From Crisis to Cohesion: How Strategic Communications Preserved Culture After a School Safety Scare
Date: 7/21/2026
Time: 10 - 11 AM
Room: Grand Salon 9 & 12 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
PLANNING–Strategic communication planning and accountability
Session Description
When a loaded gun was discovered in a student backpack at one of our high schools during the school day, fear, frustration, and scrutiny swept through our community. Social media buzzed with speculation, parents demanded answers, students felt unsafe, and news outlets covered every development. For many districts, an incident like this can erode trust, create lasting tension, and leave leaders reacting instead of leading.
In this session, we’ll share how the superintendent and communications director turned a high-stakes safety crisis into an opportunity to strengthen culture, preserve trust, and engage the entire school community in decision-making for district next steps. Attendees will gain practical strategies for using strategic communications to navigate fear and uncertainty, lead with vision and care, and make decisions collaboratively with stakeholders.
We will walk through the step-by-step actions we took—from internal alignment of all departments and gathering feedback from students, parents, board members, and local leaders to communicating decisions to the entire community. You’ll see how we leveraged established stakeholder groups, gathered community feedback through a survey and in-person meetings, and closed the communication loop so all voices were heard.
Attendees will leave with concrete tools they can immediately apply, including communication samples (emails, news articles, surveys, and board presentations), a communication cadence timeline, and a stakeholder mapping tool to guide engagement in their own districts. This session demonstrates how a strong partnership between the superintendent and communications director can elevate the value of communications, transform community dialogue, and restore confidence in leadership following a crisis.
Whether you are a communications professional, administrator, or district leader, you will gain insights on how to:
* Lead with transparency, vision, and care in high-pressure situations
* Align internal teams and leverage expertise across departments
* Engage diverse stakeholders effectively to build trust and confidence
* Turn crisis events into opportunities to strengthen culture and community cohesion
* Close the feedback loop to ensure decisions are communicated clearly and outcomes are visible
Join us to explore a real-world example of how strategic communications can move a community from fear to cohesion, and leave with actionable strategies and tools to support your district in times of uncertainty.
Presenter(s)
Lori Buselt
Executive Director of Communications
Maize USD 266 (KS)
Lori O’Toole Buselt serves as the Executive Director of Communications for Maize USD 266, bringing 12+ years of expertise in school public relations. A career communications professional, she has led and supported award-winning initiatives, including those involving branding, the district's website, professional development, newsletters, and two bond issues totaling $179 million.
She believes school communicators don’t just tell the stories—they help shape them by working strategically behind the scenes to elevate the culture, climate, and level of excellence in their districts and communities. Lori is passionate about fostering transparency, building connections, and cultivating meaningful relationships.
Lori is a long-time board member and Past President of the Kansas School Public Relations Association (KanSPRA) and has supported chapter work recognized by multiple National School Public Relations Association (NSPRA) Mark of Distinction awards. Lori spearheaded key chapter initiatives, including the Cultivate KanSPRA mentoring program and the KanSPRA Reads book club.
Her accomplishments include recognition by the Wichita Business Journal as a Woman Who Leads in Marketing and Communications and an Emerging Leader. Additional honors include being named KanSPRA’s Newcomer of the Year and one of NSPRA’s 35 Under 35. She is a frequent conference presenter for KanSPRA and the United School Administrators of Kansas.
With a background in journalism, Lori was an award-winning reporter and editor for news organizations across five states. Lori holds dual degrees in English and Journalism from the University of Kansas and a Master of Arts in Communication and Leadership from Washburn University.
Lori’s parents chose Maize USD 266 when relocating from out of state, and she is a proud graduate of the district. She married her high school sweetheart, and together they are raising their three children, all students in Maize USD 266 schools. LinkedIn Profile
Raquel Greer
Superintendent
Maize USD 266
Maize USD 266 Superintendent Dr. Raquel Greer is a career educator who joined the district as superintendent in July 2022. She spent her first year connecting with school board members, employees, students, and the community. She is among the 2024 Superintendents to Watch for the National School Public Relations Association (NSPRA). Among other work, she was recognized for prioritizing internal and external communications at Maize, conducting a Superintendent Listening Tour, creating new school board committees, and working with the district communications team to launch new e-newsletters for various target audiences, including employees, parents, students, and government officials. She also meets regularly with advisory teams representing these various stakeholder groups.
In 2025, the Kansas School Superintendents' Association named Dr. Greer the first recipient of the Ad Astra Emerging Leader Award. This state-level award celebrates one outstanding superintendent early in their career and recognizes excellence in leadership and a commitment to student success. Also in 2025, the Wichita Business Journal honored Dr. Greer among its Women Who Lead in Major Companies.
Dr. Greer has worked as an educator for more than 25 years, including as an assistant superintendent, elementary principal, elementary counselor, and third-grade teacher. She earned her Doctor of Education in Educational Leadership and Masters of Education in Counseling and Leadership from Wichita State University. She values relationships and teamwork and places caring for people at the top of her priority list. LinkedIn Profile
From Crisis to Cohesion: How Strategic Communications Preserved Culture After a School Safety Scare
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.