The Leadership Through Communication Award recognizes the teamwork and exemplary leadership of outstanding superintendents and their communications professionals for demonstrated commitment to the enhancement of communication and relationships between their school systems and the families and communities they serve. The award honors those who recognize that communication is a critical component of leadership and incorporate strategic communication into their planning goals and objectives as well as their daily operations. The Leadership Through Communication Award program is open to all school districts throughout the United States and Canada.

The award is jointly sponsored by Blackboard Connect, AASA, and NSPRA. The recognized school system receives a $10,000 Award, provided by Blackboard Connect, to be used for student scholarships or communication activities that benefit students and schools.

2012 Leadership Through Communication Award Recipient

Washoe County School District, Reno, Nev.

Heath E. Morrison, Ph.D.	Irene Payne

Washoe County School District, a K-12 urban school system in Reno, Nev., serves over 63,000 students in 94 schools.

The judges for the 2012 award were impressed with the zeal that Superintendent Heath Morrison, Ph.D., Chief Communications and Community Engagement Officer Irene Payne, and the entire team exhibit for the communication function. Despite extreme budget uncertainty and reductions due to Nevada’s deep economic troubles with one of the highest unemployment and foreclosure rates in the country, Dr. Heath, in collaboration with the Board of Trustees, has worked to protect and maintain resources for maintaining a strong communication program as an effective management tool to support student achievement. In addition, the judges commended Washoe County School District for:

• Providing an array of communication-related professional development opportunities for administrators and expanding the number of spokespersons to provide information via the news media.
• Creating the WCSD Legislative Blog with up-to-date information on education reform bills and K-12 funding that has had a positive impact on behalf of all Nevada school districts.
• Piloting the Community Compact on behalf of the Council for Excellence in Education.
• Focusing on internal communication that creates staff ambassadors.
• Requiring all schools to have a communication plan and supporting branding and marketing efforts by principals and administrators.
• Initiating “courageous conversations” on topics such as sexual orientation and anti-bullying in order to create a “buzz” that focuses on what’s best for kids.

“In only two years, Washoe County School District has made amazing strides in transitioning from a reactive to a proactive communications effort. Under the leadership of Dr. Morrison and Ms. Payne, this dynamic communication program has brought the district major recognition at local, state and national levels. They understand that in order to maintain the community’s support and trust, and build a base of support for improving student achievement, a strong communication effort is absolutely critical,” said Rich Bagin, APR, executive director of the National School Public Relations Association.

"Blackboard congratulates Dr. Morrison, Ms. Payne and all educational leaders at Washoe County School District for their strong communications vision and effective practices to support their students and school communities. Quality communication plays a critical role in student achievement and we applaud the district for the strategies they have implemented to meet this important mission,” said John Canuel, vice president of K-12 Education Strategy for Blackboard Inc. 

“Communication is a key leadership skill,” adds AASA’s executive director, Daniel A. Domenech. “Congratulations to the team at Washoe County School District for understanding that it, indeed, takes the whole community to build a strong educational system and that all the stakeholders need to feel they are part of the process. Good communication makes that happen.”

The award was presented at AASA’s National Conference on Education in Houston, Texas, February 17, 2012. A $10,000 contribution was made by Blackboard Inc. to Washoe County School District to be used for student scholarships or communication activities that benefit students and schools. Dr. Morrison and Irene Payne also will be recognized at the 2012 NSPRA Seminar in Chicago and will present a session on their communication program. 

Learn more about Washoe County School District’s program here.

See past Leadership through Communication Award Recipients here.