Julie Putnam (far left), president of the South Carolina Chapter of NSPRA moderates a panel discussion with (left to right) Darci Strickland Rush, Laurabree Monday and Janet Parker on building stronger media relationships at the chapter's state conference earlier this month.

What do journalists really wish school public relations professionals understood before hitting “send” on that pitch or press release? For three former Emmy Award–winning television journalists now serving in chief communications roles for South Carolina school districts, the answer comes from lived experience on both sides of the story.

Laurabree Monday, Janet Parker and Darci Strickland Rush each built distinguished careers in broadcast journalism before transitioning into public education leadership. 

Recently brought together for a panel at the South Carolina NSPRA chapter conference, the trio offered candid insights drawn from years in the field, sharing an insider’s perspective on some of what works and what doesn’t. Their insights offer practical, honest guidance rooted in real newsroom experience and today’s district realities.

What follows are key takeaways from that conversation.

Meet the Panelists

Laurabree Monday

Former TV reporter, anchor and news director; now public information officer for Rock Hill Schools (S.C.).

Janet Parker

Former news producer, reporter, anchor and executive producer; now PIO/marketing and media relations director for York One Schools (S.C.).

Darci Strickland Rush

Former anchor and newsroom leader; now senior chief communications and strategic partnership officer for Richland School District Two (S.C.).

What was the most surprising shift in priorities or pace when moving from news to school communications?

Darci: One of the most surprising shifts in moving from television news to school communications was the change in pace and purpose. In news, speed drives everything when navigating breaking breaking stories, tight deadlines, and immediate impact. In school communications, the work is more intentional and strategic. While urgency exists, the focus is long-term trust, proactive storytelling, and alignment with district goals. Another major shift is perspective. In journalism, you observe systems; in education, you help lead one. 

How has your experience as a reporter changed how you interact with journalists covering your school district now?

Laurabree: I expect I’m more proactive and less intimidated. School marketing teams shouldn’t hesitate to engage. Offer story ideas, suggest creative stand-ups, recommend stronger visual backdrops, or even help shoot a stand-up if a reporter is working solo. When you help strengthen the story, you strengthen your district’s voice.

Can you share some tips for communications teams who are working to establish a positive relationship with journalists prior to a crisis?

Janet: Don’t wait for a crisis to introduce yourself. Reach out when you have good stories (student success, innovative programs, community partnerships, etc.). Give concise facts and real voices, not just statements. Journalists appreciate a go-to source for certain information.

Which journalistic skill do you find yourself using the most now that you are in school communications?

Darci: The skill I use most is interviewing.  Listening carefully, asking clarifying questions, and getting to the heart of an issue quickly is still a part of my day. Fact-checking is equally critical, especially when decisions impact thousands of students, employees, and families. The biggest shift is moving from reporting information to communicating it strategically, with alignment to district goals and community trust.

As a journalist, how did you prefer to receive information from districts about daily events that are potentially newsworthy?   

Laurabree: If it’s timely and you have a direct contact, text it or send a short note to the newsroom. Save press releases for major announcements. Timing matters, and reaching out too early or too close to a deadline can limit coverage; for events, re-connect the day before. If a crew cannot attend, send photos, video, sound and even a basic script. Many outlets appreciate ready-to-use content.

Looking back, what do you wish school PR professionals knew about you when you were a network employee (and vice versa)? 

Janet: Empathy goes a long way. Whether you have a news/media background or not, understand the human factor. Reporters often work long hours to keep the general public informed (i.e. severe weather coverage). Media and communications professionals should not be enemies, but collaborative partners working together to inform the public/their viewers.