District Communication Pros Need a Seat at Your Table

My View

Between withstanding the impact of a worldwide pandemic and navigating a heightened political divisiveness in local communities, the last four years have transformed almost all aspects of the education system in our country. More than ever, it became evident that proactive, transparent communication was critical to building the community trust necessary to support the decisions of school district leaders in times of uncertainty.

Max McGee argued in “The New Realities of Landing a Superintendency” in September’s issue of School Administrator that the No. 1 prerequisite of earning appointment as a superintendent today is communication. McGee, president of one of the largest superintendent search firms, said boards “want superintendents who are not just skilled in messaging but also who excel at listening to multiple sides of controversial issues and navigating a path forward that validates all voices while ultimately leading to decisions that are best for students and staff.”

It’s a tall order for aspiring and veteran superintendents. But, fortunately, no leader need go it alone. Increasingly, superintendents are turning to their districts’ school communication professionals for strategic counsel and expertise, which goes far beyond tactical duties like producing a weekly newsletter and coordinating events.