Editor's Note: This interview was conducted while Kayla Herrod served as Assistant Communications and Community Engagement Director for the City of Sugar Land, Texas. She has since taken on the role of Deputy Director of Marketing and Communication with the City of Denton, Texas.
As the Assistant Communications and Community Engagement Director for the City of Sugar Land, Texas, Kayla Herrod is actively reshaping the perception of City Hall. Every day, she is focused on replacing its intimidating bureaucratic image with a vibrant and welcoming environment where residents feel truly connected and valued.
Kayla shines as a symbol of innovation and unwavering dedication to public service in a community rich in spirit and faced with complex governance challenges. Her work is fueled by a genuine desire to build trust and foster transparency between local government and the community it serves.
Turning City Hall into a Place of Connection
For many, the idea of engaging with City Hall evokes images of lengthy paperwork and dry, official meetings. Kayla sees it differently. She explains,
"At the end of the day, our job is to make sure that we transform City Hall from this stoic, sometimes scary building into a place where people feel connected to the people inside it."
Her mission is to break down barriers, foster meaningful connections, and show the public that those who work in local government are passionate individuals dedicated to serving their community.
Her approach has evolved over the years, moving from a straightforward public outreach model to fostering true engagement. She says,
“Community engagement is not just about outreach; it’s about creating a two-way relationship.”
Whether it’s through social media strategies or face-to-face interactions at public meetings, she believes that the best engagement happens when the public feels they have a genuine relationship with their local government.
Navigating Challenges and Embracing ‘the Messiness’
Kayla's journey hasn't been without its challenges. The nature of community engagement means confronting tough questions, addressing residents' frustrations, and often dealing with negativity. “When you start engaging, it can be tough. You get all the negative people at first,” she admits. However, she views these moments as opportunities for growth, emphasizing the value of listening and empathizing. She explains,
“People just want to be heard. They don’t necessarily want you to do exactly what they’re asking; they just want you to listen and understand their concerns.”
She’s also found that true engagement can help predict and prepare for potential issues. “It’s rewarding when you can catch things long before they truly brew up,” she says. Being able to anticipate concerns and communicate effectively with elected officials is a critical part of her job.
"I can inform staff or council members of issues to be aware of before they escalate. That helps us stay ahead of the game and reduce surprises."
Family Influences and the Call to Public Service
Public service runs in Kayla's family, and it’s clear that it has shaped her career path. Her father serves as the Mayor of Melissa, Texas, and other relatives have roles in public safety, human resources, and federal law enforcement. Though her family’s background influenced her, her path to public service wasn't always clear-cut. Like many young idealists, she initially set her sights on law school, driven by the noble yet somewhat vague notion of "wanting to help people."
However, as graduation loomed, she found herself at a crossroads. "I cried thinking about going to law school," she recalls with a laugh. This moment of crisis led to a pivotal realization, and after a transformative summer internship with the State Department in Washington, D.C., she had an epiphany. "Why am I fighting going into public service?" she asked herself. She quickly pivoted, took the GRE, and secured a spot at the Bush School of Government and Public Service by March of that same year.
Another internship with the City of Sugar Land between her first and second years of graduate school further solidified her decision. The hands-on experience provided her with a real-world understanding of how local government operates and the difference one person can make in their community.
Redefining Community Engagement in a Digital Age
Over the past decade, community engagement has expanded far beyond town hall meetings and printed newsletters. She emphasizes the importance of adapting to digital platforms while still maintaining traditional face-to-face connections.
"For me, community engagement started as the real-life version of social media. But now it’s about how we turn that into a genuine relationship with our residents."
She has witnessed firsthand how powerful digital engagement can be, especially during critical moments like the 2020 Census, which took place amid the COVID-19 pandemic. Overnight, she and her team had to pivot from an in-person engagement plan to a fully digital strategy. She recalls,
"We had to adapt quickly, but we managed to be the top Texas city of our size for response rates, and we even ranked in the top ten nationwide."
This experience reinforced the importance of having flexible and innovative approaches to community engagement. Yet, she still values the power of in-person interactions, noting,
“Building trust means knowing your HOAs, your key stakeholders, and your community groups. That will never go away.”
Her dual approach ensures that the City of Sugar Land is not only meeting people where they are but also bringing them into the fold of local governance in innovative, meaningful ways.
Bridging the Gap Between Residents and City Government
One of the biggest misconceptions Kayla encounters is the belief that city officials are disconnected from the needs of residents or are not deserving of the public’s trust. She feels that this distrust often stems from associating local governments with the issues faced by larger metropolitan areas.
To combat this misconception, she strives to show the public the hard work and dedication that goes into local governance. She explains,
“People don’t realize that we could have gone into the private sector, but we chose public service because we care.”
