Spokesperson, Communications Plan Essential for Schools

Last month, a water main broke in Willow Park, Texas, an event that created no water service to McCall Elementary School, one of 11 schools in the Aledo Independent School District.

What began as a temporary and minor onsite inconvenience for students, faculty and staff, grew into a larger call to action. After a short time, it was determined a small fix could not hold the repair. The district decided to close the school and do so within a 30-minute timespan.

What followed was an intense and intentional communications plan from the Aledo district.

“A broken water main doesn’t seem like a big deal, but it changed everyone’s day,” said Mercedes Mayer, the director of communications for the district. “When things like this turn quickly, it is imperative to be calm and deliver clear and concise information in the middle of a crisis. It is really rewarding when all the pieces come together. It takes a lot of people to communicate clearly and effectively. That is a really good feeling.”

From knowing your audience to properly structuring your messaging, communicating with your constituents in a measured, calm manner is crucial in time of need.

“One of the most important roles of any spokesperson is to have the information correct and truthful,” said Todd Clark, longtime director of communications for the Wisconsin Interscholastic Athletic Association. “Our leadership team works together to determine the message the association wants to convey, and we maintain that message with all requests for statements.”

High School Today wanted to know more and share feedback from other administrators across the nation.

Tiffany Olson
Director of Communications and Strategic Development
Shakopee (Minnesota) Public Schools

“Communications aren’t confined to a single department; it’s a dynamic and integral function woven into the daily fabric of every school district, team and organization. Embracing this perspective means fostering consistent connection points, establishing clear and accessible procedures and cultivating genuine relationships at all levels so they can be called on to support public needs at any time, on any subject.

“These foundational elements not only address immediate communication needs but, more importantly, proactively build strong and positive groundwork for future public relations and media engagements.

“While factors like the pervasive nature of technology, evolving cultural landscapes and generational shifts undeniably contribute to this shared responsibility, the reality remains: Regardless of the chosen channels for public announcements, consistent synergy, well-defined systems and strategic alignment across all stakeholders are critical for achieving positive, authentic communications that can live on, usually long past the publish date.

“From a structural standpoint, we in Shakopee really prioritize a clear ‘who is on first’ approach. This means establishing distinct lines of communication internally, encouraging more collaboration rather than less, and having streamlined, designated leads responsible for various public needs, such as public-service announcements, news releases, emergency communications and general information. Instead of a traditional hierarchical model, our focus is on ensuring that subject matter experts are readily identified by the Communications Team, in partnership with the Superintendent/Assistant Superintendent, and empowered within their specific areas after the appropriate preparation and support.

“The communications role often serves as the first call and checkpoint, and vital link, connecting those with specific needs to the appropriate resources or collaborating with leadership to develop proactive messaging informed by thorough analysis. The aim isn’t to centralize all public communication through one or two individuals such as the athletic director, superintendent or communications lead. Instead, a strategic approach involves proactively identifying and empowering key personnel best positioned to address specific PR needs and equipping them with the necessary guidance and preparation.

“Implementing this approach demands a highly collaborative, humble and professional leadership team often engaged in real-time editing sessions in both physical and virtual meeting spaces.

“However, in Shakopee, there are incredible open lines of communication amongst leadership; and in turn, from our coaches, advisors and staff to the athletics and activities directors. But most important is the communications from students and our families to trusted adults on key topics that may require support.

“A particularly valuable practice is prioritizing students as spokespeople whenever relevant, especially when highlighting their accomplishments or experiences. While such opportunities require strong relationships, mutual trust and careful preparation, they frequently generate more profound insights and impactful feedback role – something Shakopee seeks to do whenever possible.”

Seth Polansky
Director of Media Services
Arizona Interscholastic Association

“While I handle the media relations functions of the AIA, the spokesperson is the one who knows the most about that subject at that moment. Traditionally, our executive director and associate executive director are the ones to put their names to the quotes. Whether it’s regarding something sports-related, membership, bylaws, infractions or anything that is the pressing issue of the day. This includes any public announcements and press releases, no matter how big or small. Additionally, we have a state commissioner of officials in the office who can speak to anything regarding his department’s affairs. If these individuals are not in the office, they are just a phone call away.

“But as the head of media relations, I always ask our statewide media to contact me first so I can direct them to the best person. But that doesn’t stop some of the veteran reporters from calling our administration directly because they have cell phone numbers as well. The only time I would direct a reporter to one of our sports administrators is if I knew the piece was purely informational and required the sport expert to share their insight.

“When it comes to subjects that are recurring, like the addition or non-addition of sports to the association, championship info, broadcasts, working with our Arizona State University student journalists, or anything fan-related, my office handles those inquiries directly. At the AIA, we pretty much all stay in our lanes and only want to give out information that we are sure about. No speculation.”

Kirk Yudes
Assistant Principal/Activities Director
Ladysmith (Wisconsin) High School

“Within our district, we use a Communications Flow Chart that assists in navigating our messaging to the situation at hand. In an emergency situation, the strategizing on messaging begins with the superintendent and includes the principals, assistant principals and the district communications staff. We will make prepared statements and issue a form of messaging via social media. When TV or radio stations have an inquiry, our superintendent handles that role.

“If the messaging is activities-centered, that falls on me. It is my duty to get the news out quickly and efficiently. In the spring when inclement weather plays such a major role on our outdoor activities, my coaches hear more from me than their spouses. Our coaches do a great job, too, of contributing to a successful communications plan. They are the boots on the ground and do a really nice job of working together in communicating with the community an important piece of news.

“It is really nice to know that our superintendent is supportive of other administrators when it comes to messaging. That latitude is well-received and respected. Our community is appreciative of our communications plan and distribution. We have all the bases covered and everyone likes that.”

Mercedes Mayer
Director of Communications
Aledo (Texas) Independent School District

“All media inquiries or news items, coming in or going out, come through our office. We create press releases, help draft communications to the community and accommodate media requests. Whether it’s a fire alarm, another type of crisis or anything else, we have a system in place to notify families.

“I’d like to think that I am the calm in the room, asking questions with a clear mind. I’m not the boots on the ground in the middle of the crisis. Instead, I strive to be the voice that provides direction. “We do assist our athletic department, too. If we have a major athletic event that is coming up, it really is a full-team effort. My job is to look forward and think about questions and how we can best inform site administration, attending media and others to ensure it is a great experience.

“A Friday Night football game is one of the biggest things we do with upwards of 8,000 people attending. Our (high school) team has won 12 state championships, so we have a lot of media coverage. We coordinate credentialing, access to the press box, a clear bag policy and work with security. It’s not always perfect, but we strive for that.

“We had a game one time with four onsite streamers and 50 media members. It takes a lot of coordination. We don’t want to let just anyone in. One time, I encountered a gentleman that didn’t have a credential. I didn’t recognize him, but he was wearing a sticky note with his name and media organization. He said he talked to this girl named Mercedes and she said it would be OK for credentialed access. I introduced myself and said I was Mercedes! I walked him to the Pass Gate and he ended up being approved for onsite coverage.”

Tim Leighton is communications coordinator for the Minnesota State High School League and he is a member of the High School Today Publications Committee.