Professional Development Academy & Programs Academy Small District Superintendents Track

Participants will work with the course facilitator on completing their capstone project, a research-driven strategic communication plan for their school, school district or educational service agency.

Welcome to the foundation of powerful school communication! In small and rural districts, you wear many hats, and effective communication often feels like an added burden rather than a strategic asset. This module is designed to shift that perspective. We'll explore why proactive, strategic communication isn't just a nice-to-have, but an essential driver for district success, community engagement, and sustained trust – especially when you don't have a dedicated comms team.

We'll begin by framing communication not as a series of disconnected tasks, but as an integrated part of your district's overarching mission and strategic plan. We'll unpack fundamental questions: How does a clear communications strategy support your district's goals? Who are you really trying to reach, and what do they need to hear? What communication tools do you already have, and how can you maximize them (or identify crucial gaps)? By the end of this module, you'll have a clearer vision for your district's communication landscape and a roadmap for building a foundational strategy that empowers your staff, informs your community, and celebrates your students.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Analyze the critical role of strategic communication in fostering community engagement, building trust and achieving district-wide goals.
• Identify and profile key internal and external audiences, outlining their unique communication needs, preferred channels and potential concerns.
• Assess their district's current communication strengths, weaknesses, opportunities, and threats (SWOT) to inform future strategy.
• Develop a preliminary framework for a district-wide communication strategy that aligns directly with the district's mission, vision and strategic plan.
• Articulate the distinct value and practical applications of both comprehensive and targeted communication plans within a small district context.

Great external communication starts from within. In small and rural school districts, your staff—from teachers and administrators to support personnel and bus drivers—are your most powerful communication assets and, often, your most overlooked audience. This module will dive deep into the critical role of internal communications in building a cohesive, informed, and highly engaged team that champions your district's mission.

We'll explore how to transform every staff member into an effective ambassador for your schools. You'll learn strategies for setting clear communication expectations, empowering staff with the right information, and creating consistent feedback loops. We'll also examine the practical tools and training that can elevate your internal communication practices, ensuring everyone is on the same page and actively contributing to a positive district narrative. Get ready to unlock the power of your internal team and strengthen your district from the inside out.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Analyze the direct impact of robust internal communication on staff morale, district culture and overall organizational success.
• Evaluate existing internal communication channels and practices within their district, identifying strengths, weaknesses and opportunities for improvement.
• Identify and leverage a range of effective tools and strategies for disseminating information and gathering feedback from all staff members.
• Design a framework for providing communication professional development to diverse staff roles (e.g., new teachers, administrative assistants, support staff, administrators).
• Develop clear guidelines and expectations for consistent and effective staff-to-staff and staff-to-community communication.
• Formulate a measurable goal and strategic plan for enhancing internal communications within their district.

In today's rapidly evolving information landscape, school districts, particularly small and rural ones, are increasingly vulnerable to the spread of misinformation and disinformation. From social media rumors to deliberate campaigns, false information can quickly erode trust, damage relationships, and divert precious resources. This module will equip you, the superintendent, with essential strategies to proactively prevent, effectively monitor, and decisively respond to misinformation, even without a large communications team.

Drawing insights from recent research and real-world scenarios, we'll explore the common channels and impacts of false information, including the growing complexity introduced by AI. You'll learn practical techniques for "prebunking" (inoculation), fact-checking, and debunking, tailored for districts with limited communications staff and close-knit community dynamics. Our goal is to empower you to be the most trusted source of information in your community, safeguard your district's reputation, and maintain focus on your core mission: educating students.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Identify common sources and informal channels (e.g., word-of-mouth, local social media groups) through which misinformation spreads within small district communities.
• Analyze the unique and often amplified impacts of misinformation on district reputation, staff workload and community trust in a close-knit setting.
• Implement proactive strategies, such as "inoculation" (prebunking) and media literacy, designed for resource-constrained environments to build community resilience against false information.
• Apply effective post-message strategies, including accessible fact-checking methods and debunking techniques, to correct inaccuracies swiftly and credibly with limited staff.
• Develop a preliminary framework for integrating misinformation response into their district's existing crisis communication plan, leveraging current resources and relationships.
• Utilize practical, low-cost tools and tips for monitoring online conversations and engaging with community members as a trusted source of information.

In today's fast-paced environment, being prepared is paramount for school superintendents, especially those in small districts with limited communications staff. This module focuses on empowering you to proactively manage communications, from routine updates to critical incidents, by effectively leveraging existing resources and building a robust communication toolkit. You'll learn the art of "admiring and acquiring" best practices and readily available templates from your network and other districts, streamlining your workflow, and ensuring consistent, timely, and impactful messaging.

We'll discuss how to curate a valuable library of communication assets—including crisis communication plans, message templates, social media content, and strategic insights for bond/levy campaigns—saving you time and reducing stress during high-stakes moments. Crucially, this module will also delve into the psychology of building and maintaining trust and credibility with your community, a foundational element for effective communication during any crisis. We'll explore how simple, strategic approaches to communication, supported by AI tools, can enhance your district's ability to connect authentically with its audiences and navigate challenges with confidence.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Organize and curate a practical collection of communication templates, scripts, and plans for routine, strategic and crisis scenarios, utilizing an "admire and acquire" approach.
• Apply principles of trust and credibility in communication strategies to effectively target and engage diverse audiences within their communities.
• Implement best practices for document management and version control, ensuring accessibility and consistency of communication resources.
• Customize pre-existing templates to reflect their district's unique voice and branding, ensuring authentic and relatable messaging.
• Discover practical applications of AI to support and streamline various communication tasks, enhancing efficiency in resource-constrained environments.

