1. education
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National School Public Relations Association
15948 Derwood Road | Rockville, MD 20855 | Ph: 301-519-0496 | Fax: 301-519-0494 | www.nspra.org
Raising Our Voices for
Educational Excellence
REGISTER BY MAY 22
SAVE $50
Nashville, Tennessee
The 62nd Annual Seminar of the
National School Public Relations Association
July 12-15, 2015
Register at www.nspra.org/regseminar under Summer Institute.
Check out all discount options at www.nspra.org/regseminar.
This “conference within a conference” runs from 2 p.m. Sunday
through Tuesday afternoon and focuses on the special needs of
community education professionals. It includes a special selfcontained learning track as well as opportunities for participants
to take advantage of regular Seminar sessions.
Even if you can’t afford to attend the full Seminar this year,
don’t miss out entirely! Take advantage of our one- or two-day
registrations and get the core information you need. One-day
registration for members is only $205 and for non-members, $255.
Two-day registrations are $455 for members and $505 for nonmembers. (One and two-day registrations cannot be combined).
To learn more about fees and registration procedures, go to
www.nspra.org/graduate-semester-extension-credit.
Seminar attendees can earn two graduate semester extension credits
from the University of San Diego for completing the required hours of
instruction during the NSPRA 2015 Seminar.
Get Graduate Semester Extension Credit
Effective communication is key to successful community
education programs and NSPRA is proud to host the Summer
Institute for Community Education and Engagement at the 2015
Nashville Seminar.
In an era of tight budgets and a demand for “return on investment,”
NSPRA’s network of contacts and resources is more important and
valuable than ever. With more than 70 skill-building and tactical
Public education remains one of our most-valued public institutions, yet
sessions to choose from, you’ll be able to select those that best meet
it continues to be under attack from special interest and political groups
your needs. From two-hour Action Lab mini-workshops to “speed
promoting privatization. Budgets are at risk, the news media continues
dating” style information roundtables, you’ll find multiple options and
to focus on negative stories and local education critics have increased
topics to choose from. This year’s program includes sessions on:
the volume, luring like-minded citizens via
strategic communication planning…advocacy and engagement
social media. In spite of this, parents and
strategies… crisis management… branding/marketing…using
“A MUST DO/GO/SEE for
the public continue to express trust and
video effectively…diversity and equity communication… social
public school PR professionals.
confidence in public school teachers and
media strategies…and much, much more.
principals and give their local schools high
The investment of time and
Ramp Up Your PR Skills
marks. We can change the conversation by
resources you will ‘spend’ by
raising our voices with effective, strategic
New to School PR? The NSPRA National Seminar is the ideal
attending NSPRA will pay huge
and targeted communication. Because if
destination for those new to practicing PR in the education arena.
dividends for your professional
we do not do it, who will?
One in four Seminar participants are attending for the first time.
development – as well as for the
With 62 years of experience in providing
School PR Veteran? Almost three-quarters of attendees have
continued success of your district!”
the ultimate professional development
been to past Seminars and continue to return for more!
experience in school communications,
– Amy Berendzen,
Superintendent? This one-day superintendent track focuses on
NSPRA’s 2015 National Seminar is where
school-community relations,
communication leadership strategies to apply in your district.
you will find North America’s leading
Jefferson City (Mo.) Public
school public relations practitioners and
Community Education Professional? This “conference within
School System
where you and your colleagues can join
a conference” Sunday through Tuesday afternoon focuses on
in Raising Our Voices for Educational
communication strategies targeted to community education needs.
Excellence!
Come to Nashville and:
• Learn about innovative communication strategies and programs, how to
market/brand your schools, create authentic engagement, manage crisis
response, and more.
• Interact with school communication experts who will show you how
to develop advocates, build trust, and increase powerful connections
and support for your schools.
• Gather best practices, tools and advice for engaging your
stakeholders and delivering key messages on issues and the critical
importance of a strong public education system.
• Discover how to maximize your communication budget, time, and
resources and expand support for your schools.
Experience North America’s largest gathering of school communication
professionals and we promise you’ll leave renewed and re-energized,
with the tools and powerful network that will help you develop an
exemplary communication program in your district and schools,
program or education organization.
Meet the Leaders in School Communication
At NSPRA’s 2015 Seminar, you’ll interact with leading experts and
practitioners in school communication throughout three days of
collaboration and learning. They’ll share cutting-edge strategies, offer
insight and guidance, and provide helpful tools and examples for
improving all aspects of communication in your district and schools.
Choose from over 70 practical, hands-on, informative sessions designed
to provide you with knowledge and proven strategies for taking your
program to the next level and addressing issues that include:
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Public education advocacy;
Effective engagement programs;
Branding and marketing schools;
Telling your story with video;
Expanding outreach with social media;
Crisis communication/management;
Winning bond/finance campaigns; and
Strategic communication planning.
Check out the preliminary schedule of sessions at: www.nspra.org/files/docs/SeminarAtAGlance15.pdf
Non-Profit
Organization
www.nspra.org/superintendent_scholarships_seminar.
Make the Most of Your Communication Dollar
Stretch Your Budget with
Special Seminar Options
NSPRA’s 2015 National Seminar –
Raising Our Voices for Educational
Excellence
All photos courtesy of Nashville Convention & Visitors Corporation.
