Session 1: Pivot! Your First Years in School PR – designed for those who have been in school communications/PR, but all are welcome! Featured topics and presenters:

• Strategic Communications Planning – Dorreen Dembski, Dorreen Dembski Communication Services, LLC
• Branding & Marketing: Kate Brown, Waterford Union High School & Graded School District
• Planning Tools: Sarah O’Donnell, Stevens Point Area School District
• Q&A with WSPRA Past Presidents

Session 2: Will Your District's Website Meet ADA Requirements by April 2026? If You Are Not Sure, This Session is for You!

The deadline to ensure all public school websites are in full compliance with the Americans with Disabilities Act (ADA) is fast approaching—April 2026. This interactive workshop is designed to help school districts prepare effectively and confidently for this mandate. Participants will explore a variety of tools and resources that support website accessibility.

In addition to learning about compliance essentials, attendees will engage in collaborative discussions and brainstorming sessions focused on common accessibility challenges—such as PDFs, videos, and third-party content. Best practices will be reviewed, and participants will leave with actionable steps and a clearer understanding of how to move forward in making their websites fully accessible to all users.

• Presenters: Lori Blakeslee, Director of Communications & Public Relations, Green Bay Area Public School District; Justine Braun, Communications Specialist, GBAPS; Mary Ellen Rowe, Education Sales Consultant, Finalsite

Welcome Reception, sponsored by

Meet conference attendees and enjoy complimentary appetizers and desserts. Cash bar, with complimentary drink ticket. All are welcome to attend this reception, even if you are registering for the conference on Thursday morning.

8:30-9:45 am

General Session

• Welcome and introduction to the conference
• Keynote presentation: AI in School PR: Power, Possibility, and the Path Forward
  Artificial intelligence is reshaping how schools communicate, from crisis response and media relations to ADA compliance and parent engagement. In this keynote, Justin Elbert, Executive Director of Communications for Klein ISD in Texas, will explore the role of AI in school PR today and what it means for the future. Attendees will see real-world examples, learn about cutting-edge tools, and discover how AI can streamline tasks while preserving trust and authentic storytelling. This session will provide the big picture to help school communicators understand how AI can become a powerful ally in their daily work.
  Presented by Justin Elbert, Executive Director of Communications, Klein ISD, Klein, Texas

Resource Fair / Break

• Visit with our WSPRA business partners and complete your “Friends Bingo” passport
• Check email in the Central Perk Lounge

Breakout Session #1

• Will Your District's Website Meet ADA Requirements by April 2026? If You Are Not Sure, This Session is for You!
  When the Green Bay Area Public School District faced an Office of Civil Rights complaint related to its website accessibility, the district took action to ensure its online presence was inclusive and welcoming for all. This session highlights Green Bay’s journey to launch a fully ADA-compliant website that also provided a fresh and exciting representation of the school district. Attendees will learn what’s required for all state and local government websites to meet ADA compliance by April 2026, and explore practical tools and resources, including options leveraged by the Green Bay team, that can help school communicators move toward compliance with confidence.
  Presenters: Lori Blakeslee, Director of Communications & Public Relations, Green Bay Area Public School District; Justine Braun, Communications Specialist, GBAPS; Mary Ellen Rowe, Education Sales Consultant, Finalsite
• Mastering Media Relations: Navigating Local News to Tell Your Story on Your Terms: When school PR pros need to “P-I-V-O-T’ and work with reporters to tell stories under tight deadlines
  In today’s world of fast-paced news coverage, school PR professionals should be equipped to build strong, strategic relationships with reporters. This session will provide practical tools and behind the scenes media insights to help you navigate inquiries, shape compelling stories, ensure accuracy and respond to both routine and high-stakes coverage with confidence.
  Presenters: Nicole Koglin, Director of Communications, Hamilton School District; and Kitty Goyette, Communications Director, Greendale Schools
• AI in Action: Building Tools for School PR
  Take the next step from theory to practice. In this hands-on breakout session, participants will roll up their sleeves and explore how to build and train AI tools tailored for school PR. Together, we will walk through exercises such as setting up a custom ChatGPT bot, designing a communication aid, or creating automated solutions that reduce workload. This session is designed to help communicators leave with practical experience and a working product they can adapt for their own district. Bring your laptop and get ready to build.
  Presenter: Justin Elbert, Executive Director of Communications, Klein ISD, Klein, Texas
• The One Where You Make Your Crisis Plan
  When a crisis strikes, everyone turns to you. Will you be ready? In this interactive, hands-on session, you’ll spend 60 minutes creating (or fine-tuning) your district’s crisis communications plan with a little help from your “friends” in the room. Bring your laptop and get ready to work with templates, scripts, and other practical tools that will set you up to respond with timely, transparent communication. This isn’t a “sit back and watch” case study—it’s a working lab designed to prepare you for real-world scenarios, so your district doesn’t end up in a communication “moo point.”
  Presenter: Terri McHugh, APR, Executive Director of Community Relations, School District 54, Schaumburg, IL

