Delivered July 14, 2024 (Seattle, Wash.)
To President Trent Allen, APR, President-elect Heidi Vega, APR, Immediate Past President Cathy Kedjidjian, APR, executive board and committee members, NSPRA staff, SPRAs, members, families, and friends:
My name is Shayla Cannady, and it is my honor to stand before you as a 2024 candidate for president-elect of the National School Public Relations Association. Nearly 90 years ago, NSPRA was founded to support school communicators, like you and I, in the U.S. and Canada. While our roles have evolved amidst changing expectations (sometimes unrealistic), budgets (or the lack thereof), and diverse school district sizes and populations, our commitment to advancing public education through strategic communication remains steadfast.
With over two decades in communication and the past nine years focused on public education, my career has been shaped by a series of personal and professional events that made me who I am today. As a product of the public school system, the daughter of an educator and the mother of a public school student, and journalism/communication major, I wanted a way to use my education foundation and skills acquired at Florida A&M University to give back to a system that gave so much to me.
In 2015, shortly after welcoming my son Langston, I began my journey in school PR with Orange County Public Schools in Orlando, Florida. Tragically, within a year, I lost my direct supervisor. This loss propelled me into a leadership role, guiding a team of PR professionals and graphic designers. By 2021, I assumed the role of assistant director of public relations expanding my scope of oversight and responsibilities. It was in this same year that, at the age of 37, I became a widow. Despite this personal loss, in 2023, I accepted a one-year contract as chief communications officer at Charlotte-Mecklenburg Schools, leaving my son in the care of my parents, one of whom is with me today.
Following a successful tenure and a four-year contract extension, my life took another turn when my father fell ill in 2023, prompting me to return home to support my family. Today, I serve as chief communications officer at Chiefs for Change, a national education nonprofit focused on changing education to serve all students well. My journey has been shaped by a tapestry of diverse experiences, from boutique agencies to leading communications in two of the top-20 school districts in the nation.
Each role, each challenge and each triumph has enriched my understanding and deepened my commitment to school public relations. I have been deeply moved and inspired by the support received from NSPRA members during critical moments. This community has uplifted me with resources and encouragement, fueling my desire to give back.
Dr. Martin Luther King Jr. once said, "Life’s most persistent and urgent question is, 'What are you doing for others?" This quote resonates deeply with me and guides my personal and professional life. Service and leadership are at the heart of everything I do. From supporting my family through unimaginable loss to leading communications efforts for large school districts, I strive to serve others and make a positive impact.
My campaign theme, "Learn from the Past, Thrive in the Present, and Innovate for the Future of School PR," embodies my belief in leveraging our collective knowledge, expertise and experiences to shape a brighter future for every student. We must honor past lessons, embrace present opportunities, and boldly innovate for the future. My vision is rooted in four key pillars: elevating our profession, expanding our collaboration with education associations, celebrating differences, and expanding the school PR talent pool.
We must advocate for the recognition and appreciation of school PR professionals. My current role offers me a seat at the table with the nation’s top superintendents and provides a unique opportunity to collaborate while highlighting the strategic importance of our work.
Effective communication is vital for schools. By expanding our partnership with adjacent associations, we can continue to amplify our collective impact.
Embracing diversity within our profession and communities is crucial. We will advocate for policies prioritizing diversity, equity, inclusion, and belonging.
We must cultivate a diverse talent pool that meets evolving school and community needs. Expanding access to training and internships will develop the next generation of PR professionals and secure our profession’s future growth and innovation.
This network has stood in the gap for me, and I am committed to do the same for each of you.
This campaign is not about me; it's about you, our membership and our shared desire to elevate our profession. It’s not about large versus small districts or solo shops vs. well-staff departments. It’s about harnessing the power of our network to learn from one another.
If elected, I bring diverse experience, a passion for service, and a vision for our profession's future. I am committed to fostering a culture of inclusion, collaboration, innovation, and excellence and truly believe that, together, we can build a stronger, more connected community of school PR professionals ready for today's challenges and tomorrow's opportunities.
Thank you for consideration, support and the opportunity to serve this incredible organization.
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