From two-hour Action Lab mini-workshops to “speed dating” style information roundtables, you’ll find multiple options and topics to choose from, including sessions on: advocacy strategies…Common Core communication…strategic communication planning…crisis management… branding/marketing…effective public engagement…connecting with culturally diverse audiences… integrating social media strategies…and much, much more.

Boost Your PR SkillsNew to School PR? The NSPRA National Seminar is the ideal destination for those new to practicing PR in the education arena. About one in four Seminar attendees is there for the first time.

School PR Veteran? Some three-quarters of our attendees have been to past Seminars and found the experience so energizing they return for more!

Superintendent? Take advantage of the one-day superintendent track focused on communication leadership strategies to apply in your district.

Community Education Professional? Attend the special “conference within a conference” Sunday

afternoon to Tuesday mid-day on communication strategies targeted to community education needs.

Connect with School Communication LeadersAt NSPRA’s 2014 Seminar, you’ll interact with leading experts and practitioners in school communication for three days of collaboration and learning. They’ll share cutting-edge strategies, offer insight and guidance, and provide helpful resources for improving all aspects of communication in your schools.

Choose from over 70 sessions on developing effective, budget-savvy, and targeted communication programs. Our practical, hands-on, informative sessions will help you stock your communication toolkit with knowledge and proven strategies for building successful programs and addressing issues that include:

•Public education advocacy•Branding and marketing schools•Crisis communication•Winning budget/finance campaigns•Building trust and support•Effective engagement and involvement programs•Improving media relations•Improving communication leadership

Non-ProfitOrganizationU.S. Postage

PAIDHagerstow

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Permit No. 93

NSPRA’s 2014 National Seminar – Winning the Battle for Public Education Public education remains one of our most valued public institutions, yet it is constantly under fire from special interest and political groups, and for-profit business entities who believe public education must be “fixed” and privatization is the answer. Yet national polls demonstrate that parents and the public trust public school teachers and principals, and give their local schools high marks. Public education may be embattled, but it is a battle we can win by raising our voices with effective, strategic and targeted communication.

With 61 years of experience in providing the ultimate professional development experience in school communications, NSPRA’s 2014 National Seminar is where you will find North America’s leading school public relations practitioners and where you and your colleagues can join us in Winning the Battle for Public Education by taking your communication and advocacy efforts to a new strategic level.

Join us in Baltimore and:

•Learn about new strategies and tools for creating effective communication programs, marketing schools, fostering transparent dialogue, managing crisis communication, and more.

•Interact with school communication experts who will show you how to develop strong advocates and build trust, understanding and increased support for your schools.

•Gather best practices, strategies and advice for connecting with your stakeholders and delivering key messages on issues and the critical importance of a strong public education system.

•Discover how to maximize your communication budget, time, and resources and build support for your schools.

Experience North America’s largest gathering of school communication professionals and we promise you’ll leave renewed and re-energized, with the tools and powerful network that will help you develop an exemplary communication program in your district and schools, program or education organization.

Make the Most of Your Communication DollarIn an era of tight budgets and a demand for “return on investment,” NSPRA’s network of contacts and resources is more important and valuable than ever. With more than 70 skill-building and tactical sessions to choose from, you’ll be able to select those that best meet your needs.

Baltimore Is Ready to Charm You!Colorful and diverse, Baltimore, also known as “Charm City,” is Maryland’s largest city and economic hub. A seafaring and trading community, it is known for its beautiful Inner Harbor, unique neighborhoods, museums and rich historical sites. In 2014, historic Fort McHenry celebrates the 200th Anniversary of the Battle of Baltimore where Francis Scott Key wrote The Star Spangled Banner. From sites as diverse as the National Aquarium, Edgar Allen Poe’s grave, and baseball’s iconic Camden Yards, there is so much to see and do you’ll want to bring the family along!

