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

Gail: Typical day? I expect every day to be unique and never boring! That’s what makes this job so great, on most days. I’m so grateful that SMMUSD sees the value and importance of communications. I was the first person in this position 10 years ago and since then I’ve expanded my team to include two comms specialists, Diana and Esmi. We also consider a webmaster as part of our team and in the fall, our two district Spanish interpreters / translators will be moved from the ed services department to the comms dept. It’s with this dream team of amazing co-workers who work well independently and as a team that we are able to accomplish so much. There is always more to do, but we have built and maintained a strong favorable image in our communities and that is a big part of our roles. As mentioned in Diana and Esmi’s details below, we keep all our plates spinning every day. Sometimes this could be 24/7/365. Fortunately, that is rare. We have great district leadership and a school board that cares, gets along and has the same goals for our students. This combination of support motivates me every day.

Diana: There’s really no such thing as a typical day in my role, and that’s what I love about it. I usually start each morning by checking emails and monitoring social media, but from there, anything can happen. Some days I’m writing press releases or working on messaging from the superintendent. Other days, I’m out at a school covering an event or activity, or putting together our district newsletter, the SMMUSD Wave. Let’s not forget managing the unexpected, like road closures or school closures that require quick, clear communication. Collaboration is a constant. Our team works closely every day, whether we’re covering events or planning them, developing a campaign, building out our new website, or simply sharing best practices. We lean on each other, especially in times of crisis, when we come together quickly to assess the situation, communicate clearly and take action, always keeping our students, staff and families at the center of every decision.

Esmi: It's fast-paced, full of moving parts, and fueled by constant communication and coordination. Our team often jokes that we’re juggling a dozen spinning plates at once, and I like to add that those plates need to be served hot and on time.

My inbox starts filling up before my official workday even begins, often with questions from community members eager to know the status of various school construction projects. From there, my day quickly ramps up as I check in with consultants, architects, and site managers for updates on projects ranging from the new STEM building, to our early childhood education building to our newest Malibu High School building. This is when the outreach wheels start turning. I begin strategizing how to best communicate progress to our students, staff, families, community members, shareholders, and the media. In addition to regular updates, I lead the planning and coordination of major milestone events including groundbreakings, topping-off ceremonies, and ribbon cuttings which, lately, seem to occur nearly every month. I also organize community meetings about school modernization designs and the California Environmental Quality Act (CEQA). 

What do you like most about what you do?

Gail: Problem-solving and leading a team. I derive joy and satisfaction from having a unique lens compared to the majority of our team who are educators. My prior corporate, marketing, PR and sales experience provide me with a different perspective on key issues that are valuable in challenging times. My vision is appreciated and facilitates different conversations about issues and strategic planning. This is very rewarding. I feel heard and appreciated even when my idea or solution is not the one selected. I love leading my team and watching them grow, develop, shine and find joy in this important role we play to support educators, promote the district, schools, the school board, superintendent and improve learning outcomes for all students.

Diana: Everything! Since I was hired in November 2021, I’ve said it and I’ll keep saying it: I love my job. It’s more than just work to me; it’s a passion. I genuinely enjoy telling the incredible stories of our students and staff, and I take pride in the behind-the-scenes impact I get to make. My job allows me to be creative, to focus on uplifting our district, and to shine a light on the amazing things happening in our schools. I also love the people I work with. This role gives me a strong sense of belonging and has become a safe, happy space where I feel supported and energized. I find myself taking on more tasks and getting more involved, not because I have to, but because I want to. 

Esmi: What I love most about the work I do is that I truly believe in the purpose behind it and in the incredible things we’re accomplishing now and striving toward for the future. No two days are ever the same, and I never feel like I’m stuck in a “Groundhog Day” routine. In fact, there are moments I forget I even get paid to do this work because it feels so aligned with who I am.

One quote that deeply resonates with me is: “Choose a job you love, and you will never have to work a day in your life.” I genuinely feel like I’ve found that job, one that gives me space to be creative, build meaningful relationships, grow as a leader, and continuously learn. Whether I’m tackling a new challenge, forging a new connection, or gaining a deeper understanding of school operations, I feel both fulfilled and inspired.

What do you find most challenging about what you do?

Gail: Not enough hours in the day to accomplish all I want to accomplish. I always have special projects I’d like to tackle and that is a challenge when the day to day is so busy and always full of unexpected high priority tasks that did not start out on my to-do list!

Diana: There are two things I find most challenging about my role. First, there are days when no matter how much I accomplish, it doesn’t feel like it is enough. The to-do list is always growing. My favorite thing to say is that “my to-do list has a to-do list.” It can be hard to see the impact in the moment, even when I know I’m making progress.

