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NONPROFIT DEPUTY COMMUNICATIONS DIRECTOR, IN-DEPTH: Don't Look For A Job For What It's Paid, Look For A Job For What It's Worth

About this video 

Francisco, the deputy communications director for StudentsFirst, describes the challenges of his job, what he likes most, his key decisions, how difficult getting into the industry is, and work-life balance. He realized that the state of education needed to change when he had to sleep overnight at his childrens' school in order to get them into the best school in the neighborhood. Now he's working to ensure that kids around the country receive a quality education.

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='320'>So</span> <span m='470'>the</span> <span m='590'>favorite</span> <span m='1060'>part</span> <span m='1270'>of</span> <span m='1330'>my</span> <span m='1470'>job</span> <span m='2290'>is</span> <span m='2520'>really</span> <span m='3040'>when</span> <span m='3230'>I</span> <span m='3500'>get</span> <span m='3910'>to</span> <span m='4000'>meet</span> <span m='4230'>parents</span> <span m='5050'>out</span> <span m='5290'>in</span> <span m='5670'>the</span> <span m='5760'>community,</span> <span m='6490'>or</span> <span m='6690'>even</span> <span m='6840'>across</span> <span m='7160'>the</span> <span m='7240'>country,</span> <span m='8029'>and</span> <span m='8180'>read</span> <span m='8350'>their</span> <span m='8460'>stories</span> <span m='9240'>about</span> <span m='9580'>why</span> <span m='9920'>they're</span> <span m='10100'>in</span> <span m='10350'>this</span> <span m='10590'>movement,</span> <span m='11060'>why</span> <span m='11430'>they</span> <span m='11560'>want</span> <span m='11910'>a</span> <span m='11930'>high</span> <span m='12160'>quality</span> <span m='12560'>education</span> <span m='12990'>for</span> <span m='13120'>their</span> <span m='13250'>kids.</span> </p><p><span m='13990'>I</span> <span m='14270'>think</span> <span m='14470'>that's</span> <span m='14660'>very</span> <span m='14910'>important.</span> <span m='15420'>And</span> <span m='15990'>it</span> <span m='16090'>really</span> <span m='16309'>touches</span> <span m='16810'>home,</span> <span m='17130'>because</span> <span m='17450'>I</span> <span m='17510'>have</span> <span m='17670'>two</span> <span m='17830'>small</span> <span m='18070'>kids,</span> <span m='18390'>like</span> <span m='18550'>I</span> <span m='18630'>said.</span> <span m='19090'>And</span> <span m='19320'>we're</span> <span m='19470'>all pretty</span> <span m='19920'>much</span> <span m='20130'>fighting</span> <span m='20700'>for</span> <span m='20980'>the</span> <span m='21070'>same</span> <span m='21300'>cause.</span> </p><p><span m='21880'>Whether</span> <span m='22140'>you're</span> <span m='22270'>a</span> <span m='22320'>Democrat</span> <span m='23010'>or</span> <span m='23190'>a</span> <span m='23290'>Republican,</span> <span m='24150'>I</span> <span m='24240'>think</span> <span m='24430'>we</span> <span m='24540'>all</span> <span m='24650'>agree</span> <span m='24960'>that</span> <span m='25090'>our</span> <span m='25200'>kids</span> <span m='25430'>deserve</span> <span m='25900'>a</span> <span m='25920'>high</span> <span m='26090'>quality</span> <span m='26400'>education.</span> <span m='26950'>And</span> <span m='27040'>reading</span> <span m='27260'>those</span> <span m='27350'>stories</span> <span m='28140'>are</span> <span m='28450'>amazing.</span> </p><p><span m='29200'>And</span> <span m='29380'>I</span> <span m='29440'>think</span> <span m='29560'>what's</span> <span m='29760'>challenging</span> <span m='30350'>is</span> <span m='31650'>across</span> <span m='32020'>the</span> <span m='32100'>country,</span> <span m='32900'>we</span> <span m='33230'>want</span> <span m='33390'>to</span> <span m='33440'>pass</span> <span m='33740'>laws</span> <span m='34140'>and</span> <span m='34240'>policies.