Enjoy Easy Access to Baltimore’s Best from Our Seminar Hotel One of Baltimore’s favorite downtown hotels, the Renaissance Baltimore Harborplace is a four-star jewel overlooking the Inner Harbor. With its easy access to restaurants, shopping, Inner Harbor attractions, and fabulous museums and historical sites, your toughest decision will be what to explore once sessions end each afternoon.

Make your reservations at the Renaissance Baltimore Harborplace soon to get NSPRA’s special rate of $189 per night. Reservations made after NSPRA’s room block is filled will be based on availability and at the prevailing rate. The group rate is available until June 18. For reservations, call 1-800-266-9432. To receive the special group-discounted rate, tell the operator that you are attending the NSPRA Seminar. You may also make your reservations online at www.nspra.org/seminar-hotel. Reserve early as the room block is limited.

Join Us at the Welcome ReceptionPlan to meet up with colleagues old and new on Sunday evening, July 13, at the Seminar Opening Reception at the Renaissance Baltimore

Harborplace, co-sponsored by SchoolMessenger. Start your networking here and continue it by joining our Chesapeake Chapter members for your choice of “dutch treat” Sign-Up Dinners at local restaurants.

It’s a “Star-Spangled Seminar” in Baltimore! Our Chesapeake Chapter hosts are working hard to ensure you’ll have stars in your eyes in Charm City! On Tuesday night, CHESPRA and sponsor SchoolMessenger, have arranged an evening of fun, entertainment and refreshments

at the National Aquarium from 8-11p.m. Thanks to the generous sponsorship of SchoolMessenger, there is no cost to attend! You will need a ticket to get in, so go to www.schoolmessenger.com/nspra2014 for ticket and event information.

Save $100 with Special Discount Options! Be sure to check out these special discount options for participants:

• Mideast & Northeast Region Discount. Save $100 off a full registration if you are in NSPRA’s Mideast (D.C., IN, KY, MD, MI, OH, VA, WV) and Northeast (CT, DE, ME, MA, NH, NJ, NY, PA, RI, VT, New Brunswick, Newfoundland, Nova Scotia, Eastern Ontario, Prince Edward Island and Quebec) Regions.

• Superintendent and Communication Pro Combo. Register together and each receive a $200 discount off the rate at time of registration, for a total savings of $400. Must be from the same district and no other discounts apply.

• Special Superintendent Track on Monday, July 14. One-day registrations are $249 (includes luncheon with speaker). No other discounts apply.

• Community Education Summer Institute. (See info box in this brochure for details.)

• Group Discounts for Multiple Registrations from the Same Employer. A second full registrant receives a $50 discount off the price of first person’s registration. Three registrants from the same employer pay only $500 each, a fourth plus others pay only $175 each. No other discounts apply.

• See the registration section in this brochure for details and special one-day and two-day rates.

Face Time Matters for Learning and NetworkingEven in tight budget times, nothing is more powerful than being able to exchange ideas and learn hands-on in a face-to-face session with leading experts in communications. Live meetings offer more effective training and the exchange of ideas and help you build relationships to expand your network of resources year-round. Review our Seminar program and ask yourself: Where else can I find a better investment of time and money that benefits my schools and my professional development in one place?

Over 70 Targeted, Dynamic, Info-Packed Sessions in One Central LocationThe 2014 Baltimore Seminar is the place to be to get answers to all your communication needs. You won’t find this many on-target information sessions, proven practices and resources for your school communication program anywhere else this year. This is the only major event in North America for interactive learning and sharing with communication experts and pros who understand your job. That’s why you’ll want to seize this once-a-year opportunity to build and enhance your skills. The NSPRA National Seminar is the place to be for those who understand the critical relationship between good communication and successful schools.

With over 70 resource-packed skill sessions, action labs and presentations, you will have first-hand access to proven communication strategies, best practices and the latest innovative programs that you can replicate in your district to help you build support and confidence in your schools.

