Q & A Meet Mike Rockwood, Ed.D Superintendent of Schools, Lake Dallas ISD.

Mike Rockwood, Ed.D. Superintendent of Schools Lake Dallas ISD

How long have you been in your new role as superintendent for Lake Dallas ISD?

I was named the superintendent of Lake Dallas ISD on July 19, 2021. The first few weeks have been very fast-paced, but it has been amazing to meet so many people who care about public education in the Lake Dallas ISD community.

What were your considerations when looking at hiring a new DOC?

Communication is critical in today’s world. When you look at how much social media and video accessibility has grown over the last decade, you can see it will be a huge factor in how society communicates moving forward. I believe now more than ever that it is important for a DOC to understand this medium and how to leverage it effectively. Strategy, emotional intelligence and character are also things I always want to see in a strong communications professional.

What has surprised you most about your new role?

overall responsibility of the position. As a central office leader, you are part of a team with an advisory role. Whereas the superintendent has the final authority on most matters. In this regard, it’s always helpful if staff members arrive with a recommendation to go along with the issue they’ve found.

What do you wish you would’ve known as a DOC now that you are superintendent?

One of the things I worked on during my career was to be engaged in all the work. This means instruction, operations, finances, board initiatives and so on. I find the best central office administrators are constantly trying to figure out all aspects of their organization and how they can help create systemic efficiencies from their “seat on the bus.” I would encourage all communications professionals to engage deeply in curriculum initiatives, as well as community events. If you don’t truly know what is happening in your classrooms, you may struggle to convey it to your community.

Besides your education, what were some of the most important lessons you learned throughout your communications career?

I am not sure if there is much that has surprised me about the superintendency, thanks to my many experiences over the years in multiple school districts. However, the biggest difference is the To communicate well, you first must LISTEN. If you are trying to find better outcomes, reduce conflict, or implement change — first seek to understand, before

seeking to be understood. This sounds easy, but in practice, you really must work at it. In fact, I would venture to say the most influential and respected leaders in your life are all very good at listening. The more you listen, the more you will understand the root cause of issues. This clarity leads to better communication.

What are some of the most helpful ways a communications professional can support a superintendent?

I encourage you to lead. The superintendent has a global perspective of the organization, which means many issues continually take up his or her time, effort and energy. As a communications professional, are you compliant or committed? Are you simply completing tasks or are you continually looking to improve the actions and activities of your team, department and self? I can promise you; a superintendent would rather slow an employee down, rather than try to speed them up. What are you doing to lead in your role today? Would you say you are committed or compliant? A committed leader isn’t someone with a title — it’s someone who cares.

What are your top tips for those new to school communications?

Read.

The best part about education is that it is a “glasshalf-full” industry that constantly pours into others. If it wasn’t for my various roles in education, I would not have pursued a master’s or a doctoral degree. I am certainly not recommending that path for everyone, but I am recommending that you read! You can gain so much knowledge without an advanced degree — just by reading. If you’re busy (or exhausted) try audiobooks. I hate to admit that I didn’t read a single book in my 20s after college. If I could go back to my “early-career self,” I would encourage myself to read, at minimum, a book a month. After all, leaders are readers!

What are your top tips for school communications veterans?

I would just encourage our communications veterans to grow those around them. How intentional are you with one-on-one meetings, crucial conversations, annual evaluations, delegation? Don’t bottle up all of that good knowledge! Share it with our leaders of tomorrow. Conversely, I would encourage all communications veterans to step out of their comfort zone and seek ideas from students, TSPRA rookies or tech-savvy individuals. These individuals often bring a fresh and current communications perspective, which directly connects with the parents of school-aged children. Share your wisdom but remain wise enough to accept it as well.

What is your career advice for those wanting to move up the school communications ladder?

If you want to move up the school communications ladder, just show up. Show up to work early. Show up with the right attitude and work ethic. Show up to volunteer on committees. Show up to help others in your organization. One thing I can say with certainty is that you interview every day (both inside and outside of your organization). People are watching you all the time — what do you want them to see?

Anything else you want to add?

Take time out for yourself to unplug and recharge. I know you hear this all the time, but I can promise you the good work of educating and raising our youth will never end. You cannot fill from an empty cup, nor should you feel guilty for work-life balance. Be committed at work but also be committed to yourself and your family. Your commitment to education is so important — especially in the times we are living in. Keep telling the stories we all need to hear and keep your head up because you are valued and appreciated by many!

In 2021, Dr. Rockwood was named Superintendent of Schools at Lake Dallas ISD. He previously served in numerous roles for both Sheldon ISD and Lamar Consolidated ISD, including executive director, chief of staff and deputy superintendent. As the deputy superintendent in Lamar Consolidated ISD, Dr. Rockwood was responsible for supporting academic, operational and financial initiatives that resulted in an A-rating from the state of Texas. He has also overseen the successful passage of $1.35 billion in bond funds, numerous school rezonings, comprehensive strategic plans and multiple community, teacher and student advisory committees.