Thousands of school PR professionals from across the country tuned in to Finalsite’s School PR Day, a day-long virtual conference designed for school communicators to connect, collaborate, and communicate. 

With multiple live sessions full of inspiration, how-tos, tips, and advice from school PR pros, this year's event focused on the big ideas of:

• Crafting website and communications that serves families first
• District leaders and their partnerships with the communications office
• The use of AI and chatbots for content creation and website assistance
• Lessons in crisis communications and the uses of mass notifications in everyday communications
• Trends in district enrollment, and so much more

There's a lot to take in, and we know you’re busy, so if you missed any of the live sessions, you can still collect your free All-Access pass and catch up on all the recorded sessions and resources!

Here are just a few highlights from the 15+ hours of content!

Keynote Recap: Leading Through the Fire: Insights and Leadership Lessons from the Pandemic

Dr. Kristi Wilson, a nationally recognized superintendent, AASA past president, author, and transformational school leader, joined School PR Day as the keynote speaker to share her insights on leadership, collaboration & growth.

Dr. Kristi Wilson focused on the profound impact of the COVID-19 pandemic on school leadership and communication, highlighting the lessons and the path forward for comms professionals. She stressed the critical role of communication teams during that time, as well as today, stating, "You are the extraordinary, tireless people that really did help and continue to help superintendents manage and lead during difficult times."  

Dr. Wilson covered the challenges presented by the pandemic that have amplified central questions about the role of communication in schools, stressing the importance of learning from that experience. "If you don't learn the lesson," she warned, "You are going to repeat it." 

A big theme was the necessity for leaders to lead from their values, even in the face of uncertainty and pressure. Dr. Wilson pointed out the importance of internal and external networks, relaying a powerful statement from Superintendent Mary Elizabeth Davis: "I really learned that the strength and potential of the district is on the backs of your executive team, including your comms person."

Five years out from the pandemic, Dr. Wilson acknowledged the ongoing challenges facing school districts today, including political polarization, enrollment concerns, and budget uncertainties, and emphasized the enduring need for clear, concise, and consistent communication. Many aspects of the role of superintendent, she noted, have shifted toward a "public service provider" mentality.

“District leaders working as one team really matters,“ she said. “Technology helps, but the human connection is paramount."

Here's a quick look at some of the highlights from this year:  

Enhancing the User Experience

One focus of this year's event was on improving how families and the community interact with school districts' digital presence.

• "Crafting Website Content that Serves Families First" covered how to make websites more accessible, user-friendly, and effective, with an emphasis on easy navigation and searchability.
   
• "Differentiate Your District: How to Develop a Unique Brand Identity that Sets Your School Apart” uncovered how to find a district's strengths to create a compelling brand identity, perfect for anyone thinking about a rebranding opportunity.

Strategic Communications

Several sessions highlighted the need for a more strategic and unified approach to communication so that districts can present a clear and consistent message across all platforms.

• "One Voice, Many Public Faces: Creating Consistency Across Your District's Digital Presence" zeroed in on this, focusing on aligning details and messaging across digital touchpoints to create a stronger public opinion.
   
• "Speaking with One Voice: Aligning Strategies Between Superintendents and the Comms Office" emphasized the partnership between district leaders and communication teams, advocating for aligned strategies and consistent messaging.
   
• "Crisis Communications: Lessons in Crisis Communications During the Southern CA Fires" provided a powerful firsthand account from school communicators who navigated the major crisis earlier this year. The session highlighted the importance of resilience, teamwork, and clear communication in supporting communities during and after a crisis.

Leveraging Tech for Efficiency & Impact

Sessions also acknowledged the growing role of AI, exploring how it can be used to reach audiences in more effective and authentic ways.

• "Can a Chatbot Save Your Sanity?" is a prime example, looking at how AI-powered chatbots can save time and provide instant, accurate information.
   
• "Beyond Emergencies: Using Mass Notifications for Everyday Communication" encouraged a broader use of mass notification tools, showing they can be used for more than just emergencies, like everyday updates, event reminders, and important announcements.

Building Relationships and Trust

Underlying many of the sessions is the importance of building strong relationships and trust with the school community.

• “Talk With Families, Not At Them” tapped into the power of two-way communication channels and how districts can actively listen to parent perspectives to build an approach that supports student success.
   
• "Sources Say...Building Positive Relationships with Local Media" focused on another key relationship, providing a crash course in media relations to build strong relationships with local journalists and secure positive media coverage.

Increased Choice and Competition, and What That Means for District Enrollment

School PR Day didn't shy away from one of the biggest topics for many districts: enrollment. The "Redefining Enrollment" session made it clear that increased competition from charters, private schools, the rise of homeschooling pods, and even virtual academies has many districts rethinking their enrollment strategies.

It's a "choice overload" for parents, and districts are feeling the pressure, but as the session emphasized, enrollment is the lifeblood of a district's budget. Many districts are getting creative, amping up the "customer service" angle and leveraging data to predict trends and prove to families why they're still the best option in town. Looking ahead, districts will be more focused on building relationships, showcasing value, and understanding that parents are shopping for schools with the same savvy they bring to any other major decision.

Key Takeaway

School PR Day may be over, but you can now register for a free, All-Access pass and watch all the recorded sessions. Catch up on all the inspiring presentations, Dr. Wilson’s keynote, and see for yourself how you can leverage the latest strategies and tools to advance your district’s online presence.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.