The NSPRA 2025 THRIVE Guide

Hey friends — it’s Josh here. This will be my 10th NSPRA National Seminar in a row, and I can honestly say the relationships I’ve built through this community have shaped my whole career. From July 20–23, nearly 1,700 of us School PR folks will gather at the Washington Hilton to learn, laugh, swap stories, and build connections that stick.

I put this guide together to help you feel ready, stay grounded, and get the most out of every moment in our nation’s capital. I’m a proud public school guy — always have been, always will be — so let’s thrive together in D.C. and take home ideas that make a real difference for our schools and communities.

Thrive on Sunday - Ease In & Connect

Coffee & Croissants: A Soft Start to the Seminar
Sunday, July 20 | 8 a.m. - 12 p.m. ET | Lincoln East

Start your NSPRA week off right! Join me for a relaxed morning gathering with good coffee, a light breakfast, and real conversation with fellow school PR, marketing, and communications folks.

We’ll settle in together, reconnect with old friends, and meet some new ones. I’ll also share how you can connect with the new School District Communications Collaborative, a professional networking group that offers honest peer support, shares ideas, and tackles the challenges that matter most.

Register Now for Free (So that I can be sure to bake enough croissants!)

Annual Meeting & Celebration of Achievement
Sunday, July 20 | 1- 2 p.m. ET | Columbia 3,4,6,8,11,12

Every year, NSPRA takes the time to shine a well-deserved spotlight on the best and brightest in school communications, and this year’s Annual Meeting and Celebration of Achievement is no exception. From Mark of Distinction Exemplary Chapters to Emerging Leaders, APR pinning, and cohort recognitions, it’s a proud moment to see colleagues and friends honored for their hard work.

A big congratulations once again to our Finalsite clients who truly stole the show, earning the lion’s share of Excellence Awards in the website category for digital media. Your dedication and talent continue to set the bar high,  and we’re so proud to celebrate right alongside you.

How to Make the Most of Your First NSPRA Seminar
Sunday, July 20 | 2- 3:45 p.m. ET | Columbia 3,4,6,8,11,12

If you’re new to the Seminar, this is hands-down the best place to start! This session breaks down how the Seminar works, what events and traditions you won’t want to miss, and how to get the most out of every conversation and connection you make.  

Every year, dozens of first-timers show up not quite sure what they’re in for, and every year, they leave this session feeling more prepared, more confident, and ready to jump in.  So bring your questions, bring your curiosity, and bring a smile — you’re about to make some new friends for life!

NSPRA Regional Colleague Connections
Sunday, July 20 | 4- 5 p.m. ET. 

Looking to find your people right away? The Regional Colleague Connections are the perfect place. All NSPRA regions break out at the same time, so you can meet folks from your state and nearby — it’s a relaxed way to swap ideas and warm up for the busy week ahead.

I still remember when I first joined the South Central group as a member of OKSPRA. It was such a highlight to see familiar faces from Oklahoma, Texas, Missouri, Kansas, Louisiana, and Arkansas. There’s just something special about talking shop with folks who get what your community’s like back home. Superintendents even have a dedicated group hosted by Rosanna Mucetti.

Check out the Full Program lineup

Opening Gala Reception in Partnership With Finalsite
Sunday, July 20 | 6:30 - 8:30 p.m. ET. | International Ballroom

Kick off your Seminar week in style at the NSPRA Opening Gala Reception, generously sponsored by Finalsite. This 90-minute evening event is open to all attendees and is the perfect chance to reconnect with old friends, meet new faces, and soak in the energy that makes NSPRA so special.

Whether you’re going full black tie or keeping it classy-casual, you’ll fit right in. According to the poll I ran with 70 attendees, 23% of you are going formal, 54% are sticking with semi-formal chic, and 23% are keeping it business casual. However you show up, you’ll look great in the open-air photo booth — so bring your best smile!

