Last week, I stumbled on a Threads post from an educator regarding her school’s recent professional development day. I’m posting blurred screenshots here for you to see.
Here are some of my initial reactions:
I sadly knew exactly who this teacher was referring to based on some details provided.
A $10,000 keynote isn't automatically wasteful. But a $10,000 keynote that leaves teachers irritated, unheard, or wondering why they weren't given the time to plan is a very expensive missed opportunity.
As an educator and consultant, I would be mortified if I was called out on social media for behavior such as this. The comments in this Threads post reflected a strong reaction to privilege as well as to non-practicing educators. Show that you know your audience.
Publishing a book does not automatically make someone an expert. “Author” is a credential that sounds impressive in a speaker bio, but it tells us very little by itself. Who published the book? Was there a meaningful editorial or review process? Is the author’s work grounded in research and substantial professional experience? Has the book had any impact beyond the author’s own marketing ecosystem? There are excellent small presses, of course, but a book published by a little-known educational press with limited distribution should not automatically confer authority—or justify a five-figure speaking fee.
This type of behavior also gives educational consultants a bad rap as a whole. It is possible for a school district to hire a speaker that is in tune with your institution. If you hire outside presenters, incorporate them into your planning discussions. Set goals and expectations, and have them align their comments to these.
What due diligence should districts do before hiring someone? Don’t just watch the speaker’s carefully curated social media feeds. Talk to districts that have hired them. Ask what changed afterward. Ask teachers—not just administrators—what they thought. Look at the person’s actual body of work. Find out whether they’ll customize the engagement. And ask the wonderfully uncomfortable question: What are we buying for $10,000 that we couldn’t develop internally?
A keynote can energize people, introduce an idea, or create common language. But inspiration isn’t implementation. If the district hasn’t thought about what happens the next day, next month, and next semester, even a terrific speaker is unlikely to produce meaningful change.
Consider asking your faculty and staff what they want and need. Don’t decide for them. At this time of year, many teachers simply want more planning and prep time.
If you have the time and inclination, don’t outsource inspiration to others. Highlighting the work of teachers actually doing the work will be more meaningful to your audience. Hopefully, you have at least a few people on your staff who have creative methods to share with others. Break down the silos in your district by illuminating excellent work.
Schools need to stop confusing visibility with expertise. Just because you have seen someone present at a conference, it doesn’t mean that they are good fit for your district’s needs. Consult with peers in other districts, ask for recommendations on professional listservs, and make sure you have consumed the potential presenter’s books, social media posts, and other writings in order to get a feel for their style and work.
In contrast to the professional development day referenced at the beginning of this post, I was struck this week by a post from fellow Apple Distinguished Educator Matt Fuller. Matt is an assistant superintendent in a nearby school district and he shared details about their opening day which he helped orchestrate.
His district took an unusually theatrical and highly produced approach to its opening professional development day, designing the morning more like a late-night television show than a traditional staff meeting. Staff members and students played significant roles in producing and participating in the event, with more than 100 people involved.
A staff band welcomed employees with live music. The superintendent served as emcee, guiding staff through a mix of videos, performances, games, professional learning, and presentations.
The superintendent used the program to introduce the district’s priorities for the year, including a focus on learner agency. Rather than relying solely on speeches, the district showcased examples of student learning through videos featuring students of different ages, creative projects, student performances, and classroom experiences.
Two nationally known education authors and speakers appeared during the opening program. Instead of simply delivering presentations, they participated in lighthearted games with the superintendent while also introducing ideas connected to their areas of expertise. The program mixed these guest appearances with student-created comedy, staff recognition, music, examples of student agency, and a culminating staff-and-student choir performance.
The remainder of the professional development day gave educators a choice among six sessions led by a combination of outside education speakers and authors, consultants, district educators, and students. The day concluded with a keynote from an artist and speaker focused on creativity and maintaining a playful, imaginative outlook in adulthood.
Overall, the district treated opening day as both a community-building celebration and a professional learning experience, with substantial involvement from its own students and staff. Rather than centering the entire day around a single outside speaker, the program incorporated local talent, examples from within the district, participant choice, entertainment, and outside expertise.
I bet that Matt’s district spent months, if not the entire the entire previous school year, to plan this extravaganza. Imagine what the possibilities could be in your district if you empower students, teachers, and administrators to be creative when planning for such events. Teachers feel beleaguered these days for a variety of reasons, including coping with lingering effects of the pandemic. Wouldn’t it be lovely to create an experience for them that is FUN and truly inspires and energizes them for the year to come?
AI was used to refine some parts of this post. All ideas are mine.