Tell us about your job - what does a typical day look like?  

Is there such a thing as a typical day in school PR?! It is incredibly dynamic and ever-changing, and the life skills of flexibility, resourcefulness and patience are key! I don’t think a week of school has ever gone by without some kind of urgent communications need, if not multiple times in a week! So I always anticipate that my day could possibly go sideways. By “planning” for the unknown to happen, I feel better prepared and positioned to do my job effectively. 

What do you like most about what you do? 

It makes me so happy to support our Principals and sites, helping to make their job easier and allowing them to focus on their important roles to support staff and students. I don’t get to do it as often as I would like, but I really enjoy any time our team gets to connect directly with students. I also love the family and community engagement parts of my job.  

What do you find most challenging about what you do? 

For me, challenge is my driver - I love nothing more than digging into a problem and helping to solve it through effective communication plans and strategies! I am passionate about helping people, and definitely find it challenging when others misconstrue my intent as being bossy or not staying in my lane. My biggest challenge however - specifically from the school PR perspective - is when people don’t bring me into the conversation early enough, and so I feel like I am playing catch up. It can be tremendously frustrating and difficult to try to write effectively and cohesively when you only have 70% of the information.  

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

My pathway to school PR is fairly unique. My career started in the field of early childhood and teaching as well as getting involved in my own children’s educational journeys - I think I served on a PTA board and/or school district committee for 15 years straight!  As my kids got to the upper elementary level, I began a part-time role teaching Early Childhood for Educators in a teaching credential program and then went to Cal State East Bay for seven years managing outreach for prospective students. I shifted to the nonprofit sector, and became the Director of West Region Programming for Sandy Hook Promise, bringing violence prevention education to districts across California and Texas. In the summer of 2021, it felt like the right time to “settle down”, travel less, and transition into a role where I could have a more local impact in school PR. 

What advice do you have for new PR professionals? 

Connect, connect, connect! Building relationships and really listening to district and PR colleagues has been key to my success. I work to deeply understand the needs of those I work with so I can be the best possible support to them. My philosophy is that to be most effective, I must be a servant leader. I seek to empower people and prioritize empathy, consensus building, personal relationships and community building.  

Is there anything else you want to share with CalSPRA members? 

In this world where DEI is sometimes a tricky subject, do your part to keep the ball moving down the field in small but impactful and inclusive ways. Make sure that things like “he/she” and “his/her” are changed to “they” or “their” in all communications and documents. Don’t just use the word “parents”, use “caregivers” too. Also, advocate with your boss about the importance of CalSPRA, always try to set aside a budget to attend the CalSPRA conference, never reinvent the wheel, be open to new things and willing to share, and always be a lifelong learner and educator!

Located in the San Francisco Bay Area, San Ramon Valley Unified School District (SRVUSD) is one of the highest-achieving school districts in California. With approximately 29,000 students, the district encompasses the communities of Alamo, Danville, San Ramon, and a small portion of Walnut Creek and Pleasanton.  

SRVUSD has been recognized at state and national levels with many awards and achievements. The district is designated by AASA, The School Superintendents Association, as a Learning 2025 Lighthouse District because it serves as a model of positive change in public education and is committed to the whole child. Based on a foundation of academic excellence, SRVUSD's work is guided by the district’s Strategic Directions, and broadening the definition of success so all students can thrive. The district maintains graduation rates above 96%. The Learner Profile outlines the competencies the district aspires for students to possess upon graduation, preparing students to be Critical Thinkers, Creative Contributors, Intentional Collaborators, Adaptable Learners, and Effective Communicators.