Telling the Story of Our Schools

Each year on the second Thursday in May, we celebrate School Communicators Day by recognizing the professionals who work behind the scenes to ensure our students, staff, programs and schools are seen, heard and valued. While they may not stand at the front of the classroom, school communication and marketing professionals play a vital role in supporting student success and shaping the public perception of our schools.

"There’s nothing I love more than shining a spotlight on the incredible stories of our students, staff and programs," says Jennifer Smith, RPS Director of Marketing and Communications. "I truly believe that education is the key to solving so many of the challenges we face as a society. If I can play even a small part in lifting up public education and helping others see its power—that’s a win in my book."

The Heart of the Message

School communicators are the voice of a school district. From managing crisis communication to sharing student achievements, they help shape the narrative of what public education looks like in real time. Whether they are writing press releases, designing newsletters, managing social media, creating videos or building community partnerships, their work helps families, staff and the broader community stay connected and informed.

Building Trust and Transparency

In a world saturated with information (and misinformation), transparent and proactive communication is more important than ever. School communicators serve as a bridge between the school and its stakeholders, working to build trust through clear, consistent and honest messaging. Their work ensures that families know what’s happening in schools, understand why decisions are being made and feel confident in the leadership of their district.

Champions of Public Education

At their core, school communicators are storytellers. They shine a light on the incredible work happening every day in classrooms, on athletic fields and behind the scenes. In doing so, they remind the people about the value of public education and the power of community support. Every photo, post and story is a chance to celebrate students, honor staff and inspire others.

More Than Just "Marketing"

While “marketing” may conjure images of sales and branding, in education it means something more meaningful: making sure every student and every family feels seen, heard and welcomed. Communication professionals help foster a sense of belonging and pride. They listen deeply, respond compassionately and uplift voices that too often go unheard.

A Day to Celebrate—and Reflect

On School Communicators Day, we honor the professionals who often work behind the curtain but whose impact is deeply felt. Let’s take a moment to thank our school communicators for their creativity, empathy and commitment to telling the story of Richfield Public Schools with heart and integrity.

 

Their work doesn’t just share information. It builds community.
 

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Richfield Communicators:

• Director of Marketing & Communications: Jennifer Smith
• Social Media Managers: Analy Hernandez (Centennial), Genesis Meza (RDLS), Crystal Dismuke (R-STEM), Yasmin Clara (R-STEM), Marta Weirich (RMS), Amy Skare Klecker (Community Ed), Kim Daraitis (Transition Plus), George Ene (YouTube) and Arend Geurink (YouTube)
• As well as every teacher and staff member who sends out family newsletters or who submits stories for the website and social media. Telling the story of Richfield Public Schools is truly a team effort and we are all storytellers.

 

Do you have an idea for a story we should tell? Submit it here.