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TSPRA & CalSPRA: Two very different places; one School PR theme

By March 21, 20223 min read

This month took Class Intercom  to some of the larger School Public Relation Association (SPRA) conferences in Round Rock, Texas, and Sacramento, California. Although each gathering had its own unique flair, the theme of camaraderie rang true in both locales for School PR.

TSPRA Takeaways

SchoolPR professionals celebrating the Wild ThingsThis year, the TSPRA celebrated their 60th year with the theme Learning in the Wild. Texas takes pride in their wild side and this was evident at the Kalahari Resort and Convention Center. After missing the event in 2021, attendees were so excited together to be back together  in person! 

Throughout the conference, we took our own spin on “wild” and asked the question, “Where are the Wild Things?” 

We enjoyed uncovering the fears of this seemingly fearless group and working with them to fearlessly face the unknown in the world of school communications, from allowing others to become social media content creators to keeping up with the ever increasing demands of PR professionals  charged with manning communication systems for their districts.

A few questions you may be asking yourself:

  • Who are the wild things and where do I find them? 
  • How do I empower the wild things to help tell our story? 
  • What is keeping me from empowering others to be content creators?

If you are looking for a “magic trick” to allow you to tame the beast just like Max did  in the classic children’s story, explore the possibilities and learn how these PR professionals have become Kings of all the Wild Things!  We were blessed to have these high fliers share their stories at our Safari Adventure session in Round Rock:

CalSPRA Connection

CalSPRA members know first hand the role Covid played in derailing in-person meetings. In March of 2020, hopeful members gathered together only to see the world shut down in front of them. Two years later, some members were still trepidatious (Is that a word?!) but all were SO ready to reConnect, Elevate, and Inspire. 

  1. Connect: This group is tightly connected and incredibly supportive of both veterans and newbies as could be seen by those reaching out, asking others to join, and offering bits of advice. 
  2. Elevate: The schedule was jam-packed, and  standing room only was the norm in breakout sessions as members were hungry to reengage and return to cutting edge communications. 
  3. Inspire: The leadership of this group, specifically Jessica Hull,  was so committed to inspiring the membership to take their schools to the next level of communications through professional development, networking, and recognition. 

Two very different places, one very common theme: camaraderie is alive and well in the world of School PR! 



The Content Generation Award will celebrates and recognizes educators and students, who are using social media to connect with their students and school districts. The Content Generation Award recognizes a commitment to utilizing social media to enhance creativity, critical thinking, communication, and collaboration within their school. 


Jill Johnson

Over her 30 year career in education, Dr. Jill has served in various roles including secondary ELA teacher, professional development consultant, and high school administrator. After completing her doctoral study, Technology Leadership Qualities in Secondary Principals in Nebraska who Support Student-led Social Media Teams, Jill began her tenure as Class Intercom President.