New issue! Partners in Comms
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SchoolCEO Magazine fosters a community for K-12 leaders to share their best and most innovative ideas.
The spring issue of SchoolCEO magazine is here! It’s full of new research, actionable advice for school communicators, and perspectives on using generative A.I. We’re also proud to feature Dr. Martha Salazar Zamora , superintendent of Tomball ISD in Texas, for her innovative work in building unique experiences for students and families.?
Whether you’re a superintendent, a communications director, or in another role, this issue can serve as the foundation for important conversations within and across the district. At SchoolCEO we’re proud to have frequent interviews and interactions with communication leaders and this issue is our tribute to the important work you do all year long.?
We’d love your help sharing this across the #SchoolPR community and making sure that superintendents around the country spend time digesting this issue.
One question for you
1. What does a good working relationship between a superintendent and communications director look like? What could take it from good to great to exceptional?
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Email us at [email protected] or book a time on our calendar and let us know!
Two resources to help
1. A Seat at the Table: Research on the Relationship Between Superintendents and School Communicators. SchoolCEO’s newest research is based on 600 responses from communication professionals across the U.S. and what they need to work and thrive. In partnership with the National School Public Relations Association (NSPRA) , we believe this research will help districts nationwide invest more in school communications and give more access and weight to the communicators in their districts.
2. Required Reading: Books for comms teams and supers to read together This short collection of books will empower you to build a stronger culture, market your schools, and tell better stories. These books range in topics, but they share central themes: the power of being different and how small changes can lead to big results. They will unravel any preconceived notions you may have about marketing and challenge you to think differently about every facet of your district. We hope you enjoy them as much as we do.
Three ideas to ponder
1. “This year, I have been focusing heavily on short-form videos like Reels and Stories to connect with our community on social media…Stories, available on platforms like Instagram and Facebook, offer a more personal, behind-the-scenes look at school life. They’re great for real-time updates and fostering a sense of community and immediacy.” — District and Community Relations Coordinator Lynette White , Banning Unified School District , CA in Social Media Tips and Trends ?
2. “The essence of school communications revolves around two primary objectives: reputation management and relationship cultivation. Ideally, your school or district not only celebrates its victories and navigates crises with grace and transparency, but also actively listens to and meets the diverse needs of its community…And your school’s ongoing efforts to build trusted online communication channels, implement effective communication systems, and share human-generated content are all about to be more critical than ever before.” — Rebecca Bultsma , Director of Communications for Westwind School Division in Alberta, Canada and Director at Large for Canadian Association of Communicators in Education in Full Steam Ahead: Generative A.I. in Schools Communications
3. “As education outsiders, comms professionals also act as a bridge between you and your larger community. Remember: Many of your parents, families, and community members are education outsiders as well. A comms pro with a non-education background can help you cut out any "eduspeak” and translate your messaging to appeal to a broader audience.”
— Melissa Hite , SchoolCEO editor in The Case for Comms Directors: Why your district needs communications professionals