Thrive on Monday, July 21 – Fuel & Inspire

Yogi or Not: Namaste & Thrive
Monday, July 21 | 6:30 - 7:30 a.m. ET. | Heights Courtyard East

Kick off your Monday the mindful way — “Namaste and Thrive!” Join Jenny Mirmelstein of Suffern Central School District for a calming, all-level yoga session designed to help busy school PR pros pause, breathe, and reconnect.

Whether you’re a seasoned yogi or just need a quiet moment before the Seminar buzz, bring your mat (or a towel), show up as you are, and get centered for the day ahead. It’s early, but your mind, body, and community will thank you — see you at Heights Courtyard East to stretch, smile, and say namaste to a great week!

Bonus Exercise: Morning Walks with Cathy
Want to start each seminar day with fresh air, good company, and priceless career wisdom? Get in touch with Cathy Kedjidjian, APR, from Illinois. Cathy is the legendary organizer of the NSPRA morning runs and walks — she knows all the best routes in every host city and makes everyone feel welcome, whether you’re a sprinter or a casual stroller.

Cathy is a dear friend and an even better mentor for school communicators across the country. Lace-up, grab a coffee afterward, and soak up her stories, insights, and connections. There’s no better way to clear your head and warm up for a big day of learning.

Monday General Session & Communicator of the Year

Monday, July 21 | 9:30 - 11:20 a.m. ET. | International Ballroom

If there’s one moment you don’t want to miss at NSPRA, it’s the Monday General Session. This is one of the only times during the Seminar when nearly every single attendee gathers in one room, and you can truly feel the power and reach of our profession as school communicators. There’s nothing like looking around and realizing just how many people across the country share your mission to lift up public education.

This year’s session features an inspiring keynote from Elizabeth Edwards, who’s sure to bring the energy, insight, and big ideas you’ll be talking about all week.

NSPRA’s National School Communicator of the Year

And don’t forget — we’ll also celebrate the presentation of the 2025 National School Communicator of the Year Award, presented in partnership with Finalsite.

For 2025, 26 incredible professionals were nominated by their state or region for this top recognition, each already named a Communicator of the Year back home. So come ready to cheer, get inspired, and remember exactly why the work you do every day truly matters.

My Top Session Picks – Thrive Like a Pro

After ten years of attending this conference, I know how to spot sessions that deliver real, practical value. As a former NSPRA Executive Board member, I also know the care that goes into picking presenters who walk the talk, not just big ideas but real lessons you can use right away.

I’ve broken my favorites into easy categories covering AI, better content, strong leadership, and people-first campaigns. Rooms can change, so check the official NSPRA app to stay on track, and get ready to thrive like a pro all year long.

Session Category: AI & Innovation That Actually Works

Unlocking the Potential of Generative AI in School PR and Communications: Insights from Superintendents and PR Leaders
Tuesday, July 22 | 10:45 am – 12:15 pm | Location TBA
Fermin Leal, Chief Communications Officer, Santa Ana Unified School District (CA)
Erik Gundersen, Superintendent, Suffern Central Schools (NY)
Dr. John Marschhausen, Ph.D., Superintendent, Dublin Schools (OH)
Matt Miller, Director of Educational Leadership, Finalsite

• Real talk on GenAI in schools — what’s working, what to watch out for, and how it frees your team to focus on people, not repetitive tasks.

Rethinking the Stakeholder Experience: Leveraging AI, Innovation & Service to Strengthen Family Engagement
Tuesday, July 22 | 1:25 pm – 2:10 pm | Columbia 11-12
Chad Oliver, Chief Communications Officer, Collier County Public Schools (FL)
Dr. Nathan Buhl, Ed.D., Regional VP of District Sales, Finalsite
Matt Miller, Director of Educational Leadership, Finalsite

• Smart ways to go beyond basic outreach and create responsive, trusted connections with families — using AI plus good old human touch.

