Monday, March 9, 2026

7:00am - Registration Opens 

8:00am - 11:00am - Conference Pre-Session AM Block 
Don't Stop Believin': The Art, Science and Strategy of AI in School Communications
Sondra Whalen, APR
Room: TBD
*Additional fee applies to this session
Artificial intelligence is changing the way school communicators work, but the real opportunity goes far beyond generating social media posts and polishing press releases. What if AI could help you anticipate community reactions, navigate challenging conversations, strengthen crisis communications, uncover insights in stakeholder feedback, and become a more effective strategic advisor?

In this interactive, three-hour pre-conference workshop, we'll move beyond basic prompting to explore the practical, creative, and strategic applications of AI in school public relations. Through live demonstrations, hands-on exercises, and real-world school communication scenarios, participants will discover how to use AI as a thought partner, research assistant, content creator, and strategic planning tool.

Along the way, we'll explore the fascinating psychology behind how people process information, form opinions, respond to uncertainty, and build trust — and how understanding those behaviors can make our use of AI even more powerful.

Participants will leave with practical prompts, adaptable workflows, new strategies, and a clearer understanding of when to embrace AI and when human judgment is irreplaceable. Bring your laptop, your curiosity, and your willingness to experiment. It's time to work smarter, think bigger, and discover what's possible when artificial intelligence meets human insight.

New to School PR
Jason Laz (Troy CSD) 
Room: TBD
*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. 

11:00am - 1:00pm - Lunch on Your Own 

1:00pm - 4:00pm - Conference Pre-Session PM Block 

Communicating through Conflict, Controversy and Sticky Situation
Jill Wagner (Wagner Communications)
Room: TBD
*Additional fee applies to this session

Every message your organization sends has the potential to strengthen trust or weaken it. Even well-intentioned messages can miss the mark, create confusion or lead to questions that were never anticipated.

In this hands-on workshop, we'll examine what makes communication effective, why some routine messages sometimes backfire and how to develop communications that are clear, strategic, and understood by your audience, while protecting trust. You’ll get practical ideas for communicating with intention and purpose, while sharing your values and earning trust through good times and challenging ones, too.

Through realistic school district scenarios, exercises and group discussion, participants will learn and practice how to:

• Develop messages resistant to kryptonite, creating clarity and eliminating unneeded complexity
• Communicate difficult decisions well, particularly when villains (I mean audiences) are skeptical or may disagree
• Recognize credibility risks in messaging.
• Develop a review and approval process that powers your message and trust
• Apply a Trust Check to evaluate communications before they're released, saving you pain, heartache and doom

Attendees will get lots of how-tos through a message-development framework, a prepublication credibility checklist and strategies you can put to use as soon as you’re back at your desk. This workshop is designed for all, whether you are new to school PR or are a veteran with years of experience.

Come prepared to learn, laugh and walk away with your communications superpowers activated!

APR Prep
Nancy Cole, APR (Capital Region BOCES) and Conner DIckson (Capital Region BOCES)
Room: TBD
*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! 

Conference Registration (Tuesday and Wednesday)