SunSPRA

2026-27 Professional Learning Calendar

Nov. 18, 12 p.m. – Turn Moments into Marketing: A Video Storytelling Playbook! (Matt Biegun, Duval County)

Stop making boring school videos. Learn how to identify your audience, understand what they care about, and turn everyday school moments into stories that create an emotional connection. This session explores different types of videos, when to use them, and how to make every story work harder as marketing.

Dec. 9, 12 p.m. - The AI Command Center: Automating Crisis Response for Speed and Strategy (Sean Cooley and Jordan Barneburg, The School District of Palm Beach County)

In a crisis, speed is critical. Yet for many teams, drafting initial statements remains a bottleneck. This session moves beyond basic prompts to build a secure and AI-driven crisis workflow. We will demonstrate how to build custom tools that ingest your District’s specific voice, policy, and emergency codes to generate first drafts in seconds. This is not about replacing the PIO. It is about equipping them with an instant first draft so they can focus on strategy. We will review how to keep the “human in the loop” to verify accuracy while using AI to handle the heavy lifting of drafting.

Jan. 20, 12 p.m. - Weathering the Storm: Balancing Transparency & Tough Budget Decisions (Rick Kaufman and Kate Martin, Bloomington Public Schools, IN)

There’s no easy way to navigate budget cuts, especially when it means closing a school. In this interactive workshop, attendees will become key stakeholders through dynamic role-playing exercises to explore the challenges of leading with empathy during difficult decision-making. We’ll share strategies for turning conflict into collaboration, and lessons learned from our successes and mistakes.

Feb. 17, 12 p.m. - Digital Marketing to Increase Applicants In A Lean Candidate Pool (Edward Hooper, Jackson County School System, GA).

As fewer individuals enter the education field, competition among school systems to attract high-quality educators is at an all-time high. This session will provide proven tips on leveraging social media marketing to drive prospective applicants to a system's career page and increase applications. The Choose Jackson Campaign, a 2024 NSPRA Golden Achievement Award-winning campaign, will be a resource for this session. Tips that will be discussed include having a vision for the marketing campaign, strategic partnership keys between Public Relations and Human Resources professionals, expanding social media reach to include various platforms, and building out a comprehensive website page that showcases a school system's offerings, benefits, pay, and community, along with an easy apply now link. In a world where finding the best educators is imperative to student success, PR professionals need to market their organization strategically. This session will give PR professionals tools to succeed.

March 31, 12 p.m. - Controlling Your Brand in the Age of AI (Carlos Hernandez and Lindsey Luxa, Orange County Public Schools)

Artificial intelligence is transforming how schools and districts create graphics, social media content, and marketing materials. While these tools boost efficiency and creativity, they also create new challenges around brand consistency, accessibility, copyright, trademark compliance, and public trust.

In this session, Carlos Hernandez and Lindsey Luxa will share how Orange County Public Schools developed practical guidelines and governance systems to protect its brand while embracing emerging technologies. Participants will explore real-world examples, learn strategies for managing AI-generated content, and discover how clear standards, approved assets, and effective workflows can reduce risk and improve consistency.

Attendees will leave with actionable ideas for implementing AI guardrails, protecting official logos and mascots, and building a stronger, more recognizable brand across their organizations.

April 28-30 - Annual Conference

May 19, 12 p.m. - Finding Your Focus: Crafting Your District's Core Story (Katherine Crnkovich, AdventHealth)

Your district has a thousand stories to tell. But what's the ONE story you want your community to remember?

From academic achievement and innovative programs to student success, exceptional educators, and community partnerships, Florida public school districts have no shortage of great stories to share. But when everything is a priority, what truly stands out? How do you cut through the noise, connect the dots, and create one compelling narrative that captures who you are, what you stand for, and why your district matters?

