Kristin Magette
1. How did you get your start in education and School PR?
A
product of the long-respected Shawnee Mission (KS) School District, I
graduated from Kansas State University's School of Journalism with a
degree in public relations in 1999. Before graduating, an internship at
the Sprint world headquarters in Kansas City helped me discover that
corporate life was not really my thing. Once I had my diploma, I worked
in the higher education and non-profit worlds, including two stints with
my alma mater. But a relocation across the state in 2006 meant looking
for a new job. Married to a fantastic high school science teacher, we
chose a new community when he accepted a job teaching anatomy and
physiology at Eudora High School. As much as I loved higher ed, I
focused on finding the next right thing, without worrying too
much about finding the exact right thing. But when an ad ran just a few
days later that the school district in little Eudora (population 6,000)
was looking for a communications director, I realized that this could
well be more than just the next right thing.
In
the 9+ years since, I have found school public relations to be my
favorite thing and perfect fit. For starters, I've always loved school,
and I especially love public education. The person and professional I am
today is the product of public education in Kansas, and I want my kids
(kindergarten and fourth grade) to have those same opportunities. Being
married to a teacher makes my work even more rewarding, despite the
challenges that come during salary negotiations and other natural times
of conflict. I work even harder to ensure that we meet the needs of our
internal audiences because I know first-hand how much it matters.
I
never saw myself working in school PR -- like so many others, I had
little idea these jobs even existed when I was walking across the stage
with a K-State diploma! But now that I'm here, I can't imagine myself
this professionally satisfied anywhere else.
2. What is your favorite part of the job?
Collaborating
to solve problems! So much of what we do is focused around the tactical
outputs -- website updates, news releases, special events. I enjoy
those types of results, but my favorite moments in this work come when
we explore ways we can solve problems and making things better. I am
hungry for the chance to collaborate with my superintendent, support our
board members and our principals, devise meaningful ways to engage
parents and community members, and deliver both student support and
employee recognition. These efforts are rooted in strategic thinking,
research and planning.
I'd be completely remiss, however, if I leave out my other
favorite part of my job, which is equally rewarding: my KanSPRA and
NSPRA network of colleagues. To this day, I believe that my school PR
colleagues are the smartest, hardest working, funniest and most generous
professionals in the business. They are the most welcoming, connected
and encouraging colleagues I could wish for, and they keep me going (and
laughing!) whenever it feels like the walls are starting to cave in.
3. What piece of advice can you give to other School PR pros?
Be
patient. In a system and world that's largely out of our control, it's
easy to get discouraged when problems persist, leaders aren't listening,
and needed change lags at a snail's pace. If there's one thing I've
learned since July 2006 -- through the good, the bad and the (sometimes
very) ugly -- it's that time is our ally.
Certainly,
there are critical times that demand responsiveness -- we must be able
to act quickly and do our best thinking on our feet. (I can't imagine a
great school PR pro who doesn't appreciate a good adrenaline rush every
now and then.) But there is so much value in taking the long view
because the seeds we plant every day take time to grow. The counseling
we provide to leaders may not sink in until weeks, months or even years
later. A brand requires time to be understood and accepted. Cultural
changes in our school systems demand years to truly replace the status
quo. At different times, this dynamic can feel frustrating, unfulfilling
and futile. But knowing that we are a driving force behind meaningful,
if incremental change -- that's an amazing opportunity we should never
pass up.
So how do we get by in the meantime,
when we feel stuck? Remember why we're here. It's the kids and the
teachers. There are very few things in life that are as joyful and
important as the things that happen in our classrooms every single
day. Kids are inspiring. Teachers are heroic. Schools are incredible
places. And no matter how slow moving the needle might be at any given
time, I just feel flat-out lucky to get to do what I do.
4. What are three things you think will change the landscape of School PR in the next five years?
A
change that immediately come to mind is the wide-reaching effects of
the digital world on virtually everything our school systems do,
including communication, professional development, teaching and
learning, advocacy, stakeholder engagement. We must keep learning,
adapting and embracing in order to remain relevant and effective.
Next,
the growing diversity of our stakeholders -- our students, their
families, our employees and all our other taxpayers -- means growing and
changing needs. Like the broad impact of the digital world, the
increasing diversity in our communities will challenge us to understand
new viewpoints, value systems and life experiences, in order to
communicate effectively and deliver value and meaning accordingly.
Sensitivity, empathy and a genuine interest in serving others -- even
when it feels unfamiliar or uncomfortable -- will be key to our success
as professionals in school PR.
Finally, I
recently read about the disappearance of the CIO function in some major
American corporations. The argument was that, because communications is
so fundamental to an organization, the role is inherent in every leader
and, therefore, a shared leadership responsibility. It doesn't take much
imagination to see school boards or superintendents following this same
reasoning, especially when budgets are tight. Therefore, it has never
been more important for us, as strategic communications professionals,
to demonstrate that our value far transcends news releases and website
updates. We must show ourselves as strategic thinkers and advisers who
fill a niche role that cannot be absorbed by busy principals, directors
and secretaries. We must work for our seat at the table, and we must
consistently deliver value to the leaders and professionals across our
district.
5. Where can people find out more about you?
Twitter: @kmagette
