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Press Release

James Minichello, Director, Media and Public Relations 
AASA, The School Superintendents Association
703-774-6953 I

Sarah Loughlin, Communications Specialist
National School Public Relations Association
301-519-1221 I



Alexandria, Va. – Jan. 19, 2023 – For the second year in a row, AASA, The School Superintendents Association, and the National School Public Relations Association (NSPRA) are partnering to offer a professional development initiative to build leadership and communications skills in school districts across the country.

The 2023 Leadership in School Communication Program will bring district superintendents and their communications professionals together to learn about using effective strategies and best practices, identify areas of growth for continuous improvement and create a roadmap for moving their school districts forward in this complex area.

“Finding new and innovative ways to ensure dissemination of important communications to families and community stakeholders, and telling a district’s story has never been more important in today’s public education landscape,” said Daniel A. Domenech, executive director, AASA. “We need to empower and provide parents, teachers and other audiences with a clear way to express and make visible their support for public education. We are thrilled to partner with the National School Public Relations Association on this initiative.”

“Clear and proactive communication is critical to building trust and fostering positive relationships with school communities,” said Barbara M. Hunter, executive director, NSPRA. “A strong district communication program is foundational to advancing a district’s success. It starts at the top with the district superintendent and communication director team.”

The Leadership in School Communication Program is part of AASA’s Leadership Network, the largest, most diverse network of superintendents in America. The professional learning arm of AASA, the Leadership Network drives superintendent success, innovation and growth while shaping the future of public education and preparing students for what’s next.

The program will kick off with an in-person half-day session, module 1, on Feb 15, 2023, in San Antonio, Texas, on the eve of AASA’s National Conference on Education. The session will focus on Partnering on a Comprehensive Communication Strategy.

Subsequent virtual modules (2-5) will include:

  • Using Your Website and Social Media Channels to Brand Your District (March 17)
  • Internal Communications (April 14)
  • Community Engagement (May 12)
  • Marketing and Retaining Families (June 16)

The program will conclude with Crisis Communications and Media Relations (a half-day, in-person session prior to the NSPRA National Seminar, July 15, in St. Louis, Mo.)

“Effective communication matters. We have a great opportunity and responsibility to tell our positive stories about the students we serve, about the many accomplished successes and about how to deal with the significant challenges leaders are facing across the country,” said Mort Sherman, senior associate executive director, Leadership Network, AASA.

For more information and to register for the Leadership in School Communication Program, visit the program page on the AASA or NSPRA websites.


About AASA 
AASA, The School AASA, The School Superintendents Association Association, founded in 1865, is the professional organization for more than 13,000 educational leaders in the United States and throughout the world. AASA’s mission is to support and develop effective school system leaders who are dedicated to equitable access for all students to the highest quality public education. For more information, visit

As the leader in school communication, NSPRA serves more than 2,500 members who work primarily as communication directors in public school districts and education organizations throughout the United States and Canada. NSPRA provides high quality professional development programming through on-demand learning, an annual National Seminar, webinars, online forums and resources. For more information, visit NSPRA’s website at