“Why do we even need this position?”

That cutting question is an exact quote from a school principal, who was responding to a survey about the district’s communications role. 

And it reveals a stark reality: Many school leaders still don’t understand the critical value of dedicated communications professionals!

As school budgets tighten, birth rates decline, and schools face more competition, we’ve seen time and time again that communications positions often land on the chopping block. 

But cutting communications personnel when resources are scarce is like turning off your headlights to save battery. It only makes navigation more dangerous.

The truth is, strategic communication has never been more vital for schools. Your role directly impacts your institution’s sustainability!

As Zac Rantz notes, “A good communication program really should not be noticed. It should just be working in the background, helping people feel informed. When administration says things like, ‘Well, we don’t hear anything bad,’ your response can be: ‘That’s the point. It’s because everything’s working.'”

Here’s another compelling proof point: Great communications = more enrollments = more financial stability for the school. 

A parent in Georgia recently shared, “From your Instagram page, it was obvious your teachers care about students… I wanted my kid to be part of it.” That single enrollment decision could mean $10,000+ in funding! 

Now multiply that impact across your entire community, where 53% of parents say social media influences their school choice, and the decision to maintain a communications position should be obvious. 

Whether you inherited these responsibilities, absorbed them as additional duties, or were specifically hired for communications, this guide will give you practical strategies to advocate for your position. 

Jeanise Dimitri, the Community Engagement & Public Relations Coordinator for Middle Bucks Institute of Technology (MBIT) has researched and compiled five proven steps to demonstrate your value and secure the support you need. So in today’s blog, I’m thrilled to share these insights from a recent webinar that she led within my Social Media Crew for Schools! Members can watch her full presentation anytime, and new members also have access to all past recordings.

Are you ready to build your case? 

Step 1: Educate

Don’t start with budget! Educate leadership about the value of communications and social media first. They need to understand the impact before talking about money.

Take a step back and consider why this position matters. Frame your argument from the perspective of the leader you’re trying to persuade. For example: 

• Administrators: Focus on operational efficiency and reputation management.
• Superintendents: Emphasize alignment with strategic goals.
• Principals: Showcase how communications support student and staff engagement.

Step 2: Document Your Work

Data is crucial! Track your hours, the platforms you use, the campaigns you’ve run, and any analytics associated with each. Pulling together specific success stories will help illustrate your contributions. Stories, infographics, testimonials, charts, case studies… these will all help support your case. 

Lean into the strategic nature of communications work, too. Demonstrate how communication enhances learning, relationships, engagement, and reputation.

Step 3: Describe Role

Gather job descriptions from similar positions at other schools, to demonstrate that your responsibilities are distinct. You can also write your own job description. Remember: You’re not a generalist; you’re a specialist!

Inside our membership group, you have access to a wide variety of job descriptions from other schools in our resource directory. In addition, there are communication plans, crisis communication documents, social media policies, and more waiting for you to “admire and acquire” for your school.

Step 4: Request a Meeting

Now it’s time to pull everything together. Set up a meeting with the appropriate leader to discuss your communications work and its growth. Your goal in this meeting is to position your communication role as critical support for both staff and students! 

As you prepare for this meeting, anticipate any questions that you might receive, and build those into your presentation (or have answers ready to go, if asked). Jeanise compiled this brilliant list of questions with suggested ways you could answer each one:

Why do we need a full-time communications professional? Can’t existing staff handle this?
Be prepared to explain how a dedicated professional ensures consistent, high-quality communication, allowing educators to focus on their primary responsibilities.

How does this role directly benefit students and families?
Highlight how clear, engaging, and timely communication builds trust, increases family engagement, and supports student success.

What are other schools or districts doing?
Provide examples of districts with successful communication roles and the positive impact they’ve seen.

How do we justify the cost of adding (or keeping) this position?
Show how strategic communication leads to increased enrollment, stronger community partnerships, and potential funding opportunities.

What’s the return on investment (ROI) of hiring (or keeping) a communications professional?
Use metrics like increased community engagement, social media reach, improved reputation, and potential increases in funding or student retention.

What exactly would (or does) this person do on a daily basis?
Outline key responsibilities such as crisis communication, social media management, website updates, stakeholder engagement, and event promotion.

