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Author: NSPRA Staff/Friday, December 20, 2024/Categories: News
Announced at the 2024 National Seminar, NSPRA's Emerging Leaders Award annually recognizes up to seven individuals (one from each of NSPRA’s seven regions) who have no more than five years of professional experience working in school public relations, school communications or school marketing for demonstrating excellence and leadership in their work.
To be considered for the Emerging Leaders Award, nominees must:
From Brooke's nomination submission:
"Brooke Allen's career demonstrates a commitment to education and communication. Her transition from teaching to public relations, and her pursuit of earning the Accreditation in Public Relations shows her ability to adapt and grow professionally. Her leadership roles within INDSPRA, including her presidency, highlight her standing among peers and her ability to guide others in the field."
- Melissa Deavers, Director of Communications and Community Engagement, Portage Township (Ind.) Schools
The following was submitted as part of the nomination package for Brooke.
Brooke's tenure as president of the Indiana School Public Relations Association (INDSPRA) from 2022-2024 was marked by transformative initiatives that have strengthened our association's foundation and expanded its reach. Chief among these accomplishments is the development and implementation of a new strategic plan, coupled with a comprehensive overhaul of the chapter's bylaws. Her forward-thinking approach has not only streamlined our operations, but also positioned INDSPRA to better serve its members and adapt to the evolving landscape of school communications.
During her tenure as president, Brooke approached addressing the diverse needs of the INDSPRA membership with a strategic mindset. Rather than adopting a one-size-fits-all approach, she consistently sought to understand the unique challenges faced by school communicators across different districts and contexts. This tailored approach resulted in more targeted professional development opportunities, resource sharing and networking events that truly resonate with members' specific needs. Under Brooke's leadership, INDSPRA experienced remarkable growth in its membership base. This growth is a testament to her ability to articulate the value of our association and create an inclusive environment that attracts professionals from both large and small school districts across our state. The increased membership has not only strengthened the capacity of our organization but also enriched our community of school communicators with diverse perspectives and expertise.
Brooke's dedication to both the National School Public Relations Association (NSPRA) and INDSPRA demonstrates her passion for advancing the field and supporting her colleagues. A consist attendee of NSPRA events, Brooke recognizes the value of national-level networking and professional growth opportunities. Her participation in the past Presidents Summit meetings for chapter leaders highligts her commitment to chapter growth and willingness to learn from her peers. By attending the annual NSPRA National Seminar, Brooke stays at the forefront of industry trends, best practices and innovative strategies in school public relations. Furthermore, Brooke's engagement with NSPRA extends beyond in-person events. She actively participates in NSPRA's virtual offerings. These online opportunties allow her to connect with colleagues across the country, share ideas and gain insights into diverse approaches to school communications. Her consistent presence in these virtual spaces underscores her dedication to continuous learning and her desire to contribute to the broader school PR community. At the state level, Brooke has demonstrated exceptional leadership within INDSPRA. Her two-year service as president of the organization was marked by a commitment to fostering collaboration, providing valuable resources to members and elevating the profile of school public relations professionals across Indiana. In her current role as past president, Brooke continues to support our professional development offerings and mentor incoming leaders, ensuring a smooth transition and sustained growth for INDSPRA. Brooke's pursuit of her accredition in public relations (APR) further illustrates her commitment to professional excellence. By participating in NSPRA’s APR Cohort program, she is not only enhancing her own skills and knowledge but also setting an example for her peers in the importance of continued professional development. This rigorous process demonstrates Brooke's dedication to mastering the strategic aspects of public relations and her desire to bring advanced expertise to her role in school communications. Brooke’s active involvement in professional organizations at both the national and state levels, coupled with her pursuit of advanced credentials, positions her as a rising star in the field of school public relations. Her contributions to NSPRA, INDSPRA and the broader professional community not only benefit her own career growth but also inspire and support her colleagues, ultimately advancing the entire field of school public relations.