AI-Enhanced Storytelling: Building a Stronger Narrative for Public Schools
Tuesday, July 22 | 2:30 pm – 3:30 pm | Jefferson
Fermin Leal, Chief Communications and Community Relations Officer, Santa Ana USD (CA)

• Fermin’s real examples show how AI can amplify stories that resonate with diverse communities, without losing your authentic voice.

See Finalsite Ask AI on Your Website at NSPRA — Live from our Solutions Lab
Not your ordinary chatbot — Finalsite Ask AI delivers real-time, accurate answers straight from your district’s own public info, right on your website and mobile app. Best part? If you book an appointment, we’ll set up Ask AI on your website in advance, so you can see it live in action at NSPRA — and even take advantage of a free trial.

• Swing by the Solutions Lab to test it out yourself, set it up live, and see how easy it is to give families the answers they need, 24/7.

Book your NSPRA appointment now!

Session Category: Better Content & Creative Workflows

This S.U.C.K.S.: The Art of Iterative Design Feedback
Monday, July 21 | 3:10 pm – 4:10 pm | International Ballroom West
Christopher Villarreal, Ed.D., Director of Communications, Papillion La Vista Community Schools (NE)

• I’ve worked with Dr. Christopher — he always shows up ready to teach you how to give and get feedback that actually makes your work stronger.

Clicks and Connections: Crafting Content That Captivates Communities and Crawlers
Tuesday, July 22 | 9:30 am – 10:30 am | International Ballroom West
Chelsea Janke, Vice President of Integrated Marketing, CEL Marketing PR Design (MN)

Did You Know? Student Video Shorts Amplify Your Message (Gold Mine Table 3)
Wednesday, July 23 | 9:20 am – 10:30 am | Check the seminar app for room info
Lauren Boettcher & Betsy Fuller, APR, Lakota Local Schools (OH)

• Lauren and Betsy are two of the most creative folks I know — this is your chance to see how quick student-led videos can carry your messages further.

Session Category: Smart Strategy & Digital Projects

Redesign Rescue: Navigating the Waters of a New Website
Tuesday, July 22 | 8:00 am – 9:00 am | International Ballroom Center
Mary Helen Downey, MAT & Christian Justrabo (LA)

• Get real lessons from three Louisiana districts that pulled off big redesigns — practical advice to keep your next website project on course. Read more about Rapides Parish's success with school-home Communcations!

Transitioning to a New Intranet: Engaging Staff, Enhancing Accessibility, and Ensuring Success
Monday, July 21 | 3:10 pm – 4:10 pm | Check the seminar app for room info
Hilda Toribio Flores, San Juan Unified School District (CA)

• Hilda’s the real deal — she knows how to get staff on board and make intranet accessibility more than just a box to check.

Session Category: Leadership, Crises & Tough Topics

Navigating High Stakes Communications: Transparency and Tough Budget Decisions
Tuesday, July 22 | 10:45 am – 12:15 pm | Jefferson
Kate Martin & Rick Kaufman, APR (MN)

• Kate and Rick are brilliant at navigating difficult conversations. You’ll learn how to tackle tough decisions with honesty and empathy.

13 Crises in 9 Days: Strategies for Solo Communicators in High-Stakes Situations
Tuesday, July 22 | 2:30 pm – 3:30 pm | Columbia 6–8
Adelle Wellens, Communications Officer (CO)

• Adelle’s real-life survival guide for when you’re the one-person shop who needs to keep calm and communicate.

Taking the ‘Lead’: How ACPS Turned an Environmental Crisis into Confidence
Wednesday, July 23 | 8:00 am – 9:10 am | Gold Mine Table 37
Julia Burgos, APR & Daryl Johnson, APR, Alexandria City Public Schools (VA)

• Julia and Daryl turned a tough lead contamination crisis into a masterclass in transparency — worth it if you want trust to stick.

Session Category: Campaigns, Partnerships & People First

I Love Public Schools: Rallying Together To Tell the Positive Story of Public Education
Tuesday, July 22 | 8:00 am – 9:00 am | International Ballroom East
Nicole Anderson, MA & Ashley Nodgaard (NB)

• Get re-energized — Nicole and Ashley will show you how Nebraska’s “I Love Public Schools” movement turned skepticism into pride.