How would (or does) this role work with other departments?
Explain how the communications professional would collaborate with leadership, teachers, and staff to ensure a unified message. (e.g., HR, student services)

How would (or does) a communications professional help in a crisis situation?
Emphasize their role in providing timely, accurate, and strategic messaging to ensure transparency and maintain trust.

What’s the risk of not having a dedicated communications role?
Discuss potential consequences like misinformation spreading, lack of community trust, and missed opportunities for engagement.

How do I convince principals and building leaders who are already overwhelmed with other responsibilities?
Position communications as a partner to principals, enhancing student engagement, parent relationships, and staff morale. 

How will we measure the success of this role?
Provide examples of key performance indicators (KPIs) such as engagement rates, survey feedback, media coverage, and enrollment trends.

Step 5: Offer a Proposal

If you’re asked to submit a formal proposal, keep in mind the common challenges that others have faced – limited budgets, misunderstandings about the role, and competing priorities. Address these sticking points as they specifically relate to your school, and frame your communications role as an investment in the school’s long-term success.

When it comes to compensation, consider different scenarios. Stipends are often easier to digest than salary increases. Pilot programs can also work! 

Savvy communicator that she is, Jeanise suggested leaning into these ten powerful words to use when advocating for a communications role:

Engagement
Highlights how a communication professional connects schools with families, students, and the community, fostering trust and collaboration.

Transparency
Emphasizes the importance of clear, honest, and timely communication, especially in building stakeholder confidence.

Crisis
Points to the essential role of communications in managing emergencies effectively, reducing confusion, and maintaining calm.

Reputation
Underscores the impact of communication on shaping public perception and maintaining a positive image of the school or district.

Storytelling
Conveys the value of sharing compelling stories about student achievements, staff dedication, and school programs to inspire and attract stakeholders.

Retention
Reflects how strong communication can help retain students, staff, and families by showcasing the school’s value and strengths.

Outreach
Stresses the role of a communicator in expanding the school’s presence and relationships within the community and beyond.

Relationships
Reinforces the importance of connecting with stakeholders to build loyalty and encourage active participation in school initiatives.

Alignment
Demonstrates how a communications role ensures consistent messaging aligned with the school’s vision and goals.

Return on Investment (ROI)
A data-driven term that appeals to administrators by framing the role as a cost-effective solution that yields measurable benefits in visibility, enrollment, and stakeholder satisfaction.

How Are You Making Yourself Indispensable?

Ashley Grycz, Assistant Director of Communications at Dalton Public Schools in Georgia, has another way to frame this discussion. At the 2025 NSPRA conference, she jotted down the following five steps from the presentation “From Rookie to Rock Star: Becoming a Leader without Losing Yourself” by Grace Becker, Ashley Sukhu & Eric Hagemann: 

1. Increase Your Visibility: Get involved. Elevate your presence on social media. Celebrate your wins. Keep a running list of accomplishments by you or your department.
2. Learn What You Don’t Know: Find a mentor. Understand your organizational structure and culture. Admit what you don’t know and learn from it. Develop skills outside of your profession.
3. Elevate the Profession: Set professional goals. Seek opportunities for advanced learning. Apply for awards and nominate your admin for awards.
4. Strive For Excellence: Practice strategic thinking skills. Follow through on commitments.
5. Think Beyond Your Job Description: What really needs to be done? Continuously ask for feedback.

Taking Action: Next Steps for Your Communications Role

As Jeanise shared, advocacy isn’t always a slam dunk. Some leaders won’t get it. Sometimes leadership changes. Sometimes you have to decide what’s best for you. 

But here’s the bottom line: Schools literally can’t afford to cut communications positions. Advocating for yourself is always worth the effort, to help leadership understand how investing in these roles will directly impact their institution’s success. Take a look at this recent article that underscores the importance:

Dialing down even further into specific duties, why is social media so important for schools? 

Social media has evolved from a “nice to have” to an essential communications tool that directly impacts your school’s success. As I recently wrote, social media helps schools: 

• Attract new families 
• Retain current students
• Recruit staff
• Build community support

The tools and strategies we’ve discussed today provide a framework, but your unique understanding of your school’s needs and culture will guide how you implement them. Start with education, back it up with data, and present your case with confidence.

Thank you all for the work you do every day. You are valuable, your skills matter, and your work has real impact!