Tuesday, 11:15 a.m.-12:15 p.m.
100 CORPORATE SHOWCASE
Creating an Exceptional Customer Experience || How to Listen Learn & Lead as A Superhero
Christine Wells, K12Insight
What is good customer service? How can it go from good to exceptional? What are the pitfalls that many people experience when trying to deliver customer service? Find out the answers to these and other important customer-service questions during this taste of CX session. This interactive and information-packed session will offer participants a chance to explore what exceptional service looks like, practice skills to deliver exceptional service, and prepare to lead as a customer service SUPERhero.
HS Journalism Network: CFISD’s Partnership with Student Media
Angel Verdejo & Abbie McIntosh, Cypress-Fairbanks ISD
In a district with 91 schools, 117,000+ students and 16,000+ employees, news and coverage opportunities are plentiful for the CFISD communication department. Learn how the team built the High School Journalism Network (HSJN) from the ground up, partnering with 12 journalism departments to offer writing, photography and press conference coverage opportunities. Gather tips on how to launch your own district’s HSJN and enhance hyperlocal coverage of your campuses.
Podcasting: Reaching your Audience on the Move
Justin Dearing, Carroll ISD; Erin McCann, CPC, Crandall ISD
It’s the age of the commuter: How many parents in your district live in your community but work in others? Why not find new ways to reach them on their drive? Join two millennials “35 Under 35s” to talk podcasting. Both Justin and Erin host podcasts, personally and professionally. This interactive session will talk equipment, hosting and editing locations, metrics and how your district can use a podcast as a strategic communication tactic to reach more of your audience.
Staffing Your Superintendent and Leadership Teams
Veronica Sopher, Fort Bend ISD; Tamra Spence & Troy Gallow, Ed.D., Pflugerville ISD
While we all cannot live in an episode of The West Wing, we can learn a few lessons on how important communication is to leaders. Learn how two different communications leaders support their superintendents, boards, and cabinet members. Presenting with Pflugerville ISD’s chief of staff, learn how to make your position and department indispensable during times of crises and how to become your superintendent’s right hand through messaging and sound advice.
#didtheyreallyjustpostthat: Advising School Board Members on Social Media and Battling Keyboard Warriors
Kristin Zastoupil, Forney ISD; Ian Halperin, Wylie ISD; Megan Overman, CPC, Eagle Mountain Saginaw; Beth Trimble, CPC, Red Oak ISD
Twitter and Facebook are the Wild West when it comes to information. It's wide open spaces with little policing, and the never-ending threat of attack. Learn from four veteran school communications directors sharing their experiences, strategies and tactics for advising school board members on social media posts, tackling negative social media, fake profiles, social media bullies and C.A.V.E. people (Citizens Against Virtually Everything.) Whether you're a one-person office, a large department, a foundation or partnership program, we have tips for how you can manage your social media. We'll cover what you can and cannot share and how to identify your social media audience (bullies and fans), targeting them for positive online engagement and support in battling misinformation.
The Authentic YOU: How to Find Your Voice as a Public Education Champion
Corey Ryan, Leander ISD
We need strong advocates for students, districts, schools, teachers, staff and communities. Strength comes by sharing your story. The messenger is just as important as the message. Walk away with tips and tricks for tapping your personality to improve your district's community engagement and messaging.
West Texas Strong: How El Paso and Odessa Collaborated to Cope with Tragedy
Gustavo Reveles & Melissa Martinez, CPC, El Paso IS; Mike Adkins, Ector County
After the shooting tragedies in El Paso and Odessa this summer, El Paso and Ector County ISDs relied on each other to share best practices and messaging strategies to help their students, employees and communities. Learn how, by working together, these two districts 280 miles apart worked together to be #WestTexasStrong.
PR Life Lessons: What You Don’t Know Might Hurt You
Timothy Carroll, APR, Allen ISD
There are some things you just can't learn in school. The presenter will touch on many of them in this quick paced and informative session. He will share PR experiences from 40 years in the business and lessons learned that we can all benefit from. Topics such as the crush of national news coverage, the tragic death of a student(s), the revolving door of superintendents, the explosion and implosion of social media in public education, school lunch nightmares and many more. We will discuss the good, the bad and the ugly of the school PR business.
50 Shades of Grants & Giving: Talk Shop with Education Foundation Staffers Across the State
Facilitator: Emily Conklin, CPC, Northwest ISD
Panel: Courtney Sanguinetti, Lindale ISD; Alyssa Edstrom, Northwest ISD; Maya Bethany Golden, 1 in 3 Foundation
From grants to giving, join us for a panel discussion with education foundation staff members across the state. Bring your questions, best practices, and let’s dive in for an hour of brainstorming and sharing with colleagues about what works in today’s foundation offices.
