m='29260'>we're</span> <span m='29360'>actually</span> <span m='29570'>pushing</span> <span m='30000'>through</span> <span m='30140'>the</span> <span m='30220'>legislature,</span> <span m='31040'>that</span> <span m='31170'>we're</span> <span m='31290'>able</span> <span m='31450'>to</span> <span m='31550'>explain</span> <span m='32049'>it to our</span> <span m='32460'>general</span> <span m='32810'>public</span> <span m='33400'>in</span> <span m='33550'>a</span> <span m='33590'>way</span> <span m='33680'>that</span> <span m='33820'>they</span> <span m='33900'>understand</span> <span m='34350'>it.</span> <span m='34730'>And</span> <span m='35000'>so</span> <span m='35090'>the</span> <span m='35170'>press</span> <span m='35890'>and</span> <span m='36010'>social</span> <span m='36300'>media</span> <span m='36950'>helps</span> <span m='37090'>us</span> <span m='37270'>do</span> <span m='37430'>that.</span> </p><p><span m='38210'>Kindergarten</span> <span m='38690'>through</span> <span m='39050'>high</span> <span m='39380'>school</span> <span m='39770'>I</span> <span m='39820'>went</span> <span m='40160'>in San</span> <span m='40350'>Francisco.</span> <span m='40750'>I</span> <span m='40800'>went</span> <span m='41000'>to</span> <span m='41070'>City</span> <span m='41320'>College</span> <span m='41780'>of San</span> <span m='41900'>Francisco</span> <span m='42210'>for</span> <span m='42340'>three</span> <span m='42620'>years,</span> <span m='43020'>and</span> <span m='43120'>then</span> <span m='43260'>I</span> <span m='43410'>graduated</span> <span m='43990'>from</span> <span m='44720'>San</span> <span m='44960'>Francisco</span> <span m='45360'>State</span> <span m='45590'>University</span> <span m='46130'>with</span> <span m='46320'>a</span> <span m='46370'>bachelor's</span> <span m='46810'>in</span> <span m='46930'>political</span> <span m='47300'>science.</span> <span m='47900'>I</span> <span m='48010'>knew</span> <span m='48170'>that</span> <span m='48390'>politics</span> <span m='48655'>was</span> <span m='48920'>something</span> <span m='49190'>I</span> <span m='50120'>always</span> <span m='50420'>want</span> <span m='50590'>to</span> <span m='50660'>get</span> <span m='50770'>involved</span> <span m='51180'>in.</span> </p><p><span m='51290'>I</span> <span m='51420'>then</span> <span m='51790'>volunteered</span> <span m='52300'>for</span> <span m='52590'>a mayoral</span> <span m='53110'>campaign</span> <span m='53590'>in San Francisco.</span> <span m='54720'>For</span> <span m='54850'>those</span> <span m='55060'>of</span> <span m='55120'>you</span> <span m='55230'>who</span> <span m='55330'>don't</span> <span m='55450'>know,</span> <span m='55970'>Gavin</span> <span m='56270'>Newsom</span> <span m='56700'>was</span> <span m='56880'>our</span> <span m='56990'>mayor</span> <span m='57210'>back</span> <span m='57460'>then.</span> <span m='58160'>So</span> <span m='58300'>I</span> <span m='58340'>worked</span> <span m='58650'>on</span> <span m='58710'>his</span> <span m='58850'>press shop,</span> <span m='59190'>and</span> <span m='59320'>I</span> <span m='59390'>knew</span> <span m='59560'>nothing</span> <span m='60240'>about</span> <span m='60600'>it.</span> <span m='61060'>I</span> <span m='61660'>got</span> <span m='61890'>the</span> <span m='61960'>opportunity</span> <span m='62500'>by</span> <span m='62630'>volunteering</span> <span m='62970'>on his</span> <span m='63310'>campaign</span> <span m='64050'>for</span> <span m='64239'>two</span> <span m='64690'>years,</span> <span m='65519'>not</span> <span m='65750'>getting</span> <span m='65930'>paid</span> <span m='66270'>anything.</span> <span m='67000'>And</span> <span m='67240'>so</span> <span m='67450'>when he</span> <span m='67620'>won,</span> <span m='68460'>they</span> <span m='68700'>said</span> <span m='68970'>hey,</span> <span m='69160'>the</span> <span m='69270'>mayor's</span> <span m='69690'>actually</span> <span m='70540'>putting</span> <span m='70915'>a team</span> <span m='71290'>together,</span> <span m='71790'>a</span> <span m='71860'>comms team</span> <span m='72300'>together,</span> <span m='72380'>and he</span> <span m='72530'>needs</span> <span m='72960'>someone that</span> <span m='73080'>speaks</span> <span m='73350'>Spanish</span> <span m='73850'>to</span> <span m='73940'>be</span> <span m='74030'>part</span> <span m='74210'>of</span> <span m='74250'>his</span> <span m='74410'>team.