Here are just a few of this year’s exciting and content-rich sessions:

• Engaging Diverse Audiences• Using E-communication to Enhance Your Communication Plan• Tapping into the Power of Online Influencers to Grow School

District Advocates• Confidence Before a Crisis• Getting the Votes You Need to Win• Marketing Our Schools: It Starts with Us• Social Media and Grassroots #PublicEd Advocacy• And much, much more!

The Leader in School Communication

“Combined with the chance to network with expert colleagues from across the continent, the Seminar brings each participant new energy, tools, mentors, and strategies to navigate the challenges of communicating in an era of education change.”

– Leslie Robinette, APR, communications coordinator, Gladstone Schools, Ore.

National School Public Relations Association15948 Derw

ood Road | Rockville, MD 20855 | Ph: 301-519-0496 | Fax: 301-519-0494 | w

ww

.nspra.org

“NSPRA is the only place where you can learn job-specific tips and tools for

our profession.”

– Meredith Mendez, director of communications, St. Tammany

Parish Public School System, La.

Seminar Scholarships for SuperintendentsThanks to a sponsorship by ParentLink (www.parentlink.net), NSPRA is offering a limited number of scholarships for superintendents who are new to the NSPRA National Seminar or who haven’t attended in the past three years. These scholarships cover the cost of registration. Application deadline is April 11.

To apply, go to www.nspra.org/superintendent_scholarships_seminar.

Stretch Your Budget with Special Seminar OptionsIf you can’t afford to attend the full Seminar this year, take advantage of our one- or two-day registrations and get the core information you need. One-day registration for members is only $205 and for non-members, $255. Two-day registrations are $459 for members and $505 for non-members. (One and two-day registrations cannot be combined). We also have group discounts for multiple registrations from the same district/employer.

Check out all discount options at www.nspra.org/regseminar.

Learn New Strategies to Advocate, Communicate, Engage, Market and Celebrate Public Education

The 61st Annual Seminar of the

National School Public Relations Association

Get Graduate-Semester Extension CreditSeminar attendees can earn two graduate-semester extension credits from the University of San Diego for completing the required hours of instruction during the NSPRA 2014 Seminar.

To learn more about fees and registration procedures, go to www.nspra.org/graduate-semester-extension-credit.

RegisteR by may 23 to

SAVE $50

Check out the preliminary schedule of sessions at: www.nspra.org/files/docs/SeminarAtAGlance14.pdf

Winning the Battle for Public Education

Superintendents’ Special One-Day Track (with luncheon) for Just $249* Strong communication leadership is essential to creating an effective communication program designed to move goals forward. We are committed to helping superintendents develop their communication skills, and with that in mind, we are offering a special rate and some targeted sessions designed to meet their needs. Superintendent registrants for this one-day track will have access to the full array of Monday’s program offerings including keynote speaker, author Jonah Berger.

The Superintendent Track package includes a luncheon and peer dialogue session focused on public education advocacy with special guest Dr. Rocky Killion, superintendent, West Lafayette (Ind.) Community Schools, previewing his new documentary, Rise Above the Mark. Choose from more than a dozen sessions on best practices in school communication. This special one-day track offers outstanding value at a reduced price and you’ll leave with communication leadership strategies to keep your team focused. Sessions of interest for superintendents include:

• Making an Economic Case for Local K-12 Education Funding

• Split-Second Leadership: Can You Hit “Major League” Fastballs as a Communicator?

• Building the Trust You Need for Your District to Succeed

• Public Schools for Personal Good: Communicating Our Value

• Bringing Education Reform to Life

• Making Effective Communication a Priority Builds Trust, Engagement and Success for Schools and Community

Don’t miss out on this valuable opportunity and complete the registration form in this brochure or register today at www.nspra.org/regseminar.

*Superintendents who register to attend the full Seminar have the option of attending the luncheon for an additional $50. Luncheon is open to superintendents only. This session is sponsored by the Pearson Foundation, www.pearsonfoundation.org.

