About NSPRA
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The Superintendents to Watch award recognizes up to 25 school district leaders each year who have fewer than five years of experience as a superintendent and who demonstrate dynamic, fast-paced leadership with strong communication at its core.
When Dr. Angela Dominguez assumed the role of Superintendent at Donna ISD in October 2021, she made history as the first woman to hold this position in over 100 years. From the outset, Dr. Dominguez collaborated closely with the Board of Trustees and district leadership to develop a comprehensive five-year strategic plan, with the primary goal of graduating all students prepared for college, careers, or military service. Under her leadership, Donna ISD has celebrated numerous milestones, including:
Dr. Dominguez’s leadership reflects a commitment to innovation, operational excellence, and preparing students and staff for a successful future.
Fourteen years ago, residents of Donna approved a school bond that led to the construction of Donna North High School, which quickly outgrew its capacity. In response to increasing enrollment and community needs, Dr. Dominguez led the Board of Trustees in planning and executing a $120 million bond proposition.
Within less than three months, a comprehensive bilingual bond marketing campaign was launched. At the heart of this campaign was an English and Spanish website that detailed the bond’s benefits, including a tax impact calculator to help voters understand potential changes to their property taxes. Transparency was a key focus, supported by a series of videos showcasing specific improvements planned for each campus and their associated costs.
Community and employee information sessions further educated stakeholders, and regular updates were shared on social media to maintain engagement. The thorough approach to this campaign resulted in the bond referendum’s successful passage, equipping Donna ISD to address future growth and enhance the learning environment for students.
Major projects funded by the bond include classroom wings, new cafeterias, gymnasium and library upgrades, and outdoor learning spaces across campuses. The campaign’s success earned statewide recognition, and Dr. Dominguez was invited to present the district’s strategy at the TASB Summer Leadership Institute, sharing insights with other districts.
Under Dr. Dominguez’s leadership, Donna ISD established five key strategic goals, with Goal #2, Focus on Family and Community Engagement, emphasizing enhanced communication with stakeholders. Several initiatives have been implemented to support this goal:
Digital Communication Managers (DCMs): Each campus now has a designated DCM responsible for managing websites, marquees, and social media platforms. These roles ensure timely updates and create a stronger connection between schools and families. DCMs receive a $2,000 stipend and are recognized for their role in building transparency and engagement.
Customer Service Excellence: District staff who frequently interact with parents and community members receive specialized training to enhance customer service. Facilitated by Capturing Kids’ Hearts, this training equips employees to manage a range of scenarios with professionalism and compassion.
State of the District Address: This annual event highlights the district’s achievements and future goals, fostering partnerships with local businesses and leaders while providing stakeholders with direct access to updates from Dr. Dominguez.
These efforts are supported by regular communication through social media platforms, flyers, and Pláticas with Parents sessions, ensuring that stakeholders remain informed and engaged.
Dr. Angela Dominguez sets a high standard for transparency and accessibility in leadership. Her ability to balance the demands of the district while maintaining strong relationships with media and the community demonstrates her exceptional commitment to communication.
Dr. Dominguez is consistently available for media inquiries, even during busy schedules. Her clarity, professionalism, and respect for deadlines have fostered trust and strong relationships with reporters. Whether offering television interviews or participating in podcasts, her delivery is engaging and impactful.
Internally, Dr. Dominguez prioritizes communication with staff through district meetings and written updates. Her thoughtful, concise messages ensure clarity and inspire collaboration.
By modeling openness and proactive communication, Dr. Dominguez has earned widespread respect and trust. Her leadership is a beacon of excellence, setting the tone for a transparent, inclusive, and forward-thinking culture at Donna ISD.
B.A. - Mississippi State University; MPA - University of Georgia
I believe school PR/communications is what I was born to do! One of the biggest decisions a parent can make is where to send their child to school, and it’s an honor to share with our parents the engaging work that their children are doing under the guidance of world-class teachers and leaders. On any given day, in any given school, there are many stories to be told and I take that charge seriously. As school communicators played a key role in COVID-19 communications, storytelling was more important than ever – not only did I share information with parents about our protocols, but I also made over 80 visits to schools last year and told a variety of stories about how students were thriving with both in-person and distance learning options. I also worked with principals to determine best mitigation practices and helped make those pervasive, because positive action must be the foundation of what we are ultimately communicating. School public relations is incredibly complex and I love that each day brings a new challenge.
My greatest school PR success was completing 11 nationally-innovative school communication audits using a process of research, planning, implementation, and evaluation. I am now in phase two of this project and am attending school council meetings to garner feedback from parents about school-level communication and how I can better support the work of their schools. One of the most significant findings is that as students take more ownership of their learning, they also take more ownership in parent communication. Therefore, next steps are to better prepare parents for this transition and to also determine best practices from exemplar teachers and coaches at the secondary level so we can strike the right balance with parents feeling informed and fostering student independence.
My greatest school PR challenge is overcoming rigidity. Like many PR professionals, I am detail-oriented and a self-described perfectionist. It’s a blessing and a curse to see when something is one pixel off, but the greatest challenge I have faced in my 13 years in this field is to learn to be more flexible. I might have an aversion to Comic Sans or Curlz, but it’s not the end of the world if those are a font favorite elsewhere. What’s more important is the bigger picture – staff and parents feeling well-informed and students growing and learning in positive school cultures. Instead of telling someone their website isn’t formatted properly, I now make a 2-3 minute screencast if I think there’s a quick tutorial I can offer to provide ongoing professional learning. By being much more flexible, I have deepened relationships and become better at supporting the most important job that occurs in our school system: teaching.
My favorite part of my job is the relationships. I often say that there is no substitute for showing up, and that’s why I make so many school visits each year. From getting to hold a gorgeous monarch butterfly to watching a vibrant student musical to seeing 3-D printing in action from engineering students, I have witnessed countless unique opportunities, and these experiences are just a small piece of what our students get to take part in each and every day. If I didn’t take the time to form relationships, I wouldn’t know that what students value is knowing that the photos I take may show up in their yearbooks. I wouldn’t know the myriad of annual activities that teachers do across our schools because I wouldn’t have witnessed them firsthand. I wouldn’t know about the families of our principals or what they believe makes their school unique. All of that is invaluable because at the end of the day and at the end of this career, relationships are what will remain – both professionally and personally.
The communication tool I use the most is Canva! I would be a brand ambassador if they asked! I am not very mathematically-minded and it can be challenging for someone with an eye for good design – but not an eye for rulers and gridlines – to be a graphic designer. However, Canva has made it possible and I am able to create aesthetically-pleasing graphics with short turn-around times. I have trained communication ambassadors at our schools how to use it as well. Right after Canva, the tool I most use is iMovie. I am completely self-taught in videography and using iMovie and Canva together has made me someone who can add “videographer” to their list of expertise.