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Washoe County School District's Communication Efforts Receive National Award
Reno, NV (Dec. 20, 2011) - Several of the nation's top educational and school communications organizations have named the Washoe County School District as the recipient of the 2012 Leadership Through Communication Award. The District's Communications Department, under the leadership of Superintendent Heath Morrison and Chief Communications and Community Engagement Officer Irene Payne, is being recognized for its exemplary efforts to enhance communication between schools, parents and the community it serves.
"There is nothing more important that having open and honest conversations with our parents, our staff and the community," Payne said. "This award is a testament to the professionalism of our team and the District's dedication to communicating with every person in our region about the importance of educating our children. We are thrilled and delighted to receive this honor."
Improving communication is an integral part of the District's strategic plan, Envision WCSD 2015 - Investing In Our Future. The Communications Department leads the District's efforts to engage the community in two-way conversations about education through surveys, townhall meetings, community events, media relations, social media and other communication avenues. Major recent communication campaigns have included the announcement of graduation rate and test score increases, budget reductions, the District's "Countdown to Graduation" that highlighted the stories of graduating seniors, and the latest program called "A New Era of Safe Schools" that addresses bullying and school safety.
"We are so proud of this award and the work of our Communications Department and the entire District to receive such a prestigious distinction," Board of Trustees Vice President Ken Grein said. "It is essential that as a school district we are accessible and transparent and that we proactively provide information to the public about our education system and schools. Whether we are telling stories about the amazing achievements of our students or communicating about educational reform, keeping the community informed is a top priority for WCSD. "
Parent and communications professional Lauren Klein said the courageous and collaborative leadership of WCSD has led to improved communication. "Washoe County School District values and respects everyone that works in the communications ecosystem. They acknowledge mistakes, share their plans and have opened up their storytelling through social tools. The robust communication we now receive from the district has fostered two-way, real-time conversations in our community."
The Leadership Through Communications Award is sponsored by Blackboard Connect, the National School Public Relations Association (NSPRA) and the American Association of School Administrators (AASA).
In the announcement of the reward, the organizations' news release said that the judges were impressed with the zeal that the superintendent and entire WCSD team exhibit for the communication function. Despite extreme budget uncertainty and reductions due to Nevada's deep economic troubles with one of the highest unemployment and foreclosure rates in the country, Morrison, in collaboration with the Board of Trustees, has worked to protect and maintain resources for maintaining a strong communication program as an effective management tool to support student achievement. In addition, WCSD is commended for:
- Providing an array of communication-related professional development opportunities for administrators and expanding the number of spokespersons to provide information via the news media
- Creating the WCSD Legislative Blog with up-to-date information on education reform bills and K-12 funding that has had a positive impact on behalf of all Nevada school districts • Piloting the Community Compact on behalf of the Council for Excellence in Education
- Focusing on internal communication that creates staff ambassadors
- Requiring all schools to have a communication plan and supporting branding and marketing efforts by principals and administrators
- Initiating "courageous conversations" on topics such as sexual orientation and anti-bullying in order to create a "buzz" that focuses on what's best for kids
"In only two years, Washoe County School District has made amazing strides in transitioning from a reactive to a proactive communications effort. Under the leadership of Dr. Morrison and Ms. Payne, this dynamic communication program has brought the district major recognition at local, state and national levels. They understand that in order to maintain the community's support and trust, and build a base of support for improving student achievement, a strong communication effort is absolutely critical," said Rich Bagin, APR, executive director of the National School Public Relations Association.
The Leadership Through Communication Award program is open to all school districts throughout the United States and Canada. The award will be presented at AASA's National Conference on Education in Houston, Texas, Feb. 16-19, 2012. A $10,000 contribution will be made by Blackboard Connect to Washoe County School District to be used for student scholarships or communication activities that benefit students and schools. District leaders will also give a panel presentation on their communication program at the AASA Conference.
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About Washoe County School District: The Washoe County School District includes the Reno/Sparks metropolitan area, Incline Village, Gerlach, Empire and Wadsworth, Nevada. The District provides each of its 63,000 students with a superior education in a safe and challenging environment and is committed to graduate every child career and college ready.
For more information visit: www.washoecountyschools.org. Follow us on Twitter at WCSDTweet.
Washoe County School District
425 East Ninth Street
Reno, NV 89512
