In November, ACSA will launch a partnership with the Lee Andrews Group, a public relations firm in southern California, that will give members a direct connection to communications and public relations support for their districts and personal brand-building.

“We’ve received feedback from members who’ve said that during these heightened political times, they need support in order to respond quickly to matters that are important to their school communities,” said Edgar Zazueta, ACSA executive director. “This partnership gives our members a trusted resource supporting their communications needs.”

This spring, ACSA began a robust vetting process to find a firm that can support California public school leaders. The process included an analysis of firms ranging from considerable to no education experience. The Lee Andrews Group has a client list that includes support for several city governments in southern California, Delta Airlines, the Los Angeles Unified School District Board of Education, Hacienda La Puente USD and Bassett USD, according to the firm’s website.

In the partnership, Lee Andrews will provide school leaders or districts with one free hour of public relations support. Any additional support, which can include strategic planning and crisis management, would be part of an agreement between the educator and the firm. This structure is similar to ACSA’s Professional Legal Assistance program, where members can get two free hours of legal support before determining the need for additional support.

The partnership with Lee Andrews extends beyond district support and crisis communications management. For administrators looking to advance in their careers and build their brand, this partnership can support those needs.

“Our firm is thrilled to be partnering with ACSA to provide members and school leaders with a direct connection to communications and public relations support,” said Stephanie Graves, chief executive officer of Lee Andrews Group. “In today’s rapidly evolving landscape, where technology, creativity and multicultural outreach are paramount, we understand the importance of quick and effective communication.”

Brand building is especially important for new school leaders who have limited experience with emerging media. Social media platforms and communication delivery change rapidly and support from Lee Andrews can fill the gap.

“It can be a challenge to stay ahead of the trends related to how best to communicate with parents, students and community stakeholders,” Graves said. “We intend to be the team that can support projects from beginning to end.”

To access this new service, ACSA members can email the Member Services department at memberservices@acsa.org or call 1.800.608.ACSA.