Ever wondered where you could find a room of school communicators, education leaders and Sasquatch? They all made a grand appearance in Seattle earlier this week for the annual National School Public Relations Association’s (NSPRA) National Seminar. After a 30-year wait, Washington school PR professionals were thrilled to host an event jam-packed with excitement and energy. From mythical creature sightings to fierce karaoke battles and thought-provoking sessions from industry leaders, it’s no surprise NSPRA saw record-breaking attendance again this year. Here are some highlights from an unforgettable event.
NSPRA on a Roll
Each year, NSPRA surpasses expectations, and this year was no different. Over 1,700 attendees flocked to Seattle for the largest communications-focused professional development conference for school PR and education leaders. NSPRA has experienced record growth over the past four years, mirrored by the success of its members. Awards throughout the week celebrated outstanding achievements in school PR. Dirk Tedmon, APR, from Eden Prairie Schools in Minnesota received the inaugural School Communicator of the Year award for his crisis management and generative AI initiatives. NSPRA President, Trent Allen, APR, commended Dirk, stating, “Dirk is a true leader in school communications. His dedication to strengthening the connection and engagement between schools and communities is driven by his passion for student success.”
The prestigious President’s Award, NSPRA’s highest honor, was presented to Annette Eyman, APR of Nebraska, for her exceptional leadership and dedication to school public relations over her 30+ year career at Papillion-La Vista Community Schools. During her acceptance speech, she inspired her peers with the words, “The power is in this room to impact the future of education.”
Class Intercom CEO, Ben Pankonin, and President, Dr. Jill Johnson take a selfie with Sasquatch at the NSPRA National Seminar in Seattle.
“The power is in this room to impact the future of education.”
–Annette Eyman, 2024 NSPRA President’s Award Winner
Other awards included NSPRA’s Golden Achievement Awards for strategic excellence in school PR, and the Publications and Digital Media Excellence Awards for outstanding newsletters, videos, and social media. Fourteen chapters earned NSPRA’s Mark of Distinction for their exemplary communication efforts, while eight districts received Gold Medallions for superior school public relations programs. All award categories saw a record number of entries, reflecting the organization’s explosive growth.
Finding Common Grounds
The theme of this year’s national seminar, “Finding Common Grounds,” truly resonated with attendees. The role of a school PR professional is challenging, often requiring quick responses to high-stakes situations known as #HotComms. These scenarios highlight the critical need for events like NSPRA, where PR professionals can connect, share experiences, and build a supportive community. For many solo communicators, finding such camaraderie is essential for thriving in their demanding roles.
Holly McCaw, APR, from Otsego Public Schools and Gail Fox from Berrien Springs Public Schools, write their #HotComms.
In the exhibitor hall, attendees shared their stories by rating them on a scale from 1-10, connecting through humor over the crazy scenarios they’ve faced throughout their careers. Dr. Jill Johnson, Class Intercom President, observed communicators as they wrote down their triumphs and struggles. She noted, “It was great to watch them come together. Whether sharing their greatest accomplishment or something that still keeps them up at night, they found joy in reading each other’s stories. The job can be tough, so it’s important they know they’re not alone in facing these challenges.”
Networking lunches, receptions, and roundtable discussions provided additional opportunities for connection. On Monday night, the 8th Annual Battle of the SPRAs brought together over 400 participants for a fierce Karaoke competition. SPRA chapters from across the country delivered impressive performances, with MSPRA (Michigan) taking first place, CHESPRA (Chesapeake) second, and COSPRA (Colorado) third. All three teams earned trophies, medals, and bragging rights until next year’s competition.
Exhibitors also joined in on the fun. EdTech companies, whose software and services support school PR professionals, sponsored the Karaoke night: ParentSquare, Class Intercom, PeachJar, TeacherLists, and #SocialSchool4EDU. Amid the hustle, EdTech leaders Dr. Jill Johnson of Class Intercom and Teddy Gabbart of ParentSquare filmed a a webinar about strategic PR and storytelling. Through partner relationships, these companies can provide a more cohesive and comprehensive support system, ensuring that school PR professionals have the tools and resources they need to manage communications challenges successfully and foster positive engagement within their communities.
Dr. Jill Johnson and Teddy Gabbart, SVP of ParentSquare, film their webinar, “Strategic School PR & Storytelling Q&A”, set to go live July 23.
Learning and Growing Together
Thought leaders led over 100 sessions, passing along skills and knowledge to those in attendance. Communicators from Spokane Public Schools in Washington shared how they empowered all 57 district principals to be marketing and communications contributors. Chantelle Green and Tyler Cronin of Papillion La Vista Community Schools in Nebraska discussed their partnership with Human Resources to enhance employee recruitment, retention, and recognition through a strategic marketing plan. These sessions highlighted a key theme: empowering district-wide leaders to leverage marketing and social media alongside their communications teams effectively.
Many sessions sought to inspire and motivate school communicators. Ben Nemtin, a New York Times bestselling author and co-founder of The Buried Life movement, delivered a moving keynote address on Tuesday. He focused on overcoming adversity, achieving impossible goals, and inspiring others, drawing from his journey of battling depression, creating a bucket list, and inspiring millions to achieve their goals. Mitch Roush from Grand Island Public Schools in Nebraska presented with Dr. Jill about empowering school storytellers. He ended his presentation with a touching story about an educator who made a profound impact on his daughter, reminding the audience of their power to tell stories that make a difference in education.
Looking Ahead
After a week filled with sessions, networking, and camaraderie, the NSPRA National Seminar concluded with the President’s Reception. Current president Trent Allen, APR, passed the torch to Heidi Vega, marking a historic moment as she becomes NSPRA’s first Latina president. Her moving acceptance speech, given virtually due to a family emergency, left attendees inspired and energized, looking forward to next year’s conference in Washington, D.C.
Thank you, NSPRA, for hosting another amazing event. To our clients, partners, and friends serving SPRA chapters across the country, we appreciate your hard work and can’t wait to see what you all accomplish this year!
