Niche Interview
The Path to Professionalism
I recently had the opportunity to speak with an accredited professional in the public relations field. She goes by L. Michelle, and she is the Executive Director of Communications for the Issaquah School District. I should note that I grew up in Issaquah – a suburb of Seattle – and was a student in the Issaquah School District from grades K-12. This made our conversation more personal for me, because I felt a sort of connection to her work – even if that connection was mostly nostalgic.
I wanted to get a feel for the path that she followed – and paved for herself – that helped her grow from an undergraduate at the University of Washington into the Executive that she is today.
Getting Started
L. earned her bachelor’s degree in Communications with an emphasis in public relations at the University of Washington. Her first “real job” – as she puts it – was working for Hargis Engineers as a marketing assistant. A few years later L. began working for a small PR shop called Paranoid Public Relations, which is based in Seattle. “We did specialty public relations campaigns for dot coms, which were just taking off at the time, and some broadcast design firms,” she said. “Eventually I landed a position as the Director of Communications for the Kennewick School District and worked there for 10 years. In 2011, I earned my APR, which is an accreditation in public relations.” Shortly after, she began working for the Issaquah School District.
The Daily Grind
“A day might begin with the executive team meeting to discuss operations, strategic goal planning or to solve issues. Next I may meet with a videographer at one of our schools to produce a promotional video about the great work going on in our District. Back at the office I may field a call from a reporter asking questions about a particular situation or issue that is making its way to the news.”
L. also serves as the District’s spokesperson and will occasionally give a television interview. Other daily tasks include maintaining the District website, keeping tabs on long term projects, and answering emails.
Since June, L. has led the District’s web department in redesigning the District website and moving it to a new content management system. She has also been leading work to create a mobile app for the District, which she anticipates launching in January. L. added that, “Public education is very complex, complicated, and politically charged. There are Federal privacy laws and Washington State Public Disclosure laws that can make doing my work tricky.”
Reflections
“To me, nothing is more fundamental to the health of a democratic society than the concept of free public education for all. I am extremely proud to be applying my public relations expertise and skill to what I consider a noble and worthy ideal and endeavor. The toughest thing is that public education takes a lot of criticism. I try very hard to show people what is actually happening inside our classrooms. So many people with opinions about public education – and all the rhetoric about it “failing” have no clue how students are being educated today. If they could spend a few minutes inside a classroom, I think they would be blown away by the quality of the teaching and the level of learning students are getting – especially in the younger grades.”
Key Takeaways
L. told me that she didn’t do any kind of internship or client work while she was in school. This is reassuring to me, as I’ve often wondered if I ‘ve been as involved in as much practical work – rather than classwork – as I potentially could be. She emphasized that expectations are everywhere when you actually enter the workplace. So when I feel busy now, or like I’m being pulled in multiple directions at the same time, I’ll remember that it’s okay. It’s a reality that isn’t going anywhere, so I’m going to appreciate the demanding nature of my coursework for what it is.
Thank you, L.