The National School Public Relations Association (NSPRA) announced ACS Superintendent Jeff Mayo as one of its recipients for the 2023 Superintendent to Watch recognition award! This year, 25 superintendents nationwide were selected for the honor in recognition of their innovative and effective use of technology to engage and inform the school community, and to expand two-way communication and outreach efforts. NSPRA had a record number of nominations this year—more than 70—and many exceptional candidates, making the selection process very competitive.
“This year’s honorees understand the critical role that effective, two-way communication plays in building trust with students, families, employees and community members,” said NSPRA Executive Director Barbara M. Hunter, APR. “Each of these leaders have demonstrated an unwavering commitment to championing innovative communication strategies to advance their district’s success.”
Superintendent to Watch honorees must have fewer than five years of experience as a superintendent and must demonstrate dynamic, fast-paced leadership with strong communication at its core.
Since his time as superintendent, Mayo has prioritized communications, both as his practice as a leader and by investing in the communications department and communication tools. From the start of his tenure, he implemented Mayo's Minutes, a video series that has allowed him to speak directly to families about various highlights and initiatives across the district. He also makes it a weekly goal to be visible throughout the schools by visiting administrators and classrooms, walking the halls speaking to students and by regularly attending curriculum nights, after-school programs and sporting events, often times taking "bad selfies" along the way with employees, parents and students.
Internally, Mayo consistently communicates with staff first about major initiatives before announcing them to the general public, such as budgeting priorities, severe weather announcements and major news alerts. He also personally writes Monday Motivations and Mental Health Mondays and sends them to employees to encourage, uplift and motivate them. He also prioritizes employee recognition and leadership programs, such as ACS PLUS Experience Awards, the Superintendent Leadership Roundtable and the Arlington EDGE Academy, an in-house program that helps train aspiring administrators.
Seeing an opportunity to expand communications in ACS, Mayo changed the communications coordinator role to Director of Communications & Planning, elevating the role to include strategic planning, school-year calendar planning, capital improvement planning and family engagement events.
"As a longtime board member, I can unequivocally say that communication is not only the cornerstone of board relations but the thread that holds everything together," said ACS Vice Chairman Dale Viox in his nomination letter. "Mr. Mayo was described in his most recent evaluation as 'the great communicator' by one board member. His communication skills are indeed rare, and he understands that it is the single most important aspect of an effective board and superintendent relationship."
NSPRA will recognize each award recipient with a profile piece in upcoming issues of its monthly Member Memo e-newsletter as well as on its website and social media channels. Honorees will also be recognized at the NSPRA 2024 National Seminar in July.
