AASA/NSPRA Leadership for Public Trust

Narrative Leadership Track

As public education becomes increasingly shaped by political tension, competing community expectations, and heightened scrutiny, leadership teams must be equipped to navigate complexity while maintaining focus, alignment, and trust. This track explores how leaders incorporate communication awareness into decision-making so that actions are understood, supported, and grounded in community context.

Session 1: Understanding and Owning the District Narrative (March 9, 2027 12 - 1:30 pm Eastern)

Every district operates within a narrative, whether intentionally shaped or not. These narratives influence how leadership decisions are received and whether stakeholders interpret actions with trust or skepticism. This session moves beyond responding to misinformation and instead focuses on how leadership teams create the conditions where clear, consistent understanding reduces the need for correction.

This session also focuses on helping leadership teams understand how their district is currently perceived and where gaps may exist between intention and community understanding.

Presenter: Moira O'Neil, Ph.D., vice president of research interpretation | Frameworks Institute (Washington, D.C.)

Session 2: Aligning Leadership, Messaging, and Direction (April 19, 2027 12 - 1:30 pm Eastern)

Narrative breaks down when leadership actions, internal messaging, and public communication are not aligned. Inconsistent signals create confusion and weaken trust.

This session explores how leadership teams can build internal clarity first – ensuring that direction, language, and expectations are aligned before communicating externally. Rather than focusing on communication routines alone, this session also explores how alignment at the leadership level determines whether strategy is understood and sustained across the system.

Panelists & Presenters: Luis Correa, Ed.D., superintendent - Gurnee School District 56 (Ill.), Toriano “Tori” Holloway, Ph.D., superintendent - Vicksburg Warren School District (Miss.), Delaina McCormack, APR, social media manager - Fairfax County Public Schools (Va.)

Session 3: Using Story to Drive Understanding and Support (May 17, 2027 12 - 1:30 pm Eastern)

Stories help make leadership priorities visible, but only when used intentionally. When aligned to district goals, stories can build understanding, reinforce direction, and sustain momentum over time.

This session focuses on how leadership teams can use real examples and experiences to make their work more tangible and meaningful for stakeholders. It positions the story not as a communication output, but as a leadership tool for reinforcing priorities, demonstrating progress, and maintaining alignment over time.

Presenters: Laurie Dent, Ph.D., superintendent, and Elle Warmuth, APR, director of communications | Sumner-Bonney Lake School District (Wash.)

Pricing for the 3 virtual sessions as one package*: $750 

*Narrative Leadership Full Track registrants will receive calendar invitations with the Zoom links for each session.