The CGCS PR Executive Meeting and NSPRA Seminar 2025 was everything I hoped for—and then some. From early-morning yoga and jam-packed sessions to late-night dancing and real, honest conversations, it reminded me why this work matters and why this community feels like home.

Before the week kicked off, I put together the Finalsite Thrive Guide to help folks hit the ground running, and seeing it come to life was something special. Whether it was welcoming first-timers, cheering on colleagues, or diving into real talk about tech and tools, the whole week reminded me just how powerful our connections—and our stories—really are.

CGCS Sets the Stage for NSPRA

Each year, the Council of the Great City Schools (CGCS), a coalition of the nation’s largest urban public school systems, gathers its top PR leaders ahead of the NSPRA Seminar. Finalsite is proud to partner with CGCS and a majority of its 81 member districts, and we’re honored to host the Council’s official website.

This year, Jeannine Richardson of Finalsite joined Dallas ISD’s Robyn Harris and Anastasia Reed to present “Launch Like a Pro: Untangling the Web for a Savvy Tech Rollout.” The powerful session offered a candid, energizing look at how to manage communications, navigate challenges, and keep stakeholders aligned during major tech rollouts.

Saturday Morning - Welcoming the NSPRA Newcomers!

There was no better way to kick off the week than by meeting the newest members of our school PR family. On Saturday morning, I had the chance to join a pre-session panel led by Melissa McConnell and Jill Filer, APR, two pros who know how to set the tone just right. 

We swapped stories, shared advice, and soaked up the energy from the rising stars in the room. If you ever need a reminder of why this work matters, just sit in a room full of communicators stepping into it for the first time.

Saturday Evening – Thank You for Being a Friend!

One of my favorite traditions of Seminar week is the Saturday night meetup, a little idea that started with six friends back in 2019 and has grown into a gathering of more than 100 amazing humans representing belonging, laughter, and celebrating the beautiful diversity of our school PR family. 

This year’s theme, “Thank You for Being a Friend,” was a nod to the Golden Girls, complete with themed squads and some serious Dorothy vs. Blanche energy. If you want in on next year’s fun, send me a message on LinkedIn—I’d love to have you there.

A Soft Start: Easy Like Sunday Morning

Dr. Sharon Green from Finalsite and I had the honor of kicking off the NSPRA Seminar with a warm, welcoming morning talk over coffee.  As an official NSPRA event, we gathered with over 50 attendees, many first-time participants, for an open discussion about what’s really happening in their districts: the wins, the hurdles, and the opportunities ahead. 

We also introduced the School District Communications Collaborative, a free, virtual space built for K-12 PR, comms, and marketing pros to connect, share, and grow without the vendor noise.

Sunday Night: Opening Gala in Partnership with Finalsite

The Seminar officially got underway with the Opening Gala Reception, proudly sponsored by Finalsite, and it did not disappoint. Held in the iconic International Ballroom at the Washington Hilton (yes, the one where presidents and press rub elbows at the White House Correspondents’ Dinner), the evening delivered major energy. From the buzz at the entrance to the live music and electric conversations inside, it was the perfect launch into a week of learning and connection.

Strike a Pose at the Finalsite Photo Booth

Before the ballroom buzz began, guests stopped by the Finalsite Photo Booth to strike a pose—some fierce, some funny, all fantastic. Want to see the full glam gallery? Find the link in the bonus section at the end of this article.

Live Music, Real Moments, and a Whole Lot of Joy

Inside the ballroom, Big Ray and the Kool Kats hit the stage and lit it up, bringing big sound, big energy, and even bigger smiles. Between the live music, great food, and a room full of passionate school PR pros, the vibes were high and the joy was contagious.

When the Ballroom Turned Into the Pink Pony Club

The moment of the night? When the band broke into Chappell Roan’s “Pink Pony Club.” The crowd lost it, singing at the top of their lungs, dancing like nobody was watching, and living fully in the moment. Loud, joyful, unforgettable.

Monday Morning Zen & Major Kudos

A huge shoutout to the early risers who kicked off Monday with mindfulness at Namaste and Thrive! Led by the incredible Jenny Mirmelstein of Suffern Central School District, this all-levels yoga session brought calm, connection, and clarity to a busy Seminar week.

Celebrating Excellence at the Monday General Session

The Monday General Session always hits different. It’s one of the rare moments when nearly every NSPRA attendee is in the same room, and you can feel the shared mission and momentum of school PR professionals from across the country.

One of the most moving highlights was the presentation of the 2025 National School Communicator of the Year Award, presented in proud partnership with Finalsite. 

A huge congratulations to my friend and former NSPRA Executive Board colleague, Cindy Warner, APR, of Shelby County Schools, for earning this well-deserved honor. Selected from 26 stellar nominees, Cindy represents everything great about this work: heart, hustle, and a deep commitment to public education.

Connection in Every Corner: Regional Meetups

Throughout CGCS and NSPRA Seminar week, Finalsite hosted 12 regional meetups at restaurants and venues across the city, bringing together over 700 clients and future partners from all over the country. These gatherings were filled with genuine conversation, shared stories, and the kind of connection that makes this work matter.

AI in School PR: A Standout Session

One of my favorite sessions of the Seminar was “Unlocking the Potential of Generative AI in School PR and Communications,” where Finalsite’s Matt Miller joined Fermin Leal and Jenny Mirmelstein for an insightful conversation about what AI is doing for school communicators. 

They shared lessons learned, tools that are making a difference, and how to navigate this evolving space with intention. It was practical, people-centered, and refreshingly buzzword-free.

Beating the Bot: The Ask AI Challenge

One of the most talked-about booth moments of the week? The “Beat the Bot” challenge featuring Ask AI, Finalsite’s intelligent website assistant. Visitors stepped up to go head-to-head with our AI-powered tool, racing to find answers on real school websites before the bot could respond. Spoiler: Ask AI was fast.

Participants had fun putting their search skills to the test, and whether they won a vintage Finalsite hat or walked away with an “I Was Beat by the Bot!” button, everyone got a firsthand look at how Ask AI is transforming the way school communities access information. Want to see it in action—or try your luck at beating the bot yourself? Head to finalsite.com/AskAI.

Key Takeaways

This week was a powerful reminder that the heart of school PR is connection, whether it’s welcoming first-timers, swapping strategies over dinner, or dancing it out to “Pink Pony Club.” From candid talk on AI to celebrating standout leaders, every moment of NSPRA 2025 was a chance to reinforce why this work matters and, most importantly, thrive together.

Bonus: Photo Booth Gallery

Want to revisit the fun? Check out all the snaps from the Finalsite Photo Booth—full of personality, style, and a whole lot of smiles. View the full gallery here

ABOUT THE AUTHOR

 Joshua Sauer, APR, is a proud #SchoolPR champion who’s spent his career lifting up public education — whether serving districts directly or helping them thrive through better communication tools. Before joining Finalsite in 2021, Josh spent six years as a communications pro for a large public school district in Oklahoma and a year as a freelance webmaster supporting schools big and small.

A former national executive board member for NSPRA and past president of OKSPRA, Josh also founded the #ROAD2NSPRA campaign in 2017 — a grassroots effort that’s raised thousands of dollars for the NSPRA Foundation and its Seminar scholarships. He holds a bachelor’s degree in journalism and communications from the University of Oklahoma and a master’s in public administration from the University of Central Oklahoma. With close to 15 years in marketing, PR, and edtech, Josh remains focused on one thing: helping schools build strong, lasting connections with their communities.