Symposium Agenda: 

March 4, 2026

PenSPRA Board Meeting

Welcome Reception

March 5-6, 2026

AI Bootcamp: A Deep Dive into AI for School Communication Leaders
Dr. Sam Mormando, Mark Cheramie Walz & Trevor Waddington

Artificial intelligence (AI) is no longer a future trend – it is reshaping how school communicators tell their stories, engage families, manage crises, and protect their organizations. This new three-hour morning session has been added to the 2026 PenSPRA Symposium and is designed to give school communication professionals a practical, balanced, and responsible foundation for using AI in their daily work. This additional session is included with your symposium registration and provided at no extra cost!

Led by Dr. Samuel Mormando, a nationally recognized leader in artificial intelligence in education and a member of the OpenAI K-12 AI Advisory Board, this interactive workshop will move beyond theory and into real-world applications. Dr. Mormando will share practical tools, tips, and AI use cases tailored specifically to school communications – helping participants understand how AI can increase efficiency, enhance creativity, and support strategic decision-making while keeping people at the center of the work.

Following the main presentation, Dr. Mormando will be joined by Trevor Waddington, founder of Truth Tree and expert in school marketing, branding, and digital psychology, and Mark Cheramie Walz, partner and head of education technology counsel at Sweet, Stevens, Katz & Williams LLP, for a dynamic panel discussion. Together, they will explore AI through three essential lenses:

• Communications, productivity, and innovation
• Marketing, branding, and audience engagement
• Legal considerations, risk management, and ethical implementation

President's Luncheon & PenSPRA Awards Ceremony

***KEYNOTE***
Meagan Johnson 

need title & session description

Growing Authentic Voices: Inspiring Student Intern Storytellers
Jeanise Dimitri

This session breaks down how bringing student interns into your communications workflow can totally transform your school’s social media and community relations. Four years ago, the Middle Bucks Institute of Technology (MBIT) launched a media internship to bring real student perspective into their storytelling, and it’s been a game-changer. The MBIT interns create content that feels true, relatable, and authentic… the kind of authenticity adults simply can’t replicate.

Since then, the program has grown into a full student influencer team with more than 50 students involved. Jeanise Dimitri will walk you through exactly how they built it. The wins, the mistakes, and the real-world lessons they learned along the way. You’ll get a step-by-step guide to starting your own program, even if you’re a department of one, so you can empower your students, elevate your school’s story, and build an authentic voice that actually connects.

Jump‑Start Your APR Journey: A Practical Guide for School PR Pros
Aurora Meyer

In today’s competitive public relations landscape, early preparation for accreditation can significantly boost your career. This interactive workshop offers you a head start on the APR (Accreditation in Public Relations) process by walking you through the essentials – from understanding application requirements and exam content to building a robust portfolio and creating an individualized preparation plan.

This workshop is designed to demystify the APR process and help you navigate the journey with confidence.

Throughout the workshop, you will:

• Familiarize yourself with the APR process, including study materials, application steps, panel presentation format, and exam topics.
• Learn how to document and curate successful PR projects for a compelling portfolio.
• Understand how accreditation provides a competitive edge, enhances credibility, and accelerates career advancement.

Learning Objectives:

• Understand the APR Process: Gain clarity on application requirements, study materials, and the panel presentation format.
• Document Your Work Effectively: Learn best practices for gathering and showcasing your PR work samples.
• Plan for Success: Develop a clear, actionable roadmap to begin your APR journey and build your career.

Navigating the New Digital Minefield: Legal and Communication Challenges Every School PR Pro Must Be Ready For
Mark Cheramie Walz

The digital landscape is shifting faster than ever, and school communication professionals are increasingly on the front lines of complex legal and technological challenges. In this essential general session, Mark Cheramie Walz – partner at Sweet, Stevens, Katz & Williams LLP and a leading school solicitor – breaks down the emerging issues shaping how districts communicate, respond, and protect themselves in an evolving tech environment. 

This session offers a clear, practical look at the newest developments impacting school PR teams, including:   

• Recent caselaw on employee discipline for social media activity, and what it means for staff expectations, policy updates, and district risk. 
• AI‑driven threats, including deepfakes and synthetic content that can distort narratives, impersonate leaders, or spread misinformation. 
• New federal accessibility regulations taking effect in 2026 and 2027, and how communication teams can prepare their websites, digital content, and workflows to stay compliant.
• The rise of “fake” school social media accounts created by students, and strategies for identifying, responding, and mitigating confusion or reputational harm. 

With a blend of legal insight and real‑world application, Mark will help you understand what’s coming, what’s already here, and what steps you can take now to strengthen your district’s readiness. Attendees will leave with a sharper understanding of their legal landscape, clearer communication strategies, and actionable guidance for navigating the next wave of education technology challenges with confidence.

