Shayla Cannady, VP for Diversity Engagement Candidate

Diversity Engagement Vice President Candidate: Shayla Cannady

Shayla Cannady

Chief Communications Officer
Chiefs for Change

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:

Shayla Cannady is an award-winning strategic communication executive with nearly 15 years of experience leading communications, marketing, and community engagement efforts across public education and nonprofit organizations. She currently serves as chief communications officer for Chiefs for Change, a national network of state and district education leaders dedicated to advancing educational opportunity and outcomes for students. Previously, she served as chief communications officer for Charlotte-Mecklenburg Schools, and assistant director of public relations for Orange County Public Schools, where she led strategic communication, branding, stakeholder engagement, and executive communications initiatives. Throughout her career, Cannady has advised superintendents, education chiefs, governing boards, and executive leadership teams on strategic communication, crisis management, public trust, and community engagement. An active NSPRA member since 2016, she has served on the Communication Equity and Diversity Taskforce, chaired the Executive Board Search Committee, and held leadership positions with both the Sunshine State School Public Relations Association and the North Carolina School Public Relations Association. A frequent national presenter on strategic communication, cultural awareness, and communicating across differences, Cannady is recognized for helping organizations communicate in ways that build trust, expand access, and strengthen relationships with diverse communities. She earned degrees from Florida A&M University and the University of Central Florida and is a doctoral candidate in Strategic Communication, where her research focuses on strengthening communication practices that improve access, trust, and engagement in public education.

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

I am pursuing the role of Vice President for Diversity Engagement because service has always been an important part of my professional journey. NSPRA has contributed significantly to my growth as a communicator and leader, and this opportunity represents a meaningful way to give back to an organization that has invested in me throughout my career.

My interest in this particular role stems from a belief that professional associations are strongest when members feel connected to the organization and can see themselves reflected in its leadership and professional community. Through my service on the Communication Equity and Diversity Taskforce, the Executive Board Search Committee, and in chapter leadership roles, I have gained an appreciation for the importance of creating environments where members feel welcomed, supported, and encouraged to contribute.

Engagement rarely happens by accident. Many professionals become involved because someone recognizes their potential, extends an invitation, or creates an opportunity for participation. Helping foster those connections and creating a stronger sense of belonging across the association is work that aligns closely with both my professional experience and personal values.

This role is less about a position and more about continuing a long-standing commitment to supporting the profession, strengthening the association, and helping ensure that more members experience NSPRA as a place where they can connect, contribute, and 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?

School communication professionals must position themselves as strategic advisors who contribute to organizational leadership and decision-making. The most effective communicators are involved early in discussions about policy, operations, change management, and community engagement rather than being brought in after decisions have already been made. When communication is integrated into leadership processes from the beginning, organizations are better equipped to build trust, anticipate stakeholder concerns, and achieve desired outcomes.

Demonstrating communication accountability requires moving beyond measuring outputs and focusing on outcomes. Communication leaders should establish clear objectives, evaluate stakeholder understanding and engagement, use research and data to guide decisions, and continuously assess whether communication efforts are producing meaningful results. Accountability is strengthened when communicators can clearly demonstrate how their work supports organizational priorities and contributes to stronger relationships with employees, families, and communities.

School PR professionals also have an important responsibility to help leaders understand communication as a core management function. Communication is how organizations build trust, navigate change, engage stakeholders and create shared understanding. It also plays a critical role in ensuring access and inclusion by helping organizations identify barriers, reach diverse audiences, and create meaningful opportunities for participation. By consistently demonstrating strategic value, measuring impact and prioritizing authentic engagement, school communicators can continue elevating the profession and reinforcing communication’s role as a critical leadership function.

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?

School systems today are navigating a convergence of communication challenges that extend far beyond media relations and information sharing. While declining trust in institutions, political polarization, and misinformation continue to shape the public landscape, districts are also facing declining enrollment, staffing shortages, school consolidations, budget pressures, and increasing expectations for transparency and engagement. These issues require communication professionals to serve as strategic leaders who help organizations build understanding, foster trust, and navigate change.

One challenge I believe will become increasingly important is enrollment communication. As districts face enrollment declines and adopt more technology-driven enrollment processes, many families continue to encounter barriers related to language, technology access, transportation, work schedules, and institutional complexity. Communication professionals have an important role to play in ensuring that enrollment processes are not only informative, but also accessible, family-centered, and designed to build trust. Addressing these challenges requires collaboration among schools, government agencies, businesses, and community organizations to better support families and strengthen connections to public education.

My professional experience and academic work have prepared me well to help NSPRA support members navigating these issues. I have led communication efforts in large, complex educational organizations, advised superintendents, education chiefs, and governing boards, and guided organizations through significant change and high-profile challenges. My doctoral research focuses on strengthening enrollment communication to improve family access, trust, and enrollment outcomes in public education, providing additional insight into how communication can remove barriers and improve stakeholder experiences. As an Executive Board member, I would bring both practitioner and scholar perspectives to help NSPRA equip members with the strategies, tools, and leadership skills needed to address the evolving challenges facing public education and the communities we serve.

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?

Supporting this mission begins with investing in people. Throughout my career, I have seen that strong organizations are built when individuals have opportunities to learn, contribute, and grow alongside one another. The same is true for professional associations.

My perspective is shaped by experiences at the district, state, and national levels, as well as by ongoing doctoral studies in strategic communication. Those experiences have reinforced the importance of approaching communication not simply as a function of messaging, but as a tool for building understanding, strengthening relationships, and helping organizations navigate complexity. They have also shown me the value of professional communities where practitioners can share ideas, challenge one another’s thinking, and learn from different experiences and perspectives.

One of NSPRA’s greatest strengths is the expertise of its members. Across the association, professionals are leading important work in areas such as community engagement, enrollment communication, multilingual outreach, organizational change, and public trust. Elevating those experiences and creating opportunities for members to learn from one another strengthens the profession and helps practitioners better serve their school communities.

As Vice President for Diversity Engagement, I bring a commitment to fostering meaningful connections among members and helping ensure that individuals from a wide range of backgrounds, experiences, and perspectives feel welcomed, valued, and encouraged to participate. Engagement is most effective when it is intentional, and strong professional communities are built when people see opportunities to contribute and recognize that their experiences matter.

About Us Leadership Election Information Shayla Cannady, VP for Diversity Engagement Candidate

Diversity Engagement Vice President Candidate: Shayla Cannady