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Rockwood School District

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Chief Communications Officer

Rockwood Communications is responsible for planning and executing the district's communication and public relations efforts. We work closely with the Board of Education, superintendent and all RSD departments and schools to support the district's mission, vision and goals through effective communication strategies.


Define goals and execute plans that result in an integrated communications plan aligned to Rockwood's Comprehensive School Improvement Plan, The Way Forward.


Create an environment that promotes meaningful communication and innovation of messaging and resources through these five steps.

  1. Research: Provide data that will lead to insights, as well as understanding of opportunities and challenges.
  2. Analysis: Translate research (quantitative and qualitative) into creative content while guiding real-time, tactical shifts in each channel.
  3. Measurement: Identify benchmarks, return-on-investment results and potential for opportunities.
  4. Teamwork: Empower the talents and skills of RSD communication professionals to meet the needs of our students, staff, parents and community – according to their area of expertise.
  5. Efficiency: Ensure the efficient use of department resources and budget to meet the communication needs of the Rockwood school community.

Achieve integrated communications for emergency and crisis management.

  • Maintain safety communication resources (print and online) to be updated with key messaging and crisis management information.
  • Host crisis workshop and foster trustworthy relationships with emergency officials in the St. Louis area.
  • Develop strategy plans and messaging maps for potential crisis management and consistency in emergency communication.
  • Ensure the automatic notification system has updated groups and messaging is prepared for key situations.
  • Work with department leaders to coordinate the sharing of information about crisis and health issues with the community.

Involve parents and community members in schools and education.

  • Facilitate connections among community groups and district administrators: religious leaders, business groups, private/parochial schools and area legislators.
  • Engage the community through interaction with the superintendent.
  • Expand on external key communication initiatives and share information to promote education with the Rockwood residents who may not have children in our schools.
  • Facilitate PTO Presidents’ Forum leadership and dialogue sessions.

Provide strong communication channels for all members of the Rockwood school community.

  • Analyze the usage reports and measurements to recommend best practices for principals to use systems and channels effectively.
  • Maintain active email lists of key communicator groups for an external reach.
  • Promote Board of Education meetings through BoardDocs, Board Focus and YouTube.

Ensure consistency in RSD brand and identity by providing ongoing professional development for Rockwood leadership.

  • Consult with district leaders to provide best practices in communication planning—committees, culture, initiatives and programs.
  • Provide communication training for Rockwood administration.
  • Prepare talking points and other communication materials for staff members, superintendent and Board of Education.
  • Approve communication for district-wide dissemination.
  • Serve on the following committees: COPE, strategic planning process and implementation.


Develop communication plans that define the approach the district will use to communicate with communities. The chief communications officer will ensure systematic information sharing and two-way communication based upon research to address key aspects:

  1. Identify the district objectives.
  2. Choose our target audiences.
  3. Design key messages.
  4. Select your communication methods.
  5. Plan for two-way communication.
  6. Establish your time frame.
  7. Draft a budget.
  8. Implement the plan.
  9. Monitor the results and look for ways to improve.

Each communication plan will include an evaluation method to determine success and next steps to meet the needs of our community.