CalSPRA Fall Issues in Education Conference

CalSPRA Issues in Education Fall Conference 2007

October 7-9, 2007
Hilton San Francisco Financial District
This conference is filled with practical solutions to challenges we all face in school PR:  Thinking like a strategist and managing issues strategically; Using technology to communicate effectively and efficiently; and Maximizing resources to get everything done with a small staff. A special breakout session will target the needs of County Offices of Education and another session has been reserved for planning for the 2009 NSPRA Seminar in San Francisco (be sure to join us for dinner as we check out potential sites for the big NSPRA social event!).

SUNDAY, October 7, 2007
5:30 – 7:00 PM        Networking Reception

MONDAY, October 8, 2007
8:00 – 9:00 AM        Breakfast / Conference Registration
9:00 – 9:15 AM        Welcome by Kelly Avants, CalSPRA President
9:15 – 10:45 AM        
Think and Act Like a Strategist
Robert Noyed, NSPRA Past-President
 “Communication” is an important part of your position as a school public relations professional, but it’s not the most critical part.  It is your role in helping to shape your organization’s messages and overall direction that can make you indispensable. It is about serving as a key strategist. Bob Noyed, APR, NSPRA immediate past president, will talk about how to maximize your role as a strategic PR adviser and how to expand beyond traditional “communication” duties.

10:45 – 11:00 AM        Break

11:00 AM – Noon        Breakout Sessions (choose from one of three topical sessions)        
Finding and Weaving the Communication Thread into Key Education Issues
Robert Noyed, NSPRA Past-President
In every school district, the communication and public relations function has the potential of positively influencing every issue in every other function. Even if it doesn’t seems like a “communication” issue, school public relations professionals can help to forward public understanding and acceptance of an issue. This session will describe the school PR person’s role in shaping educational issues and strategies for more effectively influencing issues that may otherwise seem outside traditional communication responsibilities.

The Power of Personal Influence
Karen Bergh, Director of Strategic Marketing California Baptist University
This presentation is for communicators whose upward visibility in their current organization could be stronger, for professionals who are determined to advance in their careers or for seasoned strategists who want a fresh perspective.
What does it mean to have strategic impact in your organization?  This topic provides a framework for participants to discuss and share experiences, including:
4      Earning respect from your “higher ups” and the sites you serve
4      Acting from a position of strength
4      Practicing the 6 “P’s” that communications strategists need
4      Keeping the respect you’ve earned

Big Brother or Best Buddy
Jane Johnston, Assistant Superintendent, Administrative Services, Stanislaus County Office of Education
County Offices have traditionally provided a support infrastructure for school districts.  In recent times, the role has begun to include more emphasis on monitoring and compliance, with mandates like the Williams Act.  Hear how several county offices are handling this emerging role while continuing to focus on collaborative projects that support success for all students in their counties.  Learn about county-wide school attendance campaigns, crisis planning efforts, and collaborative advocacy projects that are building support for public education.

Noon – 1:15                Lunch on your own

1:15 – 2:45 PM        
The Revolution of Technology in Schools: Earning your technology degree in 90 minutes
Elliott Levine, Vice President for Strategic Planning School Span
Educators talk about the evolution of instructional technology, but in fact, a revolution is occurring with school public relations officials. For decades, PR professional have focused their efforts on traditional print methods of communication, but are we now addressing the change needed to keep up with our connected audiences? Are our educational colleagues keeping pace with the data-driven decision making, freedom of information demands, and alternative communication channels used by our students? How have adversaries to public education embraced these channels to undermine the very system we promote? What can we learn from these audiences to help us do our jobs as school communication professionals more effectively?

2:45 – 3:00 PM        Break

3:00 – 4:00 PM        Breakout Sessions (choose one topical session)
Avoiding Technology Nightmares: Learn to prevent simple mistakes that can impact confidence in school systems.
Elliott Levine, Vice President for Strategic Planning School Span
More and more school systems are getting national press thanks to technology. Unfortunately, most of it is for the wrong reasons. Simple mistakes- such as anti-education blogs, lack of policies and procedures, failure to address improper use of equipment- are leading schools into awkward positions that could have been prevented if they had taken some simple planning and proactive measures.  Embarrassing incidents like these can erode community support for technology, and dry up the funding needed to maintain its growth. Now you hve a chance to learn from their mistakes and avoid getting into a similar situation.

