In this episode of Shaping Strategy: The APR Journey, host Krystyna Baumgartner, APR, sits down with school communication leaders Marci Orr, APR, and Jake Potter, APR, to explore how artificial intelligence is showing up in the day-to-day work of school PR.

From brainstorming and workflow efficiencies to ethical considerations and transparency, this conversation takes a practical look at how communicators are beginning to use AI while staying grounded in trust, authenticity and strategic thinking.

Drawing on their experience and APR-informed approach, Marci and Jake reflect on how AI can support each step of the RPIE process, where human oversight still matters most, and how communicators can model responsible use across their districts.

Whether AI is already embedded in your daily workflow, something you’re beginning to explore, or still an open question, this episode offers a thoughtful, real-world perspective on how it’s shaping school communication and what it means for the future of the work.


https://www.nspra.org/

What’s it really like once you decide to take the APR journey?

For many, it’s not a straight path. It can be stops and starts, self-doubt and questions about where to begin.

In Episode 2 of “Shaping Strategy: The APR Journey,” two recently accredited school communicators share what it looked like to commit and keep going. From imposter syndrome and failed exams to mentors, study strategies and balancing real life along the way, their stories offer an honest look at what happens after you say yes to the process. There’s no perfect timeline and no single way to do it. But there are ways to move forward, build momentum and stay with it, even when it feels hard.

If you’ve been thinking about APR, or wondering what it actually takes to get started, this episode meets you right there.



https://www.nspra.org/

What happens when you take a step toward something that could change how you work?

It often starts with hesitation. Maybe even a little fear.

In the kickoff episode of "Shaping Strategy: The APR Journey," NSPRA Accreditation Committee Chair Danielle Airey, APR, pulls back the curtain on her decision to pursue her accreditation in public relations, what challenged her along the way and what began to shift as she moved through the process. 

What starts as uncertainty gradually becomes something more. Hear how Danielle’s work begins to change, becoming less about reacting and more about thinking strategically, asking better questions and showing up with greater clarity and purpose.

Whether APR is already on your radar or not, this is a starting point for thinking differently about your work and what’s possible.


https://www.nspra.org/

Welcome to “Shaping Strategy: The APR Journey,” Season 2 of The NSPRA Podcast.

This series explores the path to Accreditation in Public Relations (APR) and how it shapes strategy, leadership and professional growth in school communication.

Listen to the trailer for a preview of the conversations ahead!


https://www.nspra.org/

The work of school communications is the work of moving mountains for a greater good.

As we've reflected on NSPRA’s 90 year history, one thing is certain — the legacy of the association has been built by the talents, leadership, expertise, creativity, and collaboration of countless incredible school communicators. All of it pushing the profession and public schools forward.

In this closing episode, we want the opportunity to salute additional School Communications Pros who’ve paved the way for us to venture into the next era. 

Dive-in as we share a few minutes spotlighting more than a dozen School PR Pros and their influential work that has shaped the legacy of NSPRA. 

--
NSPRA at 90: The Stories That Shaped Us Podcast. 
Episode 7: Epilogue




https://www.nspra.org/

There is no end to what can be done in the field of school-community relations.  

As we have reflected on the eras of NSPRA’s 90 year history, we’re now ready to glance ahead at not just what’s next, but what’s possible.  

This episode features voices from across generations — new professionals, award-winning leaders, and association leadership.  We’ll reflect on how the work of school communications is constantly evolving, addressing School PR burnout, and where we see this work going in the next era. 

We’ll hear from Abby Koch, Cindy Warner, APR, and Barbara Hunter, APR; each of them big dreamers and incredible communicators in their own right. 

Abby, Cindy, & Barbara will help us look at where we’re headed next in the profession of school communications and how NSPRA will continue being a leading voice of support, innovation, and advocacy.

--
NSPRA at 90: The Stories That Shaped Us Podcast. 
Episode 6: The Next 90 Years


GUESTS:
Abby Koch
Cindy Warner, APR 
Barbara Hunter, APR 


https://www.nspra.org/

Crisis comes in all forms — and it's part of the reality of school PR. But so is resilience and community. 

