Today's school communication leaders operate in increasingly complex environments, balancing competing expectations, evolving communication habits, organizational priorities, and heightened public
scrutiny. Success requires more than strong tactics; it requires a deep understanding of how communication shapes relationships, culture, perception, and decision-making.
The Strategic
Communications track of the NSPRA Academy is designed for experienced school communication professionals and district leaders seeking to strengthen their strategic thinking and expand their
communications leadership capacity.
This four-part professional learning experience explores strategic communication through the lens of four critical stakeholder audiences: students, parents,
employees, and the broader public. Drawing from communication theory, public relations research, organizational communication, reputation management, and contemporary communications practice,
participants will examine how broader communications principles apply within today's school systems.
The course is facilitated by Kenon Brown, Ph.D., Director, Institute for Communication and
Information Research and Professor, Department of Advertising and Public Relations at the University of Alabama.
Module 1: Friday, October 9, 2026: Communicating to Students:
Co-creating Voice with Authentic Storytelling
Module 2: Friday, November 13, 2026: Communicating to Parents: Navigating the Outside Noise
Module 3:
Friday, February 26, 2027: Communicating to Staff: Processing Change, Preserving Culture
Module 4: Friday, April 9, 2027: Communicating to the Public: The Cost of Reputation
Mismanagement
All modules will be recorded and shared with registrants. Sessions will be held on Fridays from 12-4 p.m. ET. Participants will be enrolled in a learning management system
with access to module objectives, course readings, module recordings, supporting materials and an in-session assignment to work on before or during facilitation.
PROGRAM
COSTS (modules are each 4 hours of learning):
Full Track (all 4 modules):* $1000 for NSPRA members, $1500 for non-members (use the teal register button at the
top to complete registration)
Per module: $325 for NSPRA members, $449 for non-members (click here to register for individual modules)
*Full
program registrants will receive a calendar invitation for the program with links to the Zoom sessions.