Symposium Line-up: 

March 4, 2026

PenSPRA Board Meeting

Welcome Reception

March 5-6, 2026

AI Bootcamp: A Deep Dive into AI for School Communication Leaders
Dr. Sam Mormando, Director of Technology, Innovation, and Online Learning at Garnet Valley School District 

Mark Cheramie Walz, Head of Sweet, Stevens, Katz & Williams LLP’s Education Technology Pool Counsel

Trevor Waddington, Founder and Principal at Truth Tree

Artificial intelligence (AI) is no longer a future trend – it is reshaping how school communicators tell their stories, engage families, manage crises, and protect their organizations. This new three-hour morning session has been added to the 2026 PenSPRA Symposium and is designed to give school communication professionals a practical, balanced, and responsible foundation for using AI in their daily work. This additional session is included with your symposium registration and provided at no extra cost!

Led by Dr. Samuel Mormando, a nationally recognized leader in artificial intelligence in education and a member of the OpenAI K-12 AI Advisory Board, this interactive workshop will move beyond theory and into real-world applications. Dr. Mormando will share practical tools, tips, and AI use cases tailored specifically to school communications – helping participants understand how AI can increase efficiency, enhance creativity, and support strategic decision-making while keeping people at the center of the work.

Following the main presentation, Dr. Mormando will be joined by Trevor Waddington, founder of Truth Tree and expert in school marketing, branding, and digital psychology, and Mark Cheramie Walz, partner and head of education technology counsel at Sweet, Stevens, Katz & Williams LLP, for a dynamic panel discussion. Attendees will then participate in tabletop discussions to get a more in-depth take on AI from our experts. Together, they will explore AI through three essential lenses:

• Communications, productivity, and innovation
• Marketing, branding, and audience engagement
• Legal considerations, risk management, and ethical implementation

President's Luncheon & PenSPRA Awards Ceremony

Gather with colleagues for an energizing midday luncheon on Thursday, March 5, featuring updates from PenSPRA President Jennifer Shealy on the state of the organization and insights from Barbara Hunter, executive director of NSPRA. During the luncheon, we will also honor our Awards of Excellence recipients from the Excellence in School Communications contest and recognize Pennsylvania’s School Communicator of the Year on stage.

KEYNOTE: ZAP THE GENERATIONAL GAP! Connecting Across Generations 
Meagan Johnson, Nationally Recognized Multi-Generational Expert  

and Generational Studies Enthusiast

Generational misunderstandings aren’t new, but they are louder, faster, and more public than ever! When we add in conflicting generational advice, assumptions about “how people should communicate”, and a world of rapidly changing platforms, it can be hard to connect effectively.

The reality is: your school community spans five generations! And each one has been shaped by different events, technologies, expectations, and personal experiences. A message that feels clear and respectful to one generation may feel confusing, impersonal, or even dismissive to another. For communicators, this isn’t about changing your message entirely. Instead, it’s about learning how to translate your intent across generations so that your communication builds connection instead of confusion.

Using a combination of client interviews, industry research and video, Meagan creates a unique, one-of-a-kind presentation for every audience. Participants will leave with actions they can put in place immediately and steps to take them into the future.

The presentation will include:

• The different generations and how their Generational Signposts influence what they value, notice, and appreciate in communication
• Strategies for creating messages that work across generations
• Steps to create a generationally robust and diverse culture
• Practical ways to build trust and reduce communication “static” in today’s multigenerational landscape

Growing Authentic Voices: Inspiring Student Intern Storytellers
Jeanise Dimitri, Community Engagement & Public Relations Coordinator at Middle Bucks Institute of Technology (MBIT)

This session breaks down how bringing student interns into your communications workflow can totally transform your school’s social media and community relations. Four years ago, the Middle Bucks Institute of Technology (MBIT) launched a media internship to bring real student perspective into their storytelling, and it’s been a game-changer. The MBIT interns create content that feels true, relatable, and authentic… the kind of authenticity adults simply can’t replicate.

Since then, the program has grown into a full student influencer team with more than 50 students involved. Jeanise Dimitri will walk you through exactly how they built it. The wins, the mistakes, and the real-world lessons they learned along the way. You’ll get a step-by-step guide to starting your own program, even if you’re a department of one, so you can empower your students, elevate your school’s story, and build an authentic voice that actually connects.