Brooke's approach to promoting her school district is nothing short of revolutionary. She has masterfully leveraged social media at both the district and building levels, creating a cohesive online presence that engages the community and showcases the vibrant life of her schools. Her innovative "Super Things" video series has become a highlight for students, parents and staff alike; what began as a way to introduce her new superintendent to the community has morphed into a fun and engaging series that features district highlights and achievements. Brooke has also revolutionized her district’s parent communication strategies, ensuring that every family feels connected and informed. Her leadership in website development has resulted in a user-friendly, informative online hub that serves as a valuable resource for our entire school community. As the common point of contact for all media inquiries, Brooke has cultivated strong relationships with local journalists, ensuring fair and accurate coverage of our district. Perhaps most impressively, Brooke's skills in crisis management and addressing safety concerns have been invaluable. Her calm, clear and timely communications during challenging situations have helped maintain trust and stability within our community. Brooke's innovative spirit extends beyond traditional communication channels. Her creation of the Coffee & Conversation series has opened new avenues for direct engagement between district leadership and community members. The Ambassador program she initiated has empowered stakeholders to become active advocates for their schools. Additionally, the district bus tour she organized has provided a unique, firsthand look at our facilities and programs, fostering a deeper connection between the community and our educational mission. In every aspect of her work, Brooke Allen exemplifies the qualities of an outstanding school public relations professional. Her ability to blend traditional communication methods with cutting-edge and research-based strategies sets her apart. She consistently thinks outside the box, anticipating the evolving needs of her diverse community and adapting communication approaches accordingly. Brooke's forward-thinking approach has not only enhanced her district's image but has also strengthened the bonds within the community. Her work goes beyond mere information dissemination; it builds relationships, fosters understanding, and cultivates a sense of pride in her schools. Her contributions have significantly advanced the field of school public relations, and her work serves as an inspiration to professionals across the state.
From Brittanie's nomination submission:
"Brittanie is not only a highly skilled communicator but also a dedicated leader who consistently raises the bar for school communications. Her innovative approach, strong work ethic and collaborative spirit have made a significant impact both at her district and within the broader school communications community. She exemplifies what it means to be an emerging leader, and her contributions continue to inspire excellence in the field."
- Jacqueline Dillard, APR, California School Public Relations Association President-Elect
The following was submitted as part of the nomination package for Brittanie.
Brittanie Arnett is a dynamic and emerging leader in school communications, consistently demonstrating excellence, creativity and innovation. Since joining Poway Unified School District (PUSD) in December 2021, Brittanie has transformed the district’s communications, branding, and community engagement.
Brittanie’s expertise in design has elevated the district’s marketing collateral and set a new standard for visual communication. Her ability to produce professional, high-quality materials has made her the go-to expert for departments seeking impactful content. Her work in this area has revitalized PUSD’s branding and created a cohesive identity across the district.
In addition to her design skills, Brittanie has played a central role in planning and executing high-profile district events, including the Starstruck! Recognition Gala and the Foundation Golf Tournament. Her leadership, attention to detail, and seamless event execution have ensured the success of these major community events, reinforcing PUSD’s reputation and strengthening ties with its stakeholders.
Brittanie’s innovation also extends to digital communications, where she has led initiatives like the “Friday Features” and “Monday Magic” reels on Instagram. These initiatives, which highlight the life of PUSD schools, have significantly increased the district’s social media following and engagement. Brittanie’s storytelling expertise shone in the “Magic in Me” Back to School music video, where she took charge of storyboarding, filming, and editing, capturing the district’s spirit in a creative and heartfelt way.
Beyond individual projects, Brittanie has been instrumental in co-leading a district-wide rebranding initiative, working with 41 schools to design new logos that align with PUSD’s values and vision. She also played a key role in launching new websites for every school, ensuring a cohesive and professional online presence. Her leadership in these large-scale projects has had a lasting impact on the district’s overall branding and communications strategy.
Brittanie’s leadership extends to her volunteer work with CalSPRA, where she has made significant contributions as Volunteer Chair for the 2023, 2024, and upcoming 2025 annual conferences. She took charge of coordinating all volunteer efforts, recruiting a strong team, and managing them to ensure the event’s success. Following the conference, Brittanie continued overseeing volunteers for professional development opportunities throughout the year. Her exceptional work in expanding the volunteer program led to the creation of an Assistant Chair role, and she now manages 30–50 volunteers annually. Brittanie’s leadership in this role has been critical to the success of CalSPRA’s member events and professional development efforts, building a robust and thriving volunteer network.
Brittanie Arnett is not only a highly skilled communicator but also a dedicated leader who consistently raises the bar for school communications. Her innovative approach, strong work ethic, and collaborative spirit have made a significant impact both at PUSD and within the broader school communications community. She exemplifies what it means to be an emerging leader, and her contributions continue to inspire excellence in the field.
Since joining Poway Unified School District as a Communications Specialist in December 2021, Brittanie prioritized her professional growth by attending the CalSPRA annual conference in March 2022, just months into her role. This demonstrated her foresight and dedication to enhancing her skills and building a strong foundation for her work in school PR.
In 2023, Brittanie deepened her involvement with CalSPRA by taking on leadership responsibilities as the Volunteer Chair for the annual conference. In this role, she organized and led a team of volunteers, significantly boosting participation and ensuring the conference’s success. Thanks to Brittanie’s leadership, CalSPRA saw a notable increase in volunteer engagement, with nearly double the number of volunteers compared to the previous year. She also led a session titled "Let’s Get This Party Started: Bringing Back Fun and Building Employee Morale," where she shared creative employee recognition strategies that helped boost staff morale at Poway Unified. Her contributions at the conference reflected her ability to bring innovative ideas to the organization.
