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

I start every day by making a to-do list. Each day that list looks a little different, but as a Communication Technician, my tasks broadly fall into two categories: storytelling and website management. Storytelling can range from highlighting staff and student achievements on our social media to producing videos for ongoing information campaigns.

 I also manage content for our district website and our 21 schools, which involves making additions and revisions as requested, as well as updating existing content to ensure it is up-to-date and accessible. The latter makes me feel like Mary Poppins when she is using magic to clean the children’s room, and likewise, I encourage everyone to find the fun in website management!

What do you like most about what you do?

There’s a lot about school communications that I love, but the thing that makes me feel the best is when I can help someone feel seen and supported. Whether that is interviewing an award-winning Instructional Assistant about how they balance work and school, or helping a school secretary learn how to use a new communication tool to make their day-to-day easier. I love to be a “helper,” and this is a great career for that.

What do you find most challenging about what you do?

Sometimes school PR can feel like you're living Groundhog Day, communicating the same concepts year after year. I am always thinking about how I can relay stories, resources, etc., in a way that is eye-catching and accessible, all while meeting the standards of an ever-changing social media landscape.

The challenge is finding a way to prioritize creativity among all of the other important work. (Feel free to reach out if you have any advice!)

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

One of my primary focuses after I was hired was to create a catalog of high-quality photos that we could use in place of stock or AI images. Over the following year, I became “the girl with the camera,” going to classrooms and events to capture small moments of joy and learning in our school communities.

Using authentic photos of students and staff has two key effects: humanizing the district and increasing engagement. For example, we advertised a job posting on our social media for a Student Van Driver. Instead of using a stock Canva photo, I met with one of our current drivers for a photoshoot and to interview him about why he chose this career. The day after we posted his story, we received more job applications for that position than we ever expected. I was proud to know that something I did helped someone find a job that fit their needs.

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

Ever since I was a kid asking my teacher to please help me open my milk carton, I knew that I would love to work in education. While I was at Sacramento State working on my degree in film production, I held jobs in childcare and used my elective credits to study education and journalism. I had a video internship with the Student Affairs department, which became my introduction to communications as a career. Nearing graduation in 2022, I applied to and was eventually offered a position at a local school district as a Communications Specialist.

I remember telling a friend from high school how much I loved what I did, and he expressed, “It’s good to hear that one of our friends is making a living doing something good.” Three years and one district later, I still count my lucky stars that I get to spend each day asking myself how I can make my community a better place.

What advice do you have for new PR professionals?

There are so many brilliant professionals in the field of school PR, with varied backgrounds and levels of experience. It’s intimidating! If there’s one thing we newbies have in common, it’s the nagging voice that tells us we are not good enough. If you are a new professional experiencing imposter syndrome, I would like to tell you that your voice is valuable, and confidence takes practice. You are in your current position because you have something to offer, and the only way to do yourself and your organization justice is by giving the gift of your unique perspective. I, for one, can’t wait to hear what you have to share.

What are you doing to promote IDEA (Inclusion, Diversity, Equity and Access)?

I didn’t know anything about digital accessibility when I started this career three years ago, but now I see it as a central aspect of IDEA. I am doing a lot of work right now to ensure that our websites are accessible, and when it gets tedious, I like to visualize the family on the other end of the screen receiving information that they otherwise would not have.  

This ties into another aspect of what I do, which is educating staff about what accessibility is and why it’s important—not only as a legal requirement, but also as a way to show our community that they are valued and considered.

What else would you like to share?

I want everyone to know that CalSPRA cares! Last year I approached a CalSPRA Board member about an idea I had for a support group for professionals under 30, where we could form connections and talk about the unique challenges of being the “office baby.” My idea was met with support and enthusiasm, leading to the creation of the Affinity Group “CalSPRA Under 30.” Now, each month I get the chance to network with a wonderful group of young professionals from all over the state, with whom otherwise I likely would have never met. 

If you have the chance, I encourage you to join an affinity group (especially if you are someone who has a hard time networking). I also encourage you to voice your ideas to CalSPRA leadership and help them create a community for everybody. Maybe your idea will lead to something special!

The Roseville City School District has been proudly serving the educational needs of our community for over 150 years. With 1,400+ employees and 12,500+ students in preschool through 8th grade across 21 schools, we are dedicated to ensuring that every student can reach their full potential academically, socially, and emotionally.