Written by: Terry Julian<\/p>\n
In education, we\u2019re all familiar with the phrase <\/span>\u201cOther duties as assigned.\u201d<\/span><\/i> It’s the catch-all for whatever doesn\u2019t neatly fit into a job description\u2014but still needs doing. For some of us, though, there’s a twist. Sometimes those duties aren\u2019t assigned\u2014they’re <\/span>taken on<\/span><\/i> because they matter.<\/span><\/p>\n That\u2019s how I found myself managing my district\u2019s website and social media presence. At first, it didn\u2019t sound too daunting\u2014just one Facebook page and a handful of school sites. But the challenge wasn’t technical; it was cultural. Getting people to share, to engage, to care about communication the way I did? That took work. And commitment.<\/span><\/p>\n So I did what educators do best when faced with unfamiliar territory\u2014I learned. I showed up to workshops, conferences, and breakout sessions. I became a sponge for everything related to communication and branding in education.<\/span><\/p>\n One of my biggest influences was Joe Sanfelippo. I didn\u2019t just attend his presentations at NETA\u2014I devoured them. I bought his book <\/span>Hacking Leadership<\/span><\/i> and immersed myself in his ideas about school storytelling and culture-building. His philosophy spoke to me: every school has a story worth sharing, and telling that story well strengthens the whole community.<\/span><\/p>\n Once I committed to improving how we communicate, I learned quickly that \u201cjust posting\u201d isn\u2019t enough. Here\u2019s what it really takes:<\/span><\/p>\n I kept asking: What makes a great school social media post? What does \u201cprofessional but engaging\u201d look like in our context? And how can we elevate everyday moments into powerful stories?<\/span><\/p>\n As my communication efforts evolved, one theme kept coming up: <\/span>accessibility<\/span><\/i>. It\u2019s not just about ticking boxes\u2014it\u2019s about inclusion. It\u2019s about ensuring every parent, student, and staff member can access the information they need, in the way that works best for them.<\/span><\/p>\n When we partnered with a local company to redesign our website, I made it clear: accessibility was non-negotiable. Our vendor incorporated an AI-based solution to support accessible browsing experiences\u2014but I knew that wasn\u2019t the whole answer. Best practices, intentional design, and staff understanding still lag behind. That worries me.<\/span><\/p>\n Especially now\u2014since a new rule requires all district communications to meet accessibility standards by April 2027. I\u2019ll admit, when I heard that, I panicked. But panic quickly turned into determination. We have time to learn, to build capacity, and to support others in understanding why this matters.<\/span><\/p>\n I\u2019ve found incredible learning communities along the way:<\/span><\/p>\n And one of the quotes from that conference has stuck with me:<\/span><\/p>\n \u201cWhen communications are clear, accessible, and thoughtfully designed, it demonstrates respect.\u201d<\/span><\/p>\n It\u2019s a reminder that this work\u2014though sometimes technically outside our training\u2014is fundamentally human.<\/span><\/p>\n You embrace them. You seek knowledge, ask questions, and find mentors. You show up with purpose and humility. You grow. Because in the end, these \u201cother duties\u201d might just be the most impactful ones of all.<\/span><\/p>\n \u270d\ufe0f <\/span>This blog post was shaped with the help of AI\u2014cleaning up my original draft and helping me bring clarity to the heart of the message. I\u2019ve been exploring creative, accessible ways to use AI in my work.<\/span><\/i><\/p>\n <\/p>\n Resources:<\/span><\/p>\nTelling Your District\u2019s Story Isn\u2019t Easy<\/b><\/h2>\n
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Why Accessibility Matters More Than Ever<\/b><\/h2>\n
So Where Do We Learn?<\/b><\/h2>\n
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So What Do You Do With Duties Outside Your Expertise?<\/b><\/h2>\n