As the nominations for this year’s National School Public Relations Association (NSPRA) Superintendent to Watch just closed, it is time to remember Affton School District Superintendent Travis Bracht as he was selected as a 2022 honoree of the award.
Bracht, who has been Affton’s superintendent since 2018, was selected for the award out of nearly 60 nominated candidates. This was a record number of nominees for the organization, making the competitive selection process even more so. In the end, though, Bracht prevailed and was chosen along with just 24 other superintendents from across the country. He was the only superintendent chosen from Missouri.
“I think it’s validating anytime you’re recognized by organizations that you respect, you know,” Bracht said. “They understand public education, they understand the job of the superintendent – I think that’s what made me feel, I guess, extra special and proud is just the respect (I) have for the organization and the people and the work they do.”
To be considered for the award, per the NSPRA website, nominees must have: fewer than five years of cumulative experience as a superintendent of schools in a school district/school board system(s) at the time of nomination; implemented a communication program for the district that includes the use of new communication technology as well as more standard communication tools; integrated communication goals and strategies into the district’s strategic plan; and active, visible involvement in the district’s communication effort.
Bracht said he believes he was nominated by Erica Chandler, the district’s director of communications, as well as Michelle Burtford, the Affton Board of Education president.
“I think (NSPRA) want(s) to kind of get a feel for the different ways that you communicate that are either innovative or highly effective … not only highlighting the ways that the district communicates, but like, what does the superintendent specifically do?” Bracht said. “Most districts send out updates to parents and staff every week, but I specifically make a video that’s from me that’s about two or three minutes long that highlights what I think is important information. I think (NSPRA is) kind of looking for these things that you’re doing that just add a little bit more value to what maybe everyone else is doing.”
Bracht added that although he appreciates being specifically recognized, he feels it is also a recognition of the district.
“It takes more than just the superintendent to be good at communication,” he said. “I definitely want to spotlight that we’ve got a great communication director and I feel like our principals and everyone in key positions has embraced being good at communication. (The award) showed a dedication across the district.”
Something that Affton started this year, making the district stand out in terms of a commitment to communication, is the “Affton Unplugged” podcast. Bracht hosts the conversation-based podcast, highlighting “the people and stories that make the Affton School District great.” Guests – who can be anyone from staff, students, families and community members – are invited on each episode to discuss “unique and interesting things going on across the district.”
On top of earning Superintendent to Watch, Bracht was also awarded the 2023 Administrator of the Year by the Missouri School Public Relations Association (MOSPRA) – the Missouri state chapter of NSPRA.
“If there’s ever been a time in my career when I was completely caught off guard … it was when I was presented that award,” Bracht said. “And it was extra meaningful, because, literally, you’re staring out into a crowd of people you know, like, you work with them. These are people in the districts right next to you, across the state of Missouri … that’s, I think, what was very special, and I’ll remember that for a long time.”