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Leadership in School Communication Program

LISC program logo.

For teams of superintendents and communication professionals. Offered in partnership by the National School Public Relations Association and AASA, the School Superintendents Association.

Superintendents and school communication professionals share a common goal: To bring their school district's mission to life.

Join colleagues from around the country for the 2025 Leadership in School Communication program, the premier course tailor-made to empower the superintendent and communication professional team to advance district communication and engagement strategies together.

Registration Coming Soon!

║ Program Overview

Now in its fourth year, the six-month, hybrid program for 2025 kicks off in March, bringing together superintendents and communication professional colleague for monthly modules to learn more about effective communication strategies and best practices in the following areas:

School Closures and School Choices

Synthesizing Safety and Security Plans

Board and Community Relationships

Launching a District Strategic Plan

Battling Chronic Absenteeism

Misinformation in the Generative AI Era

All sessions (both in-person and virtual) will be recorded and available for participants to watch on-demand for a flexible learning experience.

Highlights of the program include:

👨‍🏫 Experienced Presenters: Presented in partnership by NSPRA and AASA, The School Superintendents Association, seasoned education and public relations experts will provide participants with proven practices and strategies to elevate their communication efforts.

📚 Engaging Modules: Each of the program's six modules will focus on a timely topic designed to help superintendents and school PR professionals navigate the ever-changing and complex education landscape.

💡 Transformative Insights: Dive deep into how to best align communication efforts to support your district's overall strategic plan and day-to-day operations.

"The program's collaborative sessions are invaluable to school communication - superintendent teams!" 

—  LISC Program Alumnus

The program's flexible registration options allow enrollees to register for the full program as a two-person team (1 superintendent + 1 communication professional) or as an individual to take advantage of all six modules. Individuals can also register for single-session modules.

║ What You'll Learn

Click the arrows below to learn more about each module.

Can't attend all the modules live? Each module will be recorded and available for participants to catch up on-demand for a flexible learning experience.

Using the Rubrics of Practice and Suggested Measures for School Communications published by the National School Public Relations Association (NSPRA), participants will begin to understand the elements of creating a comprehensive communication program. These elements include supporting board policies, training for cabinet-level staff, creating a communication plan based in research, social media and branding. Participants will also see the importance of aligning the communication program with the district's strategic plan.

Hear from two school systems that recently faced school closures, redistricting, renaming of campuses or an overhaul of how they recruit and retain families to stave off enrollment decline. Speakers will share how strategic communications strategies helped them navigate these challenging yet necessary events.

Speakers:

  • Dr. Jennifer Blaine, superintendent, and Linda Buchman, associate superintendent for communications and community engagement, Spring Branch Independent School District (Houston, Texas)
  • Barbara M. Hunter, APR, executive director, National School Public Relations Association (Rockville, Md.)
  • Erin McCallum, associate executive director of strategy and communications, AASA, The School Superintendents Association (Alexandria, Va.)
  • Ashley-Michelle Thublin, APR, director of strategic and crisis communications, and Dr. Frederick C. Williams, superintendent, Dublin City (Ga.) Schools

Enroll in Module 1

Enroll in Full Program

When school shootings happen, communities raise questions about their own district’s responses should a similar event happen and whether they are doing enough to prevent one. Studies show even the most research-based comprehensive security plans may have gaps and fall short of preventing these worst-case scenarios.

Hear from a district that faced their community’s fears and skepticism head-on to establish a greater sense of safety and trust and a greater investment in security resources through a strong, targeted marketing campaign.

Speakers:

  •  Dr. Scott Menzel, superintendent and Kristine Harrington, communications and marketing director, Scottsdale (Ariz.) Unified School District

Enroll in Module 2

Enroll in Full Program

Building and maintaining relationships and open lines of communication with the board of education can be a challenge for district leaders, especially when board members are resistant or reluctant.

Hear from a superintendent and communications director who have weathered several changes in the district, on their board, and in their community and how they forged strategic and successful connections with their board members.

Speakers:

  • Dr. Royal Gurley, superintendent, and Beth Cheuk, coordinator of public relations, Charlottesville City (Va.) Schools

Enroll in Module 3

Enroll in Full Program

A strong strategic vision is critical to creating lasting, positive impacts for school districts. But once the district’s strategic plan is adopted, how do you convey the meaningful action steps in ways that your staff and community will support and understand? In this module, participants will hear how having a comprehensive communication strategy has helped a district's overall strategic plan succeed. Presenters will discuss the importance of using research, planning, thoughtful tactics and branding, and strategic storytelling to connect with all educational partners so that they can help you champion your district’s goals.

Speakers:

  • Dr. Trenton Hansen, superintendent, and Jacqueline Paul, director of communications, Jurupa (Calif.) Unified School District

Enroll in Module 4

Enroll in Full Program

Addressing the alarming rates of absenteeism across all grades and schools has quickly risen to the top of priority lists in school districts across the country.

