Message from Treasurer and Program Co-Chair (East/Central) Kristen Rawlings
When I reflect on my journey as a communications professional—spanning more than three decades—I’m filled with deep gratitude. I think of the dynamic organizations I’ve served, the brilliant and passionate people I’ve met, the opportunities that shaped me, and the endless lessons learned along the way. How lucky I am (and how lucky you are!) to be in a field that never sits still—constantly evolving, challenging, and fulfilling. Communications is the perfect blend of strategy and storytelling, logic and creativity, pressure and purpose.
It all began after graduating from the University of Maryland with a BA in English. I was interning at a small daily newspaper on Maryland’s Eastern Shore when they offered me my first real job as a general assignment reporter. My beats? Crime, local government, and the Sunday feature story—my favorite, because it allowed me to spotlight the people and moments that truly made the community special.
From there, I took a leap into politics, joining the Pennsylvania House of Representatives to support the communication needs of 10 state representatives. Let’s just say I got a crash course in the workings of government—the good, the bad, and yes… plenty of the ugly. But I also learned how to write under pressure, manage complex messaging, and navigate high-stakes environments.
After eight years in government, I pivoted to healthcare, accepting a marketing and communications role at Friends Hospital. Then came a position in higher education at Camden County College, followed by nearly a decade at the Montgomery County Intermediate Unit. In 2015, I found my professional home at Wissahickon School District, where I continue to serve as Communications Coordinator.
Each stop along the way has been a steppingstone—shaping me, stretching me, and steadily building a robust, ever-growing skill set. Over time, I’ve worn many hats: managing websites, mobile apps, and social media; writing speeches, press releases, and video scripts; designing publications, orchestrating events, leading crisis communications, launching fundraising campaigns, and snapping photos or filming on the fly.
Because I began my career in the early '90s, I had the luxury of growing my toolkit gradually. At the newspaper, it was all about the fundamentals: research, fact-checking, finding the right angle, and crafting compelling narratives. At Friends Hospital, I dipped my toes into the digital world—learning to code in Microsoft FrontPage (remember that?) to build the hospital’s first-ever website.
At the community college, print reigned supreme—so I mastered publication design and layout. During my time at the House of Representatives, media relations and high-stakes events took center stage, helping me hone my crisis response instincts and public messaging strategies. At the MCIU, visual storytelling rose to prominence, and I jumped into the world of video production.
And then came Wissahickon School District, just as social media was reshaping the communication landscape. Facebook, Twitter, Instagram, YouTube, LinkedIn—I learned to harness them all, finding new ways to reach, engage, and inform our audiences.
Even now, the learning never stops. Whether it's experimenting with AI-generated content, adapting to new CMS platforms, or staying ahead of emerging trends, our work demands constant reinvention. But that’s part of what makes it so rewarding.
We are part of a profession that thrives on curiosity, creativity, and continuous growth. Our skills are versatile, our impact is wide-reaching, and our value has never been greater. How lucky we are to be in a field where there’s always something new to discover—and always a new story to tell.
Sincerely,
Kristen Rawlings
Coordinator of School and Community Information
Wissahickon School District
krawlings@wsdweb.org