Last spring, ASBO International and NSPRA held focus groups with school business officials and communication professionals to better understand how districts communicate about school finance.

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.

Throughout the month, we’re sharing stories and perspectives from NSPRA members that honor lived experiences and explore how communication can foster belonging in our schools and communities all year round.

From successful bond campaigns and crisis communication plans to outstanding social media strategies, podcasts, videos and more, submit the projects that made you pause and think, "yes, this mattered."

This three-part series explores how to apply the strategic process of research, planning, implementation and evaluation (RPIE) to practical tools that shape communications success: job descriptions, performance evaluations and hiring interviews.