School PR Drive Time - The NCSPRA Podcast

Vendor partners and sponsors of NCSPRA and School PR Drive Time bring valuable insights and innovations to the market, and also to our podcast. Thank you to Apptegy for supporting this podcast and the work of our organization continuing into the 2025-2026 school year!

Host Kevin Smith (Orange County Schools) spoke with Vice President Tyler Vawser, who leads Apptegy’s Marketing & Media teams. Together, these teams produce videos and create guides that help schools navigate technology. These teams are also responsible for SchoolCEO, a printed magazine and podcast that is dedicated to helping school leaders take control of how their communities think and feel about their districts.

In this episode, we discussed how:

- While some marketing strategies transfer well from the private sector, others make school PR unique.

- Relationships rely on your savvy use of web, social, email, phone, and SMS to stay connected with families waiting to hear about much more than menus and the weather.

- Differentiation isn't what drives recruitment or retention, so communicators need specific tools to empower every school and principal to understand and engage with their community.

- When schools and communicators establish a clear brand strategy, every area improves measurably from attendance to academics and life outcomes for students.

One of the best ways for school leaders to score the latest research and drive improvements in engagement is through SchoolCEO, the magazine, the podcast, and the conference. Learn, for instance, how principals create memorable experiences and fulfill the marketer's role every day:

SchoolCEO Podcast: Visit https://www.apptegy.com/schoolceo/podcast-episodes

SchoolCEO Magazine: https://www.apptegy.com/schoolceo/the-power-of-principals

SchoolCEO Conference: https://www.apptegy.com/conference

Pay special attention to this SchoolCEO survey about "the uniquely challenging—and uniquely rewarding—role" of the school communicator. Learn what hundreds of responses from superintendents and school PR professionals reveal about how they work together in different ways to help districts of all sizes "fight to thrive or even to survive" in today's climate: https://www.apptegy.com/schoolceo/a-seat-at-the-table/

Thanks to our industry partners for bringing their insights from marketing and empowering stakeholders to the show for our listeners, and thanks again SchoolCEO for supporting School PR Drive Time. Learn more and contact them at www.apptegy.com.

Music: "Hip Jazz," bensound.com, all other content © 2025, NCSPRA

Vendor partners and sponsors of NCSPRA and School PR Drive Time bring valuable insights and innovations to the market, and also to our podcast. Thank you to ParentSquare for supporting this podcast and the work of our organization in the 2024-2025 school year.

In this chat with Kevin Smith (Orange County Schools), Senior Product Manager Melissa Mertz and Regional Vice President Tom Arcuri lay out the ParentSquare vision for "All Means All" and a truly equitable approach to school communications at every level, from the classroom to the central office. Listen in and share this content to expand your leadership vision of what is possible for school leaders and communicators with an ever-changing and advancing array of tools at your disposal.

- Imagine beyond your existing or future template, to envision a website can do if it evolves constantly to meet your community's needs.

- Consider what schools and families could do with two-way communications not just through another app, but with every email and text message sent by schools and the district translated into each user's language in real time.

- And with ADA guidelines and deadlines both looming large on the landscape, listen in to learn about the far-reaching support available to website designers in 2025 and beyond.

Professional learning is available from ParentSquare to back up all this talk as well:

On February 6 at 2:00pm ET, ParentSquare will host a Spotlight Series webinar (open to all by special request) about accessibility in website design and school communications: https://parentsquare.zoom.us/webinar/register/WN_re_EbSvYQluLYpzrqW4mBQ#/registration

And March 18 at 12:00pm ET, ParentSquare will host an NCSPRA Lunch & Learn targeting one of the most critical needs for schools today: "Family Engagement Strategies to disrupt the prediction around chronic absenteeism" https://www.ncspra.org/post-details/~board/ncspra-announcements/post/ncspra-announces-new-free-pd-for-2025 Register ahead to reserve your seat today!

Thanks to our industry partners for bringing their insights from classroom teaching and education technology to the show for our listeners, and thanks again ParentSquare for supporting School PR Drive Time.

Learn more and contact them at www.parentsquare.com.

Music: "Hip Jazz," bensound.com, all other content © 2025, NCSPRA

In our first episode of a new 2025 season, hosts Ellen Boyd (NCSPRA Executive Director) and Kevin Smith (Orange County Schools) chat with Susan Allred and Dr. Beverly Emory Britton, co-authors of a new book that is quickly becoming a standard text for educators now preparing to lead in a time of rapidly shape-shifting challenges.

In "Stuff That Works, Works!" our guests, good friends and richly experienced education leaders at the local and state level, argue that in uncertain times, truth and hope remain as the constant anchors for schools and school leaders. Through systems of continuous improvement focused on serving each and every child, leaders ensure the quality and efficacy of public schools for the communities they serve and help to build.

Their stories in this episode are just a sampling of what readers will find in the book, which was published in late 2024. Their own experiences and interviews with education leaders from North Carolina, South Carolina, Ohio, and Kentucky are the subject of this text which is already assigned reading for doctoral students at High Point University and the subject of book clubs and discussions bringing educators together.

Susan Allred is a mentor in continuous improvement processes, having served public schools for 42 years. After working as a teacher and administrator, she came out of retirement to help improve low-performing schools across Kentucky in the administration of commissioner Dr. Terry Holliday. She lives in the mountains of North Carolina.

Dr. Beverly Emory Britton is a leadership coach for public schools, having served public schools for 41 years. Following her tenure as a teacher, principal, PIO, and superintendent, Dr. Emory (or "Bev") served as Deputy Superintendent in the North Carolina Department of Public Instruction and a leader for school communicators and administrators in our state during change management processes that included the state's response to COVID-19. She lives on the coast of North Carolina.