Like Nowhere Else Enrollment Campaign
Wednesday, July 23 | 9:20 am – 10:30 am | Gold Mine Table 7
Patti Lux & Adam Mumm, Sun Prairie Area School District (WI)

• A proven enrollment campaign that combined student stories and smart branding to boost pride and numbers — practical, not just pretty.

We Are GIPS Campaign: Humanizing Public Education
Wednesday, July 23 | 8:00 am – 9:10 am | Gold Mine Table 18
Mitchell Roush, M.A., Grand Island Public Schools (NB)

• A standout example of real student and staff stories showing the heart of public ed — and how you can do the same.

Super Communications: The Superintendent-Communicator Partnership
Tuesday, July 22 | 10:45 am – 12:15 pm | Lincoln
Lori Buselt (KS)

• Lori’s incredible — you’ll see how to build trust and alignment with your superintendent, from crisis comms to rebrands.

The Dynamic Duo: How Superpowered Supes and Comms Can Build Trust, Tackle Misinformation, and Make Magic Happen Together
Monday, July 21 | 4:30 pm – 5:30 pm | Columbia 3–4
Celi Haga & Erin Rathke, Ed.D. (MN)

• Celi is a rockstar — if you want to see what a real comms-superintendent partnership looks like, this is it.

From Rookie to Rock Star: Becoming a Leader without Losing Yourself
Tuesday, July 22 | 8:00 am – 9:00 am | Columbia 6–8
Grace Becker, Ashley Sukhu & Eric Hagemann (MN)

• A must if you’re newer to school PR — practical tips to grow fast, lead well, and stay true to yourself.

National School Communicator of the Year Finalists Panel Discussion
Monday, July 21 | 1:20 pm – 2:50 pm | Columbia 6–8
Dirk Tedmon, APR, Moderator (MN)

• This one’s packed with wisdom — hear from the best of the best how they lead, grow, and keep our profession moving forward.

Thrive Anytime

Visit the Finalsite Solutions Lab - Solve Challenges, & Explore New Solutions

We’re proud to be transforming how districts attract students, engage families, and build community — so you can truly thrive. The Finalsite Solutions Lab is your chance to sit down one-on-one with our experts, get personalized answers, and see how our newest tools can work for you. Secure your NSPRA solutions lab appointment today!

• Ask AI Chatbot — See how our 24/7 website assistant cuts repetitive calls and gives time back to your front office. Book a demo and ask your toughest questions!
   
• Mobile App w/ Secure Two-Way Chat — Learn how to move parent-teacher conversations into a secure, trackable space right inside our mobile app.
   
• Enhanced Mass Communications — Explore how the most-trusted mass communications platform for K–12 helps you reach every family, every time, with smarter, unified tools. Schedule a walkthrough.
   
• Enrollment for Districts — Discover how our modern enrollment platform creates a great first impression and streamlines the entire process. Let’s map it to your district’s needs.
   
• Website Assistance & Design - Get expert guidance on building and managing beautiful, accessible websites with the most-trusted K–12 website CMS. Bring your ideas or challenges — we’ll tackle them together.

Bring your biggest challenges — leave with real solutions. Book your Solutions Lab appointment at the conference, and let’s thrive together!

Key Takeaways

Thanks for taking the time to read the Finalsite Thrive Guide — I hope it gives you a few nuggets to make your NSPRA 2025 feel a little less overwhelming and a lot more fun. If you take anything away, let it be this: show up for each other, stay curious, and never forget that the connections you make here really can change your work (and your life) for the better.

And remember, Finalsite’s got your back long after the Seminar is done — whether you need a new website, better comms tools, Ask AI, or just a partner who gets what you’re trying to do for your schools and families. If you see me wandering around the Hilton, come say hi. See you soon!

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.