Fresh off a summer vacation, school leaders already face an exhausting, uphill battle.

Stress, frustration, busy schedules, and vocal parents — school district superintendents are under immense pressure and complexity with maintaining open, effective, and consistent lines of communication. Superintendents constantly navigate waves of challenges, all compounded when communication issues arise with families, students, and other stakeholders.

A recent report suggested superintendents were more than twice as likely to report frequent job-related stress than other working adults. And when compared to 33% of working adults, about 80% of school leaders said work is often or always stressful. Ouch…

"Political matters and views into education" were the primary stressors for superintendents, and nearly 100% of superintendents from minority backgrounds and those serving in suburban districts mentioned politics as a stress source.

It doesn't stop there — another report from last year cited job-related stress and community politics as top reasons school leaders are leaving the field, with 95% of respondents saying the superintendent role had gotten more difficult in the past ten years.

What are school leaders to do?

We can’t book you a relaxing day at the spa, but your communications tools, your brand, and your professional relationships can make your days less stressful and more engaging. Knowing stakeholders understand your messages clearly, and that your district is well-respected is a big worry off your mind.

Let’s find a path forward and look at the strategies and solutions that can make your days much more manageable.

Centralized Communications Tools For Schools

Today's challenge is that everyone feels they need to be a news reporter, and with scattered information often coming from many sources, it's easy to feel overwhelmed. It would undoubtedly give anyone a headache, but implementing a centralized communications solution can help bring some much-needed relief.

A single platform that compiles all crucial details — from school news and upcoming events to policy updates and urgent alerts can significantly simplify the process, and that’s especially important for leaders who often feel pressure to share news all the time.

Instead of just telling their story, districts should take control of the narrative. This means sharing updates quickly and regularly so everyone knows that the district is the main, trustworthy source of information.

When there’s a home base for all your data and communication needs, it provides a more efficient, less stressful way of managing the flow of information.

Reach Everyone with Mass Notifications

For critical announcements and urgent communications, a mass notification system saves time and avoids the hassle of individual communication. Moreover, by pulling data from one source, this solution streamlines the distribution of information across various channels, ensuring everyone gets the message regardless of how they prefer to receive it — voice, text, email, mobile app notifications, and website updates.

Improved Email Newsletters

A consistent newsletter schedule provides superintendents a platform for reaching out and lessens the stress of constantly initiating communication. From district news, policy changes, success stories, and upcoming events, an email newsletter is a fantastic tool for building branded, personalized, mobile-friendly, and engaging communications.

Just like Lee’s Summit R-7 Schools does with its newsletters, connect families and create a sense of unity and community — the district even sends out special “photo story” editions using Finalsite Messages, complete with vibrant, engaging imagery.

Board Member Portals

A strong superintendent-school board relationship is vital, especially for active boards involved in daily district happenings. Password-protected board member portals offer a dedicated space with automatic access to important content from the district’s main website, like news, agendas, personalized calendars with community and athletic events, email newsletters, and direct superintendent communication.

This streamlines board members' access and participation in district affairs. The great thing is there’s little the district needs to do to maintain this page once it is built, as all of the information flows dynamically from other areas.

But an effective portal does more than just house information for stakeholders — these constituent portals reflect your district's brand, contributing to a consistent and professional image.

And speaking of brand…

Brand Building Strategies

Establishing a Consistent Brand Message

Your district must establish a consistent brand message reflecting its vision and values. In times of crisis, a strong brand message can shield your district's reputation and help reassure your families, reminding them of your commitment to its values.

This preserves your district's reputation and instills a sense of pride among families. So, even when the going gets tough, a strong brand message across your school websites and communications contributes to your community's understanding of what your district stands for and supports its reputation.

Social Media Engagement

Social media can be a powerful tool to build unity, promote transparency, and celebrate the spirit of your district. Platforms such as Facebook, Twitter, and LinkedIn offer an additional line of communication to engage with your district community and regularly share updates and announcements.

And while it's a fantastic place to showcase all the happenings in your district, it’s more than just a broadcasting tool — social media can provide transparency, allowing you to share your district's journey, challenges, and victories, creating a stronger connection with the community.

Just like Mason City School’s Superintendent Dr. Jonathan Cooper does, using your district's brand voice across these channels informs your community and supports your district's identity and values.

Keep Reading: Before You Post: Sharing the True Voice of K-12 Leadership

Powerful Partnerships

Strengthen the Relationships with Your Communications Office

You're not alone — building your district is a shared goal. This dedicated team is your ally in achieving your vision, so work with your communications office to craft a brand that reflects the values and aspirations of your school community. They’re experts in their field and can translate your goals and strategies into clear, compelling messages that resonate with the school community.

Begin by fostering an open line of communication. Regularly discuss your goals, upcoming plans, and any potential challenges so you can ensure they fully understand and support your vision effectively. This open dialogue also allows them to provide valuable feedback or suggestions you may have yet to consider.

Trust is also crucial. Trusting your communications office will allow them to develop compelling narratives and build a strong, unifying brand for your district. Don't hesitate to reach out, collaborate, and create that partnership.

Keep Reading: The Superintendent & Communications Office: Tips for a Better Partnership

Empowering Teachers and Staff

Reducing your workload starts with empowering every district team member. By providing teachers and staff with professional development and training sessions, they can acquire the necessary communication and branding skills to consistently and accurately share information with parents and students while minimizing the chances of bad information.

When employees are well-versed in using your district's communication tools, they become more than just staff members – they become effective brand ambassadors. This could involve adhering to your district's social media guidelines, promoting your district's achievements, or simply understanding the content management system better like Long Beach Unified School District has done. Providing staff with clear style guidelines and talking points can ensure that they represent the district's brand accurately and consistently.

Every interaction becomes an opportunity to bolster your district's brand and create a sense of unity and pride. Ultimately, empowering your employees can lead to a more cohesive district, lessening the burden on school leadership and building a stronger school community.

Collaborate with Peers

Networking groups can build community and mutual support and effectively provide a wealth of resources for tackling stress and burnout. 

Finalsite’s Superintendent Collaborative, the newly formed group that brings together experts and practitioners to share best practices, develop resources, and support their colleagues nationwide, offers all that and more — a chance for school district leaders to strengthen their resilience and well-being, ultimately benefiting their schools and the students they serve.

Key Takeaway

By leveraging these strategies, public school leaders and communication professionals can streamline communication processes, reduce superintendent stress, and enhance their district's brand. Before this school year, embrace these communications tools and partnerships to help make your job more rewarding and create a more engaged, informed, and connected school community.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.