Leadership in School Communications Program

Moving your district forward with effective communication.

Leadership in School Communication Program

Clear and proactive communication about public education has never been more important than today, and it begins at the top with the district superintendent and communications team. This program will build your leadership and communication skills so you can use effective strategies and best practices, identify areas of growth for continuous improvement and create a roadmap for moving your school district forward in the complex area of communication. 

This is a hybrid course, consisting of two in-person modules and four virtual modules. Participants are responsible for their own travel and accommodation expenses associated with each in-person module.

Participants may register for the entire series or register for individual modules. Please see the Program Dates and Details below for additional information and registration options.

Program Dates and Details

Register for Complete Series of 6 Modules

Partnering on a Comprehensive Communication Strategy Using Your Website and Social Media Channels to Brand Your District Internal Communications Community Engagement Marketing to and Retaining Families Crisis Communications and Media Relations

Creating a Comprehensive Communication Strategy

In this module, participants will work in groups to develop a framework for a communication plan to address their specific needs. 

February 15, 2023  |  1:00pm-5:00pm CT  |  In-Person, San Antonio Marriott Riverwalk

Register for this Module Only

Using Your Website and Social Media Channels to Brand Your District

Quick, you have seven seconds to capture the attention of prospective employees and families! What do your website and social media channels say about the experience of your district? In this session, we’ll examine how your district’s mission, vision, and goals are reflected in your digital footprint and use data to tell a clearer story. And, we’ll examine best practices for digital engagement that ensure accessibility for all in an effort to limit your liability for a federal discrimination complaint.

With the superintendent and communications professional being the chief storytellers, you’ll understand how you can guide a communication strategy and tell a compelling story through both your district and personal brand.

March 17, 2023  |  11:00am CT  |  Virtual

Register for this Module Only

Internal Communications 

Inside out. That’s the most effective method of communication. Using the concentric circle theory, understand why a strategy of ensuring employees know first can help combat disinformation. While your communications team may not be large on the organizational chart, each employee on your payroll is a brand ambassador. Learn what it takes to have everyone understand the key issues and how to communicate them. 

April 14, 2023  |  11:00am CT  |  Virtual

Register for this Module Only

Community Engagement

Whether it’s events on campus, advisory teams, business partnerships, or the myriad of other ways in which the superintendent and communications professionals connect with their communities, understanding how community engagement fits into your district’s mission and vision is critical. Discover the best ways to engage each contingent of your community to earn and maintain their trust and support. 

May 12, 2023  |  11:00am CT  |  Virtual

Register for this Module Only

Marketing to and Retaining Families

More and more, districts are having to compete for student enrollment. Discussions/presentations around marketing via realtors, video, website presence, social media, ranking sites, etc – again, reviewing what you’re doing and what you have, and where you need to improve. And then, once you have them, how do you keep them? Principals play a key role in communication and connection with families. Taking the time to train them in best practices can benefit the entire district’s enrollment efforts. 

June 16, 2023  |  11:00am CT  |  Virtual

Register for this Module Only

Crisis Communications and Media Relations

Both superintendents and communications professionals have a responsibility to be prepared for the unexpected. Creating the foundation for your district to react appropriately regardless of the crisis at hand will ensure your families, students, and staff have the information and resources they need and the skills to cope and recover. 

July 15, 2023  |  1:00pm - 5:00pm CT  |  In-Person, NSPRA Seminar, St. Louis 

Register for this Module Only


*Participants are responsible for their own travel and accommodation expenses. If you are unable to attend the in-person modules, slide decks, contact information for speakers and a synopsis of the day's events will be shared with those who have registered.

Who should participate?
This program will bring together superintendents and critical communications team members from school districts around the country. Participants are encouraged to attend as a team of two (one superintendent and one communications team member), but individuals can also benefit. 
What will I learn?
This program series will feature (6) six learning modules each focused on a critical area of communication leadership. New content and speakers have been secured for the 2023 program year! Previous program participants are strongly encouraged to register to refresh their skillset and stay on top of the latest trends in effective communications. 



February 15 to July 15, 2023

Please see 'Program Dates and Details' section for additional information on registration, or use link below to register for full series.

Register for Full Series


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