Strategic Storytelling: School Leaders as Architects of Public Perception

Strategic Storytelling: School Leaders as Architects of Public Perception


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BCEC, Meeting Room 153AB

There has never been a more important time for charter schools to define their narrative. Join veteran school leaders and a seasoned communications expert for a dynamic discussion that empowers attendees to drive a positive public narrative amidst turbulent political waters. A diverse group of panelists will explore key elements of strategic storytelling, crisis anticipation, and proactive measures that can transform school leaders into architects of public perception. Attendees will hear real-world examples and practical tips so they can define their target audiences, build trust through effective messaging, select third-party validators, and transition from reactive to proactive approaches.

Format:
Interactive Presentation
Audience:
Lead
Content Focus:
Building Diverse and Engaged Advocates
Learning Objective 1:
Participants will leave with practical tips for building effective messaging and media relations campaigns, storytelling, and managing communications crises.
Learning Objective 2:
Participants will learn from best practices that position charter leaders and their communities for success in a challenging political landscape.
Learning Objective 3:
Participants will be able to identify and equip the right people to deliver their messages.

Scroll down to view handouts.

Presenters


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Jemia Cunningham-Elder
CEO
North Lawndale College Prep

Jemia Cunningham-Elder is an inspiring CEO committed to advancing educational equity and fostering transformative leadership. With a proven track record of successful leadership, she navigates the complexities of education policy, funding, and practice with vision and ability. A decade ago Jemia attended the National Charter School Conference as a participant and is proud to return as a panelist. Born and raised in Chicago, Jemia became passionate about education during college when she was exposed to slave narratives and other influential texts such as the autobiographies of Frederick Douglas and Malcolm X. Learning about the power of education, especially in the Black community, inspired her to dedicate her career to making positive change through supporting the education of others. Jemia joined Americorps after college and was placed as a tutor at Phoenix Charter Academy (PCA) in Chelsea, MA. Her experience at PCA shaped her belief in charter schools as a key lever in changing educational outcomes for students. Jemia was appointed to the position of CEO of North Lawndale College Prep in September 2022. At North Lawndale College Prep Charter Network (NLCP) in Chicago, Jemia has made a profound impact. Jemia created a culture of data-driven decision-making and performance accountability, leading to a 5% increase in state reporting data and improved academic performance. Jemia also rebranded the organization to celebrate 25 years and initiated and invested in high-impact programs such as Peace Warriors, a nationally recognized violence-interruption program, that supported the school’s mission and enhanced the organization’s visibility in the media. With a Master's Degree in Executive Leadership and Organizational Development from Boston College and a Bachelor's Degree in Communications from Lake Forest College, Jemia brings a wealth of knowledge and expertise to her leadership roles. She also serves on several boards and committees, furthering her commitment to community engagement and advocacy. She holds a Nonprofit Management certification from the Institute for Nonprofit Practice/Boston University and has completed coaching programs focused on leadership and teamwork. Jemia Cunningham-Elder’s career is marked by transformative leadership, a commitment to educational equity, and a relentless drive to create positive change in communities. Her strategic vision, coupled with her ability to navigate complex challenges, makes her a standout leader in the field of education and community development.


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Shara Hegde
CEO
Alpha Public Schools Inc

Shara Hegde serves as Chief Executive Officer for Alpha Public Schools, a K-12 network of charter schools in East San Jose, CA, focused on preparing first generation students for college and career. In this role, she provides leadership, vision, and strategic direction for the network, and serves as the external leader of the Alpha organization. Additionally, she plays a key role in furthering educational equity efforts at the local and state level, serving as a member of the California Charter Schools Association board of directors and playing an active leadership role in the Charter Community of Silicon Valley Advocacy Group. She was recognized for her leadership efforts, being named California Charter School Leader of the Year by the state association in 2023. Before assuming the role of CEO, she served as Alpha Public Schools’ Chief Schools Officer, directing the academic program vision and providing coaching and management to several key senior leaders. Under her leadership, Alpha’s schools all made significant academic progress while growing in enrollment and students served. Prior to joining the Alpha team, Shara served as the Founder, Executive Director, and Principal of Cornerstone Academy, a K-8 elementary charter school that is now part of the Alpha network of schools. Since its opening in 2010, Cornerstone Academy has been amongst the highest performing schools in the city of San Jose, and was named a California Distinguished School in 2014 and 2018, as well as a 2023 School to Watch by the California Department of Education. Shara received her bachelor’s degree in history from Brown University in Providence, RI and has her masters degree in education policy, organizations, and leadership studies from Stanford University. She also has an additional master’s degree in instructional leadership from the Reach Institute for School Leadership in Oakland, CA. Outside of work, she enjoys coaching her son's basketball and soccer teams.


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Heather Vega
Vice President
Larson Communications

Heather knows what appeals to the media and how to find the human side of any piece. She is an expert at sorting through data to find interesting tidbits that can be parlayed into larger stories. Heather joined LC after eight years as an award-winning education reporter at the San Mateo Daily Journal. Heather brings her passion to support the work of those improving the future of today’s youth. Heather quickly rose through the ranks at LC, from Communications Manager to her current position as Vice President. She heads up much of LC’s national work, representing charter networks to nationally renowned teacher preparation organizations to foundations. Heather has helped her clients land prominent placements in NPR, USA Today, The San Francisco Chronicle, The New York Times, Fast Company, Denver Post, EdSurge, The Mercury News, The Huffington Post and The Associated Press. Heather earned her bachelor’s degree in journalism with a minor in social science from San Francisco State University. She serves on the ChartHouse Public Schools board and is an avid volunteer for Make-A-Wish Greater Bay Area.


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Caprice Young, Ed.D.
CEO & Superintendent
Navigator Schools

Dr. Caprice Young, the CEO and superintendent of Navigator Schools, is a transformational education leader with a proven track record leading complex organizations and championing big visions to success. Raised in a foster family, she has a deep commitment to improving the education outcomes of all students, no matter their life circumstances. Dr. Young's leadership experience spans multi-state and international operations, instruction, technology, finance, philanthropy, educating high-need students, advocacy, and organizations undergoing significant transformations. She has led five charter public school systems ranging from 1,750 to 49,000 students and four to 85 school sites. She received the Coro Crystal Eagle for Excellence in Public Service, the California State University Los Angeles K-12 Educator of the Year award, and the National Charter School Hall of Fame membership. She is the former president of the Los Angeles Unified School District Board of Education (1999-2003) and the founding CEO of the California Charter Schools Association. Education: Ed.D. UCLA; M.P.A. USC; and B.A. Yale University. She holds a Certificate in ESG Investing from the CFA Institute.


Handouts

Strategic Storytelling Slides
Format:
Interactive Presentation
Audience:
Lead
Content Focus:
Building Diverse and Engaged Advocates
Learning Objective 1:
Participants will leave with practical tips for building effective messaging and media relations campaigns, storytelling, and managing communications crises.
Learning Objective 2:
Participants will learn from best practices that position charter leaders and their communities for success in a challenging political landscape.
Learning Objective 3:
Participants will be able to identify and equip the right people to deliver their messages.

Scroll down to view handouts.