Session 1: Charting the Work Below the Waterline: A practical approach to strategic communication planning in the real world

School communicators are expected to think strategically while also responding to whatever arrives in their inbox, office or community each day. In this hands-on pre-conference session, participants will learn how to identify their district’s most important communication needs, define a small number of strategic priorities, build in space for the unexpected and create a planning system that keeps work visible, demonstrates value and makes it easier to say no to the noise. Participants will leave with a practical framework they can adapt for their own district.

Early-career professional (0–3 years); Mid-career professional (4-9 years)

Presenters:

• Sarah O'Donnell, Director of Communications, Stevens Point Area School District
• Patti Lux Mlsna, Public Information Officer, Janesville School District

Session 2: Lights, Camera, Action: Hands-On Lighting and Audio for Better School Videos

Video is a powerful way to tell your school’s story, but great video often depends more on lighting and audio than the camera itself.

In this interactive, hands-on session, participants will see and hear the difference lighting and audio can make in real time. Presenters will begin with no dedicated lighting or external audio, then demonstrate how to improve video using available resources, affordable beginner-friendly tools and professional equipment. Participants will see how better lighting transforms footage on phones and professional cameras as the setup builds from available light to a full three-point lighting setup. They will also compare on-camera audio, wireless microphones and separately recorded audio while learning realistic ways to capture cleaner sound in school environments.

Presenters and participants will work together to plan, set up and shoot a mini video. Attendees will leave with strategies, tiered equipment recommendations, lighting diagrams and a production checklist to improve their school videos.

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Presenters:

• Bryanna Moody, Communications and Marketing Coordinator, Kaukauna Area School District
• Alex Giardina, Videographer/Editor, CESA 6

Welcome Reception, sponsored by our Bronze Business Partners

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

Beyond the sessions, we've charted a few extra stops along the way — spaces to connect, reflect, and swap stories with fellow navigators, including Messages in a Bottle, where the questions you drop throughout the day shape the conversation for Friday's panel.

• Submit Your Messages in a Bottle
  What would you ask the people who've navigated the toughest waters in school communications? Drop your questions in a bottle throughout the day — anonymous, candid, unfiltered — and on Friday, our panel of Wisconsin School Communicators of the Year will pull them out and respond live, sharing the leadership lessons and career insights behind their answers.
• The Anchor Point
  Need a place to drop anchor between sessions? Stop in at The Anchor Point — a relaxed lounge cluster with plush armchairs and low coffee tables, made for the conversations and connections that happen outside the agenda.
• The Compass Board
  What uncharted water are you navigating right now? While at The Anchor Point, pin your challenge — or your advice for a fellow navigator — to our wall prompt and see how your peers are charting their own course.
• Treasure Map Challenge: Participate throughout the conference and Resource Fair. Chart a course through every port of call, fill your map, and turn it in for a chance to win prizes. Navigating uncharted waters is always easier with a good crew — and a good map — by your side!

8:30-9:45 am

General Session

• Welcome and introduction to the conference, Sarah O’Donnell, WSPRA President, Director of Communications, Stevens Point Area School District
   
• Keynote presentation: When the Town Facebook Group Runs Your District

Sponsored by 

 A coach's decision. A photo from a school event. A book on a reading list, or a policy that arrives with politics attached. Then a parent posts before anyone has the facts, and by the time the district hears about it, the town Facebook page has already decided what happened. That is not a social media problem anymore. That is governance. Decisions about districts often get made because of what people are saying online. This session is built for everyone caught in that middle, whether you have a seat at the table, you are the one deciding whether to respond, or you are the assistant who ends up writing it anyway.

Presented by Molly McPherson, Crisis & Reputation Strategist | Keynote Speaker | Host of The PR Breakdown

Resource Fair / Break

• Check email and enjoy coffee, tea, soft drinks and infused water.

• Treasure Map Challenge: Collect a stamp at each booth of the Resource Fair. Turn in your completed map for a chance to win prizes.

Breakout Session #1

• What I Changed Since 2020

  Not a presentation. A working hour. Molly shares the playbook she is using with clients right now for managing reputation online, including what she has changed in the last six months, and then opens the floor. Bring the thing you are sitting on. The screenshot somebody forwarded with "do something about this." The post you cannot verify and will not chase down a parent to confirm. The superintendent who wants to respond in the next ten minutes, and the one who wants to say nothing at all. We work through which of those actually needs your attention, which ones the internet handles without you, and what you can still do to move a conversation without ever issuing a statement.

