NSPRA Front-Runner: Danielle Clark

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. See all past Front-Runners.


Danielle Clark
Danielle Clark

Current title: Executive Director of Communications, Poudre School District, Fort Collins, Colo.

Alma Mater: University of Southern California (Fight on!)

My PR motto: When in doubt, take it out!

I am inspired by...people who stand up for something they believe in, act with integrity and keep the goal of supporting children in mind when they make a decision.

Favorite professional fantasy: Local media will understand that just because someone is complaining, it is not necessarily a story!

Current communication tool I use the most is...texting. I could not live without it!

Communication tool I rarely use anymore is...a press release. We email and text and even tweet our information now.

Greatest PR success: Getting a card from a parent thanking me for handling the communication of her son’s death and services with dignity and grace in the face of overwhelming media interest and community speculation.

Greatest communication challenge: In a large system, it is difficult to have a common message through diverse communication channels and with different stakeholders in our community.

Make Your Messages Connect with Your Community
School Communication That Works
Do you know what parents and taxpayers really care about when it comes to the schools they support? School Communication That Works, a new book by NSPRA member Ken DeSieghardt, shares advice on how to best reach members of your community with the messages they want and need to hear. The author of Think Like a Patron (Without Losing Your Mind) shares another 20+ chapters full of helpful tips for reaching your community. Order now!

A strong communication program supports student success by...making sure that stakeholders understand the perspective of the district, feel engaged in the process of decision making and know the district has the best interests of children at heart.

My favorite part of my job is...working with an amazing communications team to strategize on a potential crisis issue and coming up with a positive outcome.

I believe school PR/communications is...critical to the success of a school district and the future of our communities. An informed citizenry is a supportive population and we need community support to educate our children.

Joining COSPRA helped me...to know that I had colleagues and supporters around the state who understood my perspective, could help me problem-solve and ensure that I didn’t have to face any crisis alone.

I’m an NSPRA member because...the communications function in schools is crucial and we all need advocates in our state and across the nation. Knowing that our support network spreads across the country gives me comfort when the walls come tumbling down and I don’t know if I can go another day. There is strength in networking and support and getting through the chaos to do valuable work.

My epitaph: Loving mother, wife, daughter, sister. Your joy was infectious, your wit was sarcastic, your love was all encompassing. Thank you for sharing.