Effective governance and district success hinge on robust communication between the superintendent and the school board, as well as a unified message from the board to the community. For superintendents in small districts, where relationships are often closer and public scrutiny more immediate, mastering these communication dynamics is paramount. This module will equip you with essential strategies to foster productive, transparent relationships with your board members, ensuring alignment on district priorities and a clear, consistent message to the community.

You will gain unparalleled insights from a professional who has navigated these waters from both sides of the table – as a superintendent's communications partner and as an elected board member. We will delve into establishing clear communication protocols, proactively sharing district achievements and challenges, and skillfully managing the flow of information during public meetings and governance processes. The goal is to empower you to navigate complex board interactions, build a cohesive communication front, and ultimately strengthen trust and understanding within your entire school community.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Establish and reinforce clear, proactive communication protocols and expectations between the superintendent and the board, informed by both administrative and governance perspectives.
• Develop and implement effective strategies for communicating district priorities, achievements and challenges transparently and strategically to board members, understanding their information needs and roles.
• Manage communication dynamics effectively during board meetings, public forums and other governance processes, with strategies to maintain decorum and control the narrative from a dual perspective.
• Guide and support board members in developing consistent and credible communication practices when interacting with the broader community, reflecting both a district and a public servant mindset.

Even as a leader of a school district with a strong communications vision, robust internal communications, effective tools, and resource folders at your fingertips, you are likely just one person, and you need help! In small districts, where resources are often limited, finding effective support for communication efforts is a persistent challenge. This module will help you discover unique and creative ways to expand your communication capacity without necessarily adding a full-time, dedicated communications staff member.

We will explore practical strategies for leveraging existing talent through stipends and effective delegation, engaging the community through volunteer programs, and tapping into the energy and skills of students through internships and "influencer" programs. You'll learn how to build sustainable support systems that not only enhance your district's communication reach but also provide valuable career development opportunities for students and staff. Nydia Natividad, a school PR professional who has had incredible success in empowering student voices and managing communication with limited resources, will share her invaluable insights and real-world examples to help you build the communication team you need.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Evaluate and adapt various strategies for augmenting communication efforts, including leveraging existing staff, stipends, and volunteer programs, within typical small district budget constraints.
• Design and implement student intern or "influencer" programs to enhance district communication, promote student voice, and build future talent, drawing from successful case studies.
• Delegate communication responsibilities effectively to non-communications staff, providing clear guidance and maintaining oversight and quality.
• Identify strategies for advocating for and potentially structuring a dedicated or shared communication support role, demonstrating its value to the district.

While ballot initiatives for bonds, levies, or other critical funding may only occur every few years, the groundwork for their success is laid over months, even years, through consistent community engagement and trust-building. For superintendents in small districts, where personal connections are paramount, understanding the full lifecycle of ballot communications is essential. This module will delve into the strategic communication efforts that begin long before election day, focusing on cultivating relationships, humanizing the need for support, and developing a comprehensive campaign plan.

We'll also explore the crucial follow-up communications based on election outcomes and discuss the district's appropriate role in school board elections. Meghan Baule, an award-winning communications professional from Colchester School District, will share her practical experience in successfully navigating a significant bond initiative, offering actionable strategies to help your district secure vital community support and thrive at the ballot box.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Develop and implement an internal communications plan to ensure staff members are informed advocates and unified champions for district initiatives.
• Create and execute a compelling, human-centered informational campaign that clearly demonstrates the district's needs and connects with community values.
• Design a comprehensive six-week communications plan leading up to election day, strategically targeting key voter segments and anticipating potential challenges.
• Apply best practices for post-election communication, regardless of the outcome, to maintain community trust and engagement. Understand the district's appropriate role in advocating for ballot initiatives and in relation to school board elections, navigating legal and ethical boundaries.

You've developed a strategic communications plan, cultivated strong internal relationships, learned to navigate misinformation, and built a crisis-ready toolkit. Now, it's time to put those strategies into action using the right tools. In small districts, where every minute and every resource counts, knowing how to leverage various communication platforms effectively is paramount. This module will be a fast-paced, practical tour of essential communication tools, providing you with actionable best practices and efficiency tips.

We'll "speed date" with various experts on topics like crafting engaging newsletters, maximizing your social media presence, capturing compelling visuals, fundamental graphic design, and building positive media relationships. You'll discover how to choose the most effective tools for your diverse audiences, maintain consistent messaging across channels, and streamline your communication workflow, ensuring your district's story is told powerfully and efficiently.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Assess their district's current communication toolset, identifying strengths, gaps, and opportunities for strategic enhancement.
• Apply best practices for utilizing key digital communication platforms (e.g., social media, email newsletters, websites) to effectively reach diverse audiences.
• Implement strategies for creating compelling visual and written content (including basic graphic design, photography, and video) that maintains consistency and coherence across various communication channels.
• Develop foundational approaches for positive media relations, even with limited resources.

Participants will work with the course facilitator on completing their capstone project, a research-driven strategic communication plan for their school, school district or educational service agency.