CHESPRA Fall 2025 Conference Inspires the Next Chapter in School Public Relations

Tradition Meets Transformation: CHESPRA Fall 2025 Conference Inspires the Next Chapter in School Public Relations

The 2025 Chesapeake School Public Relations Association (CHESPRA) Fall Conference brought together communications professionals from across the region for two days of learning, collaboration, and connection in Charlottesville, Virginia. Centered on the theme “Tradition Meets Transformation: Leading the Next Chapter in School Public Relations,” the conference blended time-honored best practices with forward-looking strategies to meet the evolving needs of today’s school communities.

A Warm Welcome and a Strong Start

The conference began Wednesday evening with a sponsor-hosted Meet and Greet at the Graduate Charlottesville, where attendees reconnected with colleagues, met new peers, and kicked off the event with lively networking and conversation.

Thursday morning opened with an optional wellness activity, reminding members of the importance of caring for both mind and body. Participants teamed up to run or walk along Charlottesville’s tree-lined streets before gathering for breakfast and the official conference kickoff.

CHESPRA President Gladis Bourdouane opened the event with a warm welcome, grounding the group in connection, collaboration and purpose. Julia Burgos, APR, CHESPRA member and NSPRA Vice President at Large for Engagement, followed with an update on national trends in school public relations and the organization’s focus on professional learning, equity and leadership.

Dr. Royal A. Gurley Jr., Superintendent of Charlottesville City Schools, greeted attendees with remarks that underscored the essential role of communications in building trust and transparency. His welcome reflected the spirit of the conference, emphasizing the power of authentic storytelling to create connection, foster belonging and ensure every voice within a school community is seen and heard. He acknowledged both the challenges and opportunities that come with telling schools’ stories in today’s evolving environment.

Insights, Innovation and Inspiration

A highlight of the morning was “SCOUT Rolls Out,” a presentation from Stafford County Public Schools that showcased their journey to launch Strengthening Community Through Outreach and Understanding (SCOUT), a mobile engagement vehicle designed to bridge gaps in family engagement and access to educational resources. Attendees had the chance to visit SCOUT firsthand, meet the engagement coordinator and driver, and explore the tools and materials it provides to families.

As the day continued, presenters shared how communication grounded in connection, inclusivity, and shared purpose strengthens relationships and elevates school communications across the region.

• Chesapeake City Schools, in collaboration with Apptegy, led an engaging session titled “On Brand,” exploring how every experience—from front office interactions to website design—contributes to shaping a district’s reputation and identity.
• Loudoun County Public Schools followed with “Building Bridges, Not Transactions,” offering strategies to strengthen school–business partnerships through clear messaging, shared purpose, and sustained collaboration that benefits students and communities alike.
• Kenita B. Matthews, APR, Assistant Superintendent for Strategic Communications and Press Relations at the Virginia Department of Education, shared valuable insights during “Raising Expectations.” Her presentation provided updates on accountability, accreditation, and school quality data while highlighting the state’s efforts to promote transparency and alignment between communication and instructional priorities.
• Alexandria City Public Schools closed the day with “Setting the Stage for Recruitment and Retention,” a creative look at how the division promotes belonging and celebrates diversity through storytelling and workforce engagement initiatives.

The evening concluded with a celebratory dinner and awards ceremony that recognized outstanding contributions and achievements in school communications.

People-First Perspectives and Practical Takeaways

Friday began with a conversation with Dr. Matthew Haas, Superintendent of Albemarle County Public Schools, who emphasized the importance of authentic communication and collaboration between superintendents and their communications teams. His remarks highlighted how strategic messaging builds advocacy, understanding, and trust within a community.

The morning’s featured speaker, Crystal Borde, Vice President and Diversity, Equity and Inclusion Practice Lead at Vanguard Communications, delivered an inspiring keynote titled “People-First Messaging in a Polarized Landscape.” Borde, who also serves as president-elect of PRSA’s National Capital Chapter, shared ten actionable strategies to help communicators build trust, uphold values, and foster authentic connections amid today’s complex media and social climate.

Beth Cheuk of Charlottesville City Schools followed with “Using Data to Frame Our Work and How We Talk About It.” She explored ways to align communications with research and evidence to maximize impact, measure success, and reinforce credibility with stakeholders.

Conference sessions concluded with PR Power Circuits, a series of fast-paced, peer-led learning sessions. Participants rotated through small-group discussions on timely topics, including AI tools in communication, reframing narratives, the Accreditation in Public Relations (APR) process, and navigating federal shifts in family engagement. The interactive format encouraged collaboration and practical takeaways that attendees could apply immediately in their work.

Reflecting and Looking Ahead

As the conference wrapped up with CHESPRA’s business meeting, the room buzzed with energy and gratitude. On behalf of the CHESPRA Board, Bourdouane encouraged members to save the date for the Spring Conference, March 11–13, 2026, and to consider serving on the board or inviting colleagues from neighboring districts across the DMV and West Virginia to join the association.

Through meaningful sessions, powerful conversations, and shared experiences, the 2025 Fall Conference reaffirmed CHESPRA’s role as a professional home for communicators dedicated to telling their districts’ stories with clarity, compassion, and creativity.