  Expect to leave with something you can use the next day. 

Presented by Molly McPherson, Crisis & Reputation Strategist | Keynote Speaker | Host of The PR Breakdown

• When the Community Says No: Rebuilding Trust and Reframing the Conversation After a Failed Referendum
  Not every referendum passes the first time. When voters say no, communicators are faced with difficult questions, frustrated stakeholders, and uncertainty about what comes next. This interactive session explores how one district regrouped after a failed referendum, gathered community feedback, adjusted its approach, and rebuilt trust while preparing for future facility conversations.

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Colleen Wischnewski, JP Cullen; Ben Kossow, Coordinator of Data, Assessment and Extended Learning, Mukwonago Area School District; Bray Architects

• SEO, AEO, GEO... IDK
  Just when you finally mastered Google search, AI came along and changed the rules. Today’s parents aren't just clicking search links; they’re asking ChatGPT, Siri, and Gemini where to enroll their kids, what time the football game starts, or how your district handles open enrollment.

Mid-career professional (4-9 years); Experienced professional (10+ years)

Kate Brown, Director of Marketing and Communications, Waterford Schools

• Student Photos, AI, and the Risk of Silence
  As AI tools make it easier to alter and misuse images, school leaders and families are questioning whether student photos belong on district websites and social media. Some districts are being encouraged to stop posting student photos and videos altogether. The privacy risks are real. So are the risks of going quiet. When a community cannot see the good things happening in its schools, districts find it more difficult to attract new families and build trust, especially when it matters most. When districts choose to stay silent, negative narratives fill the void. This session gives school communicators the guardrails to protect students, the language to answer questions from worried parents and staff, and the case to make to their leadership for keeping authentic student voices, achievements and stories at the heart of school communications.

Mid-career professional (4-9 years); Experienced professional (10+ years)

Jake Sturgis, CEO + Founder, Captivate Media + Consulting; Emily DeBaker, Chief of Staff, Racine Unified School District; Dr. Vince Breunig, District Administrator, School District of Lodi

Resource Fair / Break

• Check email and enjoy coffee, tea, soft drinks and infused water.

• Treasure Map Challenge: Collect a stamp at each booth of the Resource Fair. Turn in your completed map for a chance to win prizes.

Resource Fair / Break

• Chart Your Course: Treasure Map Challenge: Collect a stamp at each booth. Turn in your completed map for a chance to win prizes.
• Check email and enjoy coffee, tea, soft drinks and infused water.

Breakout Session #2

• Crisis Communications: Navigating Uncertainty When Every Minute Matters
  School crises rarely unfold according to plan. Information is incomplete, circumstances change quickly, and every message can influence how a school community responds, recovers, and maintains trust.

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Rick Kaufman, APR, Kaufman & Associates, LLC

• Not a Ghost Story: How Authentic Engagement Guided Kaukauna’s $198 Million Facilities Journey
  In Kaukauna, Wisconsin, a recent failed referendum (bond) campaign, 100-year old middle school, and a divided community created a clear challenge: how do you move forward together? This session shares how the Kaukauna Area School District used authentic engagement and consistent communication to ask for input, listen, and refine the plan, ultimately bringing the community together to secure a 63.4% “yes” vote for a $198 million district-wide facilities referendum on November 5, 2024.

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Bryanna Moody, Communications and Marketing Coordinator, Kaukauna Area School District; Debbie Brewster, Consultant, Howick Associates; Kit Dailey, Engagement Specialist, Principal, EUA; Brigette Joyce, Business Development Specialist of Education, Miron Construction Co., Inc.

• Alternate Realities: Winning School Choice in Wisconsin's Blue, Red and Purple Counties
  Changing demographics, parental rights and school choice legislation are putting enrollment pressure and budgetary strains on school districts like never before. Here’s what keeps superintendents up at night: declining enrollment isn’t just about empty desks anymore. It’s about budget cuts, staff reductions, and communities questioning whether their public schools are worth choosing and if they can compete with new school choice options.