</span> <span m='34495'>And</span> <span m='34950'>I</span> <span m='35090'>think</span> <span m='35310'>a</span> <span m='35380'>lot</span> <span m='35610'>of</span> <span m='35650'>people</span> <span m='35910'>expect</span> <span m='36660'>change</span> <span m='37280'>to</span> <span m='37590'>happen</span> <span m='37800'>really</span> <span m='37980'>quick.</span> <span m='39110'>And</span> <span m='39230'>it</span> <span m='39990'>doesn't</span> <span m='40170'>happen</span> <span m='40490'>quick.</span> <span m='40930'>It</span> <span m='40950'>takes</span> <span m='41200'>time</span> <span m='41450'>for</span> <span m='41670'>us to</span> <span m='41840'>actually</span> <span m='42090'>change</span> <span m='42440'>policies</span> <span m='43130'>and</span> <span m='43230'>past</span> <span m='43580'>policies.</span> </p><p><span m='44920'>And</span> <span m='45150'>so</span> <span m='45800'>that,</span> <span m='46230'>I</span> <span m='46290'>think,</span> <span m='46690'>is</span> <span m='47140'>the</span> <span m='47310'>frustration</span> <span m='48180'>that</span> <span m='48450'>sometimes</span> <span m='48780'>I</span> <span m='48870'>have.</span> <span m='49490'>But</span> <span m='49580'>I</span> <span m='49620'>have</span> <span m='49780'>to</span> <span m='49870'>understand</span> <span m='50850'>that</span> <span m='51070'>change</span> <span m='51570'>doesn't</span> <span m='51820'>happen</span> <span m='52160'>overnight,</span> <span m='52800'>and</span> <span m='52950'>it</span> <span m='53040'>takes</span> <span m='53270'>time</span> <span m='53780'>to</span> <span m='53880'>actually</span> <span m='54160'>change</span> <span m='54530'>something,</span> <span m='55395'>and</span> <span m='55710'>change</span> <span m='55910'>a</span> <span m='55970'>system,</span> <span m='56830'>change</span> <span m='57090'>the</span> <span m='57170'>world.</span> <span m='58005'>It</span> <span m='58300'>takes</span> <span m='58530'>time</span> <span m='58740'>to</span> <span m='58820'>do</span> <span m='58980'>that.</span> </p><p><span m='59320'>So</span> <span m='59880'>I'm</span> <span m='60030'>excited</span> <span m='60460'>where</span> <span m='60600'>I'm</span> <span m='60640'>at</span> <span m='60830'>now,</span> <span m='61140'>and</span> <span m='61550'>continue</span> <span m='62050'>to</span> <span m='62220'>hear</span> <span m='62600'>those</span> <span m='62780'>stories</span> <span m='63760'>from</span> <span m='63960'>parents</span> <span m='64410'>who</span> <span m='64480'>are</span> <span m='64569'>definitely</span> <span m='64860'>passionate</span> <span m='65820'>about</span> <span m='66610'>having</span> <span m='66900'>their</span> <span m='66990'>kids</span> <span m='67290'>receive</span> <span m='67600'>a</span> <span m='67640'>high</span> <span m='67800'>quality</span> <span m='68130'>education.</span> </p><p><span m='69370'>The</span> <span m='69550'>key</span> <span m='69790'>decision</span> <span m='70260'>I</span> <span m='70330'>made</span> <span m='70730'>to</span> <span m='70830'>actually</span> <span m='71090'>work</span> <span m='71430'>in</span> <span m='71530'>education</span> <span m='72150'>was</span> <span m='72830'>when</span> <span m='72990'>I</span> <span m='73030'>had</span> <span m='73120'>to</span> <span m='73210'>sleep</span> <span m='73580'>overnight</span> <span m='74680'>at</span> <span m='74720'>my</span> <span m='74970'>child's</span> <span m='75150'>elementary</span> <span m='75510'>school</span> <span m='75780'>to</span> <span m='75890'>get</span> <span m='76030'>them</span> <span m='76150'>into</span> <span m='76340'>kindergarten.