Monday, March 9, 2026

7:00am - Registration Opens 

8:00am - 11:00am - Conference Pre-Session AM Block 
Artificial Intelligence in Communications 
Kelly Gaggin, APR
*Additional fee applies to this session
Description coming soon!

Hope for the best, prepare for the worst: Communicating when it hits the fan
Krystyna Baumgartner, APR (Bay Shore School District)
*Additional fee applies to this session
Are you ready for a crisis? This session will help you begin thinking about different things that may be considered a crisis in an educational setting, how you can plan ahead, and how you will respond when something happens.

11:00am - 1:00pm - Lunch on Your Own 

1:00pm - 4:00pm - Conference Pre-Session PM Block 
APR Prep
Monica Lester, APR (Capital Region BOCES) and Nancy Cole, APR (Capital Region BOCES)
*Additional fee applies to this session
Thinking about earning your Accreditation in Public Relations? In the process of getting your APR? Have your questions answered about the process and jump into learning. We’ll offer a mock panel presentation, test-taking strategies and more! 

New to School PR
Sondra Whalen, APR (Vernon Verona Sherrill School District) 
*Additional fee applies to this session
Ready to kick off your journey in school PR? This hands-on workshop will give you the tools and tips to strategize for success, handle tough situations, and build strong connections with your school community. You’ll walk away with practical resources, a solid plan to get started, and the confidence to tackle your new role like a pro. 

Tuesday, March 10, 2026

7:00am - Registration and Marketplace Opens/Breakfast 

8:00am - 9:00am - Session Block 1
Leadership Beyond Titles: Strategic Communication, Relationship Building, and Professional Growth
Julie Donlon, EdD and Casey VanEpps (Genesee Valley BOCES)
Focus Area: Leadership
Target Levels: All Professional Levels
Mr. Casey VanEpps, Administrative Coordinator and Dr. Julie Donlon, Deputy Superintendent, at Genesee Valley BOCES, invite participants to connect, share, and inspire new learning in this engaging session. Beginning with a welcoming activity that highlights the power of clear communication, they will guide participants through the Three C’s Strategy—a versatile framework for both personal and professional growth, with a special focus on strengthening superintendent–PR professional relationships. Blending interactive activities, research-based strategies, and real-world insights, their session equips participants with fresh perspectives, practical tools, and lasting connections

Public Speaking for Introverts: Confidence, Comfort and Calm
Natalia Baage (Southern Westchester BOCES)
Focus Area: Career
Target Levels: All professional levels
Strengthen your confidence, calm, and presence in the spotlight. This session explores the psychology behind introversion and offers research-based strategies to manage nerves, reframe fear, and engage audiences with authenticity—whether you’re presenting to five people or 500. While public speaking may look physical, it’s largely a mental exercise.

As school PR professionals, we’re often behind the scenes—supporting leaders, shaping messages, and helping others shine. When we’re called into the spotlight, it can feel uncomfortable or overwhelming. This session is designed to help you harness your quiet strengths and feel prepared, confident, and true to yourself when it’s your turn to present.

We’ll examine how to stay fully engaged while presenting, manage self-sabotaging internal dialogue, and build charismatic leadership through warmth, competence, and authenticity. You’ll learn how to reframe fear, use vulnerability as a strength, avoid over-preparing, and connect with audiences in meaningful ways—so you can show up with confidence when it matters most.

Packaging for the news: The top-secret way to get your best stories told
Skye Heritage (Glens Falls City School District)
Focus Area: Tactics
Target Levels: All professional levels
Getting disheartened when you pitch a story to the assignment desk only to be told they're short-staffed and can't send a reporter or photographer to your "amazing-people-doing-wonderful-things" story happening at school? Then give them the story yourself! We'll walk through exactly how you can get your story on the local newscast... from the foundational relationship with your local anchors/reporters, to the content of the video clips you film on your phone, to the production extras you'll need to make it broadcast-professional. Don't tell anyone you provided that whole news story - just enjoy the community buzz about your awesome students and staff!