Day guest and overnight parking rates are available at the Renaissance Baltimore Harborplace. For details, go to www.nspra.org/files/docs/ParkingInformation14.pdf.

Community Education and Engagement Summer Institute – $395Effective communication is also key to successful community education programs and NSPRA is proud to host the National Network for Community Education and The Foundation for Community Education at the 2014 Baltimore Seminar.

This “conference within a conference” runs from 1:00 p.m. Sunday afternoon through a Tuesday closing luncheon and focuses on the special needs of community education professionals. It includes a special self-contained learning track as well as opportunities for participants to take advantage of regular Seminar sessions.

Register at www.nspra.org/regseminar under Community Ed options.

Baltimore, Md.July 13-16, 2014

are on the professional road you are traveling and identify “what’s next.” This will be a highly engaging, thought-provoking and fun opportunity to assess your abilities and build skills that add value to your professional role as a communicator and leader.

Presenter: Bob Noyed, APR, executive director, communications/community relations, Eden Prairie (Minn.) Schools

New Professionals Program(Sat., 9 a.m. – 4 p.m. & Sun., 9 a.m. – Noon) Price: $299.00If you have been in public relations less than three years – or if you’re new to the field – this is the foundation you need for practicing all facets of school PR. Work with seasoned pros on effective communications planning, applying the RACE process, identifying target audiences, framing key messages, developing communication strategies, and a variety of other topics. Participants will work in teams to apply concepts learned. This workshop is fun, fast-paced and filled with information that will help you build a network of colleagues and create a solid foundation for a career in school PR.

Presenters: Chris Tennill, APR, chief communications officer, School District of Clayton (Mo.); and Susan Brott, APR, director, communications/community engagement, Edina (Minn.) Public Schools

APR Prep: Get Ready for Universal Accreditation(Sat., 9 a.m. – 4 p.m. & Sun., 9 a.m. – 4 p.m.) Price: $299.00Are you ready to take your career to the next level? Then it’s time to become Accredited in Public Relations (APR). This in-depth workshop helps you prepare for the Universal Accreditation examination by providing a solid grounding in the knowledge, skills, and abilities tested and facilitating hands-on learning and practice in small work groups. Learn what topics are covered and how to plan and prepare for the various components required for completing the testing process.

Presenters: Janet Swiecichowski, APR, director, communications, Minnetonka (Minn.) Public Schools; and Tim Hensley, APR, assistant to the superintendent, Floyd County Schools, Rome, Ga.

Video Boot Camp(Sunday, 9 a.m. – 4 p.m.) Fee: $299.00 Creating inexpensive videos for your district may seem intimidating if your videography experience is limited to home movies of the family, but shooting and editing video doesn’t have to be scary and complicated! In this hands-on workshop, you’ll learn the five elements of telling a great story via video and the three mistakes most PR pros make when they start out. Learn how to compose great shots, record good audio, edit video quickly and professionally, and use social media to increase viewership. The workshop will focus on using iPads to shoot and edit video, though the skills taught can be transferred to any camera or editing software. Attendees are encouraged to bring their own iPad as none will be provided. The “Pinnacle Studio” app will be used for editing (which you will need to obtain in advance). Gain confidence and new skills to help tell your district’s story.

Presenter: Jake Sturgis, APR, chief storyteller, Capture Video, Excelsior, Minn.

Dr. Jonah Berger is a marketing professor at the Wharton School, University of Pennsylvania, and author of the recent New York Times and Wall Street Journal bestseller Contagious: Why Things Catch On. He has spent the last decade studying how social influence works and how it drives products and ideas to catch on. He is noted for knowing more about

what makes information ‘Go Viral’ than anyone in the world, and for combining his groundbreaking research with powerful stories. In his keynote, “Contagious: Why Things Catch On,” Dr. Berger will reveal the science behind word-of-mouth and social transmission and share six basic principles that drive issues and messages to become contagious. Come learn how to design messages and information about your schools that people will share.

