Leadership in School Communication Program

Moving your district forward with effective communication.

Leadership in School Communication Program

LISC participants practicing effective communication on digital platforms


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.

Registration Options

Participants may register for the entire series or register for individual modules. All modules will be recorded.

Full Program - TEAM of 2 Full Program - INDIVIDUAL Only Single Module

Register for the entire program as a superintendent + one (1) communications professional team and take advantage of all six modules. Each registrant will receive a copy of NSPRA’s Rubrics of Practice and Suggested Measures publication (a $125 value!). All modules will be recorded and available to participants to access on demand.

AASA or NSPRA Members: $1,500
Nonmembers: $2,000

AASA Members: Enter code LISC-AASA at checkout to receive the discounted member pricing (membership will be verified).

Register for the Full Program as a Team of 2

Please note: Registration for this program is facilitated through NSPRA. When registering, you may need to create a login when prompted.

Register for the entire program as an individual and take advantage of all six modules. Each registrant will receive a copy of NSPRA’s Rubrics of Practice and Suggested Measures publication (a $125 value!). All modules will be recorded and available to participants to access on demand.

AASA or NSPRA Members: $1,000
Nonmembers: $1,500

AASA Members: Enter code LISC-AASA at checkout to receive the discounted member pricing (membership will be verified).

Register for the Full Program as an Individual

Please note: Registration for this program is facilitated through NSPRA. When registering, AASA members should create a login when prompted.

Register for one or more modules individually. See the 'Program Dates and Details' section for more information and registration links.

Individual Modules 2-5: $450; Module 6: $315 ($290 if you are registering for the full NSPRA National Seminar)

Please note: Registration for this program is facilitated through NSPRA. When registering, AASA members should create a login when prompted.

    Program Dates & Details
    Partnering on a Comprehensive Communication Strategy Is Your District Brand Telling the Right Story? Exploring the Power of Generative AI Tools to Enhance Internal Communications Leading and Communicating in Polarized Times The PR-HR Connection: Staff Recruitment and Retention Media Relations Amid a Crisis: Cybersecurity

    Partnering on a Comprehensive Communication Strategy

    Using the Rubrics of Practice and Suggested Measures for School Communications published by the National School Public Relations Association (NSPRA), participants will begin to understand the elements of creating a comprehensive communication program. These elements include supporting board policies, training for cabinet-level staff, creating a communication plan based in research, social media and branding. Participants will also see the importance of aligning the communication program with the district's strategic plan. Examples of high performing superintendent-communications director teams will be shared as well as success strategies for superintendents in small districts without the capacity to add communications staff.

    February 14, 2024  |  1:00pm-5:00pm PT  |  In-Person, San Diego, Prior to NCE 2024

    Speakers: Rosanna Mucetti, superintendent, & Julie Bordes, director of communications & community relations – Napa Valley USD (Calif.); John “JJ” Villarreal, superintendent & Renae Murphy, chief communications officer  – Rockwall ISD (Texas)

    Module 1 is exclusively available to full program registrants only.

    See full program registration options above.

    Is Your District Brand Telling the Right Story? 

    A district brand is more than just a logo. The brand is also what people are saying about the district and can either “sell” it well, or “sink” it before you’ve had the chance to react. Learn best practices for creating and communicating a brand that is authentic, trustworthy and reflective of your goals and mission.

     

    March 22, 2024  |  12:00pm ET  |  Virtual

    Speakers: Don Killingbeck, superintendent, and Joy McMillan, district communications specialist – Hemlock Public School District (Mich.)

    Register for Module 2 ONLY

    See full program registration options above.

    Exploring the Power of Generative AI Tools to Enhance Internal Communications 

    Generative AI tools such as ChatGPT have the power to increase internal communications creativity and efficiency. In this session, we’ll show examples of how to use the tool in speech writing, job descriptions and other messaging. Further, we’ll explore AI’s ethical dilemmas including factual errors, bias and transparency. A review of practices and policies will help you move your district forward in embracing this technology.

    April 26, 2024  |  12:00pm ET  |  Virtual

    Speakers: Dan Bridges, superintendent, and Alex Mayster, executive director of communications – Naperville Community Unit School District (Ill.)

    Register for Module 3 ONLY

    See full program registration options above.

    Leading and Communicating in Polarized Times

    Community divides seem to be growing more frequent and intense around book bans, transgender policies and DEI initiatives. How can you bridge those divides in authentic ways to build back trust and get people to gain a better understanding of each other’s viewpoints? You will learn strategies to structure those conversations and turn down the heat on polarizing issues.

    May 10, 2024  |  12:00pm ET  |  Virtual

    Speakers: Michelle Hubbard, superintendent, and David Smith, chief of communications - Shawnee Mission School District (Kan.)

    Register for Module 4 ONLY

    See full program registration options above.

    The PR-HR Connection: Staff Recruitment and Retention

    Finding the right staff for the right positions – and retaining them – in districts is always a team effort. Being strategic in these efforts is critical to success. Latest generational and workplace data indicates the tried and true use of “jeans days” aren’t the way to impress potential or current staff; districts must move beyond pizza on PD days to ensure staff feel valued. Participants will learn from those who have built strong cross-department partnerships resulting in staff who enjoy their work while giving them space to voice concerns and have them addressed.

    June 21, 2024  |  12:00pm ET  |  Virtual

    Speakers: Katrise Perera, superintendent, and Kimberly Simpson, chief of communications - Lancaster ISD (Texas)

    Register for Module 5 ONLY

    See full program registration options above.

    Media Relations Amid a Crisis: Cybersecurity

    Both superintendents and communications professionals have a responsibility to be prepared for the unexpected. Cybersecurity issues have quickly risen to the top of district leadership concerns. Creating the foundation for your district to react appropriately to this type of crisis – and others – will ensure your families, students, and staff have the information, resources and skills they need throughout the stages of a crisis. You’ll get hands-on media training from former reporters and practice the skill of bridging from a reporter’s question to your message.

    July 13, 2024  |  1:00pm - 5:00pm PT  |  In-Person, Seattle, NSPRA Seminar

    Speakers: Lesley Bruinton, CEO and president, School Spirit PR (Ala.); Christine Paik, chief communications officer, Poway Unified School District (Calif.); and Brad Welle, superintendent, Grain Valley (Mo.) School District

    Register for Module 6 ONLY

    See full program registration options above.

     

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

    AASA Members: Enter code LISC-AASA at checkout to receive the discounted member pricing (membership will be verified).

    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 2024 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. 

    Partner

    While superintendents have many responsibilities, the role of effective communicator is among the most important. The Leadership in School Communication Program provides participants with practical training and resources that can benefit both novice and experienced superintendents.

    Rob Anderson

    Superintendent, Boulder Valley School District (Colo.)

    Rob Anderson

    Details

    February 14 to July 13, 2024

    Please see 'Program Dates and Details' section for additional information.

    Contacts

    • Meghan Moran

      Senior Director, Membership & Marketing

      AASA, The School Superintendents Association

      mmoran@aasa.org

      703-875-0741

    • Melissa McConnell

      Manager of Professional Development and Member Services

      National School Public Relations Association

      mmcconnell@nspra.org

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