Professional Development Academy & Programs NSPRA Academy Superintendents Track

This module will outline the power of establishing strong internal communications. We’ll discuss the value of developing public relations ambassadors within your staff, setting communication expectations and creating a plan for consistent communication across the district.

Does your district have a strategic plan? How does communication fit into that plan? Should you develop a district communications plan? We’ll discuss the importance of using the RPIE process to answer those questions and more: Research, Planning, Implementation and Evaluation. We will also spend time discussing school communication from a broad perspective: how to identify appropriate audiences, what messages are important, what tools you have – and what you might be missing, reviewing your district's current communication practices and measuring communication efforts effectively.

Districts have a wide variety of tools at their disposal to communicate with varied audiences. However, using tools more strategically will not only yield better results, but also save you time.

"Admiring and acquiring” resources from districts around the country and building a network of school communicator and superintendent colleagues, you will feel confident in developing an effective crisis communication plan.
We'll discuss the importance of developing a robust library of campaign templates, event processes, strategic plans and scripts. Learning to be prepared with minor edits to messages and knowing which platforms resonate best in your communities will result in the district being seen as the trusted source for school district information.

Understanding political nuances is key to the success of school communications. Knowing what is appropriate and having clear boundaries for board members, superintendents and other district leaders when it comes to communicating with constituents is a must-have for all districts.

Even as a leader of a district with a strategic communication plan, strong internal communications, variety of communication tools and robust resource folders, you are only one person. You need help! In this module, discover unique and creative ways to support district communication efforts, help students learn about a career path and build capacity in your staff. We'll also research and discuss options for hiring a dedicated communication staff member.

While ballot issues may only come around every few years, districts are constantly building bridges, developing trust and assessing and evaluating the impacts of their efforts, all the while gauging the climate of their staff, students, parents and community. This module will focus on the communication efforts that happen in the months prior to a ballot initiative as well as follow-up communication based on the outcome of the election.