The Leader in School Communication
PAID
The Leader in School Communication
Learn New Practical Strategies to Influence, Communicate, Market and Celebrate Public Education
Face Time Matters for Learning and Networking
Even in tight budget times, there is nothing more powerful than
being able to exchange ideas and learn hands-on in a face-to-face
session with leading experts in communications. Live meetings offer
more effective training, the exchange of ideas, and help you build
relationships to expand your network of resources year-round. Review
our Seminar program and ask yourself: Where else can I find a better
investment of time and money that benefits my schools and my
professional development in one place?
Over 70 Timely, Targeted, Info-Packed
Sessions in One Central Location
NSPRA’s 2015 National Seminar is where you will get answers to
all your communication needs. You won’t find this many on-target
information sessions, proven practices and resources for your school
communication program anywhere else this year. This is the only
major event in North America for interactive learning and sharing with
communication experts and professionals who understand your job.
That’s why you’ll want to seize this once-a-year opportunity to build
and enhance your skills. The NSPRA National Seminar is the place to
be for those who understand the critical relationship between good
communication and successful schools.
With dozens of resource-packed skill sessions, action labs
and presentations, you will have first-hand access to proven
communication strategies, best practices and the latest innovative
programs that you can replicate in your district to help you build
support and confidence in your schools.
Here are just a few of this year’s exciting and content-rich sessions:
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Engagement and Leadership Strategies for Successful Bond Issues
Think Like a Journalist: Skills to Lead Your Schools Through Crisis
One Voice, Multiple Languages
A Video is Worth 1.8 Million Words
Straight Talk About Money: Learn How to Use Numbers to Tell a
Story
• Connecting with Parents in the Digital Age
• Social Media Jump Start
• And much, much more!
Need a Reason to Visit Nashville?
Here are 5 to get you started!
1. The Country Music Hall of Fame and Museum, a must see!
2. Tour Music Row and historic RCA Studio B, where Elvis
recorded over 200 songs.
3. Visit the Ryman Auditorium (the “Mother Church of
Country Music”) and take a backstage tour.
4. Stroll down Broadway’s Honky Tonk Highway.
5. Get Artsy – from visual and performing arts to music,
crafts, film and more, art is everywhere.
Need more reasons to visit? Check out Music City’s website
(www.visitmusiccity.com) for a full calendar of events.
Plan to meet up with colleagues old and new Sunday evening, July 12,
at the Seminar Opening Reception at the Renaissance Nashville, cosponsored by SchoolMessenger. You’ll also be
able to sign up online in advance to join other
attendees and our Tennessee Chapter hosts
“When it comes to
for “dutch treat” Sign-Up Dinners at local
inspiration, networking
restaurants following the reception.
and the latest trends and
innovations in school communications, the NSPRA
Seminar is unparalleled!”
Discover the Country Music Capital
of the World from Our Seminar Hotel
Perfectly located in the heart of the business
district, the Renaissance Nashville Hotel’s
location allows for maximum exploration
with access to many attractions, including
Bridgestone Arena, LP Field, B.B. King’s
Blues Club, the Country Music Hall of
Fame & Museum, Ryman Auditorium, and
the Historic Second Avenue District.
Make your reservations at the
Renaissance Nashville Hotel soon to
get NSPRA’s special rate of $185 per
night (single or double), which includes
complimentary wireless Internet access
in the guest rooms. The group rate is
available until June 19, 2015 or until
the block is filled. Reservations made after NSPRA’s
room block is filled or after the cut-off date will be based on availability
and at the prevailing rate.
Make your reservation online at www.nspra.org/seminar-hotel.
For phone reservations call:
Toll Free: 877-901-6632 / Local Phone: 615-255-8400
“We’re Playing Your Song”
in Music City!
On Tuesday evening, our Tennessee Chapter
and sponsor SchoolMessenger have arranged
– Lori O’Toole Buselt,
an evening of live music, fun and refreshments
director of communications,
at the Country Music Hall of Fame from
Maize (Kan.) USD 266
7 p.m.-1 a.m. Thanks to the generous
sponsorship of SchoolMessenger, there is
no cost to attend! You will need a ticket to get in
however, so go to www.schoolmessenger2015.com for ticket and event
information.
Save with Special Discount Options!
• $100 Southeast Discount. If you register as a full participant and
are employed in the Southeast Region (Alabama, Florida, Georgia,
Mississippi, North Carolina, South Carolina, Tennessee, Puerto Rico,
Virgin Islands) you save $100 more.
• Superintendent and Communication Pro Combo. When the
superintendent and the communication professional from the same
district register together, they receive a $200 discount off the rate when
they register, for a total of $400. No other discounts apply.
• 2 Registrants from the Same Employer. The second full registrant
receives a $50 discount off the price that the first person pays. (This
discount can be applied in addition to the Southeast Region discount.)
• 3 or More Registrants from the Same Employer. Three full
Seminar registrations are just $1,500. Each additional registration is
only $175 per person. No other discounts apply.
Summer Institute for Community Education
and Engagement – $395
Stretch Your Budget with
Special Seminar Options
Even if you can’t afford to attend the full Seminar this year,
don’t miss out entirely! Take advantage of our one- or two-day
registrations and get the core information you need. One-day
registration for members is only $205 and for non-members, $255.
Two-day registrations are $455 for members and $505 for nonmembers. (One and two-day registrations cannot be combined).
All photos courtesy of Nashville Convention & Visitors Corporation.
Join Us at the Welcome Reception
Check out all discount options at www.nspra.org/regseminar.
Effective communication is key to successful community
education programs and NSPRA is proud to host the Summer
Institute for Community Education and Engagement at the 2015
Nashville Seminar.