Blueprint for Buy‑In: Grassroots Strategies That Passed a $285M School Referendum
Allie Artur, Communications Coordinator at Abington School District

Dr. Jeffrey Fecher, Superintendent at Abington School District

In May 2025, after a multi-year community-driven process, voters in Abington Township and the Borough of Rockledge made history by approving a $285 million bond referendum to build a new Abington Middle School — only the third successful referendum in Pennsylvania since Act 1 was passed in 2006. Many were skeptical a referendum of that size would ever pass, but Abington School District's commitment to public input from the start ensured that the plan for the future of the middle school was shaped largely by the community — well before it ever made its way to the ballot.

The presentation will focus on the key grassroots elements that made this referendum a success, including the long-lead planning process, how to take conflicting survey feedback and mold it into a facility plan the community could support, and tips for building community engagement and trust through outreach and transparency. Given the rarity of referenda in the state, the presenters will also discuss how to educate the public about this process.

Jump‑Start Your APR Journey: A Practical Guide for School PR Pros
Aurora Meyer, Award-winning Strategic Communicator, Regular Speaker, and Workshop Presenter

In today’s competitive public relations landscape, early preparation for accreditation can significantly boost your career. This interactive workshop offers you a head start on the APR (Accreditation in Public Relations) process by walking you through the essentials – from understanding application requirements and exam content to building a robust portfolio and creating an individualized preparation plan.

This session is designed to demystify the APR process and help you navigate the journey with confidence. Throughout the session, you will:

• Familiarize yourself with the APR process, including study materials, application steps, panel presentation format, and exam topics.
• Learn how to document and curate successful PR projects for a compelling portfolio.
• Understand how accreditation provides a competitive edge, enhances credibility, and accelerates career advancement.

Learning Objectives:

• Understand the APR Process: Gain clarity on application requirements, study materials, and the panel presentation format.
• Document Your Work Effectively: Learn best practices for gathering and showcasing your PR work samples.
• Plan for Success: Develop a clear, actionable roadmap to begin your APR journey and build your career.

Navigating the New Digital Minefield: Legal and Communication Challenges Every School PR Pro Must Be Ready For
Mark Cheramie Walz, Head of Sweet, Stevens, Katz & Williams LLP’s Education Technology Pool Counsel

The digital landscape is shifting faster than ever, and school communication professionals are increasingly on the front lines of complex legal and technological challenges. In this essential general session, Mark Cheramie Walz – partner at Sweet, Stevens, Katz & Williams LLP and a leading school solicitor – breaks down the emerging issues shaping how districts communicate, respond, and protect themselves in an evolving tech environment. 

This session offers a clear, practical look at the newest developments impacting school PR teams, including:   

• Recent caselaw on employee discipline for social media activity, and what it means for staff expectations, policy updates, and district risk. 
• AI‑driven threats, including deepfakes and synthetic content that can distort narratives, impersonate leaders, or spread misinformation. 
• New federal accessibility regulations taking effect in 2026 and 2027, and how communication teams can prepare their websites, digital content, and workflows to stay compliant.
• The rise of “fake” school social media accounts created by students, and strategies for identifying, responding, and mitigating confusion or reputational harm. 

With a blend of legal insight and real‑world application, Mark will help you understand what’s coming, what’s already here, and what steps you can take now to strengthen your district’s readiness. Attendees will leave with a sharper understanding of their legal landscape, clearer communication strategies, and actionable guidance for navigating the next wave of education technology challenges with confidence.

Smart Content Planning for School Communicators: Do More with Less
Aurora Meyer, Award-winning Strategic Communicator, Regular Speaker, and Workshop Presenter

Content calendars can feel overwhelming, especially in school communication where urgent issues, shifting priorities, and limited time are the norms. This session is designed specifically for school public relations professionals who want a practical, flexible system that reduces stress, strengthens messaging, and maximizes the impact of every piece of content. 

Participants will learn how to use content calendars more effectively by aligning posts with district goals, identifying the difference between urgent and important content, and planning ahead without losing the flexibility needed in a school environment. The session includes strategies for improving branding, optimizing images with free tools, and repurposing existing content to get more value out of the work already being done.  

Attendees will walk away with customizable templates, a streamlined planning method, and concrete next steps to help them build confidence and consistency in their content strategy.

