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NSPRA Plus About NSPRA
If you oversee district communication or support frontline staff who interact with families every day, this track is designed for you. Learn how to strengthen key communication touchpoints, equip staff for everyday and challenging interactions, and build systems that make great customer service the standard.
For communication leaders, superintendents AND/OR front-line staff and administrative assistants.
For most families, staff and community members, their experience with a school district is shaped by everyday communication – phone calls, emails, front office interactions and responses to questions or concerns.
The Customer Service track of NSPRA Academy is designed to help school communicators strengthen how communication happens in these moments. Rather than focusing on long-term engagement strategies, this experience centers on improving the clarity, consistency and effectiveness of day-to-day interactions across the organization.
Participants will learn how to support staff, establish clear expectations and build systems that ensure communication is handled consistently and professionally, especially when situations are complex or high-pressure.
Enroll Your Way: NSPRA Academy offers flexible purchasing options! Enroll in the full course for comprehensive development or select individual modules that meet your specific training needs.
Registration Information
By the end of the Customer Service track, participants will:
Participants will work with the course facilitator on completing their capstone project, a research-driven strategic communication plan for their school, school district or educational service agency.
Enroll in the full course for comprehensive development, or choose individual modules tailored to your needs.
Each live, virtual module will be two hours in length, beginning at 2 p.m. ET (1 p.m. CT, 12 p.m. MT, 11 a.m. PT).
Can't attend a module live? All modules will be recorded and available for participants to catch up on-demand for a flexible learning experience.
Sessions will be facilitated by NSPRA Manager of Professional Development and Member Engagement Melissa McConnell and led by NSPRA members with expertise and experience in each module's focus area.
Module 1: Friday, September 18, 2026 (2 - 4 p.m. ET, Virtual): Mapping Communication Touchpoints
Communication happens across multiple entry points in a district, often without consistency or coordination. This module focuses on identifying where communication occurs most frequently and where breakdowns are most likely. Participants will map key touchpoints and evaluate how communication is currently handled across schools and departments.
Module 2: Friday, October 2, 2026 (2 - 4 p.m. ET, Virtual): Strengthening Service and Response Practices
Staff who answer phones, respond to emails, or interact with families are often expected to represent the district—but may not have clear guidance on how to do so. This module focuses on creating practical expectations and tools that support consistent, effective communication without over-scripted responses.
Module 3: Friday, October 16, 2026 (2 - 4 p.m. ET, Virtual): Responding to Concerns and Escalation
Difficult conversations are a regular part of school communication. This module focuses on creating a consistent approach to responding to concerns, complaints, and emotionally charged situations. Participants will explore how to maintain clarity and professionalism while ensuring issues are addressed appropriately.
Module 4: Friday, October 30, 2026 (2 - 4 p.m. ET, Virtual): Making Customer Service the Standard
Exceptional customer service doesn't happen by chance; it happens when organizations intentionally reinforce communication expectations, support employees, and build systems that make great service part of the culture. This culminating module focuses on moving beyond individual interactions to creating sustainable practices that strengthen customer service across schools and departments. Participants will explore strategies for onboarding, training, reinforcement, and continuous improvement while developing an action plan to help make excellent service the standard in their own organizations.
School PR professionals are often expected to wear many hats—from media relations and social media management to photography, graphic design, website updates, and visual storytelling. While it can be difficult to develop expertise in every area, understanding the fundamentals and knowing where to focus your growth can help build confidence and effectiveness over time.
In this fast-paced, practical session, participants will learn from experienced school communication professionals who will share real-world tips, tools, workflows, and lessons learned across several core areas of school PR. Through a series of focused spotlight presentations, attendees will gain actionable strategies they can apply immediately, discover resources that support continued learning, and explore approaches used by practitioners in districts of all sizes. The session concludes with guided reflection and professional growth planning, helping participants identify strengths, prioritize future learning opportunities, and create a personalized roadmap for continued development as school communication leaders.
Module-Level Learning Objectives:
By the end of this module, participants will be able to:
Register: Module 1 (Sep. 18) Mapping Communication Touchpoints
Register: Module 2 (Oct. 2): Strengthening Service and Response Practices
Register: Module 3 (Oct. 16): Responding to Concerns and Escalation
Register: Module 4 (Oct. 30): Making Customer Service the Standard