NSPRA Front-Runner: Mychal Frost

NSPRA Front-Runners are members identified by the NSPRA Executive Board as emerging leaders who are doing outstanding work for their schools, their chapters and for NSPRA. They have demonstrated professional leadership at the state and national level and/or have been recognized for innovation and excellence through NSPRA award programs or presentations.

Mychal Frost
Mychal Frost

Current Title: Public Information Officer, Clover (S.C.) School District

Alma Mater: Winthrop University ’06

My PR Motto: Every job is a self-portrait of the person who did it. This reminds me to always be methodical in my approach to tasks and to leave no stone unturned while working on a project to its completion.

I am inspired by…teachers near and far who pour their entire being into their craft. Dedicated and passionate educators, including my wife Katie, inspire me to strive to match their energy and commitment to the children in our communities, our states, and our country.

Favorite professional fantasy: As a journalist and sports fanatic, I would love to take the place of Jim Nantz the first two weeks of April. One Sunday afternoon he is broadcasting the NCAA national championship basketball game and then the following weekend he is in Butler’s Cabin interviewing the winner of the Master’s.

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Current communication tool I use the most is…my school district’s staff. Building and cultivating a positive culture starts from within and without this audience in full support of the district and its students, the role of a communicator becomes much more difficult. Leveraging district staff to be “PR cheerleaders” is the best tool anyone in our field can use.

Communication tool I rarely use anymore is…a fax machine.

Greatest PR Success: Leading a team of 15 teachers and administrators through a thorough process to design, develop, and launch 11 websites for the Clover School District. As the web becomes the primary source for factual information, we embarked on a journey to rebrand the district’s online presence and create an engaging experience for all users. As the websites evolve, school-to-home communication will significantly improve in our district.

Greatest Communication Challenge: My greatest challenge is bridging the communication gap to citizens in our community that do not have children in our schools. Finding ways to engage this audience is important because it can become one of your greatest assets.

A strong communication program supports student success by…helping to frame the conversation by ensuring the question, “Is it best for the children?” is always asked. If the answer to this question is ever in doubt, the resulting initiative or program should be halted. This strategic approach to internal and external communication is a win-win for the district, its students and staff, and the community.

My favorite part of my job is…knowing that at any given moment I can walk into a classroom and be in awe of the teaching and learning that is taking place in my district.

I believe school PR/communications is...an essential component of a school district’s success. A dedicated school PR/communications function in a school district is essential to effective management of the educational process. The school PR/communications role can strategically navigate both turbulent and joyful trials and tribulations while balancing the community’s desire for information and the district’s responsibility to deliver information in a timely fashion.

Joining SC/NSPRA has helped me…network with and learn from veteran school PR professionals across South Carolina that continue to be strong supporters of my development in school public relations.

I’m an NSPRA member because…it affords me the opportunity to surround myself with like-minded professionals who understand the daily challenges and opportunities in the field. It’s comforting to be around peers who “get it.”

My epitaph: His master replied, “Well done, good and faithful servant! You have been faithful with a few things; I will put you in charge of many things. Come and share your master’s happiness!” Matthew 25:21