9:15am - 10:15am - Session Block 2 
Branding At BOCES: Building An All-In-One Brand Portal Anyone Can Use
Georgie McKean (Wayne-Finger Lakes BOCES) and Renee Roa (Wayne-Finger Lakes BOCES)
Focus Area: Marketing
Target Levels: All professional levels
After receiving many, many requests to share high-resolution logos, branded presentation templates and hex codes for the proper colors, the Wayne-Finger Lakes BOCES Communications Team created a self-service Brand Portal for employees to use to access these important brand resources — and so many more. Modeled after the offerings of higher education institutions like the University of Rochester, Rochester Institute of Technology and Yale University, the W-FL BOCES Brand Portal offers employees access to high-resolution logos, email signatures, fonts and typefaces, stock photos collected by the Comms Team and more. Session attendees will learn about what they need to create their own brand portals to save time, foster effortless brand continuity and build brand recognition — all while helping people tell the story of their school district or BOCES. 

Leading from Where You Are: Growing as a School PR Professional 
Alex Wolff (Pelham Union Free School District) and Angela Marshall (Nassau BOCES Communications Office)
Focus Area: Leadership
Target Levels: All professional levels
School PR is one of the most demanding – and often overlooked –  jobs in education.  At once, you’re part strategist, part crisis manager and part storyteller. Whether you’re brand-new to the field or decades in, it’s easy to feel overwhelmed, stuck or that your expertise isn’t truly valued. This session is designed to reframe what it means to lead as a communicator, learn how to advocate for a seat at the table, and help you take tangible steps forward in your career — no matter your title. Together we’ll explore how to move past “busy work” and focus on meaningful impact, how to respond when your voice is undermined, and how to position yourself for growth even in districts with limited upward mobility. Through reflection, real-world scripts and an interactive activity, you’ll leave with a personalized career positioning statement and renewed confidence that you already have what it takes to lead from where you are.

AI as Your Digital Assistant: How Public Relations Professionals Can Harness AI Without Losing Their Human Edge
Conner Dickinson, APR (Capital Region BOCES)
Focus Area: Career
Target Levels: All professional levels
Participants will walk away with strategies for using AI to streamline planning, strengthen accessibility, clarify messaging, and build confidence in this rapidly evolving field. The session reframes AI not as a threat to professional credibility, but as a tool that amplifies human judgment, empathy, and creativity.

10:30am - 12:15pm - General Session/Keynote 
Your Story is Your Superpower
Dirk Tedmon, APR 
In our role as school communicators, we often get consumed in telling the stories of others. However, our personal stories are not just reflections of our past — they are the keys that unlock our ability to more authentically, empathetically and deeply connect with others. Knowing and owning your story can make you a more effective communicator and enhances your ability to engage and inspire. As you seek to do work that is meaningful and impactful, uncover how your story is your superpower.

12:30am - 2:00pm - Celebratory Luncheon

2:00pm - 3:00pm - Session Block 3
Life during AI times: Protecting your district from misinformation
Jess Collier, APR (Champlain Valley Educational Services)
Focus Area: Crises
Target Levels: All professional levels
The proliferation of AI in recent years means that misinformation and disinformation is spreading more rapidly than ever. Dig into the science of what works best to deal with misinformation - both managing it after it has become a problem and protecting against it in the future. 

Beyond the Logo: Building School Identity Through Engagement and Creativity 
Cameron Hurst (Jamestown Public Schools) and Christine Lyle (Sweet Home Central School District)
Focus Area: Engagement
Target Levels: Advancing school PR professionals (4-7 years)
School identity is more than just a logo — it’s a reflection of culture, pride, and community. Yet for many districts, the idea of rebranding can feel daunting or disconnected from day-to-day learning. This session will demonstrate how a thoughtful, student-centered approach can transform the process into a powerful engagement opportunity.

Presenters Christine Lyle (Sweet Home CSD) and Cameron Hurst (Jamestown Public Schools) will share how their districts used creative design challenges to reimagine visual identity in ways that strengthened relationships among students, staff, and families.

Whether implemented on a macro (district) or micro (school) scale, each model exemplifies how rebranding can be used to empower families, aligning with the Epstein Model of Family Engagement. The presenters will outline key steps, community management strategies, and lessons learned — proving that with the right approach, even the most hesitant leaders can turn branding into a moment of authentic connection and celebration.

The Emotionally Intelligent Communicator
Monica Lester, APR (Capital Region BOCES) 
Focus Area: Career
Target Levels: All professional levels
It goes without saying that knowing yourself, including your strengths and weaknesses, will make you a better professional. That applies to your writing skills, your media savvy and your emotional intelligence, “the ability to recognize, understand and deal skillfully with one's own emotions and the emotions of others.” Explore the four quadrants of emotional intelligence, discover how they align with the core functions of strategic communications and public relations, and begin to assess your own “EQ” on the path to becoming a communications leader.

