AASA and NSPRA Launch Leadership for Public Trust, a New Professional Learning Experience for District Leaders

AASA, The School Superintendents Association, and NSPRA, the National School Public Relations Association, today announced registration is open for Leadership for Public Trust, a new joint professional learning experience for superintendents, communication leaders and district teams.

This joint effort comes at a moment when public education leaders face elevated scrutiny, competing expectations and rapid misinformation. Leadership for Public Trust puts communication where it belongs, at the center of leadership, helping district teams navigate pressure with clarity, credibility, and care.

This learning experience is built around three integrated tracks:

1. Civic Leadership: Navigating community context, competing expectations and public trust.

2. Narrative Leadership: Shaping a shared understanding of a district’s identity, goals and purpose.

3. Crisis Leadership: Making decisions and communicating effectively in high-stakes moments.

Each track will be led by practitioners who have navigated these challenges.

Civic Leadership Presenters

• Jennifer Perry Cheatham, senior lecturer on education, Harvard Graduate School of Education (Mass.)

• Erin Rathke, superintendent, and Celi Haga, chief of staff and executive director of strategic communications, Eastern Carver County Schools (Minn.)

• Verletta White, superintendent, and Claire Mitzel, director of communications and public relations, Roanoke City Public Schools (Va.) 

Narrative Leadership Presenters

• Moira O’Neil, senior vice president of programs, FrameWorks Institute

• Luis Correa, superintendent, Gurnee District 56 (Ill.)

• Toriano Holloway, superintendent, Vicksburg Warren School District (Miss.)

• Delaina McCormack, social media manager, Fairfax County Public Schools (Va.)

• Laurie Dent, superintendent, and Elle Warmuth, communications and community relations director, Sumner-Bonney Lake School District (Wash.)

• Shane Haggerty, senior director of brand and client strategy, AASA, The School Superintendents Association

Crisis Leadership Presenters

• Ivan Duran, superintendent, and Tove Tupper, chief communications officer, Highline Public Schools (Wash.)

• Rubén Aurelio, superintendent, and Celina Baguiao, chief communications and community engagement officer, Vallejo City Unified School District (Calif.)

• Josh Swanson, superintendent; Grace Becker, director of marketing and customer Experience; and Dirk Tedmon, executive director of marketing and communications,  Eden Prairie Schools (Minn.)

Participants will learn to anticipate community response, align leadership and messaging across their systems and strengthen the partnership between superintendents and communication professionals.

“Superintendents have always had to make hard decisions. What’s changed is the speed and scrutiny surrounding those decisions,” said David R. Schuler, Ph.D., AASA executive director. “Building trust with your community can’t begin when a difficult moment arrives. Leadership for Public Trust will assist and support superintendents and their teams as they build a stronger working partnership and be better prepared to lead when it matters most.”

“Communication is not something that happens after a leadership decision is made. It is part of how strong leaders listen and lead their communities,” said Barbara M. Hunter, APR, CAE, executive director of NSPRA. “Leadership for Public Trust brings superintendents and communication professionals to the table together, giving district teams practical strategies to anticipate the complexity of decisions, strengthen alignment across their systems and communicate with clarity when the stakes are high.”

Registration is now open for the virtual sessions, which begin in March. Learn more at aasa.org/lpt.