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Greg Turchetta, Strategic Communications Advisor, Apptegy; Justin Marien, Manager of Communications and Marketing, Germantown School District

• Navigating Negative Social Media
  Navigating negative social media is a critical skill for school communication professionals. This session provides practical, real‑world strategies to manage misinformation, emotionally charged comments, and rapidly evolving online narratives while protecting district credibility. Participants will learn how to apply clear protocols, purposeful engagement, and consistent messaging when conversations become challenging. This session emphasizes how to prepare before issues escalate and share ideas on how to strengthen community voices to support the District to offset social media noise. 

Early-career professional (0–3 years); Mid-career professional (4-9 years)

Lori Blakeslee, Director of Communications, Green Bay Area Public Schools

Resource Fair / Break]

• Check email and enjoy coffee, tea, soft drinks and infused water.

• Treasure Map Challenge: Collect a stamp at each booth of the Resource Fair. Turn in your completed map for a chance to win prizes.

Breakout Session #3

• Instagram for Schools in 2027: Reels, Reach, and Real Examples
  Get ready for a practical crash course on Instagram strategies schools can actually sustain. Learn how to strengthen your profile, create more engaging Reels, and use Instagram features that help your stories reach more people. Andrea and Erika will share tons of real examples, repeatable content formats, and simple ways to turn one school event into a week of posts. Whether you’re brand new or ready to level up, you’ll leave with stop-worthy ideas that highlight your students and staff - without slowing down your team or making anyone dance.

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Andrea Gribble, Founder & Social Media Storyteller, #SocialSchool4EDU; Erika Mundinger, Director of Communication, Oregon School District

• Making Money Make Sense: Creative Strategies for Telling Your School Finance Story

  School finance is complex — but your community’s understanding of it shouldn’t be. All the terminology, timelines and formulas that can make even the most dedicated community members’ eyes glaze over. But, behind every budget is a story: a story of student needs, strategic choices, limited resources and the impact of every dollar. In this session, we’ll show participants how to transform that complexity into communication that is clear, human and compelling.

  Participants will learn how to translate financial concepts into approachable, community-friendly language without losing accuracy. We’ll explore storytelling frameworks that help audiences understand why financial decisions are made, not just what they are. You’ll discover creative ways to pair numbers with narratives and use visuals, metaphors, videos and real-life examples to make your district’s financial picture more relatable and memorable.

  We’ll walk through strategies for crafting consistent, proactive messaging around budgets, levies/referenda, and even long-term financial planning. Participants will learn how to anticipate community questions, address misconceptions before they spread and build transparency that strengthens trust.

  Finally, participants will leave with practical tips for partnering with district finance teams to co-create communication materials that are accurate, aligned and easy to understand. Whether you’re preparing for a major ballot measure, annual budget season or simply trying to help your community understand how schools are funded, this workshop will give you the tools to make your finance story not only clearer — but more compelling. Dollars and data can actually be a powerful narrative, we promise!

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Emily DeBaker, Chief of Staff, Racine Unified School District; Debbie Brewster, Executive Director, WSPRA

• From Stuck to Strategic: Turning Input into Impact
  In this session, you'll learn how MHLT shifted from disconnected communication to a unified, strategic approach anchored in a clear long-term Strategic Plan. This session highlights how the process doubled as a community engagement tool and how the final plan now drives messaging across board communication, budgeting, marketing, and referendum readiness. Walk away with practical ideas for aligning your communications and priorities to build clarity, consistency, and community trust.

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Autumn Bachmann, Marketing Coordinator, Nexus Solutions; Bob Smudde, District Administrator, Minocqua-Hazelhurst-Lake Tomahawk Elementary School; Roger Rindo, Educational Consultant, Nexus Solutions

• Accessible by Design: Meeting ADA Requirements in Social Media and School Video Communications
  Ensuring ADA‑compliant social media and video content is no longer optional for school districts—it’s a core part of equitable, legally required communication. This session gives school communication professionals clear, practical guidance for making everyday digital content accessible to all families, including those using screen readers, captions, or assistive technology. Participants will learn how to apply ADA standards to posts, graphics, short‑form videos, and reels across platforms like Facebook, Instagram, and YouTube. We’ll break down what alternative text should include, how to write accessible captions, how to avoid common color‑contrast mistakes, and how to ensure spoken content is paired with accurate transcripts. Attendees will leave with actionable steps that strengthen compliance, improve user experience, and reinforce the district’s commitment to inclusive, barrier‑free communication for every family.

