Danielle Clark, APR, South Central Region Vice President Candidate

South Central Region Vice President Candidate: Danielle Clark, APR

Danielle Clark, APR
Chief Communications Officer
Harris County Department of Education
Houston, Texas

Each candidate was asked to respond to the following questions. The answers below are presented exactly as submitted, without edits.

Submit one narrative paragraph that provides a brief overview of your career and professional background:

Danielle Clark is Accredited in Public Relations and serves as the Chief Communications Officer for the Harris County Department of Education in Houston, TX. Here she supervises Communications, Marketing, Client Engagement, and Technology for HCDE, its 10 internal divisions, 14 Head Start campuses, and four special schools. In this role, Danielle’s teams are responsible for all communications and marketing functions for HCDE’s internal, grant, and revenue-producing divisions as well as the organization’s information technology network, software, and customer support. Danielle started her career in journalism as a reporter at the Orange County Register and North County Times in California. She transitioned into school PR in 1999 and, in the last 27 years, has worked in urban, suburban, and county educational settings in California, Tennessee, Colorado, and Texas. She joined NSPRA in her first year in school PR and has held leadership positions in three state chapters: CalSPRA, CoSPRA, and TSPRA. Danielle was most recently awarded the 2025 Barry Gaskins Mentor Legacy Award for her support of the profession and her colleagues around the country. Prior to this, she was named a 2017 NSPRA Front Runner and has won two Gold Medallion Awards and numerous other publication and campaign awards. Danielle currently sits on the NSPRA APR Committee and is chair of TSPRA’s Professional Advancement Committee, where she leads a group of Texas communicators in creating a system of ongoing learning and support for TSPRA members. She is a fierce advocate for public education and remembering the “why” of what we do.

Why did you decide to run for national office and pursue a volunteer leadership position on the NSPRA Executive Board?

I have been a member of NSPRA for more than 25 years and have seen the organization grow and evolve just as our profession has changed. I am at a place in my career where I have the time and experience to help not only my colleagues, but my profession. In the last two decades, I have worked in four states and have seen that while the job has changed dramatically, the issues are the same around the country. However, the support of NSPRA does not change. Whenever I needed something, an NSPRA colleague was always there to help me through it. The annual seminar served as a refreshing boost when I needed it most every year. NSPRA was a shining north star during times of grief and despair as well as celebrations and accolades. Now it is my turn to pay that support forward.

I have the heart of a mentor and believe in coaching the next generation of professionals through whatever challenges they face. As the 2025 Barry Gaskins Mentor Legacy Award recipient, I was honored to be recognized for helping others throughout my 27 years in school PR. Being the regional vice president seems like a natural extension of this work. I am excited to make sure that the chapters know what is going on and that their voices and feedback are taken to heart and portrayed with the enthusiasm they demonstrate.

NPSRA is about networking and support. What better way to demonstrate that than to be present at chapter functions? I believe it is critical that chapter members see the national organization supporting them not only at the seminar and through professional learning opportunities but in their backyard, too.

Most of all, I believe I can bring a perspective to the board that is as unique as the four chapters I have served in. I believe in the work we do as school communicators. I believe what we do impacts children and changes lives. And I believe that our state and national organization helps our members to enhance their skills and career as they accomplish this very worthy work. Now I want to help that organization continue to grow, thrive, and serve our members throughout their careers.

How can school PR professionals best advance their roles as communication leaders, demonstrate communication accountability and build understanding of communication as a core management function?

The best way for communication leaders to demonstrate their value, build understanding of the core management function, and showcase accountability is to have a seat at the table where the decisions are made. So often decisions are made in a vacuum, and Communications is seen as the maid: come in and clean up the mess. The way to get to the table and stay there is to be a strategic voice that enhances the work of others.

Be the person who speaks up and says, “Hey, have you thought of...” Be the person who others see as part of the solution, not the problem. Be the person that others can count on when things get rough, even if it’s not your job. Be the person whose absence is felt so others want your voice in the conversation. Then show up with honesty, authenticity, and a view of the big picture.

Nobody is irreplaceable, but you can be indispensable.

So often others are focused only on their portion of the puzzle. Other than the Superintendent, Communications is the only department that sees the whole organization.That’s a unique perspective that others can’t provide. Once your colleagues see it, they will value of you and your function within the organization.

What do you consider to be the major communication challenges facing school systems today, and what qualifications, skills and expertise will you offer as an Executive Board member to help NSPRA support members in addressing these issues?

One of the greatest communications challenges schools face today is rising criticism in a world of false narratives and amped-up emotions. This has led to schools being seen as adversaries instead of advocates. I think we need to take back the narrative and challenge our school systems to stand up and speak. Sometimes when we stay silent, we allow others to define the playing field. I have worked in four states within systems of varying size, population, and influence. I have seen the role of politics in education – both good and bad. We need to advocate in a political world in a savvy manner. My experience allows me to bring a perspective that supports NSPRA in positioning itself as an educational advocate while remaining mindful of politics. I have “slept with the enemy” before – lived with and am friends with people who think public education is broken. I am well versed in how they think and feel, and I leverage that knowledge to use their own words and make the case for public education and the students we serve. This is a key skill in today’s politically charged landscape, where education is the football being thrown around to advance someone’s position on the field. If they are going to play, let’s make them play by our rules on our field. It’s all about perspective and changing the narrative while making our critics think they did it.

NSPRA’s mission is to be the leader in developing professionals to communicate strategically, build trust and foster positive relationships in support of their school communities. How will you support this mission as an NSPRA leader?

The key to our profession is relationships. Positive interactions show authenticity and build trust which then allows you to think strategically to achieve your goal. I would approach my work at NSPRA in the same manner. By fostering positive relationships with chapters in the South Central Region, I will be able to show the value of NSPRA to the chapters and the members it serves. Having served in chapters with small, medium and large memberships, I know the unique challenges different chapters face, understand their complexities and can demonstrate how NSPRA supports chapters of all shapes and sizes. This will support NSPRA’s mission of developing strategic communications professionals through solid working relationships between the national organization and the chapters it serves. I have seen how valuable the personal connection between members is, regardless of what state you work in or how big your chapter is. I would be honored to be able to use this understanding to help the profession continue to evolve and grow.

About Us Leadership Election Information Danielle Clark, APR, South Central Region Vice President Candidate

South Central Region Vice President Candidate: Danielle Clark, APR