Communications & Media Services

Who We Are

At NEWESD 101, communications is more than a service—it’s a commitment to helping school districts inform, inspire, and engage their communities. Led by a professional with more than 20 years of writing and editing experience, our communications services bring deep knowledge of both public education and media strategy.

We believe that clear, accessible, and equitable communication is essential to building trust and fostering partnerships between schools, families, and the communities they serve. We use our skills and experience to help you amplify the voices and values that tell your story best.

Award-Winning Work

Our work has been consistently recognized by both the Washington School Public Relations Association and the National School Public Relations Association (NSPRA). Since 2004, we've earned more than two dozen awards for excellence in writing, video, and print publications including a recent National Excellence in Writing Award from NSPRA.

 

Contact Us

 

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Tracy Poindexter-Canton, M.A.
She/Her/Hers
Communications Officer

icon509-789-3540

 icon[email protected]

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What We Offer

News Releases & Media Relations
Build trust and transparency with your community through clear, timely messaging. We help craft media-ready releases, field incoming press inquiries, and coordinate proactive outreach.

Social Media Management & Content
Connect with families, staff, and the public through engaging, accessible content across platforms. We offer planning, content creation, scheduling, and post design support tailored to your audience.

Print & Digital Publication Design
Newsletters, brochures, information sheets, annual reports, school profiles, or more: we design attractive, easy-to-read publications that reflect your district’s brand and voice.

Creative Writing
Need to capture a story, summarize an initiative, or write for a wide range of audiences? We specialize in tone-appropriate, on-brand copy for web, print, and digital platforms.

Internal Communications
Clear, effective communication strategies and tools help ensure that your team feels in-the-know and supported in their work.

Campaign Planning
Dependent on your project, we can help advise on the strategic and tactical efforts needed to get your message heard and seen.

Video Production & Script Consultation
When capacity allows, our team can support video storytelling that captures your district's mission and milestones. We assist with concepting, scriptwriting, and editing guidance.

A group of five individuals all holding Washington School Public Relations Association badges.

Tracy Poindexter-Canton (on the right) with the Spokane Public Schools team at the Washington State Public Relations Association.


Regional Networking & Professional Learning

Northeast Washington School Communicators Network
Northeast Washington School Communicators Network

Launched in 2022, this free network connects school communicators and superintendents across northeast Washington. It’s a space to exchange tips, troubleshoot challenges, and share updates in a casual, supportive environment.

Meetings are held every other month in person and via Zoom.

Want to join or learn more? Contact Tracy for details.

 

 

Associated Educational School District CommunicatorsStatewide Collaboration
NEWESD 101 is part of the AESD Communicators Network — a statewide group of educational service district communication professionals working to strengthen school PR across Washington.


School Leadership Survey

Superintendents and school leaders are invited to share their communications needs and experiences through our quick feedback form. We use this feedback to shape future offerings, identify resource needs, and ensure our work supports your top priorities.

 


Examples of Previous Work

Rosalia Sentinel

Rosalia Sentinel Newsletter

EVSD Roundtable

EVSD Roundtable Newsletter

Focus on Education Printed Newsletter

Focus on Fall 2021 Newsletter

2025 AESD Annual Conference Promo

Reardan Edwall Calendar

Reardan-Edwall Calendar

2025 NEWESD 101 Farm To School


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