This year's National School Public Relations Association (NSPRA) Seminar in Washington, D.C., demonstrated the power of effective storytelling in advancing education and tackling the issues facing schools and districts today. The national seminar provided the attending PenSPRA participants with opportunities to network with fellow school PR colleagues and hear from award-winning columnist Kindra Hall about the art of strategic storytelling. In between presentations and sessions, over 22 PenSPRA members were able to connect and discuss the seminar themes and experiences while enjoying lunch together!
Many PenSPRA members recommended pre-ordering featured speaker Kindra Hall's new book Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences and Transform Your Business. To learn more about Kindra, check out her books and advice, visit: https://kindrahall.com/about/
Four PenSPRA members from the Chester County Intermediate Unit Communications (CCIU) staff also had the honor of presenting at NSPRA 2019. Presentations included:
Consumer Branding: What Districts Can Learn From Consumer Giants
Assistant Director, Melissa Smith
Think of some of the top brands of our time: Apple, Disney, Amazon. All are consumer giants that have become entrenched in our lives and easily recognizable worldwide. While as educational organizational organizations we may not require that type of reach and certainly don't have the same budgets, branding itself is becoming more important for each of us to embrace. We'll look at the core components used by consumer giants in establishing their brands and how those components can be used to establish and communicate a differentiating brand for your school.
Let's Talk About It: A Dialogic OD Approach to Change Management in Organizations
Communications Specialist, Anthony Saraceno
Dialogic organizational development (OD) offers communication professionals in educational institutions a framework by which to approach change. The approach utilizes self-organizing networks of motivated people through changing and engaging in conversations that shape our everyday thinking and behavior. Learn how dialogic OD challenges core organizational narratives to facilitate lasting organizational change, through a variety of tools and techniques.
Storytime: A Tale of Stakeholder Engagement
Communications Specialist, Ashley Boyd
& Program Admissions Specialist, Jennifer Chicosky
The CCIU effectively uses stories to engage and appeal to a variety of audiences. As an organization, the CCIU recognizes that knowledge shared through storytelling is more authentic and believable. A well-crafted story can reveal an organization's mission and values, while invoking emotions and encouraging organizational loyalty. Presenters will share how the CCIU has implemented storytelling to strengthen internal and external stakeholder engagement.
If you were unable to attend the NSPRA Seminar, and wish to learn more or request presentation materials from any of these presenters, email Marta Howard at firstname.lastname@example.org.