Dr. John Draper is an NSPRA national consultant on expanding support for public schools and one of the highest rated keynoters in Seminar history. In his presentation, “Paddling Upstream in a Public School Canoe,” Dr. Draper will address the political bashing, mistruths and the insidious myth that our public schools are failing and show how true public school

advocacy starts at our own schoolhouse door. Public schools are as good as or better than they have ever been, yet officials from the state house to the White House, as well as our own school employees, feel justified in criticizing public education. To make it easier to paddle the public school canoe, we must change the direction of the stream. Dr. Draper will help us get to the root of the problem and share seven collaborative strategies to turn things around.

Caffeinated Connections – Roundtable DialoguesFace-to-face dialogue matters – it is the most valuable resource of all for communication professionals when it comes to networking and

exchanging ideas and information with colleagues. Even the most innovative communication technology can’t replace the power of personal interaction when it comes to building strong networks and relationships.

Choose from a variety of topic tables facilitated by NSPRA leaders, convene your own table on

a specific topic, or feel free to just sit and chat with friends (and make some new ones!). This morning is about making connections – to colleagues, ideas, professional networks, resources, opportunities – or just connecting with that first cup of coffee! Wake up to some stimulating dialogue!

Mail Registration to:NSPRA 2014National School Public Relations Association15948 Derwood Road, Rockville, MD 20855

For NSPRA MembersSeminar Registrationq Register and PAY by May 23 .................................................$715 q Register after May 23 ...........................................................$765

Seminar Registration and Dues Payment/Renewalq Register and PAY by May 23 .................................................$975q Register after May 23 ........................................................$1,025

For Non-members of NSPRAFull Registrationq Register and PAY by May 23 .................................................$815 q Register after May 23 ...........................................................$865

Special Option for Superintendents Registered for Full Seminarq Monday Luncheon with Speaker* ...........................................$50 *Open to superintendents only

One-day Registrationq Monday, July 14 ............................ $205 ($255 for non-members)q Tuesday, July 15 ............................ $205 ($255 for non-members)q Wednesday, July 16* ...................... $205 ($255 for non-members) *Does not include closing banquetq Superintendents’ Monday, July 14 ......... $249 (includes luncheon)

Two-day Registrationq $459 for NSPRA Membersq $505 for non-membersPlease indicate which days you will be attending:q Monday q Tuesday q Wednesday* *Does not include closing banquet

Community Education Summer Instituteq Sunday–Tuesday, July 13-16..................................................$395q Institute & Full Seminar (paid before May 23) .....................$715 q Institute & Full Seminar (paid after May 23) ........................$765q Community Ed & Communication Pro Combo Teams from same district each receive $200 off full registration rate (total $400 discount). No other discounts apply.Register at www.nspra.org/regseminar under Community Ed options.

Pre-Seminar WorkshopsPlease add $50/session if you are attending a Pre-Seminar Workshop and are not registered for the Seminar.

q Strategic Social Media ........................................................... $299q “Election Success” Can Be Yours ...........................................$299q Enhancing Capacity as an Effective Leader ............................$299q Video Boot Camp .................................................................$299q New Professionals Program ..................................................$299q APR Prep: Get Ready for Accreditation ................................$299

q This is my first NSPRA Seminar q I am new to School Public Relations (1-3 years)

Special Discounts AvailableMideast/Northeast Region DiscountIf you register for a full registration and are employed in D.C., IN, KY, MD, MI, OH, VA, WV or CT, DE, ME, MA, NH, NJ, NY, PA, RI, VT, New Brunswick, Newfoundland, Nova Scotia, Eastern Ontario, Prince Edward Island and Quebec, you are eligible for a $100 discount on the registration fee.

Superintendent & Communication Pro ComboTeams from same district each receive $200 off full registration rate (total $400 discount). No other discounts apply.