This “conference within a conference” runs from 2 p.m. Sunday
through Tuesday afternoon and focuses on the special needs of
community education professionals. It includes a special selfcontained learning track as well as opportunities for participants
to take advantage of regular Seminar sessions.
Register at www.nspra.org/regseminar under Summer Institute.
Superintendents’ Special One-Day Track (with
luncheon) on July 13 for Just $249*
Strong communication leadership is essential to creating an effective
communication program designed to move goals forward. We are
committed to helping superintendents develop their communication
skills and are offering a special rate and some targeted sessions designed
to meet leaders’ needs. Superintendent registrants for this one-day
track will have access to the full array of Monday’s program offerings
including our esteemed keynote speaker, author Joseph Grenny.
The Superintendent Track package includes a luncheon and
presentation by researchers Rich Neimand and Dave Clayton
of Neimand Collaborative in Washington, D.C., who will share
their insight on creating messages to help parents and others see
your schools as their schools of choice. This will be followed
by a discussion on using key messages effectively. This track
offers outstanding value at a reduced price and you’ll leave with
communication leadership strategies to keep your team focused.
Choose from more than 20 afternoon sessions on best practices in
school communication that include:
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Dealing with Public Panic
Communicating Common Core Results
Operation College Bound
Adding Business Voices (and $) to the Educational Chorus
Community Engagement, the School Board and the District Staff
Ramp Up Your School Communications Plan – A Strategic Process
that Really Works!
• The Emperor’s Clothes – the Relationship Between the
Communications Office and the Superintendent
Don’t miss out on this valuable opportunity!
Register now at www.nspra.org/regseminar.
* Superintendents who register to attend the full Seminar have the option
of attending the luncheon. Luncheon is open to superintendents only.
Seminar Scholarships for Superintendents
Thanks to a sponsorship by ParentLink (www.parentlink.net), NSPRA
is offering a limited number of scholarships for superintendents who are
new to the NSPRA National Seminar or who
haven’t attended in the past three years. These
scholarships cover the cost of registration.
Application deadline is April 10. To apply, go to
www.nspra.org/superintendent_scholarships_seminar.
Get Graduate Semester Extension Credit
Seminar attendees can earn two graduate semester extension credits
from the University of San Diego for completing the required hours of
instruction during the NSPRA 2015 Seminar.
To learn more about fees and registration procedures, go to
www.nspra.org/graduate-semester-extension-credit.
General Sessions
Joseph Grenny is a leading social scientist of
business performance and co-author of four New
York Times best-sellers, including Influencer and Crucial
Conversations. A frequent contributor to Forbes and
Business Week, he has been featured in The Wall Street
Journal, The New York Times, and other prestigious
publications as well as on The Today Show and CNN.
With a goal of helping leaders and organizations achieve new levels
of performance, Grenny focuses on human behavior and the written
and unwritten rules that shape what we do every day. In order to be
successful advocates for our schools and public education, we must
effectively influence others. In his Monday keynote, Joseph Grenny
will share the Essential Leadership Skills that we need to become
successful Influencers in our school systems and lives.
Brian Woodland, APR, communication director
for Peel District School Board in Canada, and one
of North America’s leading school public relations
practitioners, will be going “country” in Nashville
in his Tuesday keynote, You’ve Got to Know When
to Hold ’Em: School PR Lessons Learned from Country
Lyrics. Brian’s fast-paced style will weave the latest
communication approaches with proven PR strategies and tactics
to show you how to make your program a success. He’ll share 25
years of school PR learning through the lens of Nashville’s greatest
export – the country song – noting memorable examples like, “If you
don’t stand for something, you’ll fall for anything,” to “Just call me Cleopatra
everybody, ’cause I’m the Queen of Denial.” From equity and board
relations to social media, this fun, provocative, and practical keynote
won’t help you win a CMA, but will help you be more effective “forever
and for always.”
Caffeinated Connections – Roundtable Dialogues
Face-to-face dialogue matters – it is the most valuable
resource of all for communication professionals
when it comes to networking and exchanging
ideas and information with colleagues. Even
the most innovative communication technology
can’t replace the power of personal interaction
when it comes to building strong networks and
relationships.
Choose from a variety of topic tables facilitated
by NSPRA leaders, convene your own table on a specific topic, or
feel free to just sit and chat with friends (and make some new ones!).
This morning is about making connections – to colleagues, ideas,
professional networks, resources, opportunities – or just connecting
with that first cup of coffee! Wake up to some stimulating dialogue!
“If you’re a school communications specialist or
a superintendent of schools with communication
challenges, this is the best venue for networking
and learning in the United States.”
– 2014 Seminar participant
Special Sessions and Action Labs
Action Lab • Monday, July 13, 2015 – 8-10 a.m.
Special Session • Tuesday, July 14, 2015 – 8-10 a.m.
As school PR pros, we all know we are supposed
to be creating a plan that includes research, analysis,
communication and evaluation, but it doesn’t always happen
that way. This Action Lab will offer a plan template and
add-on options, tips and examples, tech tools that help with
accountability and collaboration, and will show you how to
share the plan and results with the right audiences to ensure you get the
credit you deserve for your work. Participants should bring a challenge to
address or an initiative to launch and will work individually and in small
groups using a stripped-down but effective template to get your plan
written or at least well underway by the end of the session.
Many school boards and communities across America are
suffering through tough times and broken relationships.