Julie Jones, University of Oklahoma Professor
Creating strong visual messages for your organization is dependent upon understanding the reason you are telling that message in the first place. Julie Jones, award winning video journalist, will teach you how to recognize the purpose of your message and story structures that will help make the message clear and compelling to your audience.
Tuesday, 2:00 – 3:00 p.m.
110 CORPORATE SHOWCASE
Taming Your Wild, Wild Website
Michelle DoPorto, Birdville ISD; Doug Bellamy, Wylie ISD; Casey Bain, Little Elm ISD (Blackboard)
Your website is the first place your community goes for news, updates, and information about your schools, but is it making a good impression? Whether you’re just starting out, or you’re giving your site a face-lift, making the most of your web community can seem like a daunting task. These seasoned webmasters will share a few simple tips and tricks that will make the process easier and more manageable. You’ll leave with amazing insights and be prepared to make your website a powerful tool for engaging your community.
Production 101: Creating a Video Symphony Out of Your One-Man Band Production
Charles "Bubba" Willis, Forney ISD; Rhett Schwartzkopf, Northwest ISD; and Kris Hill, Eagle Mountain Saginaw ISD
Scriptwriting, People Finding, Lighting, Shooting, Editing, Creating —You do it all by yourself, but the viewers don't have to know that! This session is aimed at the new-to-video members.
This whirlwind session will offer simple tips to creating polished videos. Some topics we will cover are scripting, lighting, framing, editing, color tricks and templates.
Maximizing Partnerships in Special Events
Lauri Anzaldua, Bastrop ISD; Cassandra Balderas, Hutto ISD
Do you want to make your special event engaging and useful for your students and families? During this session we will talk about how to make and keep the connection between your community partners and the school district. We will take a closer look at three events in particular - hosting a Back to School Bash, running a smooth Stuff the Bus campaign and providing resources for families with a Winter Blast.
One-Person Departments: You CAN Manage a TRE or a Bond Election by Leveraging Partnerships
Emily White, Communications Director and Superintendent Doug Williams, Sunnyvale ISD & Michael Holmberg, WRA Architects
One-person departments have a unique set of challenges on any given day. However, when the district decides to call a bond election or a tax ratification election, work can become even more challenging. Learn how to balance the duties of your one-person department by collaborating with partners who understand and have an interest in your district.
"Sparking" Creativity with Adobe
Deborah Silliman, San Antonio ISD
Want to learn how to make your next story really pop? Learn how to wed photos and words together using Adobe Spark! This presentation will teach participants how to create a webpage featuring photos, text, and videos using Adobe's user-friendly, web-based application. NOTE: Adobe Spark is not a free service.
A Story is Like an Onion
Cecelia Jones, CPC & Casey Bain, Little Elm ISD
Each of us has meaningful and memorable stories happening at our campuses. But the trick is how to find and unbundle them. Unbundling a story is like peeling an onion. As you peel the layers away, a fresh layer is revealed. We all craft stories about the everyday happenings, but with a little bit of curiosity, you can find a fresh and amazing story to tell. See how you can hit the refresh on the commonly asked "Who, What, When, Where and Why" questions.
Managing Your District's Reputation Through Customer Experience, Environment and Engagement
Danielle Clark, APR & Stephanie DeLos Santos, Harris County ISD
Reputation management is the new buzzword in communications, but schools and districts are uniquely primed to manage this often-nebulous concept. By seeing your reputation through the lens of the customer experience, environment and engagement, you will gain insight into how stakeholders view your organization and how you can refine processes and solutions to provide big results for your district’s reputation.
Know Your Role: PR Crisis Planning 101
Kim Hocott, Pearland ISD; Rebecca Villarreal, APR, New Braunfels ISD
From proactive tips for crisis communications to working with emergency management personnel, attendees will learn the basics of a district PIO’s role in a crisis. Hear first-hand testimonials related to school shootings and health-related school crises. Leave this session with helpful tips for training opportunities, creating a Go Kit, messaging ideas and building a ROK Box. You’ll be ready to follow the Boy Scout Motto: Be Prepared!
Has Your Social Media Campaign Become Anti-Social?
Jasmin Nguyen & Justin Elbert, Klein ISD
It's time to take a hard look at what we're doing on social media. Are we using it to further our district vision or are we just throwing content at the "wall?" In this session, we'll discuss ways to make our social media more social by engaging our followers with two-way communication and posts that they will care about and that will resonate with them.
