As part of our ongoing Department Showcase series, we will begin offering a look into the work life of various individuals across departments. For this edition, we chat with Valerie Wunder from Communications.
Can you tell us a little about your background and how you became the Executive Director of Communications and Outreach?
I’ve always enjoyed writing, but I didn’t even know communications was a career option. I majored in Political Science with a focus on writing for mass media because there was not a communications or journalism degree at my college. I interned for a radio station and as my career journey progressed, I tailored my jobs to be communications-focused. I specialize in four types of communications: Internal (employees), external (media), social media and crisis communications.
From radio, I went into the airline industry and handled communications for Independence Air and US Airways (now American Airlines). I handled the communications for the Miracle on the Hudson when flight 1549 landed in the Hudson River. Talk about a crisis! Then I moved to Ohio where I worked for Bath & Body Works and two different advertising agencies. This is my second time with Reynoldsburg City Schools, I was the Director of Communications from 2017-2022 and am thrilled to be back!
What does your typical day look like?
No day is ever the same, which I like. I try to make a list of things to accomplish but oftentimes have to pivot to work that takes priority. I check in with Brandon, my communications coordinator, to see what our social media calendar looks like, what events are happening around the District, and how we can work on our strategic goals for both the department and the District. I have meetings with our cabinet members, work with our principals, visit schools and interact with students. As I type this, I just returned from watching our Special Olympics Basketball team!
I attend the monthly board meetings, work with our board members to relay communications from the Superintendent and pitch stories to the media. It can be stressful at times, but we have a great group of educators and leaders who are doing very important work.
What role do you play in the success of our students?
My number one priority for our students is safety, followed by ensuring they have the resources they need to be successful. I meet with the Superintendent’s Student Advisory Committee, attend sporting or PBIS events and tell the great stories of our students. There are so many young people with interesting backgrounds, accomplishments and stories to tell. It’s my job to make sure they’re seen and heard.
How do you collaborate with other departments, teams, the community, etc. in your role?
Communications touches every part of the District. I meet with Dr. Reed and her cabinet weekly, I am a part of Assistant Superintendent Sanders’ principal weekly, and we have a variety of partners from the City to the United Way helping our students be successful. We are beginning work on our Five-Year Strategic Plan, which will include focus groups with community members, the business community, students and more to ensure we gather as much feedback as possible as we move the District forward over the next five years. I also try to be available via text/phone/email in case anyone in the cabinet has a question after hours.
How do you prepare for each school day? Do you have any rituals or routines?
The night before, I check my calendar to see what meetings I have and where I need to start my day. I have a dog, so if I have a late meeting, I take him to doggie daycare so he can socialize while I am at work. When I get up, I check my email and text messages for anything urgent. I have the cabinet on emergency bypass on my phone in case they need something in the middle of the night. I check in every day with Brandon and Dr. Reed. Then, I tackle the day! Before I leave for the day, I check in with Brandon and Dr. Reed again to see if they need anything, and before I go to bed, I do one last check of my email to see if I missed anything.
Do you have any memorable stories or experiences with students/the community that have made a big impact on you?
I have so many! There are the obvious ones, like how the District handled the COVID-19 pandemic, but my two favorite stories are more personal. The first is I was a tutor buddy for a student at Herbert Mills STEAM Elementary School and her favorite book to read was about making play-dough, so on our last tutor session, I came into her class and we all made play-dough. She went from starting at a reading level C to finishing with an M (as you got more proficient, you moved up the alphabet.) She would be in high school now I think. Aubrey, if you remember me, I hope you are doing well!
The other memory is when we had a teacher at Slate Ridge Elementary School donate a kidney to her student. This act of kindness received national media attention, from Good Morning America to People Magazine.
What do you enjoy most about working with students and their families?
The feedback- I love watching our students engage on social media or introducing myself to someone and having them say, “Oh! I get your emails.” It’s nice to know that our communication channels are working, and at the same time, I am always trying to improve or try new things. When I was here the first time, we tried to launch an app and honestly, it failed miserably. It was not user-friendly on either end and the downloads were really low. So, we scrapped it. It’s ok to look at something, get the feedback that it’s not working and pivot. Sometimes you have to try things several times before you get the results you want. Our community preferred to get their communications from different formats, and that’s ok!
What's the most unexpected thing that’s happened to you while working in education? I’d say my confidence has grown tremendously. In the corporate and agency worlds, you are often on large teams. In education, sometimes it is just you and maybe one or two other people. I’ve become a leader, mentor and subject matter expert, rather than just a cog in a machine.
What is something people might not know about the job that surprises them? OR What do you wish people knew about your job?
Communications is one of the world’s most stressful careers. It is not a 9-5 job where you can turn off your phone and check out after a day of work. I also take things really personally. If a cabinet member gets feedback about how they handled a media interview, I take that feedback as if I was the one doing the interview, because I am the one who prepared them. We recently had a misspelling on our social media post and the community was not afraid to point it out, which is fine, but the comments were harsh. I wish people remember that mistakes happen, we’re human.
Do you have any advice for students interested in entering the communications field?
The first piece of advice I got from my boss at the radio station was, “Be a sponge. Learn everything you can, you never know when you’ll need that knowledge.” So I did- even if it wasn’t part of my job, I tried to learn about it. For example, when the District’s notary public retired, the Treasurer at the time asked if I would consider becoming a notary. I did and even though it had nothing to do with my job, I was able to fill a need for the District. I also didn’t pigeonhole myself. While the majority of my career has been in corporate communications, I noticed on job applications that agency experience was desired, so I worked for a PR agency. I learned how to communicate to different audiences so I wouldn’t be stuck in one role. Everyone needs communication, but not everyone is a good communicator. You never know what will make you invaluable.
How do you unwind after a busy day at work?
I have a dog, a basset hound named George Devereaux, and we like to go on long walks. I also have a horse, Cix, that I ride and show. I’ll play games on my phone, scroll through TikTok or read. I also have daily phone calls with my friend Joanna, where I can vent, catch up, or tell her about a weird work dream I had.
Why are you #REYNProud?
I am #REYNProud because of our students. They are so resilient, and we have such a great, diverse student population. I love it when I take a picture and the kids ask me to see it or send it to their parents, and where they’ll be able to find it. I love watching them make presentations or give speeches, knowing they’re probably smarter than me. I love watching them hold hands or share their lunch or hug their teachers. It makes me feel like I am doing something right.