In this interactive session, we'll explore how to sift through competing messages, identify the common threads that define your district, and distill them into a clear, authentic core story that resonates with your community. Learn how to move beyond a laundry list of accomplishments to create a powerful, unifying narrative that connects emotionally with families, employees, and stakeholders while reinforcing the value of public education.

Participants will walk away with a practical framework for finding their district's core story and using it as the foundation for consistent, meaningful communications that build pride, trust, and community connection.

2026-27 Completed Professional Learning

Sept. 16, 12 p.m. - APR: Why Now is the Perfect Time to Invest in Yourself w/Krista Stockman, APR, Member, NSPRA Accreditation Committee and President, Indiana School Public Relations Association (INDSPRA); Kevin Christian, APR, CPRC, SUNSPRA Treasurer and member of the Universal Accreditation Board (UAB); Kelly Allen, APR, President, Michigan School Public Relations Association (MSPRA);

Oct. 23, 2 p.m. (w/TNSPRA) - Leading in a Rapidly Changing School Enrollment Landscape w/Craig Maniglia, Sarasota County Schools

FADSS Communication Overview

Campaign Launch Press Release - District Specific
Please find the toolkit provided by the Donovan Group By Clicking HERE
Trump Administration Reportedly Rescinds Protected Areas Designation for Schools | AASA
Communicating with Care for your Communities During Challenging Times

florida public schools endless opportunities logo

Endless Opportunities for Florida’s Students

The “Florida Public Schools – Endless Opportunities” campaign emerged from a collaborative vision among Florida School Board Association (FSBA) leaders to proactively highlight the exceptional work happening in public education every day. Recognizing the complexity of ongoing educational conversations, the campaign seeks to illuminate the transformative impact of public schools and the dedicated professionals who make student success possible.

Public education plays a critical role in shaping our communities, and the campaign aims to provide a nuanced, constructive perspective on the valuable contributions of Florida’s public schools. By sharing authentic student stories, breakthrough achievements, and innovative learning approaches, we seek to demonstrate the profound ways public schools empower students from all backgrounds to pursue their potential.

Amplifying the Message: A Partnership for Success

This state-wide campaign was developed by FSBA in collaboration with the Sunshine State School Public Relations Association (SUNSPRA). SUNSPRA members, dedicated professionals actively communicating the successes of their district schools, bring invaluable expertise to shaping and amplifying this initiative’s overall message. Together, we’re strengthening the voice of public education in Florida.

Florida’s Public Schools: Empowering Every Student for a Bright Future

The campaign’s message is clear: Florida’s public schools equip every student—regardless of background—with the tools to earn a meaningful diploma and transition confidently into adulthood. This message celebrates the fundamental promise of public education: providing every student with high-quality learning opportunities that prepare them for future success. Through personal narratives and concrete examples, we aim to showcase how Florida’s public schools are dynamic, responsive institutions committed to supporting each student’s unique journey.

Highlighting Everyday Magic

The campaign features compelling stories that highlight the transformative power of public education. From innovative programs that spark a love for STEM, to dedicated teachers mentoring students toward college scholarships, to groundbreaking career academies preparing students for the workforce—each narrative represents just one of the thousands of moments happening every day in Florida’s public schools.

A Statewide Movement

The FSBA is calling on school districts, educators, parents, and community partners to join this movement. Through social media campaigns, and storytelling showcases, the association is determined to share these stories and reach every corner of the state. By amplifying these successes, the FSBA hopes to inspire renewed pride in Florida’s public schools and remind communities of the vital role healthy and thriving public school districts play in shaping the future.

Endless Opportunities for All

Florida’s public schools are more than classrooms—they are spaces of innovation, connection, and endless possibilities. By launching this campaign, the FSBA is changing the conversation about public education. It’s no longer about the challenges—it’s about the triumphs.

Every day on every campus, public schools provide the foundation for a brighter future. It’s time to celebrate those moments and showcase how Florida’s public education system truly offers endless opportunities for all. We are #PublicSchoolProud