AASA, NSPRA Launch Leadership in School Communication Program


First-of-its-Kind Initiative Geared to Bolster School Districts’ Communications Teams,
Strategies and Best Practices

Alexandria, Va. – Feb. 4, 2022 – Clear and proactive communication about public education has never been more important, which is why AASA, The School Superintendents Association, and the National School Public Relations Association (NSPRA) have partnered to launch the Leadership in School Communication Program.

This initiative was created to build leadership and communication skills in school districts across the country so they can use effective strategies and best practices, identify areas of growth for continuous improvement and create a roadmap for moving forward in this complex area.

“From finding new and innovative ways to ensure important communication is disseminated to families and community stakeholders to telling a district’s story via local news media and more, an effective communication strategy begins at the top with the district superintendent and communication director team,” said Daniel A. Domenech, executive director, AASA. “I am thrilled that AASA and NSPRA are partnering to launch the Leadership in School Communication Program and I encourage school districts large and small in urban, suburban and rural areas to take advantage of this opportunity.”

“As superintendents continue to fight for equity and the safety and welfare of the children they serve, no one can argue that telling the story accurately and effectively is a key linchpin in determining a school district’s success. Otherwise, someone else will tell it for you,” said Barbara M. Hunter, executive director, NSPRA. “I am pleased that this program will be part of AASA’s powerful Leadership Network in the important field of communications to help drive district success, innovation and growth.”

This program will bring together superintendents and critical team members from school districts across the country. Participants are encouraged to attend as a team of two (one superintendent and one communications team member), but individuals can also benefit.

“Effective communication matters. We have a great opportunity and responsibility to tell our positive story about the students we serve, about the many successes we are having and about how to deal with the significant challenges leaders are facing across the country,” said Mort Sherman, associate executive director, Leadership Network, AASA.

The program will feature five learning modules each focused on a critical area of communication leadership. These modules include:

  • Best Practices in Effective Communication (March 25)
  • How to Frame Messages in a Time of Community Divisiveness (April 22)
  • Designing and Delivering Authentic Community Engagement (May 20)
  • Telling Your Story Through Social and Digital Media (June 24)
  • Lights, Camera, Action: Take Control of Media Interviews (July 16)

This is a hybrid course. The first four modules will be held virtually, and the fifth will take place prior to the NSPRA 2022 National Seminar in Chicago, Ill.

Click here for more information on how to register for the Leadership in School Communication Program.


About AASA
AASA, The School Superintendents Association, founded in 1865, is the professional organization for more than 13,000 educational leaders in the United States and throughout the world. AASA’s mission is to support and develop effective school system leaders who are dedicated to equitable access for all students to the highest quality public education. For more information, visit www.aasa.org.

NSPRA’s mission is to develop professionals to communicate strategically, build trust and foster positive relationships in support of their school communities. That mission is accomplished by developing and providing a variety of diverse products, services and professional development activities to association members as well as to other education leaders interested in improving their communication efforts. www.nspra.org.

Media Contacts:
James Minichello

Sarah Loughlin