Awards Award Winners 35 Under 35 Honorees Josué Reyna

Menifee Union School District

Menifee, California

How many years have you worked in school PR?
7 years.

The growth and visible impact is definitely the most rewarding part about working in school PR. I believe most would agree that there is always something new to learn. For me, the best learning experiences come through collaborating with a network of PR professionals. There is so much we can learn from each other, including PR pros in other industries. Because no two school years are the same, school PR can be a laboratory in which we experiment to combine timeless communications principles with curiosity and innovation to tackle the most daunting projects! This is when the most exciting learning takes place. Additionally, seeing evidence of an impactful campaign or effective strategy is deeply rewarding. It is heartwarming to see staff, students, and families live fulfilling lives as a result of a well-designed communications plan. Even more so, it is immensely gratifying to see an entire organization shift due in large part to effective communications and PR leadership.

A challenging aspect of working in school PR is thinking through unintended consequences. We have seen campaigns go awry, not because of malintent, but rather, a lack of thorough research and planning. As with many other challenges, building relationships is key to a successful approach. Staying in consistent contact with our staff to hear about their goals and challenges is paramount. It provides me with opportunities to learn and improve our collective understanding as to how PR fits in our overall objective. My colleagues and I at Menifee Union School District share the goal of providing an exceptional educational experience for students and an amazing work environment for staff. Coming together to think through the unintended consequences of any initiative or project helps us to accomplish just that. This approach relies heavily on relationship-building, and it continually proves to help generate near-failproof products and plans.

Most recently, we had a resource and enrollment fair in the Menifee Union School District. The goal of the event was to make the enrollment process as easy and convenient as possible for families, while connecting them with local organizations offering a variety of resources and services. Our family engagement staff worked tirelessly, showing much dedication, collaboration, and anticipation. On the day of the event, we witnessed hundreds of individuals attend and make connections that may have never happened otherwise. There was a special moment where staff was able to connect a new family of immigrants who spoke Turkish with another family fluent in Turkish. The connection was heartwarming! Moreover, at that moment, we were able to establish our district as a safe and nurturing space for this new family. Sure enough, we have seen them stay engaged and take an active role in their children’s education. The immediate impact of this entire event was truly a fulfilling experience.