In some districts the level of contention, irritation and
impatience is palpable. Come learn how to break the
cycle of public frustration that causes leaders to feel
victimized and how to detect, prevent and deter the
contention that often impacts public education today. Find out who is
responsible for triggering the negative behaviors and attitudes that result
in angry parents, irritated teachers, frustrated leadership, and student
performance failure. Helping leaders lead in contentious times is one of
the most crucial responsibilities of the school PR function. This powerful,
practical, pragmatic session with one of the most respected experts in
communication today will show you the skills to lead your leaders and your
community along the pathways to peace in your valley.
Create a Simple Plan You’ll Actually Use
Presenter: Trinette Marquis Hobbs, APR, partner, Syntric
Communications, Sacramento, Calif.
Special Session • Monday, July 13, 2015 – 8-10 a.m.
#Ferguson: Managing the Crisis; Continuing the
Conversation
The events that took place
in Ferguson, Mo., last fall
impacted communities and
school districts, not just in
the greater St. Louis area, but
across the nation, igniting
a passionate response and highlighting the
need for a new conversation about racial
equity and the gaps that affect the judicial
system, employment, housing, health care,
and education. In this Special Session you will
hear from educators on the frontline about
how the events in Ferguson touched their schools, how they responded
to keep students safe and learning, and why it is vital that the “courageous
conversations” about racism begun in the aftermath continue if we are to
move forward and build strong, healthy communities that serve all families.
Panelists: Jana Shortt, director of communications, Ferguson-Florissant
School District, Florissant, Mo.; Dr. Scott Spurgeon, superintendent,
and Melanie Powell-Robinson, director, communications, Riverview
Gardens School District, St. Louis, Mo.; and Dr. Jonathan Smith,
instructor, African American Studies, St. Louis University, Mo.
Moderator: Chris Tennill, APR, chief communications officer, School
District of Clayton, Mo., and NSPRA South Central Region vice president
Action Lab • Monday, July 13, 2015 – 8-10 a.m.
Social Media in Our Schools: Wrangling Risks and
Roping in Opportunity
Who tells your district’s story? Everyone, especially teachers! With
social media, they’re telling it to the world, sometimes in 140
characters or less. In the digital world, schools must meet students,
parents and patrons where they are – on social media – and
leverage these tools for teaching, learning and communicating.
This Action Lab will explore risk management strategies – policies,
procedures and professional development – to embrace social media integration.
Leave with a plan – and the confidence – to encourage reluctant colleagues and
lead this shift in your district. (A lucky few will take home a free book, Embracing
Social Media: A Practical Guide to Manage Risk and Leverage Opportunity.)
Presenter: Kristin Magette, director, communications, Eudora (Kan.) Public Schools
Overcoming Community Contention
Presenter: James E Lukaszewski, ABC, APR, president, The Lukaszewski
Group, New Brighton, Minn.
Special Session • Tuesday, July 14, 2015 – 8-10 a.m.
Parents as Consumers: How to Be a School of Choice
In an era of choice, it’s important to approach
parents as consumers in order to make public
schools their number one choice. This Special
Session will share current research and insight
into the rational and emotional factors that
motivate parents when they make decisions
about their children’s education. The presenters will provide new opinion
research, share why it requires a different communication strategy and relate
the experiences of 10 North Carolina districts that have been using these
strategies. Learn how to meet parents where they are, instill confidence in your
schools and win the opportunity to take their children higher. The groundbreaking consumer-based communication research, commissioned by the Z.
Smith Reynolds Foundation, presented at last year’s Seminar, is now gaining
traction and reaping new insight for leaders in communication.
Presenters: Rich Neimand, president, Neimand Collaborative, Washington,
D.C., and Dave Clayton, Ph.D., executive vice president, Neimand
Collaborative, Washington, D.C.
Special Session • Tuesday, July 14, 2015 – 8-10 a.m.
Expanding Your Role as a Leader:
Creating and Managing Positive Change and
Innovation in Your District
One of the greatest talents of effective
leaders is their ability to stimulate and
initiate positive and productive change and
innovation. To maximize our effectiveness as
leaders, school PR professionals need to be
advocates for change and innovation in their
districts and organizations, and when necessary, gently prod the system
into moving from status quo. This session will share insight on how you
can press for what is best for students by challenging entrenched traditions,
asking tough questions and pushing for meaningful change and innovation.
Presenters: Bob Noyed, APR, director of communication, Spring
Lake Park (Minn.) Schools and Joe Krumm, APR, executive director,
community and government relations, North Clackamas Schools,
Milwaukie, Ore.
Pre-Seminar Workshops
Come Early; Learn More
Go in-depth, learn more and expand your skills in our targeted Pre-Seminar
Workshops! For details on each, visit www.nspra.org/pre-seminar-workshops.
Basic Training: Video Boot Camp I
(Saturday, 9 a.m. - 4 p.m.) Fee: $299.00
Get hands-on training to equip you with skills to take your video
productions to the next level. Learn the elements of a great video story,
how to compose shots, record high-quality audio, edit quickly and
professionally, and use social media to increase viewership. The workshop
includes classroom instruction as well as hands-on shooting and editing.
Bring an iPad, with the iMovie app downloaded, and headphones. Skills
learned will transfer to any camera or editing software. The iMovie app
will be used to teach the basics of editing video.
Presenter: Jake Sturgis, APR, chief storyteller, Capture Video, Excelsior, Minn.
