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Leadership in School Communication Program

For Teams of Superintendents and Communication Directors.

Offered in partnership by the National School Public Relations Association and AASA, the School Superintendents Association.

LISC program logo.Clear and proactive communication about public education has never been more important. And it starts at the top with the district superintendent and communication director team. The highly acclaimed Leadership in School Communication (LISC) program brings together superintendents and their communication directors from districts around the country to learn together on using effective strategies and best practices, identifying areas of growth for continuous improvement and creating a roadmap for moving their own school district forward in the complex area of communication. 

"These collaborative sessions are invaluable to school communication - superintendent teams!" 

—  2022 LISC Program Participant

2023 Program Details

The 2023 cohort will feature six learning modules each focused on a critical area of communication leadership. Registrants may register for the entire program to take advantage of all six modules or register for individual modules. New content and speakers have been secured for the 2023 program year, and previous program participants are strongly encouraged to register to refresh their skillset and stay on top of the latest trends in effective communications.  While registrants are encouraged to register as a superintendent/communication director team (if applicable), individual registration is also available.

NOTE: All virtual sessions will be recorded and archived for participants to access on demand after each session. Can't make one of the in-person sessions? You can still particpate! Participants who are unable to attend the in-person sessions will be provided with slide decks, discussion topics and presenter contact information.

This is a hybrid course, consisting of two in-person modules and four virtual modules. Participants are responsible for their own travel and accommodation expenses associated with each in-person module.


Module 1: Creating a Comprehensive Communication Strategy 

Wednesday, Feb. 15, 2023  |  1-5 p.m. CT  |  In-Person, AASA National Conference, San Antonio Marriott Riverwalk

In this module, participants will work in groups to develop a framework for a communication plan to address their specific needs.

Speakers: Dr. Victor Shandor, superintendent and Katherine Goff, public relations and communications officer, York County School Division (Va.); Dr. Baron Davis and Libby Roof, Chief Communications Officer, Lexington School District One (S.C.)

Speakers: Dr. Victor Shandor, superintendent and Katherine Goff, public relations and communications officer, York County School Division (Va.)


Module 2: Using Your Website and Social Media Channels to Brand Your District
Friday, March 17, 2023  |  12 - 1:30 p.m. ET  |  Virtual
 

Quick, you have seven seconds to capture the attention of prospective employees and families! What do your website and social media channels say about the experience of your district? In this session, we’ll examine how your district’s mission, vision, and goals are reflected in your digital footprint and use data to tell a clearer story. And, we’ll examine best practices for digital engagement that ensure accessibility for all in an effort to limit your liability for a federal discrimination complaint.

With the superintendent and communications professional being the chief storytellers, you’ll understand how you can guide a communication strategy and tell a compelling story through both your district and personal brand.

 

Speakers: Kenny Rodrequez, superintendent and Sheba Clarke, director of public relations, Grandview C-4 School District (Mo.)

 

Speakers: Kenny Rodrequez,superintendent and Sheba Clarke, director of public relations, Grandview C-4 School District (Mo.)

Module 3: Internal Communications

Friday, April 14, 2023  |  12 - 1:30 p.m. ET  |  Virtual

Inside out. That’s the most effective method of communication. Using the concentric circle theory, understand why a strategy of ensuring employees know first can help combat disinformation. While your communications team may not be large on the organizational chart, each employee on your payroll is a brand ambassador. Learn what it takes to have everyone understand the key issues and how to communicate them. 

Speakers: Chris Gdowski, superintendent and Joe Ferdani, APR, chief communications officer, Adams 12 Five Star Schools (Colo.)

 

Speakers: Chris Gdowski, superintendent and Joe Ferdani, APR, chief communications officer, Adams 12 Five Star Schools (Colo.)


Module 4: Community Engagement

Friday, May 12, 2023  |  12 - 1:30 p.m. ET   |  Virtual

Whether it’s events on campus, advisory teams, business partnerships or the myriad of other ways in which the superintendent and communications professionals connect with their communities, understanding how community engagement fits into your district’s mission and vision is critical. Discover the best ways to engage each contingent of your community to earn and maintain their trust and support.

Speakers: Julia Burgos, chief of school and community relations, Alexandria City Public Schools (Va.); Trevor Greene, superintendent and Kirsten Fitterer, chief communications officer, Yakima School District (Wash.)

Speakers: Julia Burgos, chief of school and community relations, Alexandria City Public Schools (Va.)  Trevor Greene, superintendent and Kirsten Fitterer, chief communications officer, Yakima School District (Wash.)



Module 5: Marketing to and Retaining Families

Friday, June 16, 2023  |  12 - 1:30 p.m. ET  |  Virtual

More and more, districts are having to compete for student enrollment. Discussions/presentations around marketing via realtors, video, website presence, social media, ranking sites, etc. – again, reviewing what you’re doing and what you have, and where you need to improve. And then, once you have them, how do you keep them? Principals play a key role in communication and connection with families. Taking the time to train them in best practices can benefit the entire district’s enrollment efforts.

Speakers:  Curtis Finch, superintendent and Monica Allread, director of communications and community Engagement, Deer Valley Unified School District (Ariz.)
 

Speakers: Dr. Victor Shandor, superintendent and Katherine Goff, public relations and communications officer, York County School Division (Va.)


Module 6: Crisis Communications and Media Relations

Saturday, July 15, 2023  |  1-5 p.m. CT  |  In-Person, NSPRA National Seminar, St. Louis Union Station Hotel 

Both superintendents and communications professionals have a responsibility to be prepared for the unexpected. Creating the foundation for your district to react appropriately regardless of the crisis at hand will ensure your families, students, and staff have the information and resources they need and the skills to cope and recover.

Speakers: Dr. Rob Anderson, superintendent and Randy Barber, chief communications officer, Boulder Valley (Colo.) School District; Lesley Bruinton, APR, executive vice president, Nichols Strategies, LLC (Calif.) and Christine Paik, APR, chief communications officer, Poway Unified School District (Calif.)
 
 

Speakers: Lesley Bruinton, APR, executive vice president, Nichols Strategies, LLC and Christine Paik, APR, chief communications officer, Poway Unified School District (Calif.)

Speakers subject to change.


Registration Details

Registration Type

Member

Non-Member

Team price for superintendent and communication director*

$1,500 (AASA or NSPRA)

$2,000

Individual price for either superintendent or communication director

$1,000 (AASA or NSPRA)

$1,500

Standalone module(s), Individual

$450 per module

$450 per module

*Applies to any position in which the person holds responsibility for the districtwide communication program

Registration for the program is through the AASA website. The button below will take you to the AASA website, where you can click the "Register" link for the program or individual modules. NSPRA members, you will need to click the "Create a New Account" link on the AASA website to register.

IMPORTANT: If you are an NSPRA member but not also a member of AASA, enter code "NSPRA" at checkout for the member discount (NSPRA membership will be confirmed).

Register Now


If you have any questions, please reach out to pd@nspra.org.



Offered in partnership by
AASA and NSPRA logos side by side.