NSPRA Academy: Principal Communications track

Principals are the most visible communicators in a school community. Families and staff look to them for clarity, direction, and reassurance, especially when situations are complex or uncertain.

The Principals track is designed to help school leaders strengthen their communication skills in practical, day-to-day situations. Grounded in best practices from school communication, this experience focuses on helping principals communicate clearly, respond effectively, and build trust through consistent and thoughtful communication.

Participants will gain tools and strategies they can apply immediately—whether they are sharing updates, responding to concerns, or leading through challenging situations.

Module 1: Monday, February 8, 2027 (2 - 4 p.m. ET, Virtual): Communicating with Clarity and Purpose

This module focuses on the core communication practices that help principals communicate with greater clarity, consistency, and purpose. Participants will explore how to organize messages, identify the most important information, and communicate in ways that reduce confusion and strengthen understanding across audiences. By developing intentional communication habits, principals can improve both day-to-day operations and long-term trust within their school communities.

Guest Facilitator: TBD

Module 2: Monday, March 8, 2027 (2 - 4  p.m. ET, Virtual): Leading Staff Communication

This module focuses on communication practices that support staff understanding, engagement, and alignment. Participants will explore how to communicate expectations, share information effectively, and create communication systems that support a positive staff experience.

Guest Facilitator: Sara Meredith, APR | Public Relations Coordinator, Peoria Unified School District (Ariz.)

Module 3: Monday, March 15, 2027 (2 - 4  p.m. ET, Virtual): Building School - Family Trust

This module focuses on developing communication habits, systems, and strategies that strengthen school-family relationships. Participants will explore how proactive communication, clear expectations, and thoughtful engagement can improve trust, reduce misunderstandings, and foster stronger partnerships with families.

Guest Facilitator: TBD

Module 4: Monday, April 12, 2027 (2 - 4  p.m. ET, Virtual): Leading Communication During Challenging Situations

This module focuses on communicating effectively during high-pressure situations while maintaining alignment with district leadership. Participants will explore strategies for responding quickly, communicating clearly, and providing reassurance during situations that require strong leadership communication.

Guest Facilitator: Jayme Taylor, APR | Executive Director of Communications, Lake Stevens School District (Wash.)

Full program registrants will receive calendar invites for each module after registration.

Pricing - 

Full program: $599 Members, $799 Non-Members

Single modules: $199 Members, $249 Non-Members