We are grateful to these stars of education leadership for sharing their wisdom and insights with the show. Thanks to Pixevety for their support of School PR Drive Time.

Music: "Hip Jazz," bensound.com, all other content © 2025, NCSPRA

In today’s episode, we are chatting with Dr. Baron Davis – Founder & CEO of The Noegenesis Group – a solution-focused and outcomes-driven educational think tank and consulting firm.

Dr. Davis served as superintendent for seven years in South Carolina’s Richland District Two, where he was honored by our national organization with the Bob Grossman Leadership in School Communications Award. When he spoke to everyone gathered for the 2021 NSPRA National Seminar, Dr. Davis left a lasting impression on all of us with a very simple question, that we will ask today.

Additionally, last November, Dr. Davis was the keynote speaker at the SC-NSPRA fall conference, and he regularly addresses professionals in education leadership. Dr. Davis covered a number of topics but his presentation on maintaining physical and mental wellness in this stressful industry resonated with us. Most importantly, he will explain the 10-finger down challenge and how we can facilitate this poignant exercise in our districts.

Thanks to Finalsite for their support of School PR Drive Time.

Music: "Hip Jazz," bensound.com, all other content © 2024, NCSPRA

In today’s episode, we are tackling artificial intelligence and the future of marketing. As an emerging technology, there is no denying the impact AI will have on our personal and professional lives. Whether Chat GPT is writing copy for us (should it be writing copy for us?) or AI helping us parse social media metrics to make strategic marketing decisions, it feels like the sky’s the limit!

Joining me today to unpack this subject are two professors from the University of Texas Austin. Professor Tracy Arrington and Professor Glenn Griffin. Professor Arrington specializes in marketing and AI and Professor Griffin specializes in teaching and development of creativity in advertising and is currently navigating the impact of AI on the industry and how students should think about it.

Thanks to Peachjar for their support of School PR Drive Time.

Music: "Hip Jazz," bensound.com, all other content ©2024, NCSPRA

In today’s episode, we are tackling the topic of staff retention and recruitment. This is always a hot topic throughout the school year and many school systems face staffing shortages and challenges at some point. How are our teachers and support staff finding our jobs, can the process be improved, and what can we do to help support a wonderful and diverse culture and environment where staff can thrive?!

Joining me today is my friend and former newsroom colleague Scott Dobroski. Scott and I started our careers in television in Nebraska. He’s now the VP of Global Corporate Communications for Indeed. As his job straddles both communications and staffing, we are so excited to hear his perspective and best practices from the corporate world.

Thanks to Finalsite for their support of School PR Drive Time.

Music: "Hip Jazz," bensound.com, all other content ©2023, NCSPRA'

In Episode 44 of #SchoolPR DriveTime, we will hear from Superintendent Jason Manuel and Kate Crowder, Communications Supervisor both of Germantown Municipal School District in Tennessee. Mr. Manuel was selected as the recipient of the NSPRA 2023 Communication Technology Award for Superintendents.

The award recognizes one district leader annually for leadership in redefining, upgrading, and integrating cutting-edge communication technology to improve and expand outreach and engagement with internal and external education stakeholders.

In this conversation, we want to learn more about these efforts, their effectiveness, and how they can be duplicated in other school systems.

Thanks to Rhodes Branding for their support of School PR Drive Time.

Music: "Hip Jazz," bensound.com, all other content ©2023, NCSPRA'

In today’s episode, we are tackling the topic of earning a seat at the leadership table within your organization. Whether you are the communications director or a valued member of the team, are you all part of high level decision making and are you in a position to provide your unique PR and stakeholder engagement perspective when high level conversations are happening?

Our guests are Cindy Warner, APR, NSPRA’s Southeast Region Vice President, and Shayla Cannady, fellow NCSPRA board member and Chief Communications Officer for Charlotte-Mecklenburg Schools.

Thanks to Rhodes Branding for their support of School PR Drive Time.

Music: "Hip Jazz," bensound.com, all other content ©2023, NCSPRA

In today’s episode, we’re so excited to speak to a legend in the school PR space. Rick Kaufman is the Executive Director of Community Relations and Emergency Management for Bloomington (MN) Public Schools. Rick is a nationally respected consultant and trainer on emergency management and crisis communications, having worked in public schools and emergency management for more than 30 years. Rick is also the 2023 NSPRA Presidents Award winner! He has been on our guest list here at School PR Drive Time for quite a while because everyone who knows Rick knows he is truly a trailblazer and a model of all things school PR, and we are just so excited to have this conversation!

Today's episode is sponsored by Granicus.

Music: "Hip Jazz," www.bensound.com, all other content © 2023, NCSPRA

Welcome to another episode of School PR Drive Time, a podcast produced by NCSPRA.

In today’s episode, we’re getting to know Kathleen Kennedy, APR. Kathleen is the President of the Center for Communication and Engagement Kathleen works with schools across the country on everything from Crisis Communication to Bond referendums. She also provides professional development for educators and school PR Pros alike. Today, we are going to cover two relevant and relatable topics-Leadership in Education and Leadership in Chaos.

Find Kathleen here:

Website

www.okcce.com

Twitter Handle

@KennedyAPR

Instagram Handle

Alwaysontherecord

Facebook URL

https://www.facebook.com/okcce

LinkedIn URL

https://www.linkedin.com/company/okcce

YouTube Channel

@centerforcommunicationenga2159

Today's episode is sponsored by Voly. Call 214-818-9855 or email [email protected] to learn more.

Music: "Hip Jazz," www.bensound.com, all other content © 2023, NCSPRA