NCSPRA-SC/NSPRA 2013 Fall Conference Sponsored by BlackBoard Renaissance Hotel Asheville, North Carolina November 6 – 8, 2013 Wednesday, November 6 11:30 a.m. – 12:30 p.m. “Newcomer’s Lunch and Orientation” 1:00-1:30 p.m. “Welcome and Opening Remarks” 1:30-2:30 p.m. “Charters, Vouchers, Choice and Public Schools – New Research Insights and Implications for School & District Marketing” Nora Carr, APR, NSPRA President Chief of Staff, Guilford County Schools Find out what new research says about charters, vouchers, choice and public school in this information session. Discuss research implications for how we market our schools and rebuild public support for public education. 2:30-2:45 p.m. – Break
2:45-4:45 p.m. “Video Editing Crash Course” Jake Sturgis, Communications Coordinator for Minnetonka (MN) Schools Video has become a powerful tool for districts to share great things going on inside of their classrooms. There are many different types of cameras and editing software available in the market. In an effort to minimize the number of technology hiccups during the day, attendees will use iPads to shoot and edit video. Many of the skills you learn can be transferred to any camera or editing software. We will use the “Pinnacle Studio” app for editing, which you will need to purchase for $13 prior to the seminar if you are bringing your own device. https://itunes.apple.com/us/app/pinnacle-studio/id552100086?mt=8 This crash course will give you hands-on training that will equip you with the skills and confidence to edit a short video. Shoot footage on your iPad prior to the conference and you'll have time to edit it! After attending this seminar you will gain confidence and new skills that you will be able to use to help tell your district’s story, while using tools you probably already have. Wednesday Evening Dinner on your own – explore beautiful downtown Asheville and enjoy any one of the dozens of wonderful restaurants that are within walking distance of the hotel Thursday, November 7 8:45-9:00 a.m. Opening remarks and greetings from Nora Carr, APR National School Public Relations President 9:00-10:45 a.m. “For Whom the School Bell Tolls: When Riding a Dead Horse—Dismount!” Dr. John Draper, President of Cambridge Strategic Services
Dakota tribal wisdom says that when you discover you are riding a dead horse, the best strategy is to dismount. Unfortunately school leaders are too slow to let go of artifacts—entrenched practices or beliefs that are no longer moving us forward—and reluctant to adopt new realities that resonate with the public! Dr. John Draper is one of the most requested, big picture presenters on America’s public schools. In this presentation, he makes the case that many policy makers are pushing educators down destructive paths out of sync with the wishes of the nation’s citizens. He sounds the funeral bell for misguided or antiquated practices that need to go and rings in new truths aligned with our rapidly moving, technology-driven world. To prosper, public school leaders must embrace those changes and the communications required to recapture the nation’s support. 10:45-11:00 a.m. – Break 11:00 a.m.-Noon “Understanding How Communication Improves or Hurts Your Goals: Using Mass Notification Effectively” Presenter: Deborah Justice-Place, Blackboard The goal of mass notification is to disseminate information but more important to make people feel confidence in your school system. Learn the five basic rules that every PIO should follow for mass communication and discuss with your colleagues best practices, how mass communication can be used effectively with your various audiences and what modes of communications work best in relation to your needs during this interactive and informative session. Noon-1:15 p.m. Lunch Provided by BlackBoard 1:15-2:15 p.m. “Crisis Communications” Paige Sheehan, Corporate Communications, Duke Energy Those two words can strike fear into the most seasoned public relations professional. This is the hardest work we do and clearly the most important. The way we help manage communications in a crisis can define the reputation of our organization for years to come. Paige Sheehan, a communications leader with Duke Energy, has spent her career managing crises at a number of different organizations. Along the way she’s used a simple but powerful system to effectively manage dozens of high stakes issues. She will share that crisis communications model with us and guarantees that we can immediately apply it to our work. 2:15-2:30 – Break
2:30-3:30 p.m. “Keeping the Good News on Page One” Chris Campbell, Campbell Shatley Law Firm, Asheville, NC Chris Campbell is co-founder of Campbell Shatley Law Firm. His practice includes a focus on education and legal training for Boards and Administrators. In addition to full-time representation of public clients, his practice includes complex personnel investigations, construction litigation, and school funding issues. Attendees will hear the challenges PIOs face today regarding Student Confidentiality, Public Records Requests, Social Media in the School House and other tough subjects. This session will focus on public disclosure of student information under FERPA, public record laws and emails, and the impact of social media on school news . 3:30-3:45 p.m. – Break 3:45-5:00 p.m. “The Camera Never Blinks” Renee McCoy, Public Relations Director for the Wake County Public Schools “The Camera never Blinks” is a title borrowed from a famous broadcast journalist award-winning book. In this case, it best describes what is often forgotten when conducting an interview with media -- the camera literally never blinks, thus capturing everything. This workshop is designed to offer techniques and strategies for a successful interview with any reporter. We will offer insightful tips to participants to navigate the media landscape with an improved understanding of a reporters’ objective. Brave participants can volunteer for a mock interview session. Reception – 6:00-7:00 p.m. Dinner on your own in beautiful downtown Asheville!
Friday, November 8 8:00-8:30 a.m. Chapter Meetings 8:45-9:45 a.m. “Parent Partnership Summit: Connecting Districts and Stakeholders” Ken Blackstone, APR, Executive Director, Communications/Strategic Partnerships, Richland School District Two, Columbia, SC Fred McDaniel, Ph.D., Chief Planning Officer, Richland School District Two, Columbia, SC Studies show student achievement and test results are higher, community attitudes toward schools are better, and academic programs are more effective when parents and community members are involved in education. This session offers key tactics for communicating with and further involving stakeholders in the education process through a Parent Partnership Summit. Learn how to plan the event from soup to nuts, conduct an evaluation, and plan for follow-up events. 9:45-10:45 a.m. “School Administrator Response to the Active Shooter/Active Assailant” Mike Clumpner, President and Chief Executive Officer, Threat Suppression, Incorporated School attacks have occurred in the United States since 1764. However, it has just been in the last 15 years that school shootings have increased significantly in frequency and lethality. School shootings have now become a commonplace event, occurring in cities large and small throughout the United States. Since the 1999 Columbine school shooting, there have been 34 fatal school shootings in the United States and more than 200 averted school rampage attacks. This presentation discusses the data that is available on school shootings to establish best practices security procedures. This presentation separates fact from fiction and offers multiple suggestions to increase safety and security to prevent an attack. This powerful lecture will discuss many facets of active shooter response. Additionally, discussion will address the implications of public relations and media response to school shooting events, including lessons learned from previous events.
10:45-11:45 a.m. “Turning Negative Heat Into Positive Energy” Dr. John Draper, President of Cambridge Strategic Services All across America public education is coming under fire—and school leaders are expected to lead the changes needed to respond to the new realities of our nation. Unfortunately, many times the only change that occurs as a result of the diligent, data-driven, thoughtful strategic planning led by school leaders is the election of some new school board members who are against everything and the eventual firing of the superintendent. In many cases our own people undermine the change needed and contribute, sometimes unwittingly, to maintaining a status quo that is leading to our demise. This presentation lays out a roadmap for leading effective change based on solid research. Dr. Draper translates that research into common-sense actions that will help you lead change without losing your job! 11:45-Noon Closing Remarks
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