Group Discounts (must be from same employer)2 Registrants – receive $50 off the price of the second full registration3 or More Registrants – three full registrations for $1,500; each additional full registration is only $175 per person. No other discounts apply.

Please copy and complete the participant information below for each registrant.Note: Discounts do not apply to Pre-Seminar Workshops.

Total Amount Due $______________________

Method of Paymentq My check is enclosed.q My purchase order #_______________ is enclosed.(Purchase orders are not considered as payment to lock in prices. Check/credit card payment must be received by discount deadlines.)

q Charge my credit card (check one) q Visa q MasterCard q American Express

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Expiration Date Security Code #

Signature

Cancellation FeesSeminar: $175 for cancellations received by May 23. $275 for cancellations from May 24 – June 13. After June 13, no refund.

Pre-Seminar Workshops: 25% of Pre-Seminar fee for cancellations received by May 23. 50% for cancellations from May 24 – June 13. After June 13, no refund.

Name

First Name for Badge

Title

District/Organization

Street Address

City / State or Province / Zip or Postal Code

Phone Fax

E-mail

Action Lab • Monday, July 14, 2014 • 8 – 10:00 a.m.Excellence in Management: Tools for School PR Executives Who Want to Coach Their Districts Through Change

Feel as though trust among your district’s cabinet, departments and employees is a dream never to be realized? Tired of jumping from one trendy approach to another that promises “innovation, quick results, and the building of human capital” rather than finding a way

to work clearly, respectfully and effectively together through change? Effective leaders partner 70% of the time and manage 30% of the time, and this Action Lab will show you how to turn your focus to people and partnership as a way to lead collaboratively through change. Learn, practice and apply the FrameWorks TM set of tools and TeamWorks Education Leadership System to your own district’s challenges and leave ready to facilitate big and small change processes toward successful results. Don’t miss this opportunity to learn an innovative approach for enhancing your capacity for strategic, constructive change from a dynamic, expert team.

Presenters: Dennis Cheesebrow, founder/principal, and Christine Wroblewski, APR, senior consultant, TeamWorks International, Centerville, Minn.

Special Session • Monday, July 14, 2014 • 8 – 9:30 a.m.Looking Back to Move Ahead: Common Core Assessments Communications

Strong communication is critical to effective policy implementation, and in 2015, districts will begin releasing scores on the new, Common Core-aligned assessments. This Special Session offers an overview of research findings around the communication

of previous changes in statewide assessments to help you prepare for the changes ahead. The research conducted by the presenters offers a lens to see how effective communication can garner support for new assessments and initiatives that support academic success and college and career readiness for all students. You’ll gain practical information on audience identification, messaging, and communication tactics and methods, and leave with examples, strategies and a template of action steps for implementing a communication plan around Common Core-aligned assessments in your district.

Presenters: Patricia Maunsell, principal, and Eva Moon, principal, M2 Communications, Evanston, Ill.

Special Session • Monday, July 14, 2014 • 8 – 10:00 a.m.

Public Schools for Personal Good: Communicating Our Value

Statewide research and public outreach efforts in North Carolina revealed that citizens’ deep desires to support public education for all children were undermined by parent misperceptions that public schools wouldn’t serve the individual needs of their children.

Learn about the findings from the combined qualitative and quantitative research conducted and the resulting strategic messaging approach and application to specific themes, and hear about examples of the current work being done by diverse stakeholders. This Special Session will show you how to take a parent-centric approach to messaging the

value of public schools to individual children and providing parents with the confidence that public schools are the right choice for their child and of great value to all children. You’ll walk away with an understanding of how to position your public schools as meeting the needs of parents and voters in advancing the education of each child while benefiting the community.