Second, it’s tough when I receive comments that suggest a lack of care or effort. As someone who genuinely cares about this work and our community, that kind of feedback can feel disheartening. Given that I’m a people-pleaser, it's difficult not to take those moments personally, even when I know I’m giving it my all.

Esmi: When it comes to challenges I often remind myself that every difficult situation offers a silver lining that propels my growth. When faced with hard moments, I take the opportunity to reflect on what I could have done differently, learning from my mistakes to sharpen my communication skills. Each challenge serves as a chance to evaluate my approach and ultimately do better.

When it comes to my work it can be tough at times to hear that what we do isn't enough or that there might be a better approach. In those moments, I try to stay positive and open-minded, reminding myself that everyone brings their own experiences and perspectives. In our role, it's essential to listen especially when faced with criticism because listening is often the first step toward building understanding and trust. And from there we can actually have an open conversation that leads to a resolution or a clear expectation. 

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?

Gail: We were Blackboard website and Connect mass comms clients for many years. With the Finalsite acquisition of Blackboard, we have been working on changing our websites, like many districts have had to do. We have successfully transitioned to ParentSquare for our mass comms and leading this change, along with our education technology director, seemed overwhelming but we accomplished the transition on Jan. 1, 2025. This was the week before the Palisades fire and we had to swim fast on the new system for major emergency comms daily for a month. We all learned very quickly! We are still fine tuning, but I’m proud of our team's transition and their positive attitude going into this task.

Diana: It’s a tie between our district newsletter, The SMMUSD Wave, and our spotlight series, The SMMUSD Spotlight, which is featured regularly within the newsletter. I hold both of these projects close to my heart and I actually reference the Wave as my baby. 

The SMMUSD Wave reaches more than 15,000 educational and community partners. It highlights student achievements, district initiatives and school programs, reinforcing SMMUSD’s mission of extraordinary achievement for all students while closing the achievement gap. The Wave promotes transparency, engagement and districtwide celebration. It was honored with a CalSPRA Award of Excellence in 2023 for its role in strengthening public perception and community connection. The June 2024 Celebration Edition, which showcased graduations, promotions and end-of-year milestones across all schools, was also recognized with an Award of Excellence at the 2025 CalSPRA Conference, further establishing The Wave as one of our most trusted and valued communication tools

Esmi: One of the projects I’m most proud of is leading the communications efforts for the successful passage of two major bond measures in November 2024. It was something I had never done before, but I jumped in headfirst and while I’m not a religious person, let’s just say I found myself praying more than once!

I took a strategic approach grounded in the RPIE model: researching what messaging and strategies resonate most with voters, planning content that highlighted both the progress already made and the vision for future-ready learning environments. I then implemented a cross-platform outreach plan, using everything from print materials to digital campaigns, and continuously evaluated what worked and what needed adjustment.

The success of those bonds has already had a huge impact, unlocking critical funding for transformative improvements across our schools. I’m now working on developing a new outreach strategy for the next round of bonds and looking forward to continuing to grow my KSAs along the way.

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

Gail: I have held this role for two school districts, Wm. S. Hart UHSD as Public Relations Officer from 2010-1015, and I’ve been with SMMUSD since 2015, with the current title of Chief Communications Officer. My path started in PTA when my kids were young about 30 years ago and I became very committed and involved in public education. I eventually served on two education foundation boards, spent some time in educational sales in both fundraising and ed tech sales, then landed my first role with the Hart District. My prior background was in financial PR and marketing, however, with my strong interest in public education I was able to switch industries and the rest is history. I found my niche and wish I found it sooner!

Diana: I’ve been working in public relations and communications since 2012. As the daughter of Lebanese immigrants, the only career paths ever introduced to me growing up were doctor, dentist, engineer or lawyer, none of which appealed to me. I went into college undecided and unsure of what I wanted to do with my life. Eventually, I was introduced to the world of public relations and communications, and I never looked back.

After college, I took on freelance work, including a project with El Camino College–Compton Center (now known as Compton College), where I supported communication efforts that helped the college regain its accreditation. But it wasn’t until I went back to school for my master’s degree and held university level positions that I really began to dive deeper into school PR. I later worked at the University of California, Irvine before joining the Santa Monica-Malibu Unified School District. That’s when everything clicked, I realized this is exactly where I’m meant to be.