High-Stakes Media Relations
(Saturday, 9 a.m. – 4 p.m.) Fee: $299.00
This interactive workshop will help you build confidence as the media
relations point person in high-profile, high-stakes situations where
organizational and personal reputations are at risk. Learn how to deal
with the multi-media frenzy in explosive controversies and which PR
techniques to use when. Using case studies, you’ll examine how to
combat social media wildfires, aggressive reporters, organized community
backlash, parents or staff that go to the media to stir up controversy, and
more. Leave with the tools you need to be ready and on top of your game.
Presenter: Tom DeLapp, president, Communication Resources for Schools,
Rocklin, Calif.
Specialized Training: Video Boot Camp II
(Sunday, 9 a.m. - 4 p.m.) Fee: $299.00
Participants in this workshop should be comfortable shooting and editing
basic videos. Learn advanced techniques for using DSLR and video
cameras. Topics will include technical information on lighting, recording
audio, choosing the right camera and lenses and optimizing content
for SEO, as well as the human side of video related to storytelling and
strategies to help people feel comfortable in front of the camera. Bring a
laptop with video editing software or an iPad with the Pinnacle Studio app
pre-loaded. Participants also are encouraged to bring headphones and raw
video from other projects to practice editing techniques learned in class.
Presenter: Jake Sturgis, APR, chief storyteller, Capture Video, Excelsior, Minn.
Next Level Social Media
(Saturday, 9 a.m. – Noon) Fee: $150.00
Go beyond Facebook and Twitter 101 for an in-depth focus on advanced
social media approaches that are meaningful and measurable. The workshop
will focus on a strategic approach to content development, social media ad
campaigns, cross-promotional campaigns with traditional tactics, and various
quick-hit engagement tactics that can help move your audience into action.
This hands-on think tank and strategy lab will have you walking away with
actionable ideas for how to take your social media channels to the next level
with an extended look at newer platforms like Instagram, Vine and Pinterest.
Presenter: Shane Haggerty, director, marketing and technology, Tolles
Career & Technical Center, Plain City, Ohio
Next Generation Newsletters
(Saturday, 1 p.m. - 4 p.m.) Fee: $150.00
Is social media taking the place of traditional newsletter content? With a new post
or tweet for every award winner or quick announcement a school needs to make,
what content is left for the more “traditional” newsletter? This workshop will
address the future of newsletters and how they can be differentiated from other
content. Topics will include: the development and use of infographics; how to tell
larger stories and give ongoing updates; tips for developing attractive, user-friendly,
content-rich publications; and a look at various types of e-newsletter platforms.
Presenter: Shane Haggerty, director, marketing and technology, Tolles Career
& Technical Center, Plain City, Ohio
PR Research and Survey Techniques
(Sunday, 9 a.m. – Noon) Fee: $150.00
Learn inexpensive and simple ways research can make your PR program more
cost-effective and productive. Get tips on creating programs to gather feedback,
spot trends and head off trouble. Learn about traditional research tactics and
explore emerging online and new media research options. Discover how to add
accountability and demonstrate the importance of your district’s communication
investments; get the insights and data you need to make ongoing communication
efforts work; and leave with tactics for organizing and presenting research
findings to influence decision makers.
Presenter: Edward H. Moore, APR, professor, public relations and advertising,
Rowan University, Glassboro, N.J.
New Professionals Program
(Saturday, 9 a.m. - 4 p.m. & Sunday, 9 a.m. – Noon) Fee: $299.00
If you have been in PR for fewer than three years – or if you’re new to the field
– this is the foundation you need for practicing all facets of school PR. Work
with seasoned professionals on effective communication planning, applying the
RACE (Research, Analysis/Planning, Communication/Implementation, and
Evaluation) process, identifying target audiences, framing key messages, developing
communication strategies, and a variety of other topics. You’ll work in teams
to apply the concepts learned. The workshop is fun, fast-paced and filled with
information to help you build a network of colleagues and create a solid foundation
for a career in school PR.
Presenters: Chris Tennill, APR, chief communications officer, School District
of Clayton, Mo.; and Susan Brott, APR, director, communications/community
engagement, Edina (Minn.) Public Schools
APR Prep: Get Ready for Universal Accreditation
(Saturday, 9 a.m. - 4 a.m. & Sunday, 9 a.m. - 4 p.m.) Fee: $299.00
Ready to move ahead as a PR professional? Then it’s time to become Accredited
in Public Relations (APR). This in-depth workshop helps you prepare for the
Universal Accreditation examination by providing a solid grounding in the
knowledge, skills, and abilities tested and facilitating hands-on learning and
practice in small groups. Learn what topics are covered and how to plan and
prepare for the various components required for completing the testing process.
Make a commitment to yourself and begin your professional development
journey toward becoming Accredited in Public Relations.
Presenters: Janet Swiecichowski, APR, executive director, communications,
Minnetonka (Minn.) Public Schools; and Tim Hensley, APR, assistant to the
superintendent, Floyd County Schools, Rome, Ga.
Find all the Seminar information you need at www.nspra.org/national_seminar
“A wonderful opportunity to learn new ways to
navigate the challenging journey of
school public relations.”
– Lynn McCawley, senior public information specialist
Prince George’s County Public Schools, Md.
Special Session • Wednesday, July 15, 2015 – 1-3 p.m.