To get the most out of the session, participants are encouraged to bring two or three communication or organizational goals they want their content to support.

Prepared, Not Panicked – Building an Effective School Crisis Communication Plan
Courtney Nelson, Public Relations and Community Engagement Manager at New Hope-Solebury School District

Liam Goldrick, Partner at The Donovan Group

Effective crisis communication is essential to maintaining trust, safety, and clarity during challenging situations. This interactive workshop will provide attendees with practical insight into developing and strengthening a comprehensive school crisis communication plan. Participants will explore potential real-world crisis scenarios and have the opportunity to actively work through response strategies in table-top exercises, gaining hands-on experience in decision-making and messaging under pressure. 

Attendees will leave with actionable tips for initiating or refining a crisis communication plan, a deeper understanding of key components that are often overlooked, and proven strategies for communicating the importance of ongoing crisis communication planning to district and school leadership. This session is ideal for those professionals seeking to build confidence, preparedness, and alignment before a crisis occurs.

KEYNOTE: From Communication to Connection: Rebuilding Trust Through Bold Storytelling
Akwi Nji, Founder of AMPERSAND Communication Solutions

In today’s polarized and fast-moving information landscape, public education doesn’t just need better communication – it needs a deeper connection. Trust is no longer rebuilt through facts alone; it is earned through authenticity, creativity, and stories that resonate.   

This keynote message challenges traditional approaches to school communication and invites participants to reimagine how bold, intentional storytelling can strengthen trust with families, staff, and communities. Drawing from both public education and for-profit marketing strategies, we’ll explore how districts can move beyond transactional updates to create emotionally compelling, culturally responsive narratives that engage, empower, and inspire.

Participants will examine how strategic use of visuals, video, copy, and integrated media can cut through noise and misinformation, humanize the work of public schools, and reinforce credibility in even the most complex political environments. Through real-world examples and practical frameworks, attendees will learn how to elevate their storytelling – regardless of team size or budget – while staying grounded in transparency, purpose, and community values.

This session is designed to spark new thinking, encourage creative risk-taking, and equip leaders with tools to rebuild trust in public education by transforming communication into meaningful connections.

Leading Through the Lockout: Communication Lessons from a District Cyberattack
Alexis Jenofsky, Director of Communications for Upper Perkiomen School District

Dr. Allyn J. Roche, Superintendent at Upper Perkiomen School District

Dr. Andrea Farina, Assistant Superintendent at Upper Perkiomen School District

James Roth, Director of Technology at Upper Perkiomen School District

Crisis can strike a school district without warning, and how we prepare beforehand determines how effectively we can respond in the moment. Last year, the Upper Perkiomen School District (UPSD) experienced a cyberattack that left the district without access to technology for several days. This digital disruption impacted teaching, learning, and communication across every level of the community. In the middle of the chaos, the district team was forced to make immediate decisions, prioritize needs, and keep families, staff, students, and the school board informed. Their ability to lean on tools such as ParentSquare and CrisisGo and to communicate consistently alongside district leadership was critical to restoring stability and trust. 

In this session, Alexis Jenofsky and Superintendent Dr. Allyn J. Roche, alongside Assistant Superintendent Dr. Andrea Farina and Director of Technology James Roth, will share lessons gleaned from navigating the crisis, highlighting the importance of preparation, strong communication systems, and collaborative leadership. Participants will gain practical insights into what it looks like to lead during uncertainty, how to support decision-making at the superintendent and school board level, and how to balance urgency with clarity when sharing information with the public.

By sharing this story, the UPSD team hopes to equip others with strategies to strengthen their own readiness before they face the unexpected. 

From Roller Coasters to Community: Creating Experiences That Connect
Kathleen McGraw, Managing Director, Corporate & Community Engagement at Hershey Entertainment & Resorts Company (HE&R)

Community-centered events have the power to create emotional connections that last far beyond a single moment. Using signature experiences like the Hershey Bears Teddy Bear Toss, this session highlights how Community Engagement at Hershey Entertainment & Resorts Company (HE&R) designs events that foster team member engagement, strengthen relationships, and rally communities around a shared purpose. Attendees will also learn how HE&R aligns its mission of providing value to Milton Hershey School and communicates that connection in meaningful, authentic ways. Participants will leave with practical ideas for creating memorable, mission-driven opportunities that resonate within their own school communities.