Building Trust Through Transparency

The Power of Clear, Strategic Communication in One of Texas’s Fastest-Growing School Districts

Author’s Note: This is the third and final article in our series on the Certified Public Communicator® (CPC) program. In case you missed the earlier pieces, you can read the first installment here and the second installment here.

---

In this final installment of our series on the CPC program, we’re shifting focus to school district communications. You’ll be meeting Anthony Tosie, the Communications Director at Northwest ISD, one of the fastest-growing school districts in North Texas. With more than 32,000 students and a new wave of challenges — ranging from rapid enrollment increases to political and financial headwinds — the role of strategic communications has never been more critical.

Through the CPC program, Anthony sharpened his strategic approach to district communications by emphasizing transparency, engagement, and consistency. His 2024-2028 Strategic Communications Plan strengthens internal communications with staff across 35 campuses while fostering community involvement.

In this piece, we’ll explore how Anthony’s experience with the CPC program helped him tackle Northwest ISD’s unique challenges and implement a long-term communications strategy for the district.

Here’s Anthony on graduation day at CPC, with TCU professors Jacque Lambiase, left, and Ashley English, right.

A Passion for Communications; A Heart for Education

Anthony’s path to school district communications was sparked by his passion for storytelling and connection. He earned a master’s in marketing and a bachelor’s in journalism with an emphasis on public relations, both from Texas A&M University-Commerce. After nearly four years as a reporter, he transitioned to public education communications.

His early career as a journalist gave him a solid foundation in understanding how to craft narratives, but it was his drive to serve his community that led him to the world of school district communication.

“I’ve always liked writing and communicating with people,” he said. “Didn’t quite know what field I wanted to go into in college. I did a brief stint as a journalist for the Frisco Enterprise. I looked at job openings in communications. And the thing I kept coming back to was public education. When I think of my time growing up, I think of all the support I got. I grew up near here, in Argyle. I went to Argyle High School. I think of how that situated me for success after high school, after I graduated. So, I just kept going back to that.”

For the past 11 years, Anthony has worked in school communications at districts including Denton ISD, Lake Dallas ISD, and Northwest ISD. Deeply connected to the region, he’s committed to ensuring students, families, and staff are engaged and informed. His responsibilities include managing day-to-day communications, leading election initiatives, and overseeing crisis communications.

As executive director of communications, he faces the challenge of managing communications across a rapidly growing district. What sets Anthony apart is his ability to combine strategic thinking with a genuine commitment to community engagement. Whether through staff listening sessions or district-wide messages, his focus is on aligning communication efforts with district goals.

Discovering the CPC Program

With several years of experience and growing responsibilities, Anthony knew he needed a program that would enhance his skills and offer a practical framework for communication strategies tailored to Northwest ISD’s needs.

He first learned about the CPC program through colleagues who had completed it.

“We’ve had three other people go through the program,” Anthony said. “So, it’s a program that I knew a lot about from my coworkers.”​

The decision to enroll in CPC came at a pivotal moment in his career, as he sought opportunities to collaborate with others facing similar challenges in public sector communication.

What Anthony found most appealing about the CPC program was its real-world focus.

“You go through the program and you’re actually creating a plan and formulating your thoughts on what you believe you should be doing,” he said. “And for me, hearing from your colleagues, both in schools and in other government sectors, about what’s worked for them and what hasn’t worked was huge.”

Strategic Plan Overview

The 2024-2028 Northwest ISD Strategic Communications Plan is a comprehensive guide for navigating the district’s rapid growth. It aligns with the district’s strategic goals of fostering transparency, engagement, and consistency, while improving internal and external communications.