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. 

Topics:

Level Up With ParentSquare: New Features, Tips, and FeedbackPresented by ParentSquare
In this roundtable, we’ll share tips and tricks for making the most of all of ParentSquare’s features, hear your thoughts on enhancements on our roadmap, and save time for your ideas on how we can make ParentSquare better.

From Sidelines to Spotlights: Showcasing High School Athletics & Clubs
Presented by Emily Worrell
High school sports and clubs are about more than scores and rosters—they’re stories waiting to be told. In this goldmine, you’ll explore strategies to shine a light on student achievements, build community pride, and boost engagement for athletics and extracurriculars.

The Power of One: Thriving as a Solo Communications Department
Presented by Abigail England
When you’re the entire communications team, every hat is yours to wear. This goldmine will dive into time-saving systems, creative workflows, and smart prioritization strategies to help you do it all—without burning out. Learn how to maximize impact, build capacity, and turn the “one-man show” into a standing ovation.

Beyond the Hashtag: Building Impactful Social Media Campaigns
Presented by Emily Jones

Likes and shares are just the beginning. Discover how to plan, launch, and measure social media campaigns that move your community to action. From storytelling to analytics, you’ll gain a roadmap for creating posts that don’t just fill a feed—but inspire school spirit, showcase student success, and build meaningful connections.

Investing in your Message: Building a Communications Department Budget
Presented by Melissa Deavers

Every strong communications plan needs a strong financial foundation. In this goldmine, you’ll learn how to design a communications budget that aligns with your goals, stretches resources, and demonstrates value to district leadership. Walk away with a toolkit for prioritizing, justifying, and growing your budget—so you can invest where it matters most.  

Solving Five Common Challenges with School Social Media
Presented by Class Intercom

In this fast-paced 20-minute goldmine, you’ll get practical, proven fixes for five common school social media challenges—from content sourcing and student voice to approvals, accessibility, and analytics—so you can post smarter tomorrow.