Super Communication: How Our Partnership and Training Enhanced District Success

By Maize USD 266 Superintendent Raquel Greer and Executive Director of Communications Lori O’Toole Buselt

Those familiar with the Marvel Universe might recognize the dynamic duo of Gamora and Nebula, a formidable pair who balance each other’s strengths—particularly their leadership and communication skills—in the Guardians of the Galaxy films and the Avengers saga.

If even superheroes need a partner, it’s clear that mere mortals do, too.

That’s why it’s crucial for us, as a school district superintendent and a chief communicator, to team up and balance each other’s leadership, vision, strategy, and ability to connect, collaborate, and communicate effectively.

One of our favorite presentations we have shared at conferences, Super Communications, highlights the processes we have developed to elevate communications, build trust, and enhance our district’s culture. Our partnership is at the very center of these efforts.

"Much like the Avengers require seamless coordination to safeguard their universe, our strong, strategic communication is our superpower."

In line with this, participating in the National School Public Relations Association (NSPRA) and The School Superintendents Association (AASA) Leadership in School Communication Program was a natural choice for us. A standout moment was in July 2024 at the NSPRA National Seminar, when we attended the in-person session on Media Relations Amid a Crisis - Cybersecurity. We had the opportunity to learn from experts nationwide. In a highlight of our involvement, Maize USD 266 won a friendly competition for the best on-camera media interview during a simulated data breach scenario. With a ballroom full of supportive peers cheering us on, we further honed our crisis response strategies and refined how we communicate with our community our progress, prevention, and protection measures during a time of crisis. Attending the NSPRA National Seminar and completing the Leadership in School Communication Program together has been a fun learning experience, as well as a way to further build our partnership.

The program validated our existing practices, including our weekly one-on-one meetings, and reinforced our commitment to ongoing professional development. The training not only boosted our confidence but also inspired us to explore new strategies for enhancing our district’s communication framework.

Looking ahead, we are excited to implement new initiatives, including a comprehensive communications audit with NSPRA. We are excited to explore next steps to further improve our outreach and support for the school community.

Much like the Avengers require seamless coordination to safeguard their universe, our strong, strategic communication is our superpower. Our powerful alliance has enabled us to launch new e-newsletters, implement a five-year strategic plan, rebrand our district, and develop a new website, all in the past two years. Our coordinated approach has led to increased employee satisfaction, reduced turnover, higher student enrollment, and enhanced community trust. Feedback from parents and employees has been overwhelmingly positive, reinforcing the effectiveness of our efforts.

"Our coordinated approach has led to increased employee satisfaction, reduced turnover, higher student enrollment, and enhanced community trust."

Saving the universe is challenging work. Mastering school communication–and refining a critical partnership–demands strategy, finesse, and teamwork. We’re grateful to be part of professional organizations that recognize the complexities of school communications and support leaders in education and communications in their quest for continuous growth, effective strategies, and extraordinary team development for the benefit of our communities and students.

After all, a powerful ally can help turn the tide in the toughest battles. Just like Gamora and Nebula, we work in harmony, combining our strengths to overcome challenges and achieve positive results.

Raquel Greer and Lori O’Toole Buselt are alumni of the 2024 LISC program. Dr. Greer is in her third year as superintendent for the Maize (Kan.) Unified School District 266 and was recognized at the NSPRA 2024 National Seminar in Bellevue, Wash., as a Superintendent to Watch. Executive Director of Communications Lori O’Toole Buselt is in her twelfth year as the district’s chief communicator and is the former president of the Kansas School Public Relations Association (KanSPRA).