Thriving Beyond Average: Cultivating a High Performance Mindset 

Description: Five-time Ironman competitor and World Marathon Challenge participant Bill Murphy shares his powerful personal journey in "Thriving Beyond Average: Cultivating a High-Performance Mindset," offering school communicators a unique perspective on resilience, mindset, and peak performance. 

In November 2024, he completed 7 marathons in 7 days on 7 continents to raise money for the Make A Wish Foundation; and in January 2025, he climbed Mt. Kilimanjaro with his adult children. 

His engaging keynote lecture explores practical strategies for breaking free from self-imposed limits and fostering a culture of excellence. Participants will learn how to shift from mediocrity to excellence, harness the power of purpose and philanthropy, and implement mental and emotional strategies for sustainable leadership. Leave inspired and equipped with actionable techniques to elevate both your personal and professional life.

Bio: A Worcester Public Schools graduate, Bill is the Wall Street Journal best-selling author of, “Thriving in the Storm: 9 Principles to Help You Overcome Any Adversity.” He is a top 1% mortgage originator, has completed five Boston Marathons – including one on crutches, conquered the Ironman, and achieved a Krav Maga black belt. Bill coaches others to reach their peak potential, unlock their greatness and choose thriving over mere survival. 

Description: Trust is tribal, and today, the opinion of a friend can be worth more than a mountain of professional communications. Enhance your communications skills by learning to leverage psychological principles that build (or restore!) trust and credibility at the community, school, and personal level. Participants will gain valuable insights into fostering cognitive and emotional trust, overcoming subtle psychological barriers, and establishing authentic connections. By the end of the session, attendees will be able to apply scientific insights and data-driven psychological strategies to enrich communications and ensure messaging resonates more profoundly with their target audiences.

Bio: Sondra is the Director of Student Programs and Communications at Vernon Verona Sherrill Central School District in New York, where she establishes communication strategies and cultivates enhanced student learning opportunities. An award-winning school communicator, Sondra empowers public relations professionals to elevate their practice through communications science and analytics. She has presented at conferences around the country and is a member of the New York School Public Relations Association (NYSPRA).

Description: Imagine a colleague who could brainstorm instantly, write without ego, and never sleep. Together, we'll explore how prompt design and creative personas can transform AI into a helpful, powerful collaborator. Roll up your sleeves for a hands-on, hype-free session where you'll experiment with techniques that work in the real world. You don’t need to be a techie to work with AI. All you need is curiosity, the internet, and a willingness to try.

Bio:  Casey has been co-creating with educators and edtech for 14 years. As the Digital Learning Manager for the Collaborative for Educational Services (CES) in Northampton, Massachusetts, Casey's work explores how we invite connection and imagination through technology. Her expertise centers on program development, instructional design, change management, facilitation, and the creation of learning experiences that are differentiated and personalized with fidelity to the content. She works with PreK-12 teachers, administrators, and edtech leaders across Massachusetts and beyond, to explore how tech can transform teaching and learning, better connect us as humans, and create more equity and inclusion.

Casey revels in learning alongside those she works with. Her personalized approach to professional development supports learners to explore possibilities as they discover how AI, Google Workspace, other edtech tools, and a little imagination can revolutionize their work. She prioritizes flexible learning design with meaningful hands-on, confidence-building activities that can be adjusted to learner preferences and experiences. Casey is an ISTE Certification Authorized Provider, ISTE Certified Educator, Google Certified Trainer.

Notes: Bring your laptop or device! Also, if you attend this session, consider also attending "Next Level A.I. for School Communicators" with Joshua Sauer, APR, of Finalsite.

The Art of Listening: How to Gather and Leverage Community Perspectives

Description: How effectively does your district listen to the concerns, questions, and ideas of the people you serve? Listening is a critical communication skill for Superintendents and School Boards, particularly when the community is divided over controversial issues. In this session, a veteran K-12 communications specialist will share tips and strategies to help district teams create authentic opportunities for two-way communication with students, families, staff, and community members. 

Bio: As the Founder and Managing Partner of Horan Communications, Chris has three decades of experience in consulting and strategic communications to school districts, public agencies, non-profits, and emerging businesses. He brings expertise in message development, communications assessment and planning, media relations, crisis communications, policy development and execution, and integrated online and social media strategy. 

Chris was the first Chief Communications Officer for Boston Public Schools. His unique perspective is deeply grounded in the education, nonprofit, and public sectors. A former Chief of Staff for BPS Superintendent Thomas Payzant, Chris has extensive experience in the design and application of national education policy. He is a veteran of numerous political campaigns and served as Director of Speechwriting for Boston Mayor Thomas M. Menino.

Building Trust Before the Crisis: Proactive Strategies for School Communication Professionals

Description: When a crisis hits, school communication professionals must respond swiftly and effectively. But the key to managing a crisis isn’t just in the reaction - it’s in the preparation. This session will explore the different types of crises schools may face, from safety threats to public relations challenges, and how to respond in the moment. More importantly, we’ll focus on proactive strategies to build trust, transparency, and strong communication channels before a crisis occurs. By building relationships with families, staff, and the broader community in advance, districts can create a foundation of credibility and confidence that will serve them when they need it most. Walk away with actionable insights and best practices to ensure your district is prepared—no matter what comes next. 

Bio: Meghan is the Communications Director for Colchester School District in Vermont. She serves NESPRA as Past President (2024-2026) and is the Founding President of the Chapter (2021-2024). She was recognized nationally by NSPRA in 2023-24 as a "Front Runner" for her emerging leadership and doing outstanding work for her district and chapter. She previously worked in public safety and broadcast journalism. 

Northeast Region Vice President, NSPRA

Say hello to Lori Perlow, Northeast Region Vice President of NSPRA! Lori is not presenting at the conference but will be attending and would love to meet as many New England members as she can. Don't be shy — say hi!

Lori is the former President of the New Jersey School Public Relations Association (NJSPRA) and led the chapter during a period of rapid growth. She was recognized by NSPRA with the Front Runner Award in 2017-18, which honors emerging leaders making a significant impact in the field. She has earned multiple NJSPRA School Communications Awards for excellence in marketing, branding, social media, and website design.

As the public information officer for the Haddon Township School District Communications Consortium in New Jersey, she leads comprehensive school communication efforts, including branding, strategic planning, crisis communications, media relations, public relations, and website development. 

In 2018, Lori played a key role in establishing New Jersey’s first shared-service school communications model in partnership with the Camden County Educational Services Commission.  Before joining the commission, Lori served for eight years as the communications officer and community liaison for the Mercer County Technical School District.