Finding the Me in Moments
Patti Pawlik-Perales & Rosalinda Montero, Alamo Heights ISD
As communications leaders, we are always focused on others! Crafting and creating that heartfelt story—connecting this reporter with that great kid—writing, photographing, videotaping, tweeting and posting the stories that share who we are as a school district. It is fabulously inspiring, creative and... exhausting. We will discuss how to do it all while living a balanced personal and professional life.
Wednesday, 10:45-11:45 a.m.
200 COPORATE SHOWCASE
Saving Lives with Crisis Communications
Steven Anderson, Intrado SchoolMessenger
Communications in a crisis are critical not only for those directly involved, but also for parents and the community. Join us as we look at the six parts of crisis communication and how connections matter when it comes to saving lives. We will examine what works, what doesn’t, and how you can equip the district communications team with the right information and the right tools at the right time.
Green Screens and Ham with a Side of Color Correction
Mitzi Loera, Cypress-Fairbanks ISD
In the world of video production, it can be difficult to make it out to a location shoot, so shooting it on a green screen can save time. In this session, learn how to get the best key on a green screen, whether be it a big production or a quick get-it-done production on a portable screen. You will also receive tips on how to get the best color correction with Magic Bullet software and the options the Adobe Suite offers.
You Have Community Support, but Can You Keep It?
Donald Williams & Elizabeth Carmody, Mansfield ISD
Shoal Creek B
All districts strive to have their entire community in their corner. Whether it is parents, staff, businesses, or faith-based partners those community members will volunteer, donate and serve as advocates of the great work happening in the district. If you have engaged community members, how are you making sure they stay engaged for years to come? Find out how Mansfield ISD’s yearlong leadership programs foster the longevity of community engagement, both internal and external, by bringing together constituents to learn about the schools, leadership and accomplishments in the district.
Spoiler Alert: Clark Kent and Superman are the Same Person! You, Too, Can be the Hero Your District and Community Need
Megan Overman, CPC; Dr. Jim F. Chadwell, Superintendent, and Chelse Westbrook, Eagle Mountain-Saginaw ISD
School districts can be powerful influencers for “truth, justice, and the American way.” Like Clark Kent, the communications professional must be ready to don a cape and save the world. Learn how one district is reaching beyond the standard toolkit to advocate for change and improve their community. Leave with tips for maximizing relationships and resources, strategies for navigating potential kryptonite, and ideas to help you be the hero your district and community need today.
10 Quick Tips to Improve Accessibility on Your Website without Compromising Design
Valerie Hull, Barbers Hill ISD; Nathan Buhl, Finalsite
Many errors are caused by a lack of understanding of what is expected for ADA compliance. We will cut through the confusion and give you the tools you need to become and stay compliant. Topics covered will include use of fonts, content, headings, tables, images, PDFs, video, accessibility checkers and more.
Measure This, NOT That!
Frances Stephenson, APR, PRSA
Shoal Creek A
Measuring and analyzing social media and public relations programs doesn’t have to be hard. But the field of measurement has changed radically in the past decade. It’s no longer recommended or smart to count clips, fans or likes as the full measure of a program’s success. So, what should we measure? This presentation will showcase the latest measurement thinking for PR and social media and offer practical ideas on how to measure program success which will get the attention of your leadership.
Wellness in School PR: Why, How & Now
Kristin Magette, APR, Willdan Group & Shawn McKillop, APR Hamilton-Wentworth District School Board
Does your school PR work feel heavier than it used to? Our mission-driven, trauma-sensitive, consensus-building, high-performance, always-connected role puts our personal wellness at risk. Join the national k12prWell conversation to learn factors that can increase—and decrease—your risk of occupational burnout. And leave with evidence-based wellness strategies to ensure you deliver the greatest value to your district—while staying well for yourself and your loved ones.
#PRSquad Goals: Activating School Staff to Spread Great News
Chelsea Caballos, Lindsey Yancey, Jasmine Nguyen, Megan Parman, Marlon Torres, Klein ISD
With more than 50 campuses, 7,000 staff, and 54,000 students, keeping up with what's going on in the district has become untenable. In the summer of 2019, we embarked on a mission to activate at least one person on every campus to be part of our PR Squad! Eight months later, we have more than 60 PR Squad members who feed us great news daily. In this session, we will share our plan, successes, failures, and tips to make your own PR Squad.
Social Media Management Essentials: Finding Your Brand Voice, Writing Useful Policies and Fighting Fatigue
Jacque Lambiase, Ph.D. & Ashley English, Ph.D., TCU Department of Strategic Communication
Social media managers and content creators face many challenges as part of their daily (and nightly) workload. Tackle those challenges through policies, editorial calendaring, and the energy provided through creative strategy. This three-pronged approach ensures that your district’s workload not only is sustainable, but also is fun (at least some of the time).
