When I began in 2023, Pickens County School District did not have a formal communications program, a dedicated communications position, a communications plan, consistent channel strategy, or a structured media process. The work was not simply to create better posts or press releases. It was to build the function itself.
The result is a communications foundation that supports clearer public information, more consistent stakeholder messaging, leadership communication, crisis readiness, media relations, and repeatable campaign planning.
Challenge
The district needed a communications structure where none had existed before. Channels were inconsistent, school-level pages needed a clearer content model, media support was limited, and staff did not have a shared reference point for communication expectations, workflows, or recurring public-facing needs.
The challenge was to create a sustainable program that could support daily communication, planned campaigns, sensitive issues, crisis-ready messaging, and long-term stakeholder trust.
Strategy
The strategy was to build a communications program around systems rather than one-time outputs. That meant creating structure, voice, governance, repeatable tools, and training so the district could communicate more consistently across schools, departments, and public-facing channels.
Create a modern public information foundation through website modernization and content governance.
Establish predictable communication rhythms through calendars, posting schedules, and recurring templates.
Support leaders and staff with practical tools for planned communication and crisis-ready messaging.
Build stronger media relationships and a more consistent process for public-facing updates.
Execution
Website Modernization
Completely rebuilt the district website into a more modern, user-focused resource aligned with WCAG and ADA accessibility considerations.
Staff Training
Trained school staff on how to update and maintain their school pages so information could stay more accurate and useful.
Social Media Strategy
Created a new district Facebook page, established a posting schedule, and expanded the district's Instagram presence.
Communications Plan
Created an annual communications plan that is updated each year and also serves as a reference and training manual for school staff.
Templates + Workflows
Built crisis-management templates, regular recognition templates, posting templates, and content planning workflows.
Media Relations
Built relationships with local and regional media and regularly produces press releases and public-facing updates.
Foundation Built
2023started the district's first dedicated communications role
From scratchbuilt a formal communications program where no prior program existed
Annual plancreated a living communications plan, reference guide, and staff training tool
Repeatable systemsestablished calendars, templates, workflows, media processes, and channel strategy
Outcomes
The program created a more consistent foundation for district communication, including stronger public-facing channels, clearer school-level web practices, repeatable campaign planning, improved media support, and practical tools for both planned and sensitive communication needs.
It also created the operating structure that supports award-winning campaign work across recruitment, public affairs, family communications, safety and crisis readiness, student well-being, and community engagement.
What This Demonstrates
This project shows strategic communications leadership at the program level: assessing gaps, creating infrastructure, building cross-functional systems, supporting leaders and staff, and turning scattered communication needs into a sustainable function.
It also demonstrates the transferability of my work beyond one sector. The core challenge was organizational: build trust, create clarity, establish processes, improve channels, support leaders, and make communication more consistent during everyday operations and high-visibility moments.