In this module, hear how one district launched a successful attendance campaign that targeted kindergarten parents beginning in August 2023 and grades 1-12 beginning in September 2023, with a particular emphasis on secondary students and parents. This award-winning campaign includes a resource-driven website, an aggressive social media campaign, attendance-related videos, other videos that emphasized the importance of belonging and connection, resources for parents, plus coaching and a Communications Toolkit for school administrators and staff.

Speakers:

  • Dr. Gustavo Balderas (AASA President), superintendent, and Shellie Bailey-Shah, public communications officer, Beaverton (Ore.) School District

Enroll in Module 5

Enroll in Full Program

Superintendents and communications professionals are responsible for being prepared for the unexpected. Strong communications plans can dismantle “traditional” misinformation, but what happens when generative AI is used to emulate district leadership or create fake district accounts? How do you address the media when you’re not well-versed in this technology? How do you share the innovative ways generative AI is being used in classrooms and departments?

Hear from districts who have faced this head on, and others who have developed a positive way to use generative AI in their communication efforts and classrooms. Participants will get hands-on media training from former reporters and practice the skill of bridging from a reporter’s question to your message.

Speakers:

  •  Lesley Bruinton, APR, founder and CEO, School Spirit PR (Ala.)
  • Catherine Carbone Rogers, APR, communications consultant, Carbone Communications (Wash.)
  • Dr. Leslie Torres-Rodriguez, superintendent, Hartford (Ct.) Public Schools

Enroll in Module 6

Enroll in Full Program

Expert Faculty and Course Presenters

Bailey-Shah Shellie Bailey-ShahPublic Communications Officer Beaverton School District  
Award-Winning Strategic School Communicator
Dr. Jennifer Blaine Dr. Jennifer Blaine Superintendent
Spring Branch Independent School District 
NSPRA Grossman Award Recipient
Dr. Gustavo Balderas Dr. Gustavo BalderasSuperintendent
Beaverton School District
President, AASA
Lesley Bruinton, APR Lesley Bruinton, APRFounder and CEO
School Spirit PR
NSPRA Past-PresidentAward-Winning Strategic School Communicator
 Linda Buchman  Linda Buchman Communications & Community Engagement Associate Superintendent
Spring Branch Independent School District
Award-Winning Strategic School Communicator
Catherine Carbone Rogers, APR Catherine Carbone Rogers, APR
Communications Consultant
Carbone Communications NSPRA Gaskins Award Recipient
Award-Winning Strategic School Communicator
Beth Cheuk Beth CheukPublic Relations Coordinator
Charlottesville City Schools
Award-Winning Strategic School Communicator
Royal A. Gurley, Jr., Ed.D. Dr. Royal A. Gurley, Jr. Superintendent
Charlottesville City Schools
Contributor to NSPRA's Rubrics of Practice and Suggested Measures
Dr. Trenton Hansen Dr. Trenton HansenSuperintendent
Jurupa Unified School District
NSPRA Superintendent to Watch
Kristine HarringtonKristine Harrington Communications and Marketing DirectorScottsdale Unified School DistrictAward-Winning Strategic School Communicator
Dr. Scott Menzel Dr. Scott Menzel Superintendent
Scottsdale Unified School District
Superintendent of the Year, Save Our Schools Arizona

Jacqueline Paul Jacqueline PaulCommunications DirectorJurupa Unified School DistrictAward-Winning Strategic School Communicator
Ashley-Michelle Thublin, APR Ashley-Michelle Thublin, APR Director of Strategic and Crisis Communications
Dublin City Schools
Award-Winning Strategic School Communicator
Dr. Leslie Torres-Rodriguez Dr. Leslie Torres-Rodriguez Superintendent
Hartford Public Schools
Hartford Public Schools
Latino Superintendent of the Year, Association of Latino Administrators and Superintendents
Dr. Frederick C. Williams Dr. Frederick C. Williams Superintendent
Dublin City Schools
Award-Winning Superintendent Strategic Communicator
Barbara M. Hunter, APR Barbara M. Hunter, APR Executive Director
National School Public Relations Association
2024-25 Secretary-Treasurer, Learning First Alliance

Speakers subject to change

║ Registration Details

All registrants will recieve a digital copy of the Rubrics of Practice and Suggested Measures publication (a $125 value!)

  Full Program Registration Type
Member Price
(AASA or NSPRA)
Non-Member Price
       Enroll

Full Program (Team)

Register for the entire program as a two-person team (1 superintendent + 1 communication professional) and take advantage of all six modules.

$1,500

$2,000

Enroll

Full Program (Individual)

Register for the entire program as an individual (either superintendent OR communication professional) and take advantage of all six modules.

$1,000

$1,500

Enroll

   Single Module Registration 
Member and Non-Member Price 
          Enroll

Single Module (Individual)

Register as an individual for single session modules.

Module 1: $125
in-person and recorded
Modules 2-5: $450
live virtual and recorded
Module 6: $315
in-person and recorded

Module 1

Module 2

Module 3

Module 4

Module 5

Module 6

If you have any questions, please reach out to pd@nspra.org.

Offered in partnership by
AASA and NSPRA logos side by side.