Presenters: Dave Clayton, Ph.D., vice president, Neimand Collaborative/Z.Smith Reynolds Foundation; Rich Neimand, president, Neimand Collaborative; and Natalie Blake, associate program officer, public education, Z. Smith Reynolds Foundation

Special Session • Tuesday, July 15, 2014 • 10:15 a.m. – 12:15 p.m.Be True to Your School: Understanding and Powerfully Communicating Your District’s Brand

You know what you want from a brand: authenticity, sincerity, consistency, but how does your district do as a brand? Do people – parents, staff, students – even know what you stand for and believe in, besides teaching and learning? In this timely session, learn how to define your brand, and be true to it in all you do – from issues

management to events to publications to social media and everything in between. Plus, gain insight and tips for how to protect the value of your brand when things go wrong (and they will). Be true to your school, and you can gain a major competitive advantage in the education marketplace – and better serve your publics too.

Presenter: Brian Woodland, APR, director, communications/community relations, Peel District School Board, Mississauga, Ontario, Can.

Action Lab • Tuesday, July 15, 2014 • 10:15 a.m. – 12:15 p.m.Crisis Communication in the Age of Social Media

School PR professionals understand the value of social media and its role in shaping news stories and communication to key stakeholders. It’s also changing the landscape of crisis management and how we acquire, disseminate and analyze information. The use of social media has become a valuable tool in our crisis response tool box, but it can be a

challenge to manage the crisis and cut through the clutter of messages to communicate effectively to parents, staff and the community. This Action Lab will explore how a range of social media tools may be used to enhance crisis communications. You will apply social media strategies to real-life scenarios in table-top group interactions and update your skills under the guidance of one of the foremost authorities on school crisis management.

Presenter: Rick Kaufman, APR, executive director, community relations/emergency management, Bloomington (Minn.) Public Schools

Special Session • Tuesday, July 15, 2014 • 10:15 a.m. – 12:15 p.m.Winning the Battle for Public Education: Leading Advocacy Campaigns, Strategies and Resources

Public education is under attack and facing the loss of the trust and support that have made it a critical component of our nation’s success. Education leaders

need to go on the offensive to combat the rhetoric aimed at tearing down public education. Learn about two new national campaigns and a documentary designed to help leaders tap new resources to win the battle for public education. Hear from the

National School Boards Association on how local districts can become part of Stand Up 4 Public Schools and join an army of advocates, including celebrities, supporting public education. Then, learn about momentum mounting with Rise Above the Mark, a national advocacy documentary filled with messages you can use at the local level. In addition, NSPRA’s president will debut NSPRA’s new website feature entitled “Making the Case for Public Education,” and share advocacy communication examples.

Panelists: Tom Gentzel, executive director; and Lisa Bushey, associate executive director, public advocacy & communications, National School Boards Association, Alexandria, Va.; Rocky Killion, Ph.D., superintendent, and Sally Miller, Ph.D., West Lafayette Community School Corp., Lafayette, Ind.

Moderator: Nora Carr, APR, chief of staff, Guilford County Schools, Greensboro, N.C., and NSPRA president

Special Session • Wednesday, July 16, 2014 • 1 – 2:30 p.m.Let’s Get Connected…Outside the Trenches

Winning the battle for public education means constantly staying in touch with the needs of society. All nations and institutions are undergoing a fundamental reset, including education. Too often, broad societal trends and issues are seen as “distracting noise,” causing us to hunker down, assert we aren’t understood, and move more deeply into

trenches of our own making. As educators and communicators, we must strategically connect outside the trenches. Pulling from the research and trends featured in his new book, Outside the Trenches…Twenty-one Trends for the 21st Century, the presenter will share information and insights about the challenges impacting the economy, jobs, environment, technology, privacy, ethics and more, and the profound implications for education. As these massive trends converge, effective leaders must be futures thinkers who are in touch with these forces, understand the connections, and are able to lead within the context of a fast-moving, increasingly complex society.

Presenter: Gary Marx, APR, president, Center for Public Outreach, Vienna, Va.

