Morgan Delack, finalsite.com

When I think back to my time in school (many) years ago, school-to-home communications were simple. Before the age of email, field trip information came home as a flier in my backpack. Inclement weather closures weren’t even communicated at the school or district level. Do you remember waking up early, turning on channel 5, and crossing your fingers that your school’s name was on the scrolling list at the bottom of the screen? Those were the days! 

Now that we live in a digital world with parents expecting more personalized communication across a variety of channels, school-to-home messaging gets complicated. The truth is, there isn’t one single method of communication that schools can rely on for everything. Can you imagine if simply posting something on your website or sending one email was enough? Your lives would surely be easier! Keeping your community updated and informed requires a complex set of digital tools and systems.

So, what should be in your school or district’s digital communications toolkit?

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Andrea Gribble, socialschool4edu.com

A brand is more than a logo and school colors. A brand is an identity… a voice… an unambiguous presence that is identifiable with you and only you, as a school district. 

But in my 8+ years working in school social media, I have seen the good, the bad, and the ugly when it comes to school branding! We are all in a space of continuous improvement, so today’s blog is going to serve as your roadmap to leading a rebrand for your school. Whether you’re currently going through the rebranding process or if you see it as an inevitability in the near future, this article is for you. 

Let’s dig in!

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Janet Civitelli, finalsite.com

School PR pros are always looking to create effective, transparent and relevant district communications, but staff and teacher involvement are sometimes overlooked. Urgent schedule updates, publishing the latest district news or just lacking the right communication tools make collaboration difficult when offices are understaffed and over-scheduled.

But by partnering with school district staff, you can better represent and share the important work they do to help build districtwide connections and improve community engagement. Here are eleven best practices to improve your district’s communications while enabling staff to contribute their valuable insights to the school community.

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www.celpr.com

Being sent to the principal’s office doesn’t have to be a bad thing. When school communications staff and principals work side by side, they can create proactive solutions, boost engagement and produce positive results — from increasing middle school enrollment to improving the customer experience for visitors to delivering strong school communications.

This school year, focus on strengthening your relationships with school leaders. Start by sharing good resources like The Communicating Principal by NSPRA members Trinette Marquis, APR, and Natalie A. Nash. Help to create strategic school communications about important topics, such as attendance, student learning and engagement, positive relationships and mental health. Provide your comms support and expertise to assist with addressing any pain points, building trust within their school community and preparing timely, useful communications for all stakeholders.

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Sarah Welch joined the Keystone Oaks School District as the Coordinator of Communications & Public Relations in September 2014. She is responsible for drafting, editing and designing all of the district's electronic and print publications, managing the district's website and providing content for the district’s social media outlets. Mrs. Welch also oversees several community programs, including the Golden Elves Holiday Giving Drive, Alumni Achievement Award program, and Golden Eagle Employee Excellence Award program.

Mrs. Welch first joined the PenSPRA Board in 2019 as the scholarship committee chairperson. She was appointed board secretary and membership committee co-chairperson in 2021, and she will now serve as our new Board Vice President/President Elect. She will transition to the role of PenSPRA President in September 2023. 

Sarah graduated from Duquesne University with a bachelor's degree in journalism. She currently lives in South Fayette Township with her husband and two children.

Congratulations, Sarah!

Download the 2022-24 PenSPRA Strategic Plan.

It's the moment we've all been waiting for! The judges reviewed over 200 submissions and winners have been determined!

All winners were notified via email, but you can also review their outstanding work by visiting www.penspra.com/2021-contest-winners. Congratulations to all! #penspra #schoolpr

1. Anxious and Overwhelmed - Earning Trust and Respect From Stressed Out Staff: In case you missed the latest Join the Conversation event on October 6, check out the slide deck of presentation by Morgan Delack and Nathan Buhl from Finalsite. 
2. School Advocacy and Outreach: How to Build Support for Your School from Your State and Federal Legislators Webinar Resources: If you were unable to attend this webinar, or would like to revisit the presentation, we are pleased to be able to share the powerpoint and Advocacy Toolkit with PenSPRA members. 
3. PA Schools Ready - Back to School Resources Toolkit: PSBA has compiled a page of resources to keep schools up to date on health and safety guidance, districts' responses to the reopening of schools and much more. Click here to check it out!
4. #SocialSchool4EDU - Newsletter: Join the #SocialSchool4EDU free newsletter for the tips and tricks you need to effectively tell your school's story on social media. Click here to join. 

Below, please find a collection of resources that may help guide conversations with students around the racial issues and violence our nation is currently facing:

• Talking About Race
• Antiracist Reading List (Adults)
• These Books Can Help You Explain Racism and Protest to Your Kids
• George Floyd. Ahmaud Arbery. Breonna Taylor. What do we tell our children?
• The American School Counselor Association
• Beyond the Golden Rule: A Parent’s Guide to Preventing and Responding to Prejudice
• How to Talk to Kids about Race and Racism
• NPR What to Say to Kids When the News is Scary
  
• Helping Children Cope: Talking Tips for Talking About Tragedy
  
• Talking to Children About Tragedies and Other News Events