Fall 2025 Conference

Tradition Meets Transformation
Leading the Next Chapter in School Public Relations

Wednesday, October 8 — Pre-Conference

Location: Graduate Charlottesville, Game Room

4:00 – 6:00 p.m.
CHESPRA Meet & Greet / Sponsor-Hosted Happy Hour
Light snack, drinks & networking

Thursday, October 9 — Day 1

Location: Graduate Charlottesville, Piedmont Room

6:30 a.m. — Optional Wellness: 5K Run/Walk

Meet in the Graduate Hotel lobby at 6:30 a.m. for a casual 5K out-and-back.

8:00 a.m. — Breakfast (Provided)

9:00- 9:30 a.m. — Conference Kickoff · Gladis Bourdouane, CHESPRA President
  NSPRA Update · Julia Burgos, APR, VP at Large for Engagement 

9:30 - 9:55 a.m. — A Conversation with Superintendent Dr. Royal A. Gurley, Jr. · Charlottesville City Schools

9:55 - 10:35 a.m. — SCOUT Rolls Out: Launching a Family Engagement Vehicle: Stafford County Public Schools

This session explores the journey of Stafford County Public Schools in developing and launching Strengthening Community Through Outreach and Understanding (SCOUT), a mobile engagement vehicle designed to enhance family and community engagement. Initiated in 2020, the project began with identifying critical challenges such as literacy and math learning gaps, chronic absenteeism, and a disconnect between families and schools. SCOUT’s mission is to meet students and families where they are, fostering engagement and providing essential services. The initiative aims to increase access to educational resources, strengthen family-school partnerships, promote community collaboration, and establish a calendar of events to sustain engagement over time. Attendees will gain insights into the full process of conceptualizing, funding, designing, and branding a mobile family engagement vehicle, culminating in its successful roll-out in 2025.

10:35- 10:55 a.m.- Break

10:55 a.m.- 11:35  p.m.— On Brand: Chesapeake City Schools & Apptegy
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 schools—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.

11:35  a.m.- 1:15  p.m. — Networking & Lunch (Provided)
Take this extended break to recharge and connect. Enjoy lunch while checking emails, visiting with fellow attendees, and making new connections. This is also a great time to step outside, stretch, or enjoy some personal wellness before the afternoon sessions begin.

1:15  p.m. - 1:55  p.m. — Building Bridges, Not Transactions: Strengthening School–Business Partnerships Through Strategic Communication: Loudoun County Public Schools

Strong school–business partnerships start with clear communication and shared purpose. This session explores how strategic communications can support schools and businesses in aligning goals, managing timelines, and amplifying student opportunities by turning one-time donations into lasting collaborations that enrich learning and community engagement. Learn how Loudoun County Public Schools’ Division of Strategic Communications has developed approaches to streamline support for schools and partners through clear messaging, timelines, and practical tools. Participants will gain insights, examples, and adaptable resources to help shift the focus from “asks” to shared goals that drive impact.

1:55  p.m.- 2:15  p.m. — Break 

2:15- 3:30- p.m. —Raising Expectations with VDOE: Overview of Cut Scores, Accountability, Accreditation, and School Quality Profiles:  Kenita B. Matthews, APR

Assistant Superintendent, Strategic Communications & Press Relations, Office of Communications, Virginia Department of Education

3:30- 4:30 p.m. — Setting the Stage for Recruitment & Retention: Alexandria City Public Schools
Oftentimes, recruitment and retention is referred to as a “revolving door.” For K-12 institutions, it shares similarities with annual stage productions. Each year, individuals practice their lines, perfect their roles and work collaboratively behind the scenes to prepare for opening day. Learn how Alexandria City Public Schools (ACPS) partnered with stakeholders to highlight resources and facilitate opportunities that “set the stage” for an engaging recruitment and retention campaign. By combining focused efforts to nurture and maintain a high-quality workforce reflective of its community, ACPS demonstrates authentic roles and collaboration to foster a sense of belonging within our culturally diverse community.

4:30- 4:50 p.m. —Wrap-Up & Announcements

6:00-9:00 p.m. — Dinner & Awards Ceremony · The Brick Cellar

 

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Friday, October 10 — Day 2

Location: Graduate Charlottesville, Piedmont Room

8:00 a.m.- 8:55 a.m. — Breakfast (Provided)

9:00–9:20 a.m. —A Conversation with Superintendent Dr. Matthew S. Haas · Albemarle County Public Schools

9:20–10:00 a.m. — Featured Speaker: Crystal Borde, PRSA — People-First Messaging in a Polarized Landscape
As public discourse grows more polarized, mission-driven organizations are grappling with how to communicate people-first values in messaging with their audiences. In this presentation, Vanguard Communications’ Crystal Borde shares 10 essential considerations for crafting communications that reflect authenticity, build trust, and resonate with a wide range of identity communities during these difficult times. She will share actionable practices that can serve as a roadmap for communicators seeking to uphold their values through real-world dialogues and communicate their people-first approach even in challenging climates.

10:00–10:20 a.m. — Break · Checkout · Visit Sponsors

10:20–11:00 AM— Using Data to Frame Our Work and How We Talk About It · Charlottesville City Schools

When asked to give a School Board update about the communications program in June, Charlottesville Schools’ Communications Supervisor Beth Cheuk found herself wondering about the best way to explain her work and situate it within the context of research about school communications. Using the slides she created for that Board meeting, Beth will lead a conversation about how we can align our work with research to use our limited time and resources wisely for maximum impact.

11:00–11:20 a.m. — PR Power Circuit Session 1
11:20–11:40 a.m. — PR Power Circuit Session 2

Choose TWO Power Circuit topics. Come prepared to share your ideas and challenges, or learn strategies from colleagues in the field.

• Engaging with School Communities While Navigating Federal Shifts with ICE & DoE
  Explore how federal changes are shaping communication challenges and share strategies for building trust and engaging families in this evolving landscape.
• APR in Practice: Exploring Interest & Impact
  Curious about the Accreditation in Public Relations (APR) credential? Join colleagues in an open discussion about what APR is, why it matters, and whether it’s the right step for you. This session will provide space to share experiences, ask questions, and consider how the APR process could support your professional growth.
• AI Tools
  Explore practical AI applications for school communications. Participants will test tools, share real-life use cases, and leave with strategies they can implement immediately.
• Reframing Narratives
  Together we’ll examine strategies for moving from deficit-based to asset-based storytelling. Participants will collaborate on real examples, practice reframing messages, and exchange techniques for strengthening district narratives.

11:40 a.m.–12:00 p.m. — Wrap-Up & CHESPRA Business Meeting

12:00 p.m. — Conference Ends 

 

We invite you to share your expertise, creativity, and innovative ideas with school communicators from across the region. Whether you’ve developed a new strategy, launched a successful campaign, or discovered tools that make a difference, your story can inspire others to strengthen their own work.

Presentation proposals should focus on practical takeaways, fresh ideas, or thought-provoking approaches that will help fellow communicators better serve their schools and communities. Sessions can highlight success stories, lessons learned, or emerging trends, anything that sparks new ways of thinking and doing.

Join us in shaping a program that empowers, connects, and uplifts our profession.

Submission deadline: Sept. 10, 2025
Committee review: Sept. 10–19, 2025
Submitter notification: Week of Sept. 22, 2025

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Submit your Proposal