Resource Fair / Break

• Visit with our WSPRA business partners and complete your vendor passport
• Check email in the Central Perk Lounge

Resource Fair / Break

• Visit with our WSPRA business partners and complete your “Friends Bingo” passport
  • Check email in the Central Perk Lounge

Breakout Session #2

• Passing the Friday Night Fish Fry Test: Practical Referendum Communication to Reach all Voters
  Advice about discussing a referendum with your taxpayers is usually vague and haphazard: “know your community,” “communicate,” “have open-houses.” All of this is obvious, and none of it is helpful. This session avoids these truisms and showcases Westfield’s efforts to communicate—not campaign—for both capital and operational referendums, including pipes, placemats, and table tents. Participants will also gain a deeper understanding of the principles behind effective communication about complex topics, such as state aid formulas, revenue limits, bonds, and building infrastructure. If it's not the way people talk at a Friday fish fry, it's not the way you should communicate with your residents and voters.
  Presenters: Rob DeMeuse, Vice President of Research (School Perceptions);  Michelle Johnson, District Administrator (School District of Westfield); Erika Freeman, Director of Education Market Client Services (Findorff); Scott Girard, Project Manager (School Perceptions)
• Under the Dome with Dee
  Join Dee Pettack, SAA Executive Director, for an inside look at the state budget and what lies ahead in the remainder of the 2025–27 Legislative Session. Bringing two decades of education policy experience from in and around the State Capitol, Dee will unpack the challenging policy and community conversations that school districts across Wisconsin must continue to navigate in today’s uncertain political climate. Don’t miss this must-attend session covering an array of topics from “under the dome” with Dee!
  Presenter: Dee Pettack, Executive Director, WSAA 
• My Big, Fat District Video: A Guide to Video Creation (Big & Small) for Every Budget
  In this session, you'll learn the process, from storyboarding to execution, for video creation - big or small. Whether you're on-the-go or you've got a day to sit with Premiere Pro, we'll give you some software suggestions and tiered equipment lists for all kinds of situations, and what you'll need to capture each time you film.
  Presenters: Eric Hagen, Communications Specialist and Erin Kokta, Communications Specialist, Elmbrook Schools
• ABCD's of Marketing: Advertising, Branding, Communication, & Design for School Districts
  ABCD's of Marketing: Advertising (paid and earned media buys), Branding (Set a consistent brand and build a logo asset vault), Communication (plain English and eye bites/sound bites) in materials, & Design (good design) for School Districts.
  Presenter: Molly Quirk, Design + Marketing Coordinator, Milwaukee Public Schools

Resource Fair / Break

• Visit with our WSPRA business partners and complete your “Friends Bingo” passport
• Check email in the Central Perk Lounge

Breakout Session #3

• Protecting Your Brand: Reputation Management in Public Schools
  This session will explore the critical importance of brand protection and reputation management in public schools, where trust, transparency, and credibility are essential to community support. Participants will learn how proactive communication strategies, rapid response protocols, and consistent messaging can shape public perception and maintain confidence—especially during moments of crisis or controversy. We'll discuss how to monitor and respond to misinformation, build internal alignment among staff, and cultivate a strong, values-driven identity that reflects the district's mission. Through real-world examples and practical tools, attendees will leave with strategies to safeguard their district’s reputation and strengthen community trust.
  Presenters: Patti Lux-Milsna,  Director of Communications and Engagement, and Adam Mumm,  Multimedia & Website Strategist, Sun Prairie Area School District
• Partners in Comms: A Seat at the Table
  New research reveals that districts with cabinet-level communicators experience increased community engagement and enhanced potential for strategic long-term impact. Discover how a school communicator’s “presence at the table” fosters collaboration and transparency, builds cohesive messaging, and enables a district to more effectively pursue its mission and goals.
  Presenters: Brett Rasmussen, Business Development Representative - Apptegy; Stacy Tapp, Chief of Communication & Community Engagement, Racine Unified School District
• Turning Followers into Fans
  Discover how to transform your school/district social media presence by building authentic engagement that turns casual scrollers into passionate advocates. (.gif enthusiasts welcome!)
  Presenter: David Olson,  Creative Communication Specialist, Racine Unified School District
• One Person Communications Shop
  Our Communications roles demand a lot!  Marketing. Publications. Design. Writing. Photo/Video.  With each of those comes the need for being on your game with the tools, applications, and technology at your disposal so you can “do it all.”  This session will share ideas, tips, strategies and suggestions for various workflows that may be part of your (many times) “one-person” role.  We will not only talk broadly about the things to think about when using these tools, but we will also get into some applications, tips, strategies and how-to’s for managing your technology and applications.  Plan to learn some tips using your browser (Chrome), Google Drive, GMail, Mobile Apps and more! [Disclaimer: The presenter should note he’s secretly leading this session to also pick brains of everyone else to find new and better ideas so bring ideas to share too!]
  Presenter: Chad Kafka, District Communications Specialist, Franklin Public Schools

Dinner on your own

NEW! Some of our business partners will be hosting dinner for those who may not have other plans. Watch for more information and a sign up form.

