Partners in Comms

Spring 2024Vol 6. No. 3

Peanut butter and jelly. Needle and thread. Salt and pepper. All these pairings have one thing in common: They work better together than they do apart. But in your central office, there’s another such partnership you may be overlooking: the one between superintendent and school communicator.

In your district, the work of building a communications strategy may be siloed in either the superintendent’s office or the communications department. Maybe you, as the superintendent, are handling comms all by yourself—or maybe you’ve fully extracted yourself from the process, leaving it completely in the hands of your district’s comms director or team. But truthfully, neither of these approaches is ideal. The most effective communications strategies are founded on a solid partnership between the district’s comms director and the superintendent.

If you’re a superintendent already tackling communications solo, you may be wondering if you need a communications pro in your district at all. In short, the answer is yes. As we’ll show you later in this issue, a school communicator can relieve stress in your already stressful job, offer a unique perspective on your work, and even help generate funding for your district. That said, having a comms director in your central office doesn’t give you license to walk away from communications. Your comms chief needs you just as much as you need them. 

School communicators (and their teams, if they’re lucky enough to have them) cannot do their jobs adequately without the help, support, and respect of their superintendents. They don’t need you to hold their hands or micromanage them. What they need is access—access to you and to the decisions being made at the highest levels of your district. Otherwise, how can they hope to proactively and strategically communicate those decisions with your audience? Later in this issue, we’ll share research we conducted in partnership with the National School Public Relations Association (NSPRA) on this very topic. Do school communications professionals have “a seat at the table” when it comes to their districts’ executive decision-making? And what else do school communicators need to feel supported in their work?

In writing this edition of SchoolCEO, we wanted to create something that superintendents and school communicators could read and discuss together. Some of the content you’ll find here will be more helpful to school leaders—like guidelines on hiring your first comms professional. Some is geared toward communicators—like tips on writing in someone else’s voice. We’ve also included a Q&A with a superintendent-communicator team on how they manage their collaborative work. 

Strong school brands are powered by effective teamwork between supers and their comms professionals. We hope the content you’ll find in these pages will support you both in strengthening your all-important partnership.

Working Together

Superintendent Dr. Pete Hannigan and Comms Specialist Samantha Cook share strategies for working collaboratively.

The Perfect Fit

If you're hiring your district's first comms lead, here's some expert advice to help you find the perfect fit.

AI and The Future of School Communications

The data is in: No matter how you feel about it, artificial intelligence is changing school communications.

This Too Shall Pass

How three communications directors dealt with tough PR situations in their districts—and how you can do the same

Required Reading

Books for school communication teams and superintendents to read together

Partners in Comms

Spring 2024Vol 6. No. 3

Peanut butter and jelly. Needle and thread. Salt and pepper. All these pairings have one thing in common: They work better together than they do apart. But in your central office, there’s another such partnership you may be overlooking: the one between superintendent and school communicator.

In your district, the work of building a communications strategy may be siloed in either the superintendent’s office or the communications department. Maybe you, as the superintendent, are handling comms all by yourself—or maybe you’ve fully extracted yourself from the process, leaving it completely in the hands of your district’s comms director or team. But truthfully, neither of these approaches is ideal. The most effective communications strategies are founded on a solid partnership between the district’s comms director and the superintendent.

If you’re a superintendent already tackling communications solo, you may be wondering if you need a communications pro in your district at all. In short, the answer is yes. As we’ll show you later in this issue, a school communicator can relieve stress in your already stressful job, offer a unique perspective on your work, and even help generate funding for your district. That said, having a comms director in your central office doesn’t give you license to walk away from communications. Your comms chief needs you just as much as you need them. 

School communicators (and their teams, if they’re lucky enough to have them) cannot do their jobs adequately without the help, support, and respect of their superintendents. They don’t need you to hold their hands or micromanage them. What they need is access—access to you and to the decisions being made at the highest levels of your district. Otherwise, how can they hope to proactively and strategically communicate those decisions with your audience? Later in this issue, we’ll share research we conducted in partnership with the National School Public Relations Association (NSPRA) on this very topic. Do school communications professionals have “a seat at the table” when it comes to their districts’ executive decision-making? And what else do school communicators need to feel supported in their work?

In writing this edition of SchoolCEO, we wanted to create something that superintendents and school communicators could read and discuss together. Some of the content you’ll find here will be more helpful to school leaders—like guidelines on hiring your first comms professional. Some is geared toward communicators—like tips on writing in someone else’s voice. We’ve also included a Q&A with a superintendent-communicator team on how they manage their collaborative work. 

Strong school brands are powered by effective teamwork between supers and their comms professionals. We hope the content you’ll find in these pages will support you both in strengthening your all-important partnership.

A Seat at the Table

In a world where school communication is more powerful than ever, what do comms pros need to be successful?

The Case for Comms Directors

Does your district really need a full-time school communicator? We believe the answer is yes. Here's why.

School Shoutout: All Hands on Deck

How a small Texas district expanded both the capacity of their comms office and the opportunities they offer students

Working Together

Superintendent Dr. Pete Hannigan and Comms Specialist Samantha Cook share strategies for working collaboratively.

Dr. Martha Salazar-Zamora: The Enterprise Super

How this Texas superintendent is leading her district to new heights with against-all-odds tenacity and an enterprising spirit.

The Perfect Fit

If you're hiring your district's first comms lead, here's some expert advice to help you find the perfect fit.

Full Steam Ahead

Artificial intelligence is here to stay—so how can schools use it to their advantage? Guest writer Rebecca Bultsma, APR, breaks it all down.

AI and The Future of School Communications

The data is in: No matter how you feel about it, artificial intelligence is changing school communications.

Ghostwriting On the Go

We asked a few professional ghostwriters for their best advice on writing in someone else's voice.

This Too Shall Pass

How three communications directors dealt with tough PR situations in their districts—and how you can do the same

Communications Shortcuts

Building a school district communication plan takes time. Here are some shortcuts to help you work smarter, not harder.

Required Reading

Books for school communication teams and superintendents to read together

Social Media for Schools: Tips and Trends

Top predictions and strategies from six comms professionals