JACOB LUND/STOCK.ADOBE.COM

In her 12 years as communications director for Missouri’s Affton School District, Erica Chandler has seen the phrase “diversity, equity, and inclusion (DEI)” evolve from “buzzwords” to a “key component in every pillar of our strategic plan.”

As school districts nationwide look at ways to be more intentional in their DEI work, some are encountering communities that are resistant to these discussions. For school communicators, many of whom already are used to dealing with tough, touchy, or controversial subjects, this resistance can be difficult, but the task is not insurmountable.

“Our job as strategic communicators is turning DEI principles into actionable, everyday communication strategies that reflect the diverse voices of our students and their families,” says Chandler, whose St. Louis County district has almost 2,600 students. “It can be as simple as ensuring a student can see someone who looks like them in photos that the school or district shares, or even putting tools into place that ensure your community can automatically translate your communications into their preferred language.”

Chandler was part of a group that helped the National School Public Relations Association (NSPRA) develop a rubric focusing on DEI communications that was released last year. Part of NSPRA’s School Communications Benchmarking Project, the rubric identifies nine areas that districts can work on to ensure they are following best practices.

“It’s important to recognize that each district is at a different place in defining and understanding DEI, much less incorporating best practices into their work,” Chandler says. “The challenge lies not only in crafting inclusive messages but also in ensuring that these messages resonate within a varied school community. It’s a continuous process of learning and adapting, often constrained by resources, but it’s crucial for fostering an environment where every voice is heard and valued.”

Providing information

Janine Thorn and her team in Washington’s Bellevue School District are working overtime to make sure this happens. Bellevue, which serves 18,000 students across 28 campuses just outside Seattle, is one of the most diverse districts in the state and the U.S.

More than 100 languages are spoken by students in Bellevue, which has hired a language access coordinator to ensure families can access the district’s website in their native or chosen language. Schools also have translation devices on their campuses to help parents get information in their preferred language.

“For most communications professionals, language access is a very important aspect of DEI work,” says Thorn, who is NSPRA’s vice president for diversity engagement. “You can’t say someone is ignorant if you have not tried to communicate and provide them with the information they need to make decisions for themselves. It’s our job as communicators to break that down so families can feel empowered with the information they receive.”

As Thorn is quick to note, social media has been both a curse and a gift to school districts that are trying to ensure information is released quickly and accurately to parents, families, and constituents. In a district like Bellevue, which has so many non-English speakers, the opportunity for disparities deepens if inaccuracies are not addressed quickly and thoroughly.

“We’re on an information freeway that can go from zero to 100. As soon as something is out on social media, it spreads like wildfire,” Thorn says. “When you think about it in the context of DEI, if your information highway is in one majority language, how do you help bring the entire community along at the same time at the same speed?”

DEI components

Language access, along with racial and gender identity, are just three components of DEI programs. As Chandler notes, DEI also is about “socioeconomics, beliefs, ability, heritage, and all the experiences that make an individual who they are.”

She says, “At its very heart, DEI is about recognizing and valuing the rich tapestry of student and staff backgrounds, ensuring equitable access and opportunities for all, and fostering an environment where every individual feels their voice is heard and truly included.”

Chandler admits her St. Louis school district has “not been on the leading edge of incorporating DEI into our work.” Instead, it was a years-long process that took “deep conversation and important buy-in” from all involved. Now, the district’s efforts go way beyond “observing cultural events or ticking compliance boxes.”

“It’s about embedding these principles into every aspect of school life,” she says. “DEI goes beyond tolerance; it’s about active engagement and celebration of diversity, ensuring that everyone’s voice is heard and valued.”

Both Thorn and Chandler are quick to note the role school boards and superintendents can play to help communications professionals in this work. Providing resources and training is essential as communicators work to translate the district’s DEI work into clear and inclusive messages. NSPRA’s DEI framework is a start.

“No matter where someone stands on either side of the political aisle, school PR professionals want to make sure that students are at the center, that we are giving them agency and making sure they have a voice,” Thorn says. “I think it’s brilliant the way the framework is developed because it’s not one-size-fits-all. It allows your district in your state to benchmark the work you’re doing to other programs with similar resources in a way that takes the nuances in your district into account.”

The 2023 edition of NSPRA’s Rubrics of Practice and Suggested Measures is available for purchase at www.nspra.org.