</span> <span m='77640'>There</span> <span m='77890'>were</span> <span m='77960'>hundreds</span> <span m='78370'>of</span> <span m='78450'>parents</span> <span m='79040'>in</span> <span m='79150'>my</span> <span m='79280'>community</span> <span m='80100'>who</span> <span m='80220'>wanted</span> <span m='80520'>to</span> <span m='80560'>get</span> <span m='80750'>their</span> <span m='80860'>kid</span> <span m='81290'>into</span> <span m='81520'>the</span> <span m='81570'>highest</span> <span m='81950'>performing</span> <span m='82310'>school</span> <span m='82930'>in</span> <span m='83070'>the</span> <span m='83130'>school</span> <span m='83400'>district.</span> </p><p><span m='84200'>And</span> <span m='84430'>I</span> <span m='84500'>said,</span> <span m='84910'>there's</span> <span m='85150'>no</span> <span m='86180'>need,</span> <span m='86570'>and I don't</span> <span m='86810'>understand</span> <span m='87200'>why</span> <span m='87400'>parents are</span> <span m='87770'>actually</span> <span m='88060'>sleeping</span> <span m='88580'>overnight</span> <span m='89540'>to</span> <span m='89650'>get</span> <span m='89790'>their</span> <span m='89880'>kids</span> <span m='90250'>into the</span> <span m='90350'>best</span> <span m='90590'>school.</span> <span m='91300'>And</span> <span m='91480'>so</span> <span m='91950'>that's</span> <span m='92180'>one</span> <span m='92360'>of</span> <span m='92410'>the</span> <span m='92500'>reasons</span> <span m='93140'>I</span> <span m='93350'>came</span> <span m='93580'>to</span> <span m='93730'>work for</span> <span m='93780'>Students</span> <span m='94250'>First.</span> </p><p><span m='94880'>What</span> <span m='95020'>can</span> <span m='95200'>I</span> <span m='95340'>do</span> <span m='96030'>to</span> <span m='96140'>give</span> <span m='96300'>back</span> <span m='96530'>to</span> <span m='96610'>my</span> <span m='96720'>community</span> <span m='97160'>to</span> <span m='97350'>ensure that</span> <span m='97680'>my</span> <span m='97810'>kids</span> <span m='98590'>are</span> <span m='98730'>receiving</span> <span m='99080'>a</span> <span m='99110'>high</span> <span m='99290'>quality</span> <span m='99640'>education,</span> <span m='100180'>but</span> <span m='100380'>to</span> <span m='100480'>ensure</span> <span m='100710'>that</span> <span m='101220'>situations</span> <span m='101740'>like</span> <span m='101960'>this</span> <span m='102310'>don't</span> <span m='102510'>necessarily</span> <span m='102800'>happen</span> <span m='103100'>again?</span> </p><p><span m='103620'>And</span> <span m='103760'>it's</span> <span m='103890'>not</span> <span m='104040'>just</span> <span m='104370'>here</span> <span m='104630'>my</span> <span m='104780'>neighborhood,</span> <span m='105330'>but</span> <span m='105430'>also</span> <span m='105700'>across</span> <span m='106040'>the</span> <span m='106120'>country.</span> <span m='106860'>Those</span> <span m='107030'>are</span> <span m='107070'>the</span> <span m='107160'>kind</span> <span m='107340'>of</span> <span m='107690'>challenges</span> <span m='108280'>that</span> <span m='108440'>parents</span> <span m='108830'>face.</span> <span m='109470'>And</span> <span m='109740'>so</span> <span m='110220'>that's</span> <span m='110410'>why</span> <span m='110520'>I'm</span> <span m='110580'>passionate</span> <span m='111190'>about</span> <span m='111500'>education.</span> <span m='112480'>I'm</span> <span m='112590'>passionate</span> <span m='113490'>about</span> <span m='113720'>ensuring</span> <span m='114050'>that</span> <span m='114220'>kids</span> <span m='114460'>receive the</span> <span m='114870'>high</span> <span m='115130'>quality</span> <span m='115640'>education</span> <span m='116100'>they</span> <span m='116210'>deserve.