Shiny Shoes Don't Win Marathons:
A Strategic Approach to Telling Your District's Story Using the RPIE Process

8:45 - 11:00 a.m.

"Enrollment is down. We need updated brochures to reverse the trend!"

"Absenteeism is on the rise. Everyone should get a new mascot t-shirt to wear to school!"

"We have a teacher shortage. You need to make a TikTok video. Oh, and can you make sure it goes viral - by tomorrow?"

We've all heard these comments before. While the problems are real, the solutions don't make any sense. Sharing your district's story takes more than just buying ad space or handing out branded swag (shiny shoes). It is a marathon that requires training, support, creativity and of course, hard work.

As school communicators, we must prepare for our story-telling and problem-solving marathons by developing strategic communication plans. In this session, you will learn the basic principles of strategic communication planning using the Research, Planning, Implementation and Evaluation (RPIE) process. You will also learn how to help your coworkers move beyond shiny shoes and become communication teammates while supporting best practices. (Be ready to put your learning into action. Templates will be provided to help you break down your marathon goals into the 10-step Communication Process!)

Presented by Karen Heath

Director of Communications & PR
Berrien RESA
Mideast Region Vice President, NSPRA

Lunch & Learn Mini-Lab

Level Up: Advocating for Yourself and Your Role in School PR

11:00 - 12:30 p.m.

As school communicators, we often amplify the voices of others; now it's time to amplify our own. This empowering lunch-and-learn will explore how to assess your impact, align with your superintendent's expectations, and use data to demonstrate your value. We'll also dive into practical strategies for advocating for a seat on your superintendent's cabinet, earning a title promotion, and negotiating a well-deserved raise. Whether you're a department of one or part of a team, this session will equip you with the tools and confidence to elevate your role and advance your career in school public relations.

Presented by Melissa Deavers
Director of Communications & Community Engagement
Portage Township Schools
President, Indiana School Public Relations Association

Goldmine Sessions

12:30 - 2:45 p.m.

Sit at a table featuring a topic of interest. Listen for the ideas and share your own experiences. (please list AI, Promoting High School Athletics and Clubs, Social Media Campaigns and Creating a Communications Budget and add that more topics will be added soon!)

Table Topics:

• AI
• Promoting High School Athletics & Clubs
• Social Media Campaigns
• Creating a Communications Budget
• ParentSquare Q & A
  ...More will be added soon!