3:15pm - 4:15pm - Session Block 4 
Winning Community Support: Keys to a Successful Historic Multimillion Dollar Capital Campaign
Sarah Buckshot (Baldwinsville Central School District)
Focus Area: Tactics
Target Levels: All professional levels
What does it take for a school district to pass the largest capital improvement project in the state? Attendees will learn how a strategic communications/marketing plan and collaboration with community members, students and stakeholders helped the Baldwinsville CSD successfully win community support and pass a $242.2 million project.

In December 2024, the Baldwinsville CSD successfully passed the largest capital improvement project in the state, a project totaling $242.4 million. Attendees will learn how collaboration and communication among the Board of Education, district leadership, financial advisors, facilities planning teams, and district stakeholders were essential to winning community support.

How Website Accessibility Compliance Enhance the User Experience for All
Jesse Gigandet (Capital Region BOCES)
Focus Area: Electronic Media
Target Levels: All professional levels
There are several similarities between the basic principles of good UX/UI (user experience/user interface) design, and the accessibility requirements of the American Disabilities Act. In this session, we’ll discuss why accessibility compliance isn’t just a legal requirement – it improves EVERYONE’s experience on your website!

You Belong Here: Using Psychology to Defeat Imposter Syndrome 
Sondra Whalen, APR (Vernon Verona Sherrill Central School District)
Focus Area: Career
Target Levels: All professional levels
Even the most seasoned communicators sometimes feel like they don’t belong at the table. We spend our careers helping others shine, yet often overlook our own light. This session explores the psychology of imposter syndrome: why it shows up, how it impacts your confidence, and what you can do to silence the self-doubt. Together, we’ll outline the mindset shifts that will help you recognize your value, embrace your accomplishments, and lead with authenticity. It’s time to see yourself the way others already do: capable, creative, and worthy of the spotlight (even if you prefer to be behind the camera)!

4:30pm - 5:15pm - Featured Presentation: Zogby

5:30pm - 6:30pm - Networking Event featuring Trivia sponsored by Rally
*This is a ticketed event. One must sign up to attend. 

Wednesday, March 11, 2026

7:00am - Marketplace Opens/Breakfast 

8:00am - 9:00am - Session Block 5

Editing on the Go: Mastering Adobe Lightroom Mobile 
Jason Laz (Troy City School District)
Focus Area: Electronic Media
Target Levels: All professional levels
Great photos don't always happen the moment you press the shutter - but they can come to life with a few small edits. In this hands-on session, learn how to transform your photos using Adobe Lightroom Mobile, the powerful (and often underused) tool that's already in your pocket.

Whether your capturing the winning goal under the lights, a student performance on a dim stage, or a candid classroom moment, this session walks you through a practical, real-world workflow for quick, consistent and professional quality edits - right from your phone.

You’ll leave with ready-to-use techniques, a clear editing roadmap, and the confidence to produce polished, storytelling-ready images with no desktop required.

Making the Ordinary Extraordinary
Marcy Reisinger (Capital Region BOCES)
Focus Area: Media Relations
Target Levels: Advancing school PR professionals (4-7 years)
Making the Ordinary Extraordinary is a storytelling initiative designed for school districts to shine a spotlight on the remarkable learning that takes place every day in our classrooms. The program strategically identifies and elevates ordinary moments—lessons, projects, and daily interactions, and transforms them into extraordinary stories that capture the creativity, dedication, and innovation of both students and staff.

Through intentional planning and thoughtful storytelling, this program highlights the joy of learning and the power of teaching in ways that engage the wider community. By framing everyday work as something phenomenal, Making the Ordinary Extraordinary not only celebrates the people at the heart of education but also motivates students and staff to take pride in their efforts. Each story shared becomes a powerful reminder that what happens in our schools every day is not just routine, it’s extraordinary.

Put on Your Oxygen Mask: Helping yourself so you can help others
Krystyna Baumgartner, APR (Bay Shore School District)
Focus Area: Wellness
Target Levels: All professional levels
Wellness and self-care is an important part of being an effective school PR practitioner. When you find strategies and time to take care of your own mental and physical health, you are better able to show up in how you do your work and serve your community. Learn how you can work wellness into your own life and the impact it can make.

9:15am - 10:15am - Session Block 6
Getting A Seat At The Table: Becoming The Trusted Advisor of Your Superintendent
Erin Johnson (Capital Region BOCES) and Evette Avila (Valley Central School District)
Focus Area: Leadership
Target Levels: New school PR professionals
Do you want to move beyond being a “messenger” and become a strategic partner in your school district? This session gives you the roadmap to earning a seat at the leadership table and positioning yourself as a trusted advisor to your superintendent.

