About NSPRA
Become a Member
Candidate biography (as submitted by the candidate):
Shayla Cannady is the chief communications officer at Chiefs for Change, a national nonprofit advocating for equitable education policies and leadership development for state and district public school leaders. With an extensive public relations, marketing and branding background, she has led award-winning, high-performing teams and worked alongside C-suite executives to advance strategic communication efforts through impactful storytelling. Shayla has held key positions at Charlotte-Mecklenburg Schools and Orange County Public Schools, where she spearheaded comprehensive communication strategies to foster community support for students and educators. Recognized as a 2023 Power 100 honoree by the Charlotte Business Journal, Shayla serves on the executive boards of the North Carolina and Sunshine State (Florida) school public relations associations. She earned a Bachelor of Science in Broadcast Journalism from Florida A&M University, a Master of Arts in Mass Communication from the University of Central Florida and is a doctoral candidate in Strategic Communications at UCF.
How can school PR professionals best advance our role as communication leaders, demonstrate communication accountability and build understanding of communication as a core management function?
"I believe school PR professionals can best advance our role by advocating for strategic communication, showcasing accountability, enhancing professional development, building relationships with key stakeholders and promoting communication as a core management function.
Advocating for the strategic importance of communication involves integrating communication plans with district objectives and demonstrating our impact through clear metrics. Consistently reporting on these metrics provides tangible evidence of our contributions. Enhancing professional development ensures we stay ahead of trends and best practices, improving our skills and commitment to excellence. Building strong relationships with district leaders, teachers, parents and the community is crucial for fostering trust and highlighting our integral role in the district’s leadership team. Actively participating in strategic planning and offering insights on how communication supports district initiatives positions communication as a core management function. Finally, by promoting recognition of our profession, collaborating with adjacent associations and investing in the next generation of school PR professionals, we can elevate the stature of our field.
These efforts underscore the importance of effective communication in nurturing positive relationships, enhancing transparency, and furthering our nation's public schools' educational mission, vision, and goals."
What do you consider to be the major communication challenges facing districts/education organizations today, and what qualifications, skills and expertise will you offer as an Executive Board member to help NSPRA support members in addressing these issues?
"Among the major communication challenges facing districts and education organizations today include managing crises, the decline of public trust in government institutions (as cited in Edelman’s Trust Barometer), tackling misinformation, adapting to a digital landscape and operating within tight, and often unrealistic, budgets.
Crisis communication demands rapid, accurate and reassuring communication during emergencies like the COVID-19 pandemic. Tackling misinformation and rebuilding trust in the education system requires consistent, transparent efforts. Addressing the communication needs of diverse communities with varying languages, cultures and access to technology is essential. Keeping up with the rapidly evolving digital landscape is crucial for engaging students, parents and the community effectively. Operating within tight budgets while maintaining high-quality communication standards presents a significant challenge.
My qualifications include leading comprehensive communication strategies at large districts and providing valuable insights into effective practices. My crisis management skills, honed during the pandemic and sensitive issues such as book bans and student deaths, help prepare members for emergencies. Committed to promoting diversity and inclusion, I ensure all voices are heard. With experience leading award-winning teams and collaborating with executives, I can help NSPRA members address these challenges and enhance communication efforts."
NSPRA’s mission is to be the leader in developing professionals to communicate strategically, build trust and foster positive relationships in support of their school communities. How will you support this mission as an NSPRA leader?
"As an NSPRA leader, I will support the mission by advocating for the recognition and appreciation of school PR professionals in shaping positive perceptions and fostering community engagement. Through professional development, mentorship programs and advocacy efforts, I strive to elevate our profession and highlight its strategic importance.
I will prioritize collaboration with adjacent associations and organizations to amplify our collective impact. By forging partnerships and facilitating dialogue, we can address common challenges, exchange best practices and advocate for policies that bolster effective school communication.
Finally, I am committed to promoting representation and celebrating diverse perspectives within our field. Embracing the diversity within our profession and the communities we serve is essential to fostering equitable and inclusive practices. I will invest in developing the next generation of school PR professionals by expanding access to training, internships and career pathways.
I am inspired by the opportunity to lead NSPRA and champion the interests of school PR professionals across the nation. Together, we will redefine the narrative and shape the future of school public relations, ensuring communication remains a core management function in educational success."