So, What is Disruptive Communication?
Dayna Owen & Kelsey Purcell, Friendswood ISD
Shoal Creek C
Uber disrupted taxis. Netflix disrupted Blockbuster. Tablets disrupted desktops. These disruptors challenged the status quo and redefined “normal.” So, what is disrupting communication? In our session, we will share innovative "disruptors" we have implemented in our district to displace the typical communication in order to build trust, reinforce our positive culture and engage our target audiences.
Wednesday 2:00-3:00 p.m.
210 CORPORATE SHOWCASE
Build your Department Budget with No Effort!
Thomas Evans, School Revenue Partners; Nicole McCollum, Keller ISD
Find out how School Revenue Partners has generated more than $5 million for school districts across the country. This is the easiest way to bring money back into your department and you don’t do any work!
Got Mentors? Attract, Retain and Celebrate Your Volunteers Like a Boss
Meaghan Reid, Lake Travis ISD
Shoal Creek A
At Lake Travis ISD, the number of mentors has increased by nearly 50% in less than a year. Learn how they beefed up their volunteer base and get tips and tricks on how to implement in your district.
Focus on Engagement: How to Foster a Contagious Passion for Community Engagement in Your District
Angela Brown, CPC & Amanda Simpson, Coppell ISD
Explore strategies, tips and examples about how to use communications tools and strategic storytelling to foster a contagious passion for community engagement in your district. From interactive Facebook Live videos, to training district advocates to the strategic use of events and printed materials such as a magazine, communications teams can work together with schools, community partners and others to achieve a goal of community engagement in your district.
The Inside Story
Rebecca Slack & Scott JuVette, Fort Worth ISD
Are you going to the same lengths to inform and engage your internal stakeholders–as your external stakeholders? Just one uninformed or disengaged employee can undo your best branding efforts. Learn strategies for keeping your internal audiences on the same page and on the side of your brand–with help from Aunt Bernice.
Branding: Beyond the Logo
Kimberly Simpson, Sherman ISD; D’Lee Marshall, VLK Architects
Having an incredible brand involves more than designing a great logo and graphics package. This session will convey the elements needed to brand your district beyond your logo. Discover how involving analysis and research of the past, present, and future by all stakeholders help to identify, capture, and magnify your district’s brand successfully for the benefit of students, staff, and the entire community it serves.
#CFISDBond 2019: $1.76 Billion, with a B
Joel Weckerly, Cypress-Fairbanks ISD
Shoal Creek B
Cypress-Fairbanks ISD passed the largest bond of the May 2019 election cycle, a $1.76 billion package, with 70-percent voter approval. See how the district’s detailed bond communication plan capitalized on principal communication and a social-savvy community, resulting in more than $3 billion in bond funds passed in the last five years.
We’re a School District, So We Can’t Say That. Or Can We?
Jeff Crownover, Lewisville ISD
When communicating with the media, parents, or the public, school districts tend to worry about what they CAN’T say. But districts often have more leeway than they think. This session, led by Lewisville ISD’s in-house attorney, will clarify the legal boundaries related to publicly sharing personnel, student, and other sensitive matters so that districts can confidently communicate an effective message without fear of a legal misstep.
How to Develop a Strategic Social Media Marketing Strategy That Moves the Needle
Claudia Lemus Campos, Pharr-San Juan-Alamo ISD
Shoal Creek C
Social media is just a buzzword until you come up with a plan. Learn best practices for developing a strategic social media marketing strategy that will help you increase brand awareness and engagement, build valuable relationships with stakeholders, improve customer loyalty, and more.
School Safety Updates and Changes
Celina Bley, Ph.D., Texas School Safety Center
The 86th Legislative Session brought about many changes to school safety. The Texas School Safety Center housed at Texas State University is charged to oversee many of the new mandates and will continue to train and educate districts throughout the State. This training is geared specifically for district administrators who are looking for a bird’s eye view of the mandates and will cover where parents and key community partners are part of the initiatives to keep schools as safe and supportive learning environments. Best practices when communicating with your community will also be shared.
Tech Slam TSPRA Jam
Julie Thannum, APR, Justin Dearing, Jill Webb & Hayley Herring, Carroll ISD
Bring your top tech tips and prepare to share! Do you have an organizational tool that changed your life? A creativity app that makes your story shine? A shortcut that works like magic? You’ll have three minutes to demonstrate using the presentation MacBook, which also can mirror an iPhone. Everyone will be a judge, voting for the best tech tool. Come for the swag - but the real prize will be the tech takeaways and new school PR connections with great ideas.