Culturally Responsive Communication and Newcomer Engagement: Using the Welcome to ACPS Toolkit and Home Visiting Practices
Date: 7/20/2026
Time: 3:45 - 4:45 PM
Room: Grand Ballroom B (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
ENGAGEMENT–Internal/external stakeholder engagement
Session Description
As school districts across the nation welcome an increasing number of immigrant and refugee families, the ability to communicate clearly, compassionately and culturally responsively has become a critical equity priority. For newly arrived families navigating unfamiliar systems, languages and expectations, communication is not simply about information sharing. It is the first and most powerful form of engagement. When communication and engagement are treated as separate functions, families experience confusion, mistrust or disengagement. When they are intentionally designed together, families feel seen, supported and empowered to participate fully in their children’s education. In this highly interactive session, participants will explore how Alexandria City Public Schools (ACPS) intentionally aligned communications and engagement to transform the newcomer experience from first contact through long-term relationship building. Grounded in the belief that every message is an engagement opportunity, ACPS redesigned its approach to ensure that communications were not only multilingual but also culturally grounded, human-centered and trust-building from day one. Participants will receive an inside look at the Welcome to ACPS Orientation Model and Toolkit, a comprehensive system developed to meet families where they are linguistically, culturally and emotionally. The toolkit includes multilingual print and digital resources, culturally responsive scripts, short explainer videos, QR-coded guides and adaptable communication templates designed for both school and central office use. These materials do more than translate information. They anticipate questions, reduce anxiety and invite families into a two-way relationship with schools. Since implementation, ACPS has seen dramatic increases in orientation participation, family follow-up and early engagement among linguistically diverse communities. The session will also highlight ACPS’ Home Visiting Toolkit, which reinforces the idea that engagement does not begin at the schoolhouse door. Participants will examine how communication strategies shift when schools enter family spaces with humility and cultural awareness. The toolkit includes guidance on tone, body language, pacing and culturally relevant conversation starters, along with specific communication cues tailored for Afghan, Latino and East African families. By aligning message content with relationship-based engagement practices, ACPS staff have been able to build trust, surface family strengths and establish partnerships that extend well beyond enrollment. Using the research, planning, implementation and evaluation (RPIE) framework, this session will demonstrate how to design high-impact communication campaigns that function as engagement strategies rather than one-way announcements. Participants will explore how ACPS used data, community feedback and lived experience to identify communication barriers, co-create solutions with families and continuously refine messaging based on participation and outcomes. The session will emphasize how evaluation goes beyond open rates and attendance counts to include trust indicators, family confidence and sustained engagement over time. Through hands-on activities, attendees will practice redesigning real school and district messages to improve clarity, cultural responsiveness and engagement impact. Participants will work in small groups to analyze common communications such as enrollment notices, orientation invitations and school updates and reframe them to better reflect family needs and perspectives. Each participant will also develop a mini newcomer engagement plan that integrates communication tools, engagement touchpoints and evaluation measures they can immediately adapt for their own district context. This session is designed for communications professionals, family engagement leaders, administrators and anyone responsible for supporting newcomer students and families. Participants will leave with practical tools, real-world strategies and replicable models that demonstrate how communication and engagement work best when they are intentionally designed together. If you are looking to strengthen communication equity, build trust with newly arrived families and transform how families experience your schools, this session is for you. Come learn how aligning communication and engagement can move your district beyond information sharing toward meaningful partnership and lasting impact.
Presenter(s)
Julia Burgos MPS, APR
Chief of School and Community Relations
Alexandria City Public Schools (VA)
Julia A. Burgos is a seasoned communications and community engagement executive with over 33 years of experience in public relations, government, education and nonprofit administration. She currently serves as the chief of school & community relations at Alexandria City Public Schools (ACPS), where she is a key member of the superintendent’s cabinet. In this role, she integrates strategic communications, stakeholder engagement and brand positioning to enhance ACPS’ reputation as a national leader in preK-12 education. She oversees the office of communications and the office of community partnerships and engagement while serving as the division’s spokesperson. Julia is also responsible for driving content strategy to support fundraising, business development, talent attraction and retention and overall organizational growth. Before joining ACPS in 2020, Julia spent seven years at Arlington Public Schools (APS) as chief of staff, working closely with the superintendent as a member of the executive leadership team to implement strategic initiatives, policy development and community engagement efforts. She was instrumental in developing and executing the APS strategic communications plan and served as a liaison between schools, families and community partners.
Julia’s expertise spans multiple industries, including public relations, corporate communications, healthcare and public affairs. Prior to her tenure in public education, she held leadership roles at MSLGROUP, where she led grassroots communication efforts for General Motors, and at the American Diabetes Association, where she expanded national Latino and corporate outreach initiatives. Her career also includes pivotal roles in government and healthcare in New York City, working with the mayor’s office to drive public health initiatives that helped enroll over 350,000 individuals in public health insurance programs. Beyond her professional roles, Julia has been a dedicated mentor and educator. She served as an alumni instructor at Georgetown University’s School of Continuing Studies, guiding graduate students through the capstone program in public relations and corporate communications.
A recognized leader in the field, Julia holds the accreditation in public relations (APR) and has received numerous accolades, including the PRSA Silver Anvil Award finalist recognition and the NSPRA Gold Medallion Award. She currently serves as vice president at large for engagement for the National School Public Relations Association (NSPRA), is a board member of the PRSA National Capital Chapter and ACT for Alexandria, and has held leadership positions in CHESPRA. Julia earned her master’s degree in public relations & corporate communications from Georgetown University and a bachelor’s degree in communications with a minor in Spanish from Iona University. Fluent in English and Spanish, she continues to champion inclusive communications, community advocacy, and innovative storytelling to drive meaningful impact in education and beyond. LinkedIn Profile
Krishna Leyva MSW
Assistant Director of Family and Community Engagement
Alexandria City Public Schools
A visionary connector, Krishna is where strategy meets soul. As Assistant Director of Family and Community Engagement, she leads with deep purpose—welcoming every family, every story, every language. Whether she’s building systems, empowering liaisons, launching literacy classes, or championing equity through heartfelt partnerships, Krishna turns vision into action and action into belonging. A bilingual trailblazer, she crafts bridges between schools and homes—because in her world, every family belongs. Krishna is a nationally recognized, award-winning leader in Family and Community Engagement, with over 20 years of experience working with low-income, immigrant, and refugee youth and families in Northern Virginia. She is widely respected for her expertise in Latino cultural engagement, community outreach and participatory research practices. Ms. Leyva’s work centers on promoting meaningful family engagement in education, developing culturally responsive programs and advising on how social policies and institutional practices impact immigrant and refugee family integration, functioning and educational participation. Her passion lies in supporting systematically marginalized families to navigate school systems and access opportunities that empower their children’s academic success. As the founding director of an exemplary, award-winning tutoring and mentoring program for immigrant high school students, Ms. Leyva has been recognized for her innovative and impactful leadership. She currently serves as the Assistant Director of Family and Community Engagement for Alexandria City Public Schools (ACPS), a district serving students and families from 119 countries. Ms. Leyva has co-authored several scholarly publications, including chapters on Models of Practice with Immigrants and Refugees and Cultural Awareness and Integrated Theory. Her work continues to influence school districts and organizations seeking to build inclusive, equity-driven engagement strategies for diverse communities.
LinkedIn Profile
Culturally Responsive Communication and Newcomer Engagement: Using the Welcome to ACPS Toolkit and Home Visiting Practices
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.