Connect with your Audiences with the Next Generation of Web Tools
Bob Gausman, Director of Technology and Resources, Stanislaus County Office of Education
Rapid advances to the internet make it interactive and dynamic. These "Web 2.0" tools help you be more nimble and timely as you push information out and collect input from your schools and other targeted audiences. We9ll demonstrate blogs, wikis, web pages with slide shows, online surveys, document libraries, video press releases, podcasts & RSS feeds.

4:00 – 5:00 PM        Find Your Heart in San Francisco
                        Fabulous NSPRA ’09 Planning Session

6:00 PM                Optional Group Dinners

TUESDAY, October 9, 2007

8:00 – 9:00 AM        Breakfast

9:00 – 10:30 AM        Breakout Sessions (choose one topical session)
Maximizing your resources for the bottom line – getting it all done in a small (or even one-person) PR office
Joe Krumm APR, Director, Community and Government Relations, North Clackamas School District
What is the bottom line for your school district and how do you contribute to it? Joe Krumm APR will provide practices on how to support your district9s mission at a deeper level, build support and relationships that will maximize your abilities, and knock down the typical barriers to greater leadership and success. Joe is a 17-year veteran of school PR, spending 15 of those years in a one-person PR shop. He will share what he has learned about how to make the PR office mean more than elections, newsletters, media and crisis response.

10:30 – 10:45 AM        Break

10:45 – 11:45 AM        
The Most Important Resource is You.
Joe Krumm APR, Director, Community and Government Relations, North Clackamas School District
This breakout session will help attendees learn more about maximizing their office resources following the keynote address. Members will diagnose the issues they face, discuss and learn about developing as leaders in a small office, keeping your sanity, alliance building, and how to concentrate time and energy on your district9s most important work.

How to Get More Hands on Deck with an Internship Program
Trent Allen, Director of Communication, San Juan Unified School District
Partnering with local colleges and universities to offer internship opportunities is one way to solve the dilemma of too much work and not enough time in the day. Learn strategies on how to create an effective internship program and maximize your communications efforts.

11:45 – 12:30 PM        Break – Hotel check out

12:30 – 1:30 PM        Closing Lunch
Networking Table Topics
Make sure your travel plans include staying for the conference’s closing lunch, where individual table topics will allow attendees to discuss a variety of current issues. In response to requests for more time for dialogue on issues now facing our school districts, this luncheon will provide an opportunity for in-depth discussions and the sharing of best practices from colleagues around California.

Speakers include:
Robert Noyed, APR, is the immediate past president of the National School Public Relations Association.  Bob has more than 18 years of school public relations experience. He currently works as a communication consultant and serves schools throughout the country. He has worked directly with superintendents, school board members, principals and other school administrators, and understands the obstacles, challenges and opportunities in public schools. He has written and published several training publications and has developed training programs for professionals new to school public relations.

Karen Bergh serves as director of strategic marketing at California Baptist University, and is known in her professional and collegiate circles for her communication and leadership skills, ability to create marketing systems, improved processes and teamwork.  In addition to her administrative role at CBU, Karen speaks at business and industry association events, adjunct teaches at California Baptist University and provides executive coaching services for private practice clients through her Praxis Coaching consultancy.  

Elliot Levine. As a school administrator, educational software publishing executive, and now a private consultant, Elliott has been helping schools with all facets of public engagement and educational technology needs. A columnist for the National School Boards Association, he has taught thousands of educators about using technology to enhance communication, school marketing and public outreach.

Joe Krumm, APR, is a 17-year veteran of school PR, spending 15 of those years in a one-person PR shop. He is currently the Director of Community and Government Relations for the North Clackamas School District in Oregon. Joe is a frequent presenter for the National School Public Relations Association (NSPRA), and is active in local parent associations in northern Oregon.

Jane Johnston has worked in education over 22 years.  She is currently Assistant Superintendent, Administrative Services, for the Stanislaus County Office of Education.  She serves as special assistant and advisor to the superintendent in the overall planning and direction of County Office functions and services.  She also directs the public relations effort of the office, and oversees the student events programs, the Education Foundation, and the Graphics Department.  Her career has included work at the site administration level, private school administration and five years of service as a school board member.
An active CalSPRA member, Jane served on the board and was president of the association in 1997. She is also active in the Association of California School Administrators, Leadership Modesto, Modesto Rotary and the Modesto Credit Union Supervisory Committee.

Trent Allen is an active member of CalSPRA and currently serves as the association’s treasurer.  Trent is the Director of Communications for the San Juan Unified School District outside of Sacramento, and previously served as the public information officer for the San Joaquin County Office of Education. He has presented at NSPRA conferences and taught college coursework on public relations and communications.