Professional Development Academy & Programs Academy New Professionals Track_

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.

Explore the superintendent’s perspective on communication as a core leadership function. This session covers how school PR aligns with district goals and the essential principles for supporting and communicating with the school board.

This session equips new school PR professionals to become trusted strategic advisors by building foundational knowledge of the superintendent’s priorities and expectations. Participants will learn to identify what superintendents need most from communication staff, master key leadership conversations and position communications as a critical, integrated function of the district’s strategic plan. The module blends real-world insights with practical skills to help participants support district leadership from day one.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Articulate the strategic role of communication in a district’s vision and daily operations from the superintendent’s perspective.
• Identify key expectations, communication preferences and priorities of superintendents and senior leaders.
• Develop strategies for initiating and navigating critical conversations with leadership to advocate for communications and secure a seat at the table.
• Demonstrate how proactive, strategic communication solidifies the role of the school PR professional as a trusted leadership advisor.
• Support the superintendent’s role as board liaison by applying foundational communication principles and equipping board members to communicate effectively with their communities.

Stepping into school communications takes more than strong writing and speaking skills. It also requires a clear understanding of the educational environment you’re joining. This session introduces the “4 Rs” — Research, Reference, Review and Relationships — as essential pillars for success in school communication.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Apply effective research strategies to understand their district’s context, including culture, history, strengths and challenges.
• Acquire foundational knowledge of key education terms, structures and processes critical to effective school communication.
• Curate a personalized set of go-to resources and begin building a professional network to support continued learning and problem-solving.

Strategic communication is the cornerstone of every effective school PR program. In this session, participants will shift from reactive messaging to proactive, purpose-driven planning grounded in their district’s strategic goals.

You’ll learn how to use your district’s strategic plan as a guiding framework for communications and be introduced to the industry-standard RPIE model—Research, Planning, Implementation and Evaluation. Through guided exercises, you’ll begin drafting communication goals and strategies tailored to your organization’s needs, laying the groundwork for future planning efforts.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Explain the core principles of strategic communication planning and its role in effective school PR.
• Align communication goals and strategies with their district’s strategic plan.
• Apply the RPIE process to create comprehensive, measurable communication plans.
• Begin drafting communication goals and strategic approaches for a specific organizational need using the RPIE framework.

Welcome to the heart of district success: internal communications. This module will focus on internal communications as a key piece of a successful overall strategy. In any district, your staff—from teachers and administrators to support personnel—are your most powerful communication assets and, often, your most overlooked audience. We'll explore best practices for developing staff into authentic ambassadors for your district, providing them with quality professional development related to communications and ensuring they feel informed and valued. Additionally, we'll address the importance of self-care practices to guard against high levels of stress and burnout in this demanding field.

Module-Level Learning Objectives:

Upon completion of this module, participants will be able to:

• Understand the strategic role internal communication plays in the overall success and reputation of a school district.
• Evaluate current internal communication practices within their own organization to identify strengths and areas for improvement.
• Research and identify best practices from other districts with successful staff ambassador programs or communications advisory teams.
• Devise a professional development activity for staff aimed at enhancing their communication skills and role as district ambassadors.
• Create "sub plans" or continuity strategies to ensure essential communications efforts can continue effectively in their absence.
• Identify and implement self-care practices to manage stress and prevent burnout in a communications role.

This module will assist participants in understanding the difference between brands, logos, mission statements and other assets that identify their districts. Marketing is now a critical piece of any district’s strategic plan, and participants will learn both the strategic thinking and the practical tactics to confidently assist district leaders in shaping the district's identity, developing consistent branding, creating impactful marketing campaigns and leveraging digital platforms, including strategic social media management. This session directly addresses external perception and modern communication channels.

Module-Level Learning Objectives:

By the end of this module, participants will be able to:

• Understand the importance of brand identity for a school district.
• Review their district brands, logos and mascots, as well as the history behind them.
• Discover the role marketing plays in an overall communication strategy.
• Identify key strategies for leveraging digital platforms and social media for district branding and marketing.
• Review and/or create a district style guide.

This session focuses on preparing school communication professionals to work effectively with the media and navigating crisis situations. Participants will learn how to build proactive relationships with local media, respond effectively to media inquiries and communicate clearly during interviews. The session also covers the development of a comprehensive crisis communication plan and toolkit—equipping participants with the resources and strategies needed to lead effective responses during high-pressure moments.

Module-Level Learning Objectives:

By the end of this module, participants will be able to:

• Build and maintain proactive relationships with local media
• Understand how environmental scanning helps predict and shape response strategies
• Handle media inquiries with professionalism and confidence
• Prepare for on-camera or recorded interviews using best practices
• Draft or refine a flexible, actionable crisis communication plan
• Curate a toolkit of templates and response scripts to improve speed and clarity during emergencies
• Maintain consistent district voice under pressure

New professionals often focus on internal communications and leadership relations, but strong, sustainable support for school districts is built through external community engagement. This module empowers school PR professionals to cultivate partnerships with civic groups, parent organizations, local businesses and volunteer networks. Through examples, activities and practical tools, participants will learn to align engagement efforts with district priorities, build trust and create authentic two-way relationships with their broader community.

Module-Level Learning Objectives:

By the end of this session, participants will be able to:

• Identify and prioritize key community partners aligned with district goals and needs.
• Develop strategies for engaging civic, nonprofit and business stakeholders in district initiatives.
• Understand how to support and expand volunteerism, parent involvement and shared leadership efforts.
• Communicate the value of partnerships to internal and external audiences.
• Apply community engagement principles to support reputation-building, bond/levy campaigns and long-term advocacy efforts.

In this fast-paced, high-energy session, participants will hear from a series of expert school PR practitioners sharing tactical, actionable tips on critical skill areas. Instead of rotating breakout rooms, all presentations will occur in the main Zoom room, recorded for later reference. Each presenter will offer a 10–15 minute spotlight segment on their topic, highlighting must-know insights, key tools and advice for new pros.

Module-Level Learning Objectives:

By the end of this module, participants will be able to:

• Connect with other school PR professionals and specialists.
• Identify personal strengths and growth areas across common school PR tactical skills.
• Take initial steps toward building a personal professional development plan.
• Apply practical tips and resources to improve their daily work.

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.