</span> <span m='117150'>And</span> <span m='117850'>we'll</span> <span m='118050'>continue</span> <span m='118440'>to</span> <span m='118520'>do</span> <span m='118690'>this</span> <span m='118850'>kind</span> <span m='119000'>of</span> <span m='119060'>work</span> <span m='119370'>across</span> <span m='119720'>the</span> <span m='119810'>country.</span> </p><p><span m='120940'>Is</span> <span m='121180'>it</span> <span m='121290'>hard</span> <span m='121700'>to</span> <span m='121780'>get</span> <span m='121900'>a</span> <span m='121950'>job</span> <span m='122190'>in</span> <span m='122250'>this</span> <span m='122440'>field?</span> <span m='123800'>It</span> <span m='123950'>just</span> <span m='124110'>depends</span> <span m='124520'>what</span> <span m='124700'>path</span> <span m='125260'>you</span> <span m='125530'>decide</span> <span m='125780'>to</span> <span m='125890'>take.</span> <span m='126580'>For</span> <span m='126910'>me,</span> <span m='127220'>I've</span> <span m='127500'>always</span> <span m='127790'>been</span> <span m='128080'>one</span> <span m='128520'>that</span> <span m='128970'>takes</span> <span m='129240'>the</span> <span m='129330'>initiative</span> <span m='130210'>and</span> <span m='130610'>don't</span> <span m='130900'>necessarily</span> <span m='131260'>wait</span> <span m='131490'>for</span> <span m='131600'>things</span> <span m='132000'>to</span> <span m='132120'>come</span> <span m='132350'>to</span> <span m='132500'>me.</span> </p><p><span m='133130'>I</span> <span m='133480'>always--</span> <span m='134000'>that's</span> <span m='134220'>one</span> <span m='134420'>of</span> <span m='134470'>the</span> <span m='134520'>advice</span> <span m='135020'>that</span> <span m='135240'>I've</span> <span m='135550'>received</span> <span m='135875'>and</span> <span m='136200'>one of the</span> <span m='136390'>advice</span> <span m='136800'>that I</span> <span m='136970'>continue</span> <span m='137400'>to</span> <span m='137520'>tell</span> <span m='138090'>your</span> <span m='138440'>kids</span> <span m='138870'>that</span> <span m='139420'>when</span> <span m='139570'>you</span> <span m='139670'>see</span> <span m='139950'>something,</span> <span m='140370'>just</span> <span m='140600'>go</span> <span m='140830'>for</span> <span m='141150'>it.</span> <span m='141550'>If</span> <span m='141950'>you</span> <span m='142110'>see</span> <span m='142310'>a</span> <span m='142350'>volunteer</span> <span m='142870'>opportunity</span> <span m='143350'>that</span> <span m='143600'>you</span> <span m='143770'>think</span> <span m='144000'>is</span> <span m='144100'>going</span> <span m='144210'>to</span> <span m='144250'>help</span> <span m='144520'>you</span> <span m='144610'>later</span> <span m='144810'>on,</span> <span m='145320'>volunteer.</span> <span m='146540'>Don't</span> <span m='146900'>look</span> <span m='147210'>for</span> <span m='147370'>a</span> <span m='147430'>job</span> <span m='147770'>for</span> <span m='147860'>what</span> <span m='148010'>it's</span> <span m='148210'>paid,</span> <span m='148620'>but</span> <span m='148720'>look</span> <span m='148890'>for</span> <span m='149000'>a</span> <span m='149030'>job</span> <span m='149270'>for</span> <span m='149370'>what</span> <span m='149500'>it's</span> <span m='149630'>worth.</span> </p><p><span m='150280'>And</span> <span m='150420'>I</span> <span m='150460'>think</span> <span m='150770'>that's</span> <span m='151530'>something that</span> <span m='151880'>I've</span> <span m='152040'>learned</span> <span m='152710'>throughout</span> <span m='152910'>my</span> <span m='153020'>career.