Kentucky School Advocate
December 2024
In Conversation With features an interview between a leader or figure involved in public education and a representative of the Kentucky School Advocate.
Carla Kersey is director of marketing for the Kentucky Educational Development Corporation (KEDC) which serves more than 75 schools districts across the state. She is also president of the Kentucky School Public Relations Association (KYSPRA).
Q. In addition to Executive Director Nancy Hutchinson, many people involved in Kentucky public education see you as the face of KEDC. What is your role there?
A. I started eight years ago through a grant as a career counselor. I’m a certified career counselor. Later, I got a master’s in digital marketing and communications through Union College. In July, I was promoted to marketing director. KEDC is the oldest and largest educational cooperative in Kentucky, and this allows me to have a big reach. I’m a huge advocate for education.
Q. You’ve been a pioneer in Kentucky education podcasting, and your “On the Road with Carla” podcast and video series won an award from the National School Public Relations Association. Could you talk about the podcast and its mission?
A. The award was an honorable mention, which I’m happy to take. There were over 2,000 submissions. While our work at KEDC is a team effort, when it comes to “On the Road with Carla,” I’m a one-man show. I travel. I do all the videos. This year though, because I’m a career counselor and believe in getting our students ready for postsecondary education and life, I ask at each school if there is a student interested in film and marketing, and then I have that student follow me while I’m there filming. I even have them do the filming when I’m involved in group activities with the students. I love that part because it brings in a student’s point of view.
Q. What’s the mission of your podcast and video series?
A. Mrs. Hutchinson, our CEO, and I were brainstorming about ways we could showcase our schools. She threw out the idea of “On the Road with Carla.” I liked it and ran with it. The mission is to show the positivity in our school districts by interviewing students and showcasing what they are doing inside the schools. A lot of social media focuses on the negative and spreads misinformation about what’s going on in the schools. The one way to avoid that is to tell the story; the way to tell the story is to get out there.
Q. Instead of talking to administrators for the podcast, you usually feature students. Why are students the best people to talk about what is going on in their school districts?
While visiting school districts for her video series and podcast, Carla Kersey interacts with students, such as these Morgan County High School students, to help tell the story of the school district. Photo provided.
A. Because they are your No. 1 brand ambassador for a district. They are getting the education. They experience aspects of the school that an administrator may not be. Administrators might be new to a district, but most students have been there all their lives. They can really tell the story of what’s going on in those buildings. What I love about it is that the students love to teach me. When I say, ‘Will you show me how you did that?’ they look at me with amazement that I’m even curious to learn. Then they are eager to show me what they know and what they have learned. So, the kids are the story. That’s what we’re here for.
Q. On your visits to school districts, you often get involved – playing drums, cheerleading, trying on football helmets. Can you tell us about a memorable experience during a school visit?
A. I was blown away at Greenup County because the ROTC had me work with the group to pull a school bus. At first, I thought this is going to be gimmicky. But it was legit. And it was something the students were very proud of. The goal was to beat their time, and we did it by working together as a team. Recently, when I was at Corbin Independent, students taught me how to make a prosthetic nose out of gelatin, using a mold, during a makeup artist studio class that the school offers for those interested in theater or film.
Q. How many episodes of “On the Road with Carla” have you produced? Where can we watch or listen to them?
A. We have almost 30 episodes, 10 this year. Our goal is to hit 78 school districts, so it’s going to take me another year. You can watch on our website at kedc.org. There’s a page called “On the Road with Carla.” Pictures are also posted there and then there’s also the podcast so if you can’t watch you can listen. It’s also posted on social media and YouTube.
Q. You are president of the Kentucky School Public Relations Association. Why is this group an important part of Kentucky’s public schools? How did you get involved with KYSPRA?
A. The association is a great resource for school PR professionals. It allows them to get together, network and help each other on the communication platform for our school districts. There’s a lot going on, so there is a lot for the PR person to take hold of. The association is a good way to discover new avenues, new ways to build their brand and showcase their schools. Mrs. Hutchinson told me about the association about four years ago, and I decided to get involved. Anyone who knows me knows I’m all in, so when I found out they needed a secretary I said I’d help. I’ve been helping plan its conferences ever since.
Q. The association recently held its fall conference in Northern Kentucky. What’s next for KYSPRA?
A. We’re looking at doing our spring conference in Western Kentucky in Bowling Green, around March. We hope to get a date out soon. We have roughly 80 members.
Q. Do you have to be in the PR role to be a member?
A. No, that’s the beauty of it. Some school districts don’t have a person who is designated for public relations or communications. For example, sometimes the superintendent handles it. The association is for anyone that’s involved in communications for their school district. We offer institutional memberships. A school district
can have up to four people through
that membership.
Q. Given that not every school district has a person designated for communications or public relations, what would you tell superintendents and or school boards about why districts should have a public relations professional?
A. District leaders might have so much on their plate that they’re not able to get the story out. A PR professional can tell the story. They can share the positivity but, also, when something tragic happens or there’s a crisis, they can push out this information quickly or at least let everyone know that the school knows about the situation and there will be more details to come. Having a PR person helps alleviate the stress of getting the word out.
Q. Is there also value in having a PR professional help superintendents and others who are leaders learn how to be better communicators?
A. Yes, many times I’ve done presentations with superintendents and other leaders to talk about the role of communications and the importance of having a communication pipeline and system in place. I did a presentation today and there were elementary and high school teachers and a principal in the group. It’s also good to have a crisis communication plan, and who better to help lead you in creating one than someone who went to school to study all of this?
Q. You talked about students being brand ambassadors for their districts, but are there things that board members can do to become better brand ambassadors for their district?
A. Absolutely. Getting involved and being there, not just during events, but being there on a whim, getting to know students. Board members are also the brand, so it is important to get out into school districts and let their faces be seen. Having their personal brand, if you will, become a part of that school district is a win-win. I give kudos to a lot of the board members who do this. In my travels, I have walked into schools in several districts and have seen a board member.