Media Relations & Crisis Preparedness

Module Overview:

This module will equip participants with essential skills for reputation management and high-stakes situations. It will focus on building proactive relationships with local media, mastering effective media inquiry handling and interview skills, and developing a comprehensive crisis communication plan and toolkit for effective response. Participants will learn both the strategic "why" and the practical "how" behind managing media and preparing for the unexpected.

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

Speakers: 

Melissa McConnell, Manager of Professional Development and Member Engagement, NSPRA

Karen Heath, Director of Communications and Public Relations, Berrien RESA (Mich.)

SINGLE MODULE PURCHASE 

To register for a bundle of modules or the entire program, please return to the main Academy page.

Invest in your professional growth and your district's success with flexible learning options:

• Comprehensive Bundle - Full Academy
  • $1500 for NSPRA Members
  • $2000 for Non-Members
• In-Depth Learning Bundle - 4 modules of your choosing
  • $850 for NSPRA Members
  • $1200 for Non-Members
• Knowledge Builder Bundle - 3 modules of your choosing
  • $700 for NSPRA Members
  • $975 for Non-Members
• Core Essentials Bundle - 2 modules of your choosing
  • $500 for NSPRA Members
  • $700 for Non-Members
• Skill Spotlight - Single module of your choosing
  • $299 for NSPRA Members
  • $425 for Non-Members

Join the NSPRA Academy today!