2022-23 Professional Development Series

22-23 WSPRA PD Graphic
  • The WSPRA Executive Board is excited to announce the 2022-23 Professional Development (PD) Series, a free opportunity for WSPRA members to learn new skills, identify goals, network with colleagues across the state, and a huge benefit towards their career growth. 

    To register, click here. 

    See the lineup below:

    November 7, 2022 | 1-2:00 p.m. | Advocating for School PR: The Superintendent's Perspective | 

    The role school public relations professionals play in school districts is essential to the successful engagement of families, staff, students and other community stakeholders. More than ever, the onset of the pandemic has shed light on the importance of having strong, strategic communications planning and timely, effective, and open channels of communication. As school communicators we understand all of this. However, it can be hard to advocate for ourselves, our role at the table and the importance of being allocated the resources we need to successfully execute strategic communication plans.

    Join Dr. Trevor Greene, superintendent of Yakima Public Schools, for a conversation about the role school PR has played in his professional journey and how we can advocate for our roles in ways that our superintendents resonate with.

    **There will be ample time for Q&A. Please come prepared with questions you have about elevating your own role to help drive the conversation.**

    To learn more about Dr. Trevor Greene, click here

    December 8, 2022 | 9:30-11:00 a.m. | Teachers in the News: Why It Matters and How We Can Help

    Public Agenda—a non-partisan, non-profit organization that seeks to strengthen democracy by expanding voice and participation opportunities for all Americans—recently analyzed newspapers’ coverage of teachers from 2009 to 2020 and conducted a representative survey of K-12 public school teachers. During the session, Public Agenda will first present a high-level overview of findings and implications from the media research, focusing on how newspaper portrayals of teachers have changed since 2009. Public Agenda will then engage participants in interactive small group discussions to develop and share strategies for strengthening coverage of teachers in the news.

    Learn more about the presenters here.

    January 12, 2023 | 11:00 a.m. - 12:00 p.m. | How to Create Powerful Messages & Ambassadors for Your Organization, Brand or Program”

    Now more than ever, you have to learn to cut through the noise and have a message or story that inticeses your audience to want more and to want to be a part of your journey. In this session, you will learn the fundamentals of what makes a compelling story and message, and how to break it down so you can share it with your target audience. When you can do this well, it creates brand awareness and ultimately allows you to create a powerful call to action - becoming an ambassador! We will discuss how to identify your target audiences and how to connect with them where they are at, and in a way that makes them want to take action, based on your message. Different target audiences consume information in different ways, and you have to be strategic with your messaging and storytelling in order to leverage their attention to your content. Once you have made that connection, you have to be ready to give them what they need to become an excited and engaged ambassador for your organization, brand or program.

    To learn more about the presenter, Veronica V. Sopher, click here.  

    February 8, 2023 | 11:30 a.m. - 12:30 p.m. | "Don't Fumble - Tips for Brand Management With Athletes & Coaches"

    It's the state championship game, media from across the state are covering your team, and when things don't go your team's way, a very public meltdown from your coach goes viral. What do you do? This practical, audience-involved session provides tips for communicators on how to work with coaches and athletes to build a program and school brand through the use of grassroots activism, social media and public outreach. Learn how to work with athletes to convey the importance of building their own brand.

    To learn more about the presenter, LaKisha Bryant Bruce, click here

    March 8, 2023 | 10:30 a.m. - 11:30 a.m. | Digital Marketing: More Than Social Media Ads

    When it comes to selecting a school for their child, parents are choosy—and they’ve never had more options. Long before they walk into a school, they narrow their choices by searching online. Digital marketing is critical if you want to be found among the select few. Designing a digital marketing campaign goes beyond ads. From branding to user experience, communicators are learning new skills in the digital world. Hear from two districts that launched digital campaigns. Learn how to map the customer journey, plan touch-points, execute for SEO, and integrate paid, earned, owned media to get results.

    To learn more about the presenter, Kate Martin, click here