Engaging and Inspiring Stakeholders with Video
What makes seemingly ordinary stories
into extraordinary ones? In this Special
Session you’ll learn about the tools and
methods used by a district team that has
been producing award-winning videos for
more than a decade. Discover ways you
can give your stakeholders a “call to action” by showing
them model examples of regular people doing great
things to support students. You’ll learn the ins-and-outs
of great video storytelling as well as things that can
take away from producing the results you need. The
presenters have a wealth of knowledge to share with
experience in hospital public relations, top public relations creative
agencies, and video production/post-production for several cable
networks. Come learn how to make your videos “sing” in Nashville!
Presenters: Elise Shelton, chief communications officer and NSPRA
Southeast Region vice president; Andrew Pitt, assistant communication
director; and Zachary Whitaker, webcast video producer, ClarksvilleMontgomery County School System, Clarksville, Tenn.
Action Lab • Wednesday, July 15, 2015 – 1-3 p.m.
High-Touch and High-Tech Community
Engagement
The challenges facing school districts
today call for an understanding of
how to empower community members
through a “continuum of engagement”
that focuses on high-touch and hightech communication approaches and
engagement efforts that include in-person strategies
and interactive online-based tools that solicit thoughtful
feedback for decision-making. This dynamic and
interactive Action Lab will demonstrate how innovative
tactics like Twitter Town Halls, online boundary tools
and Gallery Walks are being used to engage stakeholders
and supplement more traditional methods with new online and faceto-face strategies. Come learn, by hearing and doing, how to leverage
multiple tools for engagement and leave with an actionable plan for
success in your district.
Presenters: Michael Akin, president, Reingold LINK, Washington,
D.C.; Patrick Murphy, Ed.D., superintendent, and Linda Erdos,
assistant superintendent, school & community relations, Arlington
(Va.) Public Schools; and leaders from D.C. Public Schools, Fulton
County (Ga.) Public Schools, and North Shore (Ill.) School District
Seminar Registration
Mail Registration to:
Special Discounts Available
NSPRA 2015
National School Public Relations Association
15948 Derwood Road, Rockville, MD 20855
Southeast Region Discount
If you register as a full participant and are employed in the Southeast
Region (AL, FL, GA, MS, NC, SC, TN, PR, VI) you save $100 more.
For NSPRA Members
Superintendent & Communication Pro Combo
Teams from same district each receive $200 off full registration rate
(total $400 discount). No other discounts apply.
Seminar Registration
q Register and PAY by May 22, 2015..................................................... $715
q Register after May 22, 2015 ................................................................. $765
Seminar Registration and Dues Payment/Renewal
q Register and PAY by May 22, 2015..................................................... $975
q Register after May 22, 2015 .............................................................. $1,025
For Non-members of NSPRA
Full Registration
q Register and PAY by May 22, 2015 ....................................................$815
q Register after May 22, 2015 .................................................................$865
One-day Registration
q $205 for NSPRA members
q $255 for non-members
Please indicate which day you will be attending:
q Monday q Tuesday
q Wednesday*
*Does not include closing banquet
q Superintendents’ Monday, July 13, 2015........................................ $249
(includes luncheon)
Two-day Registration
q $455 for NSPRA members
q $505 for non-members
Group Discounts (must be from same employer)
• 2 Registrants – receive $50 off the price of the second full registration
• 3 or More Registrants – three full registrations for $1,500; each
additional full registration is only $175 per person. No other
discounts apply.
Please complete the participant information below for each registrant.
Note: Discounts do not apply to Pre-Seminar Workshops.
Total Amount Due$______________________
Method of Payment
q My check is enclosed.
q My purchase order #_______________ is enclosed.
(Purchase orders are not considered as payment to lock in prices.
Check/credit card payment must be received by discount deadlines.)
q
Paypal accepted at www.nspra.org/seminar
q Charge my credit card (check one)
q Visa q MasterCard q American Express q Discover
Card Number
Expiration Date
Security Code
Signature
Please indicate which days you will be attending:
q Monday q Tuesday
q Wednesday*
*Does not include closing banquet
Cancellation Fees
Community Education Summer Institute
q Sunday–Tuesday, July 12-14, 2015....................................................... $395
Seminar: $175 for cancellations received by May 22. $275 for cancellations from
May 23 – June 12. After June 12, no refund.
Pre-Seminar Workshops
Pre-Seminar Workshops: 25% of Pre-Seminar fee for cancellations received by May
22. 50% for cancellations from May 23 – June 12. After June 12, no refund.
q Basic Training: Video Boot Camp I.................................................... $299
q High-Stakes Media Relations................................................................ $299
q Next Level Social Media....................................................................... $150
q Next Generation Newsletters.............................................................. $150
q Specialized Training: Video Boot Camp II........................................ $299
q New Professionals Program................................................................. $299
q APR Prep: Get Ready for Accreditation............................................ $299
q PR Research and Survey Techniques.................................................. $150
If you are not registered for the full Seminar, add $50/session.
q This is my first NSPRA Seminar
q I am new to School Public Relations (1-3 years)
Name
First Name for Badge
Title
District/Organization
Street Address
City / State or Province / Zip or Postal Code
PhoneFax
E-mail
Questions? Call: 301-519-0496 E-mail: nspra@nspra.org Visit: www.nspra.org
Pre-Seminar Workshops
Come Early; Learn More
Go in-depth, learn more and expand your skills in our targeted Pre-Seminar
Workshops! For details on each, visit www.nspra.org/pre-seminar-workshops.
Basic Training: Video Boot Camp I
(Saturday, 9 a.m. - 4 p.m.) Fee: $299.00
Get hands-on training to equip you with skills to take your video
productions to the next level. Learn the elements of a great video story,
how to compose shots, record high-quality audio, edit quickly and
professionally, and use social media to increase viewership. The workshop
includes classroom instruction as well as hands-on shooting and editing.
