Communications director outlines yearlong strategic plan to standardize district messaging and improve accessibility

Whit McGee presented a yearlong strategic communications plan to the Vestavia Hills City Schools board on June 23, 2025, recommending standardized practices and platforms, improved accessibility and a focus on brand consistency.

McGee summarized a communications audit by the National School Public Relations Association and a SWOT review that identified strengths (leadership commitment and high-quality multimedia) and opportunities (need for a comprehensive strategic communications plan, improved website accessibility, clearer vocabulary for families). The plan’s four goals are standardized communication practices across the system, accessible information, a more informed and engaged community, and a unified, protected brand.

Practically, McGee proposed the district concentrate routine school-to-home communications on Google Workspace for Education tools already provided to all students, staff and families (email, Google Classroom, Chat and Meet). He emphasized designing content for the majority of parents and students who access materials on mobile devices and highlighted ClearGov as an example of making financial data accessible. McGee also proposed identifying one teacher at each school to serve as a communications liaison to help surface school-level achievements and coordinate with the central communications office. The presentation said crisis-communications updates had already been addressed following the audit.

Board members praised the plan and thanked McGee for the work. McGee said building-level communication plans would be in place by the start of the 2025–26 school year and that teachers, coaches and staff would transition to the approved platforms.

Ending: Staff will implement the approved communication platforms, develop school-level plans and assign communication liaisons; the central office will continue training and monitor rollout.