Early-career professional (0–3 years); Mid-career professional (4-9 years); Experienced professional (10+ years)

Justine Braun, Communications Specialist, Green Bay Area Public Schools

Complete your Thursday Treasure Map and turn it in at the registration desk — but don't stop there! Friday brings more ports of call and more chances to win prizes.

Dinner on your own

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:  sponsored by our Gold Business Partners, 
   and  

• Evening Entertainment: All Hands on Deck!

  Cast off from the conference room and join fellow WSPRA members and business partners for an evening of fun, connection, and perhaps a little friendly competition. We'll kick things off with Music Bingo, then keep the good times rolling with some WSPRA-style Karaoke. Come ready to sing, cheer on your fellow communicators, and unwind after a great day of sessions. No talent required—just enthusiasm!

• Thursday’s Treasure Map prize drawings announced!
• Complimentary appetizers and desserts will be provided.
• Complimentary drink ticket and cash bar.

9:15-10:15 am

General Session

Opening Remarks: Dr. Tremayne Clardy, Superintendent, Verona Area School District, 2026 Wisconsin Superintendent of the Year
Superintendents carry responsibility for everything from student outcomes and organizational leadership to community trust, and strong communication is essential to it all. Dr. Tremayne Clardy, 2026 Wisconsin Superintendent of the Year, will open Day 2 with a superintendent’s perspective on what effective communication support looks like and where communications professionals can make the greatest difference. He’ll explore how communicators can serve as strategic partners to their superintendent while strengthening the district as a whole. Attendees will leave reminded of just how valuable their expertise, judgment, and partnership are to effective district leadership.

Captains' Log: Leadership Lessons from SCOY Honorees
Every great voyage needs a captain who's been through rough water before. Hear from a panel of Wisconsin School Communicators of the Year as they reflect on the leadership lessons that got them there — then dive into "messages in a bottle" collected from attendees on Thursday for a candid Q&A.

• Stacy Tapp: Chief of Communication & Community Engagement, Racine Unified School District (2023)
• Tracy Habisch-Ahlin: Director of Strategic Communications, Robbinsdale Area Schools, New Hope, MN; formerly Director Of Community Relations and Communications, Hudson School District (2024)
• Jim Strick: Communications Director for the Wisconsin Interscholastic Athletic Association (WIAA); formerly Communications Manager, Neenah Joint School District (2025)

Port of Call Roundtables
No single port tells the whole story. Rotate through a series of roundtable "ports," each hosted by a fellow communicator and centered on a different topic — from crisis communication to community engagement to career growth. Stop where the conversation calls to you, and leave with ideas gathered from every stop along the way. Visit three 25-minute roundtable sessions.

• Choose Your Adventure: Navigating a Communications Crisis Together
  Every school communicator has faced that moment when a situation starts to unravel and every option feels risky. In this interactive roundtable, you'll work through a realistic school PR scenario alongside your peers — making real-time decisions as the story unfolds. At each turning point, the group will weigh options, debate trade-offs, and choose a path forward, only to discover the consequences (and the next curveball) waiting around the corner.
  
  There's no single "right" answer here — just the chance to problem-solve out loud with colleagues who understand the pressure of getting it right the first time. Come ready to think on your feet, share your instincts, and walk away with new strategies (and maybe a few cautionary tales) for the next time uncharted waters hit your inbox.
  Facilitated by WSPRA member
   
• iPhone Photography for Schools
  Looking for some ideas on how to level up your phone photography? Whether you are using your phone camera to grab images for your school district in the classroom on the playground or anywhere in between, or you just want to take more dynamic pictures of your kids and pets, I've got some ideas that may help. We'll talk about suggested phone camera settings, photo composition, organization and editing, and I'll even have some fun (but not necessary) phone accessories on hand! So get ready to grab your phone, open your camera settings, and say cheese for this session that explores how to take more than just a spectacular selfie!
  Dawn Brauner, Communications Specialist, Portage Community School District
   