</span> <span m='154040'>So</span> <span m='154520'>it</span> <span m='154870'>can</span> <span m='154970'>be</span> <span m='155080'>difficult</span> <span m='155375'>at</span> <span m='155670'>times,</span> <span m='155950'>depending on</span> <span m='156270'>the</span> <span m='156340'>industry</span> <span m='157200'>that</span> <span m='157640'>you're</span> <span m='158080'>going in,</span> <span m='158490'>whether</span> <span m='158790'>it's</span> <span m='158960'>nonprofit</span> <span m='159810'>or</span> <span m='160100'>corporate.</span> <span m='160840'>But</span> <span m='161050'>it's</span> <span m='161230'>not</span> <span m='161350'>impossible</span> <span m='162010'>to</span> <span m='162110'>get</span> <span m='162230'>a</span> <span m='162280'>job in</span> <span m='162630'>the</span> <span m='162730'>nonprofit</span> <span m='163260'>or</span> <span m='163360'>corporate</span> <span m='163720'>world.</span> <span m='163980'>You've</span> <span m='164240'>just</span> <span m='164430'>got</span> <span m='164550'>to</span> <span m='164600'>take</span> <span m='164750'>the</span> <span m='164820'>initiative</span> <span m='165260'>to</span> <span m='165340'>actually</span> <span m='165560'>go</span> <span m='165700'>out</span> <span m='165820'>there</span> <span m='165910'>and</span> <span m='165980'>look</span> <span m='166120'>for</span> <span m='166290'>it.</span> </p><p><span m='167030'>My</span> <span m='167190'>work/life</span> <span m='167710'>balance.</span> <span m='168290'>Well,</span> <span m='168540'>the</span> <span m='168780'>good</span> <span m='168970'>thing</span> <span m='169160'>is</span> <span m='169320'>my</span> <span m='169470'>wife</span> <span m='169830'>and</span> <span m='169980'>I</span> <span m='170070'>both</span> <span m='170600'>work</span> <span m='170870'>at</span> <span m='170960'>Students</span> <span m='171330'>First.</span> <span m='172180'>So</span> <span m='172340'>it's</span> <span m='172440'>a</span> <span m='172480'>family</span> <span m='172830'>affair</span> <span m='173120'>for us, and</span> <span m='173490'>we're</span> <span m='173620'>both</span> <span m='174000'>passionate</span> <span m='174490'>about</span> <span m='174710'>education.</span> </p><p><span m='175880'>So</span> <span m='177350'>also,</span> <span m='178150'>the</span> <span m='178280'>good</span> <span m='178460'>thing</span> <span m='178600'>is</span> <span m='178810'>that</span> <span m='179030'>when</span> <span m='179160'>we</span> <span m='179260'>get</span> <span m='179450'>home,</span> <span m='180140'>we</span> <span m='180340'>try</span> <span m='180480'>not</span> <span m='180620'>to</span> <span m='180690'>talk</span> <span m='180930'>about</span> <span m='181200'>work.</span> <span m='181900'>Because</span> <span m='182170'>we</span> <span m='182270'>spend</span> <span m='182560'>so</span> <span m='182650'>much</span> <span m='182850'>time,</span> <span m='183270'>eight</span> <span m='183430'>hours</span> <span m='183650'>a</span> <span m='183710'>day,</span> <span m='184330'>at</span> <span m='184530'>work</span> <span m='185100'>talking</span> <span m='185580'>about</span> <span m='185810'>it.</span> <span m='186120'>And</span> <span m='186260'>so</span> <span m='186370'>we</span> <span m='186480'>spent</span> <span m='186730'>time</span> <span m='186940'>with</span> <span m='187030'>our</span> <span m='187140'>kids.</span> </p><p><span m='188180'>And when</span> <span m='188420'>we</span> <span m='188600'>get</span> <span m='188750'>to</span> <span m='188850'>work,</span> <span m='189430'>we</span> <span m='189640'>have</span> <span m='189980'>this</span> <span m='190590'>rule</span> <span m='191020'>in</span> <span m='191090'>the</span> <span m='191140'>house</span> <span m='191500'>that</span> <span m='191720'>until</span> <span m='191990'>the</span> <span m='192060'>kids</span> <span m='192310'>go</span> <span m='192410'>to</span> <span m='192480'>bed,</span> <span m='193050'>we can</span> <span m='193220'>get</span> <span m='193480'>back</span> <span m='193710'>on</span> <span m='193780'>our</span> <span m='193870'>computers</span> <span m='194360'>and</span> <span m='194450'>actually</span> <span m='194680'>start</span> <span m='194960'>working</span> <span m='195210'>again.