Action Lab • Wednesday, July 16, 2014 • 1 – 3:00 p.m.Think Finances and Budget Are Boring? Think Again …Engage Your Community Around the Bottom Line

With a sluggish economy and public demand for fiscal responsibility and conservative spending, transparency is more than just a buzzword – it’s the key to successful budget planning. In this Action Lab, you’ll discover how to engage

your publics in financial discussions that make monetary transparency not just a catchphrase but a true reality. Learn how to make budgeting a community effort rather than exclusively a board function. Proven engagement strategies, both large- and small-scale, will be shared, and you’ll leave with a toolkit of strategies and example materials to help your district reach its financial engagement goals. You will have the chance to work in small groups on budget engagement activities and learn from small- and large-group discussions. Come learn how to create some fresh energy and a new approach to tackling challenging budget decisions.

Presenters: Brett Clark, APR, executive director, communications/strategic planning, Glenview (Ill.) School District 34, and NSPRA North Central Region vice president; and Julie Thannum, APR, assistant superintendent, board & community relations, Carroll ISD, Southlake, Texas

Come Early; Learn MoreDon’t miss the opportunity to go in-depth, learn more and expand your skills in our targeted Pre-Seminar Workshops!

For more details on each, go to www.nspra.org/pre-seminar-workshops.

Strategic Social Media: Taking Your Social Platforms and Content to the Next Level(Saturday, 9 a.m. – 4 p.m.) Fee: $299.00 (Maximum enrollment: 25)This workshop will engage you in comprehensive and practical planning, research, and strategy development for your social media efforts. Learn why strategic planning is important, how to set up proper guidelines, determine appropriate training, and plan promotional efforts. Take part in content brainstorming and development of a comprehensive social media strategy, and learn the basics of social media measurement. The focus will be on Facebook, Instagram, Vine, Twitter, and Pinterest, and you’ll leave with practical implementation strategies and content ideas to grow your audiences and build engagement. Case studies will be shared to bring each strategic touchpoint to life. Participants are encouraged to bring their own technology. This workshop is not a how-to session on how to set up or manage social networks.

Presenter: Shane Haggerty, marketing and special projects manager, Tolles Career & Technical Center, Plain City, Ohio

“Election Success” Can Be Yours: Planning and Data-based Strategies for Winning Finance Elections at the Polls(Saturday, 9 a.m. – 4 p.m.) Fee: $299.00 This strategy-focused workshop will help you get your next school finance election on the road to success with solid planning and data use. You will: learn the “must know” rules for district-led “just the facts” communication vs. citizen-led “vote with us!” campaigns; develop a clear understanding of the differences between bonds and levies; review a variety of approaches to community engagement and the key communication steps for any election; and walk away with critical resources and sample communication plans and timelines. Practice working with real voter data using your own district’s profile or that of a similar community. Learn how to discover what community members want and will accept, and how to design and deliver effective “push” messages. This will be a lively day with lots of dialogue, real-life examples, and plenty of time for Q&A with a seasoned election expert.

Presenter: J. Marie Riche, founder and principal, Ideal Communications, Woodinville, Wash.

Enhancing Your Capacity as an Effective Leader(Saturday, 9 a.m. – 4 p.m.) Fee: $299.00 The most effective school PR practitioners are also strategic leaders able to reach beyond the typical skills outlined in their job descriptions. This workshop is targeted to mid-career and veteran professionals who are seeking to expand and polish their leadership capacities and competencies. Through presentation, discussion and reflection, you will explore a variety of leadership perspectives and be challenged as a strategic leader and thinker. Discover where you

Action Labs and Special SessionsGeneral Sessions

Seminar RegistrationPre-Seminar Workshops

Find descriptions and all the Seminar information you need at www.nspra.org/national_seminar

“In my first year as a Public Information Officer in the education industry, I found the Seminar to be

invaluable. I learned that I didn’t know what I didn’t even know yet!”

– 2013 Seminar participant

Questions? Call NSPRA at 301-519-0496 or e-mail: nspra@nspra.org www.nspra.org