Esmi: I’ve been in the communications field for more than 10 years, with a background rooted in journalism and media. I started my career in the news industry, which gave me a strong foundation in storytelling, video production, fast-paced decision-making, and public engagement. I earned my degree in broadcast journalism with a minor in political science from the California State University, Northridge, and from early on, I made it a point to gain hands-on experience through internships at local L.A. news stations. After college, I jumped into the world of on-air reporting, moving from state to state starting in Idaho Falls, Idaho, then Austin, Texas, and finally Fresno, California. Every stop along the way helped shape who I am, both personally and professionally.

My first official role in public relations came from the Navy’s Department of Defense in Port Hueneme, California, working for the government’s public affairs office. I wrote about national security… and let’s just say, the rest is classified.

Eventually, I realized I wanted to shift into work that felt more purpose-driven and community-focused, something with real impact. I wanted to write ultimately about a different youthful audience. That’s what led me to school public relations.

What advice do you have for new PR professionals?

Gail: Be a sponge. Learn all you can and take it all in. Don’t be afraid to ask questions. Reach out to our more experienced members. Don’t reinvent the wheel! CalSPRA is amazing. I attended my first conference when I was about six weeks into my first school PR job and I have valued CalSPRA ever since. It’s been so amazing to watch CalSPRA grow as our ranks are growing. It thrills me every day! Another is self care! Please practice this or you will not be able to support others!

Diana: Network. When you think you’re alone, I promise there’s someone else going through the same thing. Building connections with others in the field helps you grow, stay grounded and find support during both the rewarding and challenging times.

Esmi: My advice would be to never stop learning, professional development is essential. Stay curious and make sure to build and nurture your network of supporters; it’s a valuable resource. I also recommend having a broad knowledge of various areas. Knowing a little about a lot can be incredibly helpful. And don’t forget about self-care, it’s easy to get caught up in the fast pace of the profession, but taking time off and prioritizing your well-being should always be at the top of your list. And it’s ok not to know everything or not to have all of the answers. Give yourself space. Finally, remember that everyone has their own unique path, so don’t compare your journey to others. Stay ahead of the curve, especially when it comes to technology, as it’s an ever-evolving field, and keeping up is crucial. And lastly, join CalSPRA! Duh…

Tell us about how you built your team

Gail: I'm so grateful and proud to be the leader of an award-winning comms team. For more than five years I was a one-person shop and the first person in this position in SMMUSD. Initially, I was given the opportunity to hire someone part time, then a full time person who lasted about a year.

During the pandemic, I was a one-person shop again and with the elevated attention on communications I took a bold step and provided a strong case to my leadership team and school board on needing to hire not just one person, but two. I updated our comms plan as part of my pitch for two comms specialists and the timing was right. 

Part of this was based on data of all the work that was being done and all the work that could be done if we had a larger team. We have considerable facility project funding from bonds so it was critical to have emphasis on all the facility improvement news while reporting on other good stuff and handling crises and issues that arise unexpectedly every day. A big part of my push was about time required to do more and not lacking capability. This is really critical in advocating for expanding your team.

Educators are data driven and we can be too! (Shout out to our data-minded leader, Trinette!)

What else would you like to share that we haven’t asked you about? 

Gail: I’m 15 years into this profession and while I train others, I still learn everyday from everyone. I learn from my team members, I learn through workshops, annual conferences, self study and practice curiosity. I appreciate all the friends and colleagues I have through CalSPRA. It’s so great to have a network of people who you know are there for you through the ups and downs and totally understand what I may be going through on any given day. As many of you know, I am retiring on June 30, but plan to move into consulting and stay active in CalSPRA. It’s a bittersweet time for me professionally but I am looking forward to my next chapter.

Diana: I’d just like to thank CalSPRA for deepening my love for school communications. I’ve met some of my closest friends through CalSPRA, and it has become one of the strongest support systems in my personal and professional life.

Esmi: Thank you for the opportunity to reflect on my journey and remind myself of all that I’ve accomplished, it’s easy to forget how far we’ve come until we take a moment like this to reflect. I’m also incredibly grateful for the thoughtful questions, the constant support, and the safe, non-judgmental spaces and resources CalSPRA provides. Through this organization, I’ve had the chance to connect with so many members and hear their unique stories, which continues to remind me that we’re all in this together, learning and growing side by side.

The Santa Monica-Malibu Unified School District is headquartered in Santa Monica and serves the diverse coastal communities of Santa Monica and Malibu. It is located in Los Angeles County and serves 8,700 students in transitional Kindergarten through 12th grade in eight elementary schools, three middle schools, two comprehensive high schools, a continuation high school, a K-8th grade alternative school and a project-based learning high school pathway.