Agenda_2024 Fall Conference
North Carolina School Public Relations Association
Let's Learn From History (Really!)
Does public education feel under attack? It is not the first time. Presenter Ann McColl will kick off the conference by showcasing key times in history when political leaders threatened the demise of public education or used it for divisive purposes. And always, always, voices rose in defense of public education. This history sets the stage for considering where we are now. What are the challenges of our time? How do we learn from history to speak with one voice?
Reclaiming and Reframing the Conversation on Public Education
Many current narratives on public education undermine a shared commitment to public schools as vital institutions that serve a greater democratic good. How can voices for public education bend the narrative arc? The art and science of strategic framing can help. Join this session for insights from FrameWorks Institute's research into culture, cognition, and communications. Presenter: Julie Sweetland
Merchant Match-up
As our technology, marketing, and engagement needs change on a dime, school communicators must stay current on tools that can save them time and increase their effectiveness. This “speed dating” style session allows attendees to spend time in small groups with NCSPRA corporate partners to learn more about what they offer and how their products/services can help transform their work and make their jobs easier. Want to learn more later? Just leave your card behind or take a card from the company representative at the end of the round!
Amplifying Humanity in the Age of AI Communications
Artificial Intelligence (AI) is evolving at lightning speed, reshaping the way we communicate, create, and lead. But what does that really mean for school communications professionals? In this engaging and interactive session, presenter Bryan Setser will take us beyond the buzzwords and dive into how AI has transitioned from narrow task-specific tools to powerful, large language models (LLMs) capable of revolutionizing our daily workflows. We’ll explore the transformative potential of AI—how it frees us from tedious tasks, allowing more time for design, creativity, and fostering community through integrated communication strategies. You’ll learn why asking, “How might we with AI?” is the key to unleashing its full potential and how you can become the conductor of your own AI “orchestra.” Expect practical tips on leveraging AI for content creation, decision-making, and branding, while ensuring your human touch remains central. Leave with insights on crafting clear, effective prompts and strategies for maintaining control over AI outputs, ensuring they enhance rather than replace human expertise. Join us to see how AI can elevate your communications strategies—and your role as a leader in education. Presenter: Bryan Setser, CEO of Setser Group
Social Media Listening: How to Leverage Social Media to your advantage
In an increasingly interconnected world, the value of social media data has never been higher. How schools leverage this technology has traditionally focused on what people are saying about the individual schools or districts, but this is largely a reactive process - not a proactive one. Gaining insight from social media data doesn't have to be restricted to what people are saying about your school or district. Join staff from the Clemson University Department of Communication's Social Media Listening Center to learn more about how social media listening can help you better connect to the community your school is embedded in. Presenters: Dr. Brandon Boatwright, Dr. Enamul Kabir
Cutting through the Chaos
We can't provide high-quality education without ensuring that racialized and marginalized students experience safety and belonging at school, but topics like diversity, equity, and inclusion have been politicized and mischaracterized. How can we strategically advance conversations about equity in the face of efforts to suppress them? FrameWorks Institute's research points to principles of communication that work. Presenter: Julie Sweetland
Don’t Panic; it’s Just a Crisis!
ONE Voice, One Vision, Many Stories
Join Dr. Anthony D. Jackson as he delivers an inspiring presentation on the power of unified communications in public education. This session highlights the crucial role school public information officers and communicators play in shaping the narrative of public education. Through compelling stories, practical strategies, and a unified message, Dr. Jackson will emphasize how effective communication can transform perceptions, build advocacy, and drive support for students, teachers, and schools. This session will motivate attendees to amplify their voice and inspire a movement for public education.
NCSPRA is an Exemplary Chapter of the National School Public Relations Association (NSPRA). For four consecutive years, NCSPRA has been honored with the prestigious Mark of Distinction Award for delivering outstanding professional development to members and to school PR professionals throughout the country.