School communicators from all over the U.S. and Canada recently converged on Bellevue, Washington for the National School Public Relations Association (NSPRA) Seminar, an annual conference supporting the professional development of school public relations professionals, superintendents, and education leaders.

Set against the backdrop of one of America's most vibrant cities, this year’s event was packed with insightful sessions and networking opportunities and proved to be an invaluable experience for everyone who attended. 

Here are six highlights covering how attendees thrived at this year’s NSPRA Seminar:

1. Expert-Led Sessions

At the heart of the NSPRA Seminar were expert-led sessions, where education leaders and seasoned professionals shared their insights and strategies. From navigating crisis communications to harnessing the power of social media for school PR, each session was meticulously designed to equip attendees with practical knowledge and innovative ideas. 

In “Beyond UX: Navigating the AI-Powered Frontier for School District Websites,” Dirk Tedmon, APR of Eden Prairie Schools, and Chelsea Janke of CEL Marketing PR Design, shared practical real-world tips to bring digital communications into the future, and inspired attendees to redefine conventional approaches to their website user experience. 

Two inspiring keynote speakers also spoke with the 1,500+ attendees: Monday welcomed author and multigenerational leadership thought leader Raven Solomon to the stage, while Tuesday featured ​​Ben Nemtin, a New York Times bestselling author and star of MTV’s “The Buried Life.”

2. Award-Worthy Moments

Proving himself as a true leader and changemaker, Dirk Tedmon, APR was also in the NSPRA spotlight as the recipient of the inaugural National School Communicator of the Year Award. Presented in partnership with Finalsite, this new award is designed to recognize the outstanding leadership and contributions of an active, front-line school communicator. 

"Finalsite is proud to partner with NSPRA to recognize the exceptional efforts of school communication professionals," said Finalsite Chief Marketing Officer Risa Engel. "This award underscores the profound impact of their work, shining a light on the innovation, creativity, and strategic thinking that define the best in school communications."

“Dirk is a true leader in school communications,” said NSPRA President Trent Allen, APR in a press release. “His dedication to strengthening the connection and engagement between schools and communities is driven by his passion for student success.”

In addition, dozens of school communicators and districts were recognized with 2024 Gold Medallion Awards, Gold Achievement Awards, and Publications and Digital Media Excellence Awards through NSPRA’s annual National School Communication Awards program.

3. Networking Opportunities

One of the seminar’s greatest strengths, as always, was its emphasis on networking. Attendees had ample opportunities to connect with peers, mentors, and industry influencers both at the event and after hours.

Whether it was the memorable Opening Reception at Seattle’s Museum of Pop Culture sponsored by Finalsite or casual conversations over coffee, professionals exchanged ideas, built partnerships, and nurtured the supportive school comms community that extends far beyond the seminar.

4. Panel Discussions and Roundtables

Another highlight of the Seminar was hands-on learning. Interactive discussions covered communication successes and challenges, and sessions like “Stuck in Second Gear? NSPRA Friends Are There For You!” shared insightful professional advice one could only learn from a trusted friend.

During Wednesday’s gold mine roundtables, attendees engaged in collaborative problem-solving and gained practical skills that empowered participants to become proactive agents of change within their school communities.

5. Lunching and Learning 

On Tuesday, attendees were treated to lunch and learn opportunities, including a triumphant presentation by Stacy Rader, Douglas County School District, and Finalsite’s own Beth Egan and Joshua Sauer, APR. 

The session, “From Challenge to Triumph: Douglas County’s Strategic Funding Victory,” explored how Colorado’s Douglas County School District successfully passed a critical Mill Levy Override in 2023. After an initial failure the previous year, the district demonstrated how it revamped its strategy to intensify community engagement and created a dedicated website in collaboration with Finalsite’s Advantage team to communicate its funding needs. 

6. Soaking Up Seattle

Beyond the conference rooms, Bellevue and Seattle provided a vibrant backdrop for the NSPRA Seminar. Attendees immersed themselves in the city’s rich culture, iconic landmarks, and culinary delights. The picturesque views of Puget Sound and the bustling streets infused the seminar with a sense of creativity and adventure, making it an unforgettable experience for all.

Key Takeaway

The 2024 NSPRA Seminar was a resounding success due to its comprehensive program, inspiring speakers, and dynamic networking opportunities. As they return home, attendees left empowered, equipped, and energized to elevate school PR practices in their communities, carrying with them a renewed commitment to #THRIVING with effective school communication.

ABOUT THE AUTHOR

Mary Ellen Rowe is a Finalsite education sales consultant with more than 15 years’ experience directing public and private K-12 school communications. She’s passionate about helping #SchoolPR pros brainstorm challenges, engage their communities, and tell their district’s story. Mary Ellen lives in the Detroit suburbs with her husband, three teenagers, and a dog named Pete.