Mike Schoemer: North Central Region Vice President Candidate

North Central Region Vice President Candidate: Mike Schoemer

Mike Schoemer

Communications Specialist
Elk River School District
Elk River, Minnesota

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:

Mike Schoemer is an award-winning senior communications specialist for ISD 728 - Elk River Area Schools, where he leads external and internal communications for the school district, including writing, photography, videography, and social media.

In 2020, Mike was part of the Gold Medallion-winning team at ISD 728 as the communications department helped guide the narrative for a “Strong Schools, Strong Communities” referendum campaign. The 2019 campaign was one of the most successful in school district history.

Prior to joining school public relations in 2015, Mike was an Associate Regional Editor for Twin Cities Patch and founder of the award-winning St. Michael Patch, a hyperlocal medium that was part of AOL's award-winning Patch network. He worked in community newspapers prior to that, serving as a member of the “press” for almost 20 years.

Mike’s focus has always been on building community, believing the old adage that “everyone has a story.” Over three decades, that has been the driving force behind his work.

He has also served those communities. From local boards in Fargo, North Dakota, to serving as MinnSPRA President in 2021-2022, Mike has joined with fellow leaders to contribute and collaborate in moving forward in the profession.

Mike is, in the words of a colleague, “a collaborator who values the relationships and shared learning that make this field strong. At a time when trust and transparency are more critical than ever, he brings the grounded, forward-thinking leadership NSPRA needs.”

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

I worked with MinnSPRA for several years, serving as Chapter President earlier this decade, and thoroughly enjoyed contributing to our organization - but also learning from the people who were on our Board with me at the time. NSPRA has been such a great highlight for me in this profession. The learning, camaraderie, and mentorship have made this the best chapter of my career as a professional communicator. I think joining the Board is an excellent opportunity to give back and continue to grow.

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 easiest answer is to take advantage of every opportunity to learn from fellow professionals. Your state/regional chapters and NSPRA provide so many ways to grow into your profession and learn from the mentors around you. From important steps like getting a seat at the leadership table to establishing yourself as a trusted source for staff, NSPRA and your local SPRAs provide guidance in this important process. And the confidence you’ll gain is almost as important as the knowledge you receive.

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?

Without a doubt, the biggest issue facing all of us right now is trust. With mistrust and misinformation, the confidence your community has in your school district and even in your state or county wanes. Intentional misinformation campaigns and the empowerment of those who don’t have students’ interests at heart are a huge factor right now. The best way to combat that is by providing correct information, resources, and mentorship to school public relations professionals in this pivotal time for education.

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?

Being a member of a team of experienced professionals like the NSPRA Board allows us to collaborate with the best of the best and develop programming for professionals who need more resources than ever before. If the pandemic taught us one thing, it’s that collaboration is essential in times of crisis. It feels like education hasn’t really stepped out of that crisis, thanks to many of the things that unfolded after the pandemic. NSPRA leads the way in educating, developing, and assisting relationships through our conference, our professional development, and even via the organization itself during day-to-day business. I’m pumped to be a part of that.

About Us Leadership Election Information Mike Schoemer: North Central Region Vice President Candidate

North Central Region Vice President Candidate: Mike Schoemer