LM Mar 2025

Message From the Executive Director

Shape Your District’s Story: The Power of Consistent Communication in Election Season and Beyond

Dr. Brent Clark

With April school board elections around the corner, I’ve been reflecting on the important role superintendents play in helping shape public narratives about their school districts. Now more than ever, it’s critical for superintendents to recognize that consistent, positive communication about student and staff achievements isn’t just good practice — it’s essential leadership. School districts often face a tale of two stories. One story unfolds daily in our classrooms, hallways, and athletic fields — where students grow academically, teachers innovate, and challenges are overcome through hard work. Meanwhile, the other story circulates in coffee shops and social media, where perceptions of the district can be shaped by isolated incidents, outdated information or political viewpoints rather than the full picture. Breaking through the noise to ensure your district’s true story reaches the community can feel like swimming upstream, but superintendents who remain steadfast in their communication efforts — consistently showcasing student achievements, staff innovations and district progress — build a foundation of positive perception that can withstand even the most challenging board dynamics.

This positive narrative doesn’t happen by accident. It requires intentional planning and execution. Have you developed an avenue to have a regular cadence of good news? Are you leveraging multiple platforms — newsletters, video, email, social media, board meetings and community events — to showcase success stories? Establishing predictable communications that highlight student and staff achievements will not only be welcomed by stakeholders but can also provide compelling ready-made stories for local media outlets, most of which now have reduced newsroom sizes. To close, the job of a superintendent has never been easy, but today’s polarized climate makes steady leadership more important than ever. By maintaining consistent, positive communication, you’re going beyond crisis management—you’re crafting a compelling narrative of student and staff success that can stand on its own merits. While undoubtedly an uphill battle at times, this approach serves your district well beyond any single election cycle or board configuration.

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LM March 2025