• Navigating High-Stakes Crisis Communications with Clarity, Speed, and Empathy
  When a crisis hits, school communications leaders are called to deliver fast, accurate answers while keeping community trust intact across every channel and language. But you don't have to navigate high-stakes moments alone. Join Karen Feltman from ParentSquare and Ashley Duchemin, Director of Marketing & Communications at Delavan-Darien School District (WI), for an interactive roundtable on leading through uncertainty with confidence. In this collaborative session, we’ll step past the reactive panic to share what actually works in the field. Together, we’ll explore practical scenario frameworks, real strategies for closing critical reach gaps, and ways to keep family engagement clear and supportive when it matters most. Bring your real-world experiences, questions, and ideas so we can talk through how to protect district trust and ensure every family receives the right message at the right time.
  Karen Feltman, Regional Manager, ParentSquare; Ashley Duchemin, Director of Marketing & Communications, Delavan-Darien School District
   
• Digital Accessibility: Questions, Challenges, and Solutions
  No slides. No formal presentation. Just conversation. Join colleagues from across Wisconsin for an open discussion about digital accessibility. Bring your questions, your challenges, and your successes as we explore practical solutions, share resources, and learn from one another. We can talk technical how-to through strategy for district-wide implementation, and everything that comes between. Whether you're just getting started or building a long-term accessibility plan, everyone is welcome.
  Jillian Aykens, Communications & Marketing Consultant, CESA 6
   
• Tide Check: How's Your Design Holding Up?
  Bring a piece of your own work — a newsletter, flyer, social graphic, or district publication — for a live, on-the-spot critique from graphic design professional Nathan Chow. In this fast-paced roundtable, Nathan will review real work you bring and offer quick, actionable feedback on design choices, visual hierarchy, and overall effectiveness. Whether you're proud of a recent piece or stuck on one that isn't quite working, this is a low-pressure opportunity to get an expert's eye on your work and walk away with practical tips you can apply right away. Bring: A printed or digital piece of your own design work (one piece per attendee, please).
  Nathan Chow, Creative Director, Foundry
   
• Building A Network of Partnerships
  Who do you know? Who did you know? The butcher? The baker? The candlestick maker? Have you ever thought about all the people in your community and the abundance of knowledge they possess? This asset could be the key to connecting your district to its people. But does talking to people overwhelm you, make your palms sweaty and your voice spotty at just the thought?
  
  I know how you feel, you are not alone. That was my world, I remember it vividly. However, all that changed when I learned how to build a network. Explore how to make a list of possible partners, how to contact them and then build a connection that is a win/win. Whether you are sharing an idea over the phone, in person or on zoom, walk away from this session with tools to help build lasting partnerships and even some friendships along the way.
  Malissa Betz, Community Education Director / Before & After School Care Coordinator, School District of Turtle Lake
   
• Building Trust on a Tight Budget: Practical Strategies for a One-Person Shop
  School districts across the nation are grappling with increasing budget constraints. Now more than ever, school communications professionals must regularly demonstrate their value while working with increasingly limited resources and high expectations for results. Coupled with ongoing skepticism in many communities regarding the -need- for dedicated public relations/communications professionals, the pressure to deliver can be overwhelming.
  
  This session will support PR professionals, especially those early in their careers or who are one-person departments. It will be especially useful for those working in districts with little to no discretionary budget.
  
  Drawing from my experience and demonstrated success in a small and famously frugal community, this presentation will demonstrate how authenticity, consistency -- and free tools -- can bring positive change, build trust, and deliver measurable results that hold their own when compared to high-cost approaches.
  
  Using my home district as a case study, we will highlight how:
  • Research into community perceptions and values informed our communications plan
  • Free tools support more authentic storytelling and foster curiosity and connection
  • Strengthening existing relationships delivers measurable impact
  • In a world focused on innovation and the new, bigger, better thing…sometimes the most simple and basic acts have the greatest impact on your stakeholders

Kari Klebba, Communications-Community Outreach Coordinator, School District of Milton

• Winning The Hearts & Minds Of Stakeholders To Accomplish Amazing Things
  We will share the ways to identify and reach all stakeholders in the community and what types of messages resonate most with each group.  This allows for improved trust, engagement, and support so that measurable outcomes such as improved enrollment, increased attendance, greater success in passing tax initiatives, and more occur.
  Brian Epperson, CEO, Target River