Networking Session

Smart Content Planning for School Communicators: Do More with Less
Aurora Meyer

Content calendars can feel overwhelming, especially in school communication where urgent issues, shifting priorities, and limited time are the norms. This session is designed specifically for school public relations professionals who want a practical, flexible system that reduces stress, strengthens messaging, and maximizes the impact of every piece of content. 

Participants will learn how to use content calendars more effectively by aligning posts with district goals, identifying the difference between urgent and important content, and planning ahead without losing the flexibility needed in a school environment. The session includes strategies for improving branding, optimizing images with free tools, and repurposing existing content to get more value out of the work already being done.  

Attendees will walk away with customizable templates, a streamlined planning method, and concrete next steps to help them build confidence and consistency in their content strategy.

To get the most out of the session, participants are encouraged to bring two or three communication or organizational goals they want their content to support.

Prepared, Not Panicked – Building an Effective School Crisis Communication Plan
Courtney Nelson 

Effective crisis communication is essential to maintaining trust, safety, and clarity during challenging situations. This interactive workshop will provide attendees with practical insight into developing and strengthening a comprehensive school crisis communication plan. Participants will explore potential real-world crisis scenarios and have the opportunity to actively work through response strategies in table-top exercises, gaining hands-on experience in decision-making and messaging under pressure. 

Attendees will leave with actionable tips for initiating or refining a crisis communication plan, a deeper understanding of key components that are often overlooked, and proven strategies for communicating the importance of ongoing crisis communication planning to district and school leadership. This session is ideal for those professionals seeking to build confidence, preparedness, and alignment before a crisis occurs.

From Communication to Connection: Rebuilding Trust Through Bold Storytelling
Akwi Nji

In today’s polarized and fast-moving information landscape, public education doesn’t just need better communication – it needs a deeper connection. Trust is no longer rebuilt through facts alone; it is earned through authenticity, creativity, and stories that resonate.   

This keynote message challenges traditional approaches to school communication and invites participants to reimagine how bold, intentional storytelling can strengthen trust with families, staff, and communities. Drawing from both public education and for-profit marketing strategies, we’ll explore how districts can move beyond transactional updates to create emotionally compelling, culturally responsive narratives that engage, empower, and inspire.

Participants will examine how strategic use of visuals, video, copy, and integrated media can cut through noise and misinformation, humanize the work of public schools, and reinforce credibility in even the most complex political environments. Through real-world examples and practical frameworks, attendees will learn how to elevate their storytelling – regardless of team size or budget – while staying grounded in transparency, purpose, and community values.

This session is designed to spark new thinking, encourage creative risk-taking, and equip leaders with tools to rebuild trust in public education by transforming communication into meaningful connections.

Leading Through the Lockout: Communication Lessons from a District Cyberattack
Alexis Jenofsky, Dr. Allyn J. Roche, Dr. Andrea Farina & James Roth

Crisis can strike a school district without warning, and how we prepare beforehand determines how effectively we can respond in the moment. Last year, the Upper Perkiomen School District (UPSD) experienced a cyberattack that left the district without access to technology for several days. This digital disruption impacted teaching, learning, and communication across every level of the community. In the middle of the chaos, the district team was forced to make immediate decisions, prioritize needs, and keep families, staff, students, and the school board informed. Their ability to lean on tools such as ParentSquare and CrisisGo and to communicate consistently alongside district leadership was critical to restoring stability and trust. 

In this session, Alexis Jenofsky and her leadership team will share lessons gleaned from navigating the crisis with the superintendent, highlighting the importance of preparation, strong communication systems, and collaborative leadership. Participants will gain practical insights into what it looks like to lead during uncertainty, how to support decision-making at the superintendent and school board level, and how to balance urgency with clarity when sharing information with the public.

By sharing this story, the UPSD team hopes to equip others with strategies to strengthen their own readiness before they face the unexpected. 

From Roller Coasters to Community: Creating Experiences That Connect
Kathleen McGraw

Community-centered events have the power to create emotional connections that last far beyond a single moment. Using signature experiences like the Hershey Bears Teddy Bear Toss, this session highlights how Community Engagement at Hershey Entertainment & Resorts Company (HE&R) designs events that foster team member engagement, strengthen relationships, and rally communities around a shared purpose. Attendees will also learn how HE&R aligns its mission of providing value to Milton Hershey School and communicates that connection in meaningful, authentic ways. Participants will leave with practical ideas for creating memorable, mission-driven opportunities that resonate within their own school communities. 

Lunch, Raffle & Closing Remarks

For Questions, Contact: 

Christa Fazio, PenSPRA Executive Director

Director of Communications, Marketing and Engagement

Chester County Intermediate Unit

455 Boot Road

Downingtown, PA 19335 

484-237-5171 | penspra@cciu.org