Networking Reception: The One with the Music, the Mic, and the Memories
sponsored by    and  

• Kick things off with the energy of Dueling Pianos (Felix & Fingers), then stick around as the DJ keeps the beat going and karaoke may take center stage!
• Network with conference attendees and business partners.
• Complimentary appetizers and desserts will be provided.
• Cash bar, with complimentary drink ticket

9:15-10:15 am

General Session

Keynote presentation: “Changing the Narrative”
Heidi will guide you on a journey through the art of leadership by weaving engaging stories that illuminate the path to selfdiscovery and effective leadership strategies. Drawing from personal experiences and compelling anecdotes, she will delve into the essence of various leadership styles and the lessons she has learned along the way. By connecting these narratives to practical insights, we'll uncover the profound impact of selfawareness and meaningful connections in shaping authentic leadership. Join Heidi in this storytelling adventure, where we challenge old narratives to carve out a new, empowering leadership story that fosters growth and transformation in both personal and organizational realms.
Presented by Heidi Vega, APR, Director of Communications for the Arizona School Boards Association and NSPRA Immediate Past President

The One with the Roundtables
Just like every episode had its ‘one thing,’ these roundtables are your chance to dig into the ‘one big thing’ on your mind—and get ideas, inspiration, and advice from your fellow WSPRA friends.  Visit three 25-minute roundtable sessions.  **Roundtables are continuing to be added to the program!

• Winning the Hearts & Minds of Stakeholders to Accomplish Amazing Things
  Discover how to effectively engage with your community to build lasting support and enthusiasm for your school district's mission and goals. In this session, Target River will share proven strategies for strengthening stakeholder relationships, increasing trust, and creating advocates among parents, learners, staff, and community leaders. Learn how to communicate your district's value in ways that resonate, inspire action, and drive collective impact. Brandon Francis, TargetRiver
• The One Where They Fix the Social Media Mess
  Whether your district is more like a small-town coffeehouse or a big-city apartment building, these five social media challenges are all too common. In The One Where they fix the Social Media Mess, Chris (aka your resident Joey-with-a-job) will walk you through practical solutions and offer free resources to tackle issues like: time constraints, account organization, content sharing, student involvement, and web accessibility. Chris Payant, Class Intercom
• Telling Your School Finance Story
  Budgets, funding and financial priorities aren’t always the easiest topics to communicate—but they’re critical for building community trust. Join this round table to swap strategies, share challenges and learn practical tips for making your school finance story clear, compelling and relatable to staff, families and community members. Emily DeBaker, Racine Unified School District
• Reviewing and Adjusting Your Website After Back-to-School

• Your school or district website is one of your most powerful communication tools—and often the first place families go for answers. Now that the back-to-school rush is over, it’s the ideal moment to take a fresh look at what’s working and what needs a quick fix. In this interactive roundtable, we’ll discuss practical ways to audit and update your site so it stays current, clear, and family-friendly all year long. Share your wins and challenges, and leave with a checklist of easy, high-impact improvements you can make right away. Lisa Saunders, TeacherLists

• On Brand: How to Create a Distinctive School District Brand
  Simply put, your district’s brand is your reputation. It’s everything that comes to mind when families, students, and community members think about your schools. That means that every single experience people have with your district: from the user experience on your website to the first impression in the front office of your school, is a chance to build your brand. This session is a hands-on journey into all the elements of a successful branding campaign and how to differentiate your district in a new era of school choice.  Brett Rasmussen, Apptegy

• Like Nowhere Else Enrollment Campaign
  2025 NSPRA Golden Achievement Award Winner: Find out how the Sun Prairie Area School District reignited local pride and grew enrollment with its "Like Nowhere Else" campaign. Through dynamic student storytelling, branded experiences, and community engagement, this campaign positioned the district as a top choice in a competitive education market while boosting staff morale and trust. Patti Lux-Mlsna and Adam Mumm, Sun Prairie Area School District

• The Art and Strategic of creating an effective Annual/Performance Report 
  Description coming soon!  Marcie Pfeifer-Soderbloom

We’re finalizing a few more. Stay tuned!