The NSPRA Academy - Strategic Communications is a four-session track designed for veteran practitioners looking for deeper expertise in areas that are critical to success in managing communication. Participants can register for the entire program or individual modules based on their professional learning needs.

Centered around the four-step RPIE process, each session provides an in-depth look at a topic that revolves around issues, challenges and trends in school communication, while providing a comprehensive look at the communication landscape. 

The course is facilitated by Kenon Brown, Ph.D., Director, Institute for Communication and Information Research and Professor, Department of Advertising and Public Relations at the University of Alabama.

Guest Speaker: Kate Crowder, Communications Coordinator, Germantown Municipal School District (Tenn.) and NSPRA Southeast Region VP

Module 3: Friday, February 27, 2026: Mastering Implementation – Choosing the Right Communication Channels

This session will emphasize an audience-centric approach to selecting media channels and building comprehensive communication strategies. The session’s focus will be on using the storytelling approach to building strategies and choosing the best media channels based on audience data and the PESO model for both day-to-day communication and more focused campaigns and programs. Content will also focus on using generative AI to help develop tactics and best practices for media relations and communicating during crisis situations.

SINGLE MODULE OPTION

All modules will be recorded and shared with registrants. Sessions will be on Fridays from 12:00 - 4:00 p.m. ET. Participants will be enrolled in a learning management system with access to module objectives, course readings, module recordings, supporting materials and an in-session assignment to work on before or during facilitation.  

Program costs (modules are each 4 hours of learning):

All 4 modules* - $1000 for NSPRA members, $1500 for non-members

Per module - $325 for NSPRA members, $449 for non-members

*Full program registrants will receive a calendar invitation for the program with links to the Zoom sessions.