I’m back from the NSPRA 2025 National Seminar in Washington, D.C., and I’m feeling more energized than ever after reconnecting with School PR professionals from across the country. I attended the conference alongside Steph Kass, our Director of Strategy + Partnerships, and we spent the week soaking up powerful sessions, exchanging ideas with fellow communicators, and gathering fresh inspiration to bring back to our team.
Steph Kass, Director of Strategy + Partnerships (left) and Jake Sturgis, Founder and CEO (right)Here’s a quick recap of what we took away:Families as Internal Partners: Families aren’t just audiences, they’re vital members of your comms team. With direct contact access, treat them like internal stakeholders.
- Generative AI: AI is transforming school PR, accelerating content creation, and enabling personalized communication at scale.
- Crisis to Resilience: Words matter. Strategic language choices can shift tone and help communities move from crisis fatigue to resilience.
- Storytelling for Policy: Data alone isn’t enough. Pair it with human-centered stories to drive policy change and show real impact.
- Stakeholder Engagement: Mapping and mobilizing groups like PTAs, unions, and local leaders can amplify your message and shape stronger strategies.
- We also had the privilege of presenting on Episodic Content and Student Enrollment Campaigns, highlighting the award-winning St. Cloud enrollment plan that earned a Golden Achievement Award. We shared practical tips for creating video series and campaigns that connect with families and communities.
Whether you’re showcasing culture, simplifying a message, or marketing your mission—our creative team helps you do it with heart and strategy.
I’m excited to bring these insights back to our work at Captivate Media + Consulting. From enrollment campaigns to stakeholder engagement and navigating complex challenges, we’re here to help you communicate with clarity and purpose.
— Jake Sturgis, Founder + CEO