</span> <span m='195475'>But</span> <span m='195740'>we</span> <span m='195930'>spend</span> <span m='196180'>some</span> <span m='196320'>time</span> <span m='196820'>with</span> <span m='196940'>our</span> <span m='197020'>kids,</span> <span m='197400'>who are</span> <span m='197590'>six</span> <span m='197840'>and</span> <span m='198000'>three,</span> <span m='198680'>during</span> <span m='199190'>this</span> <span m='199310'>time.</span> <span m='199700'>We</span> <span m='199780'>do</span> <span m='200040'>homework</span> <span m='200220'>with</span> <span m='200360'>them,</span> <span m='201190'>make</span> <span m='201300'>sure</span> <span m='201440'>that</span> <span m='201660'>they actually</span> <span m='201780'>have</span> <span m='202380'>their</span> <span m='202500'>reading</span> <span m='202870'>done.</span> </p><p><span m='203820'>So</span> <span m='203990'>it's</span> <span m='204770'>still</span> <span m='205020'>challenging,</span> <span m='205480'>because</span> <span m='205730'>our</span> <span m='205820'>job</span> <span m='206080'>is</span> <span m='206300'>24/7,</span> <span m='208300'>24</span> <span m='208660'>hours</span> <span m='208850'>a</span> <span m='208920'>day,</span> <span m='209660'>7</span> <span m='209910'>days</span> <span m='210140'>a</span> <span m='210190'>week.</span> <span m='211030'>But</span> <span m='211440'>we</span> <span m='211870'>find</span> <span m='212360'>a</span> <span m='212470'>balance</span> <span m='213060'>to</span> <span m='213190'>spend</span> <span m='213470'>time</span> <span m='213600'>with</span> <span m='213710'>our</span> <span m='213800'>family</span> <span m='214530'>and</span> <span m='214630'>actually</span> <span m='214870'>get</span> <span m='214980'>our</span> <span m='215050'>work</span> <span m='215310'>done,</span> <span m='215720'>which</span> <span m='216050'>is</span> <span m='216150'>great.</span> </p><p><span m='216530'>And</span> <span m='216720'>Students</span> <span m='217070'>First is</span> <span m='217440'>one</span> <span m='217580'>of</span> <span m='217640'>those</span> <span m='217870'>organizations</span> <span m='218175'>that</span> <span m='218480'>actually</span> <span m='219570'>allows</span> <span m='220330'>that</span> <span m='220680'>to</span> <span m='220780'>happen</span> <span m='221220'>and</span> <span m='221340'>encourages</span> <span m='222370'>that</span> <span m='222750'>to</span> <span m='222820'>happen.</span> <span m='223320'>We</span> <span m='223330'>have</span> <span m='223630'>brought</span> <span m='223860'>our</span> <span m='224110'>kids</span> <span m='224380'>here</span> <span m='225080'>to</span> <span m='225280'>work</span> <span m='225610'>sometime,</span> <span m='225700'>and</span> <span m='225950'>they</span> <span m='226100'>spend</span> <span m='226390'>a</span> <span m='226430'>whole</span> <span m='226640'>day</span> <span m='226800'>with</span> <span m='227010'>us.</span> <span m='227250'>And</span> <span m='227360'>they</span> <span m='227460'>know</span> <span m='227700'>the</span> <span m='227800'>entire</span> <span m='228160'>staff,</span> <span m='229040'>which</span> <span m='229350'>is</span> <span m='229460'>great.</span> <span m='230040'>Hence</span> <span m='230440'>the</span> <span m='230540'>name,</span> <span m='230780'>Students</span> <span m='231230'>First.</span> </p>","file":{"id":378775,"video_id":"3378137005001","name":"2329-Francisco-DeputyCommunDir2","duration":232781,"thumbnail_url":null}});