• Learn Proven Strategies: Discover actionable steps for building trust, demonstrating value, and influencing decision-making.

• Gain Insider Access: Hear directly from Superintendent Evette Avila, Superintendent of Valley Central School District, on strategies that gain attention, earn respect, and influence decision-making. At the end of the presentation, you’ll get a chance to ask questions and gain valuable insights into the mindset of Superintendents.

• Advance Your Career: Position yourself as a leader and problem-solver, increasing your visibility and impact within your district.

• Walk Away with Tools You Can Use Immediately: From handling difficult conversations to creating systems that lighten your superintendent’s load, you’ll leave with practical solutions you can implement immediately.

This session is designed for school PR professionals and district communicators who want to elevate their role, strengthen leadership relationships, and make a measurable difference.

On Brand: How to Create a Distinctive School District Brand 
Greg Turchetta (Apptegy), Denyel Beiter (Lockport City School District) and Bridget Licata (Lockport City School District)
Focus Area: Marketing
Target Levels: All professional levels
Simply put, your district’s brand is your reputation. It’s everything that comes to mind when families, students, and community members think about your schools. That means that every single experience people have with your district: from the user experience on your website to the first impression in the front office of your school, is a chance to build your brand. This session is a hands-on journey into all the elements of a successful branding campaign and how to differentiate your district in a new era of school choice.

Crisis communication during a storm that caused major flooding to the Oneida School District
Ella Costa (Madison-Onedia BOCES)
Focus Area: Crises
Target Levels: All professional levels
When devastating flooding hit the Oneida City School District, communication became as critical as cleanup. In a matter of hours, misinformation spread, media inquiries poured in, and community anxiety surged. This presentation offers a behind-the-scenes look at how a small communications team navigated an overwhelming crisis with limited resources — while maintaining trust, consistency, and compassion.

Participants will gain practical, immediately applicable strategies for managing communication during high-pressure, emotionally charged situations. From handling “Facebook trolls” and local “fake news” to staying aligned with district leadership, this session shows how transparency and tone can turn chaos into community collaboration.

10:30am - 11:15am - Networking Sessions 
BOCES 
The annual meeting for BOCES Communications Professionals features a presentation by Lauren Gemmill and Scott Budelmann, the two district superintendents who serve as legislative liaisons for the BOCES of NYS. The coalition's 2026 legislative priorities will be shared, along with information on advocacy and the annual expo held in the well of the Legislative Office Building in Albany. After the presentation, there's time for connection and networking around our shared understanding of the unique needs of BOCES.

In-House
Join NYSPRA Treasurer Alex Wolff (Pelham Union Free School District) as he leads our in-house networking session. This networking session is designed specifically for in-house school public relations and communications professionals. Attendees will connect with peers who understand the day-to-day realities of working within school districts, sharing challenges, successes, and practical strategies. The session provides a supportive space to exchange ideas, build professional relationships, and strengthen connections within the NYSPRA in-house community.

Consultants  
NYSPRA President Michelle Verna (Strategic Storyworks) will lead our consultants' networking session. This networking session is tailored for communications consultants who work with school districts and education organizations. Participants will have the opportunity to connect with fellow consultants, share insights on best practices, discuss emerging trends, and explore opportunities for collaboration. Whether you’re an independent consultant or part of a firm, this session offers a valuable forum to build relationships and strengthen your professional network within the NYSPRA community.

11:30am - 12:30pm - Panel Discussion
Accessibility in Action: Stories from the Field  
Emily Popek, APR (Nichols Strategies)
From PDFs to alt text, making your organization's communications accessible to people with disabilities can feel like a heavy lift. In this panel discussion, you'll hear real-world strategies and tactics for putting accessibility into practice in our schools and BOCES, and building consent and capacity among our education colleagues. Panelists include: 

• Courtney Bonfante, Public Information Officer, Monticello Central School District 
• Jess Collier, Communications Specialist, Champlain Valley BOCES 
• Jesse Gigandet, Program Manager, Web Design & Development, Capital Region BOCES 
• Kara Granato, Director of Communications, South Colonie Central School District 
• Jason Laz, Communications Specialist, Troy City School District

12:45pm - 2:00pm - Spring Board Meeting/Town Hall 
*Lunch will be provided to those who attend the board meeting/town hall