Leadership in School Communication Program
Moving your district forward with effective communication.
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 is designed to enhance your leadership and communication skills, equipping you with effective strategies and best practices. You'll learn how to identify areas for growth, foster continuous improvement, and develop a clear roadmap to strengthen communication across your school district.
This is a hybrid opportunity, 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.
This program is done in partnership with the National School Public Relations Association (NSPRA).
Registration Options
Participants may register for the entire series or register for individual modules. All modules will be recorded.
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).
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).
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.
Module 1: Available only to full program registrants or NCE Preconference Workshop attendees (requires NCE 2025 registration); 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
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.
March 5, 2025 | 1:00pm-5:00pm CT | In-Person, New Orleans, La. prior to NCE 2025
Speakers: Jennifer Blaine, superintendent, and Linda Buchman, associate superintendent for communications and community engagement, Spring Branch Independent School District (Houston, Texas); Ashley-Michelle Thublin, APR, director of strategic and crisis communications, and Frederick C. Williams, superintendent, Dublin City (Ga.) Schools; Barbara M. Hunter, APR, executive director, National School Public Relations Association (Rockville, Md.); Erin McCallum, associate executive director of strategy and communications, AASA, The School Superintendents Association (Alexandria, Va.)
Module 1 will be presented as a Pre-Conference Workshop at NCE 2025. This module is available to full LISC program participants and NCE Preconference workshop attendees (requires NCE 2025 registration) only.
See full program registration options above.
Synthesizing Safety and Security Plans
When school shootings happen, communities raise questions about their own district’s responses should a similar event happen and whether they are doing enough to prevent one. Studies show even the most research-based comprehensive security plans may have gaps and fall short of preventing these worst-case scenarios. Hear from a district that faced their community’s fears and skepticism head-on to establish a greater sense of safety and trust and a greater investment in security resources through a strong, targeted marketing campaign.
March 20, 2025 | 12:00pm - 1:30pm ET | Virtual
Speakers: Scott Menzel, superintendent and Kristine Harrington, communications and marketing director, Scottsdale Unified School District (Ariz.)
See full program registration options above.
Building Strong Board Relationships
Building and maintaining relationships and open lines of communication with the board of education can be a challenge for district leaders, especially when board members are resistant or reluctant. Hear from a superintendent and communications director who have weathered several changes in the district, on their board, and in their community and how they forged strategic and successful connections with their board members.
April 17, 2025 | 12:00pm - 1:30pm ET | Virtual
Speakers: Royal Gurley, superintendent, and Beth Cheuk, coordinator of public relations, Charlottesville City Schools (Va.)
See full program registration options above.
From Vision to Reality: Rolling Out a District Strategic Plan
A strong strategic vision is critical to creating lasting, positive impacts for school districts. But once the district’s strategic plan is adopted, how do you convey the meaningful action steps in ways that your staff and community will support and understand? In this module, participants will hear how having a comprehensive communication strategy has helped a district's overall strategic plan succeed. Presenters will discuss the importance of using research, planning, thoughtful tactics and branding, and strategic storytelling to connect with all educational partners so that they can help you champion your district’s goals.
May 22, 2025 | 12:00pm - 1:30pm ET | Virtual
Speakers: Trenton Hansen, superintendent, and Jacqueline Paul, director of communications, Jurupa Unified School District (Calif.)
See full program registration options above.
Belonging Begins Here: Battling Chronic Absenteeism
Addressing the alarming rates of absenteeism across all grades and schools has quickly risen to the top of priority lists in school districts across the country. In this module, hear how one district launched a successful attendance campaign that targeted kindergarten parents beginning in August 2023 and grades 1-12 beginning in September 2023, with a particular emphasis on secondary students and parents. This award-winning campaign includes a resource-driven website, an aggressive social media campaign, attendance-related videos, other videos that emphasized the importance of belonging and connection, resources for parents, plus coaching and a Communications Toolkit for school administrators and staff.
June 12, 2025 | 12:00pm - 1:30pm ET | Virtual
Speakers: AASA President Gustavo Balderas, superintendent, and Shellie Bailey-Shah, public communications officer, Beaverton School District (Ore.)
See full program registration options above.
Media Relations Amid a Crisis: Misinformation in the Generative AI Era
Superintendents and communications professionals are responsible for being prepared for the unexpected. Strong communications plans can dismantle “traditional” misinformation, but what happens when generative AI is used to emulate district leadership or create fake district accounts? How do you address the media when you’re not well-versed in this technology? How do you share the innovative ways generative AI is being used in classrooms and departments? Hear from districts who have faced this head on, and others who have developed a positive way to use generative AI in their communication efforts and classrooms. Participants will get hands-on media training from former reporters and practice the skill of bridging from a reporter’s question to your message.
July 19, 2025 | 1:00pm - 5:00pm ET | In-Person, Washington, D.C., NSPRA Seminar
Speakers: Leslie Torres-Rodriguez, superintendent, Hartford (Ct.) Public Schools; Lesley Bruinton, APR, founder and CEO, School Spirit PR (Ala.); Catherine Carbone Rogers, APR, communications consultant, Carbone Communications (Wash.)
Module 6 will be presented as a Pre-Seminar Workshop at the NSPRA 2025 National Seminar. Once registration for NSPRA 2025 opens in January, registration for Module 6 as a single session will be available on NSPRA's Seminar page.
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).
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 2025 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.
Topics this year include:
- School Closures and School Choices
- Synthesizing Safety and Security Plans
- Board and Community Relationships
- Launching a District Strategic Plan
- Battling Chronic Absenteeism
- Misinformation in the Generative AI Era
Thank you to Apptegy for their support of this program
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
Details
March 5 to July 19, 2025
Please see 'Program Dates and Details' section for additional information.
Contacts
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Meghan Moran
Senior Director, Marketing & Communications
AASA, The School Superintendents Association
703-875-0741
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Melissa McConnell
Manager of Professional Development and Member Services
National School Public Relations Association
What Participants are Saying:
From the Dallas Metroplex to Kodiak Island: Growing as a Communications Leader
"We live in a diverse community that includes everything from U.S. Coast Guard families to villages in remote parts of the island. To serve them all, we needed communication tools that could reach everyone—on multiple platforms. I quickly realized that to lead this effort effectively, I had to develop my skills in school communications." - Cyndy Mika, superintendent of schools, Kodiak Island Borough School District (Alaska) Read More
