Photos courtesy of BCPS | Mike Moser
By Matt de Simone
In Botetourt County Public Schools, Mike Moser’s role centers on communication, but he describes it in a way that goes beyond simply sharing information.
Moser, the division’s communications specialist, refers to his work as “strategic storytelling for public education,” a phrase he uses to explain how he approaches highlighting what happens across the school system.
“There’s data that shows that Botetourt County Public Schools is high performing in the Commonwealth,” Moser explained. “That data certainly tells one aspect of what we’re doing instructionally in our classrooms. But there is a rich history in our community.”
He noted that part of his role is to bring attention to stories that may not always be widely recognized.
“We have so many students and teachers that, this isn’t just where they work. This is where they live. They are an integral part of our community,” Moser added.
Those stories, he continued, often go beyond traditional classroom instruction.
“Recently, we did what we call ‘BCPS Beyond the Desk,’ and we try to highlight what’s going on beyond just the worksheet and what’s happening beyond that,” he said.
He pointed to partnerships within the community as another example.
“Our partnership with the Daleville YMCA– they host every second grader each year for a multi-day water safety experience,” Moser noted. “That’s not just the schools. That’s a local organization that’s committed to building people.”
For those unfamiliar with the position, Moser described his responsibilities as wide-ranging and often changing.
“My day-to-day can really vary,” he said.
His work includes maintaining the school division’s website and social media, coordinating with media partners, assisting with School Board meeting broadcasts, and supporting events such as recognitions and banquets.
He also emphasized that communication is not limited to one individual.
“A big part of what I try to do is build more storytellers within the school division,” Moser explained.
Moser began his career as a classroom teacher in Houston, Texas, teaching eighth grade social studies before moving into an instructional technology role. He later returned to Virginia and took on a role supporting instructional technology, which he said helped prepare him for his current position.
During the COVID-19 pandemic, he became involved in helping the school division communicate with families during a time of rapid change.
“There was a heightened need to get information out quickly, efficiently, and in a variety of methods,” Moser said.
He added that experience played a role in the development of the communications position.
“I think the pandemic paved the way for our school division to create an official communications role,” he said.
Moser described his current job as one that does not follow a set routine.
“There’s not a standard day in my job,” he said. “You never know what has happened overnight or is about to happen during the day that’s unexpected,” he said.
While some tasks repeat on a schedule, he indicated that other responsibilities require immediate attention.
“There are some things that are cyclical… but part of my job is you never know what’s going to happen,” Moser remarked.
He added that much of his work is planned, but not all of it.
“Fortunately, I’d say that maybe only a quarter or less is reactive,” he said. “A lot of what I do is planned.”
One of the challenges he identified is making sure information is both accurate and accessible.
“We have a responsibility as a school division… to be producers of accurate information,” Moser explained. “But it’s difficult sometimes to help our audience to become consumers of that information.”
He described communication as a balance between sharing information and helping people understand where to find it.
“There’s this constant dance between being a consumer of information and a producer of information,” he said.
In urgent situations, Moser said communication involves coordination with others.
“I’m not working independently. I’m not working in isolation. There is a group that comes together,” he emphasized.
He stressed the importance of accuracy when sharing information.
“As much as people are clamoring for immediate information… sometimes the situation warrants that we pause,” Moser said. “Make sure that when we do communicate, we’re not inadvertently creating increased panic or increased questions.”
Moser described the most rewarding aspect of his role as its connection to the community.
“The most rewarding part of my job is feeling like I am playing an active and beneficial role in my larger community,” he said.
He also pointed out that many people may not realize how much responsibility is involved in roles within public education.
“There’s no way that a school division can define everything that you’re potentially going to be called on to do,” Moser noted.
The role has also changed how he views education more broadly.
“When you’re in the business of people, you deal with everything that comes with them,” he reflected. “It’s the good, it’s the bad, the ugly… it’s all of it.”
Despite those challenges, Moser said he finds value in telling the stories of others.
“I love highlighting the sheer talent and dedication that our people have,” he said. “I didn’t create this… I am merely the messenger of something excellent and amazing.”
In Botetourt County, he added, there is no shortage of those stories to tell.
“What we enjoy in Botetourt is awesome… there is far more to celebrate,” Moser said.