Whether it was leading crisis communication efforts after school violence, managing the day-by-day changes of a global pandemic or crafting stabilizing words during polarizing times, NSPRA members have been there, guiding communities through the unthinkable. 

We’ll hear from Rick Kaufman, APR, and Lesley Bruinton, APR, as they reflect on the defining moments of crisis response and community that shaped their careers. As school public relations veterans, they share stories of leadership in times of crisis and the lessons learned from leading through adversity.

Because beyond the communications plans, it's about showing-up when it matters most.  And, perhaps most importantly, finding support in community. 

CONTENT WARNING:
This episode features discussion on topics that may remind some listeners of past traumas related to school violence, political unrest or the global pandemic.

--
NSPRA at 90: The Stories That Shaped Us Podcast. 
Episode 5: In Crisis and in Community


GUESTS:
Rick Kaufman, APR
Lesley Bruinton, APR


https://www.nspra.org/

So much has changed, and so much has stayed the same. 

As we look through the eras of NSPRA’s 90 year history, we trace the tools and resources we’ve carried as school communications experts, and we marvel at how technology — and expectations — have evolved.  

We’ll explore how school communicators have adapted to shifting tools, platforms and technologies across decades. And how NSPRA played a role in helping members stay current through trends like cable TV, desktop publishing, websites, social media and now AI.

We’ll hear from Nicole Kirby, APR, Carroll Macke, and Andy Grunig, APR; each of them a trailblazer in their own right both in terms of leadership and disruptive technology tools they adopted to vault the work of school communications into new ears.  

Because while the mediums have changed, the mission hasn’t.

--
NSPRA at 90: The Stories That Shaped Us Podcast.
Episode 4:  The Tools We Carried 


GUESTS:
Nicole Kirby, APR
Carroll Macke
Andy Grunig, APR 


https://www.nspra.org/

No one does the work of School PR alone. 

NSPRA’s 90 year history is rooted in many things, but perhaps nothing more meaningful than the power of building connections.  

In this episode, we’re diving deep into the meaning behind the work, and the people who not only make it happen, but the people who are built up by others and pay it forward.

Danielle Clark, APR & Dirk Tedmon, APR join the podcast as passionate believers in the work of School PR.  Both have recently been recognized by NSPRA for their efforts in connecting with others and building them up. 

As they share, you’ll hear how NSPRA has played a pivotal role in building connections for school PR professionals across the county, across generations, and the positive ripple effects felt throughout the profession and is felt throughout our public schools.

--
NSPRA at 90: The Stories That Shaped Us Podcast.
Episode 3:  The People Behind the Podium


GUESTS:
Danielle Clark, APR
Dirk Tedmon, APR 


https://www.nspra.org/

Defining moments are the ones that challenge us and vault us into eras of opportunity. 
 
NSPRA’s history has that in spades.  Like all great moments, they are rooted in the efforts of great collaborative minds from the field of School Communications. 

Ninety years later, the Association is continuing charting a course with bold vision carrying the banner of advocacy.
 
In this episode, dive deep into a few seminal moments that defined NSPRA. Some deeply challenging, and others fueled by incredible opportunity. 

Rich Bagin, APR, former NSPRA executive director, and Frank Kwan, APR, longtime NSPRA leader and former president, join the podcast to share their experiences. 

Rich charts first-hand accounts of how NSPRA faced potential bankruptcy only to rise up to be bigger, better, and more supportive than ever.  Frank dives into how the internet quite literally changed everything.  

NSPRA’s history isn’t just a series of events — it’s a collection of decisions, risks and people who chose to lead during moments that mattered. And the ripple effects of those moments are still felt today.

--
NSPRA at 90: The Stories That Shaped Us Podcast.
Episode 2:  The Moments That Defined Us


GUESTS:
Rich Bagin, APR
Frank Kwan, APR 


https://www.nspra.org/