</span> <span m='74610'>And I</span> <span m='74710'>said,</span> <span m='75600'>why</span> <span m='75820'>not.</span> </p><p><span m='76070'>And</span> <span m='76260'>so</span> <span m='76390'>I</span> <span m='76580'>got</span> <span m='76840'>that</span> <span m='77130'>job,</span> <span m='77530'>and</span> <span m='77620'>I</span> <span m='77690'>started</span> <span m='78000'>working</span> <span m='78340'>for</span> <span m='78480'>him</span> <span m='78650'>in</span> <span m='78800'>January,</span> <span m='79280'>2004.</span> <span m='80910'>And</span> <span m='81290'>then</span> <span m='81630'>I</span> <span m='81990'>worked</span> <span m='82230'>for</span> <span m='82320'>him</span> <span m='82480'>for</span> <span m='82580'>2</span> <span m='82720'>and</span> <span m='82860'>1/2</span> <span m='83000'>years,</span> <span m='83450'>and</span> <span m='83580'>I knew</span> <span m='83830'>politics</span> <span m='84300'>again</span> <span m='84590'>was</span> <span m='84710'>something</span> <span m='84930'>I</span> <span m='84960'>wanted</span> <span m='85240'>to</span> <span m='85320'>do</span> <span m='85840'>and</span> <span m='85990'>expanded</span> <span m='86265'>my</span> <span m='86540'>opportunities.</span> </p><p><span m='86875'>So</span> <span m='87210'>I</span> <span m='87440'>came</span> <span m='87670'>to</span> <span m='87800'>Sacramento</span> <span m='88800'>to</span> <span m='88930'>work</span> <span m='89140'>for</span> <span m='89530'>Arnold</span> <span m='90060'>Schwarzenegger.</span> <span m='91230'>And</span> <span m='91470'>I</span> <span m='91530'>think</span> <span m='91670'>many</span> <span m='91890'>of</span> <span m='91950'>you</span> <span m='92100'>will</span> <span m='92420'>know</span> <span m='92680'>who Arnold</span> <span m='93010'>Schwarzenegger</span> <span m='93530'>is</span> <span m='93800'>by</span> <span m='93830'>watching</span> <span m='94100'>a</span> <span m='94140'>lot</span> <span m='94290'>of his</span> <span m='94430'>movies.</span> <span m='95420'>So</span> <span m='95560'>I</span> <span m='95590'>was</span> <span m='95800'>his</span> <span m='95980'>deputy</span> <span m='96280'>press</span> <span m='96560'>secretary,</span> <span m='96990'>so</span> <span m='97080'>I</span> <span m='97160'>dealt</span> <span m='97540'>with</span> <span m='98120'>a</span> <span m='98420'>lot</span> <span m='98570'>of</span> <span m='98610'>the</span> <span m='98680'>Spanish</span> <span m='99110'>media</span> <span m='99400'>across</span> <span m='99850'>the state,</span> <span m='100140'>across</span> <span m='100410'>the</span> <span m='100490'>country,</span> <span m='101540'>and I</span> <span m='101690'>also</span> <span m='101970'>worked for his</span> <span m='102300'>wife,</span> <span m='103290'>Maria</span> <span m='103350'>Shriver.</span> <span m='103640'>I</span> <span m='103980'>was</span> <span m='104140'>her</span> <span m='104260'>press</span> <span m='104520'>secretary</span> <span m='105340'>for</span> <span m='105560'>four</span> <span m='105830'>years.</span> <span m='106610'>So</span> <span m='106860'>it</span> <span m='106900'>was</span> <span m='107650'>an</span> <span m='107800'>opportunity</span> <span m='108280'>to</span> <span m='108400'>work</span> <span m='108690'>not</span> <span m='108930'>only on</span> <span m='109040'>a</span> <span m='109290'>local</span> <span m='109620'>government,</span> <span m='110040'>but</span> <span m='110150'>also</span> <span m='110370'>on</span> <span m='110470'>a</span> <span m='110530'>statewide</span> <span m='111020'>government.