Her goal is to help residents see local government employees as approachable and dedicated individuals who are part of the community they serve.
When asked about the essential skills needed for a career in community engagement, she emphasizes creativity and adaptability. "Attention spans are short, and you have to be creative in how you engage people," she notes. Whether it’s crafting compelling social media content or planning engaging public meetings, she believes in meeting people where they are.
"You have to think outside the box because what worked yesterday may not work today."
Her creativity is also evident in how she approaches challenges. During the early days of COVID-19, for instance, she quickly shifted gears to ensure her city could continue to connect with residents despite the limitations. "Social media became our main communication tool,” she recalls. “We had to adapt, and we learned a lot along the way about digital engagement."
Building a Meaningful Career in Public Service
For Kayla, working in local government is not just a career but a calling. She finds fulfillment in knowing that her work directly impacts the lives of residents. "What you do in local government affects others in real-time," she says. Although the challenges may be many, the rewards make it all worthwhile.
"You see the difference you’re making firsthand, and that’s incredibly rewarding."
She encourages those considering a career in public service to be prepared for challenges while also embracing the impact they can have.
"You need to understand that sometimes people just want to vent, and you need to be there to listen. It’s not always about having the perfect solution; it’s about being a reliable resource."
She is transparent about the challenge of burnout in public service, especially in high-demand roles. She emphasizes the importance of maintaining a healthy work-life balance to prevent this from happening. "We’re doing important work, but you shouldn’t obsess over it in your spare time," she advises. By focusing on prioritizing tasks and setting boundaries, Kayla has found a way to thrive in a demanding field. "You can love your job and still enjoy life outside of work. It’s about finding that balance."
Her advice is practical:
"If you're in it and you're experiencing burnout, just try to take everything in stride and put it in perspective of, ‘When I'm 90, am I going to care about this challenge?’ Just try to put everything in perspective."
Looking Forward: A Vision for the Future
As she continues to grow in her career, she is focused on ensuring that community engagement remains a priority for the City of Sugar Land. She believes that with ongoing innovation and being committed to listening, the future of community engagement is bright.
"We need to continuously improve. It’s not about staying stagnant; it’s about evolving to meet the needs of our residents."
Though cities face the challenges of redevelopment and changing demographics, she and her organization are at the forefront of shaping the city's future. To explain their approach, she draws an insightful analogy:
"Our organization uses Netflix as an example. When they first started and asked their customer base what they wanted, they would say, ‘Get these DVDs to me in the mail faster.’ They wouldn't have mentioned anything about streaming services, because that just wasn't on their minds."
This forward-thinking mindset is crucial as many cities grapple with the need for change and growth while maintaining the qualities that make it a desirable place to live.
A Call to Service
Kayla Herrod’s insights remind us that public service is more than just policies and procedures; it’s about people. Her commitment to transforming City Hall into a place where everyone feels welcomed, heard, and valued makes her a true champion for her community. Her dedication to the city and the residents she serves illustrates that with creativity, adaptability, and a passion for service, it’s possible to make a lasting impact.
Though her passion for helping others would have made her a formidable lawyer, the community she serves is fortunate to have gained a leader who believes that true fulfillment often comes not from personal accolades, but from the quiet satisfaction of knowing you’ve made your corner of the world a little bit better.
More Resources
For those interested in learning more about the resources and organizations Kayla mentioned, here are some key links:
International City/County Management Association (ICMA) is a global professional organization dedicated to advancing local government leadership and management. It provides resources, training, and networking opportunities for city and county managers to foster ethical and effective governance.
Texas City Management Association (TCMA) supports city management professionals in Texas through professional development, ethics guidance, and networking opportunities. It aims to promote excellence in local governance and leadership across Texas municipalities.
Government Social Media Conference (GSMCON) is the premier social media conference for government agencies, offering training, best practices, and networking opportunities to help public sector professionals effectively use social media for community engagement and communication.
The City of Sugar Land, Texas is a thriving suburb of Houston known for its high quality of life, diverse community, and strong commitment to innovation and public service. The city provides excellent municipal services and fosters economic growth and sustainability.
The City of Denton, Texas is a vibrant city in North Texas celebrated for its arts and music scene, two major universities, and dedication to sustainability and community-focused services. The city is known for balancing growth with a small-town feel.
U.S. Census BureauThe U.S. Census Bureau is the federal agency responsible for collecting and analyzing data about the American population and economy. Its work supports decision-making in government, business, and research through statistics on demographics, housing, and more.
George W. Bush School of Government and Public Service A part of Texas A&M University, the Bush School offers graduate programs in public service, public policy, and international affairs. It is committed to preparing leaders for public service with a focus on ethics, leadership, and innovation.