Transforming School PR: 2024 SUNSPRA Highlights

The 2024 Sunshine State School Public Relations Association Spring Conference convened education leaders, communicators, and business professionals dedicated to advancing effective communication strategies within school districts. With sessions ranging from proactive storytelling to the importance of human connections, here are a few takeaways from the weekend:

Igniting Action through Proactive Storytelling 

The conference got off to an electrifying start with opening remarks from Addison Davis, who emphasized that school PR professionals can no longer remain reactive in today’s dynamic and often challenging K-12 environment. Teachers, school staff, and district leaders work tirelessly daily to support students' success. It’s critical now more than ever that school communication amplifies these good stories. In addition, proactive storytelling supports overall community engagement.

Embracing Attitude and Connection for Lasting Impact

At the heart of the conference was a focus on self and interpersonal dynamics. Curium Solutions guided us through a deep dive into communication styles, while Roy Reid, APR, CPRC, MCPC, shared insights about The Trust Transformation. Together, these sessions were a welcome reminder of the importance of relationship-building for school PR professionals. While it can be easy to get caught in the day-to-day hustle, communicators must engage and remember the people rather than being locked into an endless to-do list. 

Prioritizing Evaluation in the Process 

Following a recurring theme throughout the conference of intentionality, Barbara M. Hunter, APR, led a powerful session on the value of communication audits. One of the most dangerous phrases for a PR team is, "We've always done it that way." During key milestones, periodic audits provide teams with the data and information they need to move forward strategically. 

SUNSPRA Spring Conference 2024 empowered attendees with invaluable insights and strategies and encouraged a mindset geared toward continuous innovation and improvement. Kudos to the entire SUNSPRA leadership team for executing such a valuable platform for those who support school communication.