Bring an iPad, with the iMovie app downloaded, and headphones. Skills
learned will transfer to any camera or editing software. The iMovie app
will be used to teach the basics of editing video.
Presenter: Jake Sturgis, APR, chief storyteller, Capture Video, Excelsior, Minn.
High-Stakes Media Relations
(Saturday, 9 a.m. – 4 p.m.) Fee: $299.00
This interactive workshop will help you build confidence as the media
relations point person in high-profile, high-stakes situations where
organizational and personal reputations are at risk. Learn how to deal
with the multi-media frenzy in explosive controversies and which PR
techniques to use when. Using case studies, you’ll examine how to
combat social media wildfires, aggressive reporters, organized community
backlash, parents or staff that go to the media to stir up controversy, and
more. Leave with the tools you need to be ready and on top of your game.
Presenter: Tom DeLapp, president, Communication Resources for Schools,
Rocklin, Calif.
Specialized Training: Video Boot Camp II
(Sunday, 9 a.m. - 4 p.m.) Fee: $299.00
Participants in this workshop should be comfortable shooting and editing
basic videos. Learn advanced techniques for using DSLR and video
cameras. Topics will include technical information on lighting, recording
audio, choosing the right camera and lenses and optimizing content
for SEO, as well as the human side of video related to storytelling and
strategies to help people feel comfortable in front of the camera. Bring a
laptop with video editing software or an iPad with the Pinnacle Studio app
pre-loaded. Participants also are encouraged to bring headphones and raw
video from other projects to practice editing techniques learned in class.
Presenter: Jake Sturgis, APR, chief storyteller, Capture Video, Excelsior, Minn.
Next Level Social Media
(Saturday, 9 a.m. – Noon) Fee: $150.00
Go beyond Facebook and Twitter 101 for an in-depth focus on advanced
social media approaches that are meaningful and measurable. The workshop
will focus on a strategic approach to content development, social media ad
campaigns, cross-promotional campaigns with traditional tactics, and various
quick-hit engagement tactics that can help move your audience into action.
This hands-on think tank and strategy lab will have you walking away with
actionable ideas for how to take your social media channels to the next level
with an extended look at newer platforms like Instagram, Vine and Pinterest.
Presenter: Shane Haggerty, director, marketing and technology, Tolles
Career & Technical Center, Plain City, Ohio
Next Generation Newsletters
(Saturday, 1 p.m. - 4 p.m.) Fee: $150.00
Is social media taking the place of traditional newsletter content? With a new post
or tweet for every award winner or quick announcement a school needs to make,
what content is left for the more “traditional” newsletter? This workshop will
address the future of newsletters and how they can be differentiated from other
content. Topics will include: the development and use of infographics; how to tell
larger stories and give ongoing updates; tips for developing attractive, user-friendly,
content-rich publications; and a look at various types of e-newsletter platforms.
Presenter: Shane Haggerty, director, marketing and technology, Tolles Career
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& Technical Center, Plain City, Ohio
PR Research and Survey Techniques
(Sunday, 9 a.m. – Noon) Fee: $150.00
Learn inexpensive and simple ways research can make your PR program more
cost-effective and productive. Get tips on creating programs to gather feedback,
spot trends and head off trouble. Learn about traditional research tactics and
explore emerging online and new media research options. Discover how to add
accountability and demonstrate the importance of your district’s communication
investments; get the insights and data you need to make ongoing communication
efforts work; and leave with tactics for organizing and presenting research
findings to influence decision makers.
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Presenter: Edward H. Moore, APR, professor, public relations and advertising,
Rowan University, Glassboro, N.J.
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New Professionals Program
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(Saturday, 9 a.m. - 4 p.m. & Sunday, 9 a.m. – Noon) Fee: $299.00
If you have been in PR for fewer than three years – or if you’re new to the field
– this is the foundation you need for practicing all facets of school PR. Work
with seasoned professionals on effective communication planning, applying the
RACE (Research, Analysis/Planning, Communication/Implementation, and
Evaluation) process, identifying target audiences, framing key messages, developing
communication strategies, and a variety of other topics. You’ll work in teams
to apply the concepts learned. The workshop is fun, fast-paced and filled with
information to help you build a network of colleagues and create a solid foundation
for a career in school PR.
Presenters: Chris Tennill, APR, chief communications officer, School District
of Clayton, Mo.; and Susan Brott, APR, director, communications/community
engagement, Edina (Minn.) Public Schools
APR Prep: Get Ready for Universal Accreditation
(Saturday, 9 a.m. - 4 a.m. & Sunday, 9 a.m. - 4 p.m.) Fee: $299.00
Ready to move ahead as a PR professional? Then it’s time to become Accredited
in Public Relations (APR). This in-depth workshop helps you prepare for the
Universal Accreditation examination by providing a solid grounding in the
knowledge, skills, and abilities tested and facilitating hands-on learning and
practice in small groups. Learn what topics are covered and how to plan and
prepare for the various components required for completing the testing process.
Make a commitment to yourself and begin your professional development
journey toward becoming Accredited in Public Relations.
Presenters: Janet Swiecichowski, APR, executive director, communications,
Minnetonka (Minn.) Public Schools; and Tim Hensley, APR, assistant to the
superintendent, Floyd County Schools, Rome, Ga.