</span> </p><p><span m='111790'>And</span> <span m='112040'>then</span> <span m='112520'>I</span> <span m='113030'>worked</span> <span m='113420'>for</span> <span m='113580'>the</span> <span m='113680'>Lieutenant</span> <span m='113890'>Governor</span> <span m='114730'>Gavin</span> <span m='114970'>Newsom</span> <span m='115360'>again,</span> <span m='117120'>who</span> <span m='117410'>was</span> <span m='117610'>mayor,</span> <span m='117960'>and</span> <span m='118080'>then</span> <span m='118200'>became</span> <span m='118540'>Lieutenant</span> <span m='118740'>governor.</span> <span m='119280'>I</span> <span m='119590'>was</span> <span m='119790'>his</span> <span m='119870'>director</span> <span m='120200'>of</span> <span m='120300'>communications</span> <span m='120645'>for</span> <span m='120990'>like</span> <span m='121180'>a</span> <span m='121200'>year</span> <span m='121400'>and a</span> <span m='121650'>half.</span> <span m='122490'>So</span> <span m='122730'>after</span> <span m='122960'>all</span> <span m='123580'>that,</span> <span m='124320'>I</span> <span m='124570'>decided</span> <span m='124980'>to</span> <span m='125090'>work</span> <span m='125360'>for,</span> <span m='126560'>take</span> <span m='126760'>a</span> <span m='126800'>different</span> <span m='127150'>path</span> <span m='127800'>in</span> <span m='127890'>my</span> <span m='127990'>career,</span> <span m='128449'>and</span> <span m='128539'>work</span> <span m='128750'>for</span> <span m='128940'>an</span> <span m='129039'>advocacy</span> <span m='129500'>organization.</span> </p><p><span m='130210'>Because</span> <span m='130630'>I</span> <span m='130710'>knew</span> <span m='130940'>that</span> <span m='131290'>with</span> <span m='131600'>two</span> <span m='131870'>small</span> <span m='132200'>kids,</span> <span m='132545'>I</span> <span m='132890'>have</span> <span m='132990'>a</span> <span m='133040'>six-year-old</span> <span m='134070'>and</span> <span m='134220'>a</span> <span m='134300'>three-year-old,</span> <span m='135180'>with</span> <span m='135310'>two</span> <span m='135440'>small</span> <span m='135690'>kids</span> <span m='136040'>I</span> <span m='136060'>wanted</span> <span m='136280'>to</span> <span m='136380'>ensure</span> <span m='136640'>that</span> <span m='137050'>the</span> <span m='137400'>education</span> <span m='137870'>that</span> <span m='138000'>they</span> <span m='138080'>receive</span> <span m='139070'>is</span> <span m='139470'>high-quality.</span> <span m='140190'>And</span> <span m='140300'>so</span> <span m='141020'>who</span> <span m='141660'>better</span> <span m='142040'>to</span> <span m='142170'>work</span> <span m='142410'>for,</span> <span m='143450'>an</span> <span m='143700'>organization</span> <span m='144180'>that actually</span> <span m='144520'>advocates</span> <span m='144960'>for</span> <span m='145040'>that.</span> <span m='145750'>And</span> <span m='145900'>I</span> <span m='145950'>decided</span> <span m='146320'>to</span> <span m='146720'>come and</span> <span m='146910'>work</span> <span m='147190'>for</span> <span m='147280'>Students</span> <span m='147580'>First</span> <span m='148220'>to</span> <span m='148590'>ensure</span> <span m='149030'>that</span> <span m='149680'>our</span> <span m='149820'>education</span> <span m='150360'>across</span> <span m='150760'>the</span> <span m='150820'>country</span> <span m='151890'>is</span> <span m='152000'>improved.</span> <span m='152970'>So</span> <span m='153150'>I'm</span> <span m='153470'>glad</span> <span m='154200'>to</span> <span m='154330'>be</span> <span m='154460'>here</span> <span m='154700'>advocating</span> <span m='155170'>for</span> <span m='155320'>kids.</span> </p><p><span m='156570'>What</span> <span m='156810'>I</span> <span m='156860'>wish</span> <span m='157120'>I</span> <span m='157160'>knew</span> <span m='157350'>when</span> <span m='157450'>I</span> <span m='157550'>was</span> <span m='157620'>younger</span> <span m='158310'>is</span> <span m='158760'>that</span> <span m='159060'>it's</span> <span m='159260'>OK</span> <span m='159570'>to</span> <span m='159690'>fail.