Parkland School District has partnered with Muhlenberg College’s Institute for Cultural and Religious Understanding to pilot “Understanding Our Neighbors," a book series designed to expose children to cultural and religious differences.

The books feature characters of diverse backgrounds who often display cultural or religious attire (like a turban in Fauja Singh Keeps Going) or express cultural patterns (like eating daal in Bilal Cooks Daal) that may be unfamiliar.

Learn how the educational package provides thoughtful discussion prompts to facilitate meaningful classroom conversations. Through guided dialogue, educators cultivate students' cultural awareness and appreciation for diverse traditions. The carefully curated collection, validated by religious studies scholars, offers a rare combination of academic rigor and cultural sensitivity - making it an invaluable classroom resource that teachers feel "safe" using. These materials empower students to expand their worldview and embrace the rich tapestry of human experience.

This session will examine the status of the education-related Executive Orders issued in 2025 and how the recent Presidential Actions and Executive Orders could affect schools in Pennsylvania. For instance, changes in regulatory procedures (Title IX) and scope of administrative latitude (Immigrant and Customs Enforcement) will likely affect school procedures and responses. In addition to the Executive Orders, however, schools are already bound by current Pennsylvania laws and regulations and various higher Court decisions that may conflict with recent Presidential orders. Furthermore, legal action against the Executive Orders has commenced, further muddying the waters. This session will not be a crystal ball but will serve as a status update on the state of education in response to actions taken by the new Administration.

A new school year means a new batch of content about familiar milestones, events, and holidays. This interactive session is designed to help you find new perspectives, new approaches, and new inspiration for all the stories you tell. Using a simple and repeatable framework, this session will get your creative juices flowing and help you generate unique content ideas for your organization, even when the subject is the same.

Apple has famously captivated us with the promise of "One More Thing" for years. Interestingly, this is exactly what those working in education say they cannot take on right now. We must find balance in the tug-of-war between essential progress and employee mental health; enter AI. In this session, we define a sustainable path forward for education and your system.

Legislative Update: What to Expect for PA Education - Dr. Sherri Smith, Executive Director, PASA

Join PASA Executive Director Dr. Sherri Smith for an in-depth legislative briefing on the key policy issues shaping the future of education in Pennsylvania. This session will provide critical insights into current and proposed legislation affecting public education, school funding, and policy priorities. Dr. Smith will break down the latest developments from Harrisburg, highlight potential challenges and opportunities for school districts, and offer guidance on how communicators can effectively engage stakeholders in advocacy efforts. Stay informed and prepared to navigate the evolving legislative landscape impacting Pennsylvania schools.

Lead Happier: Strategies that Promote Joyful Leadership - Suzanne Dailey, Author/Instructional Coach

In this interactive session, we will unpack small shifts in thoughts, language, and action that can help us maximize our time and connections with those we work with and support. These simple strategies can strengthen our relationships and rapport with colleagues and the larger community we serve. Time will be provided throughout the session to reflect on current practices and set goals for future implementation.

Brands are relationships. The value districts place on relationships — and PR strategies to strengthen them — can build credibility, trust, and ultimately change your district brand. By rethinking brand as the relationship, you’ll begin to gain a true understanding of who you really are and what matters to your public.

Simply put, a brand is a result. It is not owned by the school district but by the stakeholders — students, parents, staff, alumni — who draw meaning from it. Your brand isn’t what you say it is. It’s what they say it is. So our communities, in essence, are running our districts and it’s vital that we’re listening to what they have to say. What stakeholders perceive a brand to be is the reality the brand has to work with. Through concrete examples and case studies, we’ll share how districts can leverage stakeholders’ perceptions to strengthen connections and build relationships that deliver results.

Media Training: Building a Crisis Plan Before the Crisis - Brad Sattin, Focus Media Services & Bruce Gordon, Focus Media Services/Former News Correspondents

From false rumors and policy backlashes to safety incidents and staff misconduct, a near-miss or full-blown crisis can explode out of nowhere. With a 24/7 news cycle and a social media landscape that gives every issue an audience, public scrutiny has never been higher. When something goes wrong — and it will!— that’s not the time to wing it.

Conducted by media trainers who are strategic communications specialists and former veteran network news and big-market TV journalists, this session will examine what makes a crisis and how to measure its impact. You’ll learn the benefits of building deeper reporter relationships and how to create a basic crisis communications plan that gives you the confidence to respond quickly, firmly, and effectively — before that next big thing happens.

Leading the Accessibility Culture Shift - Emily Popek, Nichols Strategies

Communicating with accessibility at the forefront requires a sustained commitment to accessible practices within every level of your organization. Learn how to show leadership within your organization, regardless of your role or title, to bring about an accessibility culture shift where accessibility is everyone's responsibility.

Lunch & Learn Panel: Navigating Misinformation and Legal Challenges with the Media - Brad Sattin, Focus Media Services; Dr. Marc Bertrando, Garnet Valley School District Superintendent; Michael V. Puppio, Jr., Esq.

In an era of rapid news cycles and viral misinformation, school communication professionals must be prepared to manage media relations effectively while addressing key issues. This expert panel — featuring a former news reporter (Brad Sattin), solicitor (Michael V. Puppio, Jr.), and superintendent (Dr. Marc Bertrando from Garnet Valley School District) — will provide insights on navigating misinformation, responding to media inquiries, and understanding legal implications in school communications. Join us for a dynamic discussion that will equip you with strategies to protect your district’s reputation, ensure transparency, and maintain public trust in today’s complex media landscape.