Beyond her state-level contributions, Brittanie remains actively involved with NSPRA. She attended the 2023 NSPRA conference, where she expanded her professional network and shared her expertise during the Gold Mine Roundtables session. Her presentation on the "Poway Unified Starstruck!" employee recognition event offered valuable insights to other school PR professionals, highlighting her leadership and collaborative spirit. Brittanie’s willingness to share her knowledge and innovative strategies demonstrates her commitment to advancing the field of school communications.
In addition to her formal conference presentations, Brittanie regularly engages in mentorship and training. She holds one-on-one Zoom sessions with school PR professionals across California, offering guidance on social media engagement strategies. These informal mentorships reflect her passion for supporting the professional growth of her peers.
Within her district, Brittanie leads training sessions for Poway Unified staff on topics like social media management, customer service, and Canva design. Through these efforts, she empowers her colleagues to enhance their communication skills and contribute to the district’s success.
Looking ahead, Brittanie aspires to earn her Accreditation in Public Relations (APR), further demonstrating her commitment to continuous professional development. Her proactive involvement with CalSPRA, combined with her leadership, mentorship, and innovative contributions, exemplifies her dedication to professional growth and service in the school communications field.
Brittanie exemplifies innovation, creativity, and forward-thinking in every aspect of her work as a communications specialist for PUSD. Since joining the team, Brittanie has continually pushed the boundaries of what school communications can achieve, delivering fresh, engaging content while setting new standards for excellence.
One of Brittanie’s standout qualities is her ability to see a need and act on it immediately. She doesn’t wait for others to step in; she consistently takes the lead with enthusiasm and positivity. For example, she spearheaded employee morale-boosting initiatives at the district office, organizing events like Red Ribbon Dress-Up Week to foster team spirit. Even when warned about the extra workload, Brittanie embraced the challenge with excitement and delivered a successful, engaging event that boosted camaraderie across the district. Her leadership reflects a proactive and solution-oriented mindset—key traits of a forward-thinking professional.
Brittanie’s creativity shines in her marketing and branding initiatives. Drawing from her background in the nonprofit sector, she brings fresh ideas to CalSPRA and PUSD that resonate with both internal and external audiences. Her “I am Team PUSD” Instagram campaign, aimed at recruiting staff, exemplifies her innovative approach. By highlighting individual employees, the campaign humanizes the district, fostering a stronger connection between staff and the broader community. Her creative efforts have led to a notable increase in positive stories about the district, boosting staff morale and building trust among parents and employees alike.
Brittanie also excels in consistently delivering high-quality work, regardless of a project’s size or scope. Whether overseeing the production of the district’s EmpowerED magazine or managing social media campaigns, her attention to detail and dedication to excellence are evident in every project she undertakes. Her work has elevated the district’s communications, setting a higher standard for all departments. Brittanie’s commitment to exceptional quality and creativity inspires her colleagues and enhances the district’s overall output.
Brittanie’s forward-thinking contributions have already earned recognition, including CalSPRA’s Award of Excellence and NSPRA’s National Golden Achievement Awards. Her leadership continues to grow as she serves as CalSPRA Volunteer Chair. Brittanie’s ability to combine creativity, initiative, and follow-through makes her a standout leader and a rising star poised to shape the future of school communications.
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From Shellie's nomination submission:
"Shellie has revolutionized information flow within our school district. She fosters strong relationships with community members through proactive outreach and engagement initiatives, and has built a department that values strong community support and collaboration. Her unwavering presence and reliability during both crises and celebrations has made her a trusted and invaluable resource for all school leaders.”
- Lori Krumm, Executive Director of Student Services, Beaverton School District
The following was submitted as part of the nomination package for Shellie.
In July 2020, Shellie Bailey-Shah took the helm of the Communications and Community Involvement Department in the Beaverton School District (BSD), serving approximately 38,000 students in 54 schools. She navigated one of the most difficult years in the history of public education, guiding families from online learning to hybrid instruction to the eventual return to in-person classrooms, all while learning the ins and outs of public education as a first-time communications director and school district employee. It was a challenging start, to say the least, but it was also an ideal time to reevaluate how the district was communicating with parents and staff and how they were involving them in decision-making in an authentic way.