Find all the Seminar information you need at www.nspra.org/national_seminar
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Seminar Registration
Mail Registration to:
Special Discounts Available
NSPRA 2015
National School Public Relations Association
15948 Derwood Road, Rockville, MD 20855
Southeast Region Discount
If you register as a full participant and are employed in the Southeast
Region (AL, FL, GA, MS, NC, SC, TN, PR, VI) you save $100 more.
For NSPRA Members
Superintendent & Communication Pro Combo
Teams from same district each receive $200 off full registration rate
(total $400 discount). No other discounts apply.
Seminar Registration
q Register and PAY by May 22, 2015..................................................... $715
q Register after May 22, 2015 ................................................................. $765
Seminar Registration and Dues Payment/Renewal
q Register and PAY by May 22, 2015..................................................... $975
q Register after May 22, 2015 .............................................................. $1,025
For Non-members of NSPRA
Full Registration
q Register and PAY by May 22, 2015 ....................................................$815
q Register after May 22, 2015 .................................................................$865
One-day Registration
q $205 for NSPRA members
q $255 for non-members
Please indicate which day you will be attending:
q Monday q Tuesday
q Wednesday*
*Does not include closing banquet
q Superintendents’ Monday, July 13, 2015........................................ $249
(includes luncheon)
Two-day Registration
q $455 for NSPRA members
q $505 for non-members
Group Discounts (must be from same employer)
• 2 Registrants – receive $50 off the price of the second full registration
• 3 or More Registrants – three full registrations for $1,500; each
additional full registration is only $175 per person. No other
discounts apply.
Please complete the participant information below for each registrant.
Note: Discounts do not apply to Pre-Seminar Workshops.
Total Amount Due$______________________
Method of Payment
q My check is enclosed.
q My purchase order #_______________ is enclosed.
(Purchase orders are not considered as payment to lock in prices.
Check/credit card payment must be received by discount deadlines.)
q
Paypal accepted at www.nspra.org/seminar
q Charge my credit card (check one)
q Visa q MasterCard q American Express q Discover
Card Number
Expiration Date
Security Code
Signature
Please indicate which days you will be attending:
q Monday q Tuesday
q Wednesday*
*Does not include closing banquet
Cancellation Fees
Community Education Summer Institute
q Sunday–Tuesday, July 12-14, 2015....................................................... $395
Seminar: $175 for cancellations received by May 22. $275 for cancellations from
May 23 – June 12. After June 12, no refund.
Pre-Seminar Workshops
Pre-Seminar Workshops: 25% of Pre-Seminar fee for cancellations received by May
22. 50% for cancellations from May 23 – June 12. After June 12, no refund.
q Basic Training: Video Boot Camp I.................................................... $299
q High-Stakes Media Relations................................................................ $299
q Next Level Social Media....................................................................... $150
q Next Generation Newsletters.............................................................. $150
q Specialized Training: Video Boot Camp II........................................ $299
q New Professionals Program................................................................. $299
q APR Prep: Get Ready for Accreditation............................................ $299
q PR Research and Survey Techniques.................................................. $150
If you are not registered for the full Seminar, add $50/session.
q This is my first NSPRA Seminar
q I am new to School Public Relations (1-3 years)
Name
First Name for Badge
Title
District/Organization
Street Address
City / State or Province / Zip or Postal Code
PhoneFax
E-mail
Questions? Call: 301-519-0496 E-mail: nspra@nspra.org Visit: www.nspra.org
15948 Derwood Road | Rockville, MD 20855 | Ph: 301-519-0496 | Fax: 301-519-0494 | www.nspra.org
This “conference within a conference” runs from 2 p.m. Sunday
through Tuesday afternoon and focuses on the special needs of
community education professionals. It includes a special selfcontained learning track as well as opportunities for participants
to take advantage of regular Seminar sessions.
Register at www.nspra.org/regseminar under Summer Institute.
Check out all discount options at www.nspra.org/regseminar.
Effective communication is key to successful community
education programs and NSPRA is proud to host the Summer
Institute for Community Education and Engagement at the 2015
Nashville Seminar.
Summer Institute for Community Education
and Engagement – $395
Even if you can’t afford to attend the full Seminar this year,
don’t miss out entirely! Take advantage of our one- or two-day
registrations and get the core information you need. One-day
registration for members is only $205 and for non-members, $255.
Two-day registrations are $455 for members and $505 for nonmembers. (One and two-day registrations cannot be combined).
Stretch Your Budget with
Special Seminar Options
National School Public Relations Association
All photos courtesy of Nashville Convention & Visitors Corporation.
•
•
• One Voice, Multiple Languages
• A Video is Worth 1.8 Million Words
•
Story
• Connecting with Parents in the Digital Age
• Social Media Jump Start
• And much, much more!
support and confidence in your schools.
With dozens of resource-packed skill sessions, action labs
and presentations, you will have first-hand access to proven
communication and successful schools.
Over 70 Timely, Targeted, Info-Packed
Sessions in One Central Location
professional development in one place?
Non-Profit
Organization
U.S. Postage
PAID
Hagerstown, MD
Permit No. 93
To learn more about fees and registration procedures, go to
www.nspra.org/graduate-semester-extension-credit.
Seminar attendees can earn two graduate semester extension credits
from the University of San Diego for completing the required hours of
instruction during the NSPRA 2015 Seminar.
Get Graduate Semester Extension Credit
haven’t attended in the past three years. These
scholarships cover the cost of registration.
Application deadline is April 10. To apply, go to
www.nspra.org/superintendent_scholarships_seminar.