</span> <span m='161680'>And</span> <span m='161780'>when</span> <span m='162030'>you</span> <span m='162140'>do</span> <span m='162480'>fail,</span> <span m='162750'>you</span> <span m='162960'>fail,</span> <span m='163850'>I</span> <span m='164020'>think</span> <span m='164200'>there's</span> <span m='164340'>a</span> <span m='164390'>saying</span> <span m='164750'>that goes,</span> <span m='165640'>fail</span> <span m='166130'>forward</span> <span m='166960'>with</span> <span m='167530'>enthusiasm.</span> <span m='168830'>And</span> <span m='169210'>it's</span> <span m='169410'>OK.</span> </p><p><span m='170120'>And</span> <span m='170290'>I think</span> <span m='170640'>a</span> <span m='170710'>couple of</span> <span m='170950'>examples</span> <span m='172020'>I</span> <span m='172140'>think</span> <span m='172350'>a</span> <span m='172390'>lot</span> <span m='172530'>of</span> <span m='172590'>you will</span> <span m='172700'>relate to,</span> <span m='173120'>is</span> <span m='173390'>Doctor</span> <span m='173740'>Seuss,</span> <span m='174140'>for</span> <span m='174260'>example.</span> <span m='174650'>When</span> <span m='174750'>he</span> <span m='174890'>tried</span> <span m='175050'>to</span> <span m='175110'>get</span> <span m='175240'>his</span> <span m='175400'>book</span> <span m='175610'>published,</span> <span m='176220'>he</span> <span m='176490'>not</span> <span m='176760'>only</span> <span m='176910'>tried</span> <span m='177180'>once,</span> <span m='177930'>five</span> <span m='178230'>times,</span> <span m='178710'>or 10</span> <span m='178960'>times.</span> <span m='179300'>He</span> <span m='179430'>tried</span> <span m='179730'>23</span> <span m='180330'>times</span> <span m='181040'>before</span> <span m='181440'>he</span> <span m='181580'>actually</span> <span m='181790'>got</span> <span m='181970'>his</span> <span m='182250'>book</span> <span m='182500'>published.</span> <span m='183510'>Elvis</span> <span m='183880'>Presley</span> <span m='185100'>got</span> <span m='185290'>an</span> <span m='185410'>F in</span> <span m='185910'>college</span> <span m='186630'>in</span> <span m='186920'>music.</span> <span m='187860'>And</span> <span m='187970'>then</span> <span m='188090'>Michael</span> <span m='188400'>Jordan</span> <span m='189340'>wasn't</span> <span m='189570'>even</span> <span m='189860'>accepted</span> <span m='190350'>into</span> <span m='190540'>his</span> <span m='190720'>basketball</span> <span m='191270'>team</span> <span m='191410'>in</span> <span m='191480'>high</span> <span m='191670'>school,</span> <span m='193010'>and</span> <span m='193250'>so</span> <span m='193460'>he</span> <span m='193680'>became</span> <span m='194040'>one</span> <span m='194140'>of</span> <span m='194200'>the</span> <span m='194270'>best</span> <span m='194580'>basketball</span> <span m='195040'>players</span> <span m='195860'>in</span> <span m='196270'>the</span> <span m='196810'>country.</span> <span m='197210'>And</span> <span m='197340'>so</span> <span m='197870'>it's</span> <span m='198130'>OK</span> <span m='198340'>to</span> <span m='198420'>fail,</span> <span m='198740'>they</span> <span m='198860'>kept</span> <span m='199100'>on</span> <span m='199200'>trying.</span> <span m='199910'>And</span> <span m='200040'>that's</span> <span m='200210'>one</span> <span m='200310'>of</span> <span m='200400'>the</span> <span m='200860'>advice</span> <span m='201450'>that</span> <span m='201570'>I</span> <span m='201620'>continue</span> <span m='202000'>to</span> <span m='202070'>carry</span> <span m='202360'>on</span> <span m='202530'>now.</span> <span m='203310'>That</span> <span m='203450'>when</span> <span m='203560'>I</span> <span m='203620'>make</span> <span m='203760'>a</span> <span m='203820'>mistake,</span> <span m='205030'>it's</span> <span m='205320'>fine.</span> </p>","file":{"id":378774,"video_id":"3377534333001","name":"2328-Francisco-DeputyCommunDir1","duration":207169,"thumbnail_url":null}});