What does a typical day look like in your job? 

As the Digital Media and Content Specialist, my day is a blend of creativity and collaboration. One minute I’m developing social media strategies to boost our recruitment efforts, and the next I’m working on a video project that amplifies student voices. I also recently helped launch our podcast, Visalia Unified Voices, which brings real stories from our district to life. No two days are the same, and that’s what makes it exciting. Whether I’m crafting new content, developing training materials, or brainstorming the next big campaign, I enjoy keeping our messaging fresh and engaging for our community.

What do you like most about what you do? 

What I love most about my job is how it allows me to blend creativity with strategy to influence the culture of our district. It’s not just about promoting events or sharing updates—it’s about shaping how students, staff, and the community connect with our school system. I get to shine a spotlight on staff and student achievements and help build a stronger, more engaged culture. Seeing our initiatives take root and create a positive change is incredibly rewarding.

What do you find most challenging about what you do?

One of the biggest challenges is the constant flow of information and the need to keep up with so many platforms. Everyone wants information and deliverables right away, and balancing that with different audience needs can be tricky. It’s challenging, but it’s also a great opportunity to learn and adapt so we can reach everyone effectively.

Tell us about a project you are working on or completed that you are particularly proud of. How did it come about? What impact has it had so far? 

I’m really proud of our annual district campaign, VUSD Forward. Each year, we launch a new campaign with a fresh name and theme to keep things engaging and relevant. This year, we embraced a 90s theme (because it's trending with students and many of us have great memories of that decade). VUSD Forward focuses on key ideas like getting involved, spreading kindness, always learning, and taking responsibility. What makes this campaign stand out is that it’s shaped by student feedback and staff input, which help us keep our messaging authentic and connected to what matters most to our community. The campaign has been great for building a stronger sense of connection across the district, and the yearly feedback we receive helps us keep it fresh and impactful.

How long have you been in the profession and what was your path to school PR?

I’ve been in school PR for a little over two years, but my background in marketing, content creation, and branding spans over a decade. This experience has helped me approach my work in the district with a fresh perspective. It allows me to stay ahead of trends and craft campaigns that are both engaging and effective. My background in innovation helps me bring new ideas to the table, ensuring our messaging resonates well with the community and supports our district’s goals.

What advice do you have for new PR professionals?

For newcomers to school PR, stay curious and open to learning. Build strong relationships and listen to what others need. PR is all about trust and connections, so prioritize those. I like to walk around the office, chat with team members, and stay plugged into what's happening. And remember, storytelling is key—find those meaningful stories and share them with authenticity. Also, take advantage of conferences and organizations like CalSPRA to lean into other PR professionals for advice and to build friendships. It’s a great way to gain new perspectives and grow in the field.

What else would you like to share? 

One thing I’d add is how crucial feedback is to my work. I actively seek input to ensure our content hits the mark. It’s also important to create a space where the team feels comfortable sharing ideas and feedback. Flexibility and openness to change are essential in this field.

What are you doing to promote IDEA?

We’re committed to making our materials inclusive and accessible. We post content in multiple languages, add captions to our videos, and provide interpreters at events and meetings. We’re also on top of website optimizations to ensure everyone can access the information they need. It’s crucial for us that every community member feels represented and supported.

Visalia Unified School District (VUSD), established in 1885, serves over 32,000 students across 43 schools, including elementary, middle, high schools, adult school, and specialized programs like dual immersion and early college opportunities. Our mission is "Every Student Learning Every Day," and we’re committed to making that a reality. We cover 36.3 square miles in Tulare County, with a dedicated team of over 4,000 staff. Plus, we're always on the lookout for new talent, so be sure to check out vusd.org/careers