Shellie’s leadership has brought transformational change to BSD, as noted by many of her colleagues and community members. Don Grotting, former BSD Superintendent, stated, “Hiring Shellie from the broadcasting industry to become the communications director for the Beaverton School District drastically improved the lives of our students, parents, staff and community. Her ability to use the latest technology and media strategies for effective and timely communication transformed the district’s ability to provide superior customer service.” Becky Tymchuk, former BSD School Board President, remarked, "Shellie has led her team to effectively communicate the district's mission, vision and values through unparalleled storytelling. The stories are empathetic and relevant, align with the strategic plan, and use compelling data. Passing important district bonds and levies is no small feat; it speaks volumes about the power of Shellie’s well-crafted communication." Lori Krumm, former principal and current Executive Director of Student Services, added, “Shellie has revolutionized information flow within our school district by implementing streamlined communication platforms that ensure school leaders have access and clarity. She fosters strong relationships with community members through proactive outreach and engagement initiatives and has built a department that values strong community support and collaboration. Additionally, her unwavering presence and reliability during both crises and celebrations has made her a trusted and invaluable resource for all school leaders.”
While Shellie appreciates these accolades, one of her most meaningful compliments came from a stranger in line at the grocery store about a year into her tenure. Upon seeing Shellie in a BSD-branded shirt, the woman asked if she worked for the district. Without revealing her role, Shellie said that she did. The woman responded, “Please tell whoever is in charge of your communications that I’ve really noticed a change lately. Information is much easier to understand. And the videos on social media — I love them! They make me proud to say that my kid goes to BSD.” Shellie thanked her for the compliment and assured her that she would pass it along.
Of course, none of this work is done by one person. Shellie has assembled and manages a team of skilled communication and community involvement specialists who take their responsibility to BSD’s students, parents, staff, and community to heart.
Despite budget reductions districtwide, Shellie has prioritized attendance at NSPRA’s National Seminars for herself and her staff, sending two team members to New Orleans in 2021, attending herself in Chicago in 2022, and bringing six team members along with her to Seattle in 2024. To make this possible, she spread the costs over three budget years. As a Gold Medallion winner, Shellie presented BSD’s attendance campaign in the Gold Mine sessions, which became one of the most popular presentations with standing-room-only participation. Following the seminar, she fielded more than a dozen inquiries from fellow NSPRA members and provided them with a full toolkit to use for their own attendance campaigns, asking for no credit in return. At the invitation of the Idaho Department of Education, she will present the campaign to principals and communication professionals statewide in September.
Shellie has also attended the annual OSPRA State Conference since 2020, supporting the attendance of 2-3 additional staff members each year. This year, she will present the attendance campaign to OSPRA members and provide ready-to-use resources. Additionally, she has shared BSD’s nationally recognized "Fake & Fatal" fentanyl awareness campaign with OSPRA members to make it easier for districts, particularly those with smaller communication staffs, to implement the program. Her partnerships with the U.S. Department of Education and the Oregon Department of Education have expanded access to BSD’s fentanyl awareness toolkit and related curriculum.
Shellie is an active member of the Coalition of Oregon School Administrators (COSA), attending their conferences and seminars. She has been invited to present on various communication topics, including leveraging communication strategies to pass construction bonds. In all cases, she makes the assets created by BSD available to other school districts, demonstrating her willingness to share resources for the benefit of more students, families and school staff.
These activities highlight two of Shellie’s key priorities: her commitment to continual improvement and learning for herself and her team, and her dedication to sharing BSD’s communications tools and strategies with others. Leading one of the largest communication teams in Oregon, Shellie ensures that her team’s work benefits not only BSD but also school communities across the state.
Since joining BSD in July 2020, Shellie has implemented a “meet-people-where-they’re-at” approach to communications. She has transformed district messaging by adopting a more casual and conversational tone, moving away from the formal and "we-know-better-than-you" style that previously characterized communications. Drawing on her experience as a television journalist, she has encouraged staff to use contractions, shorter sentences, bullet points, and a tone that reflects humanity, accountability, and relatability.
Shellie has also driven an aggressive video and social media strategy. When she started, the district produced 5-10 videos annually; under her leadership, the team produced nearly 175 videos last year. These include animated videos explaining complex topics, celebratory content highlighting students and staff, and annual features for each of the district’s 54 schools and all departments. BSD now leads the state in innovative and high-quality video production, with content shared across multiple platforms, including ParentSquare, Instagram, Facebook, YouTube, the district website and newsletters.
Recognizing the value of social media, Shellie has increased district-wide efforts tenfold. She introduced an editorial calendar and trained principals and staff at all 54 schools to manage Instagram and Facebook accounts, resulting in 110 monitored accounts.
Shellie is deeply committed to serving multilingual families. Under her leadership, the district began translating all messages into 11 of its most spoken languages, up from just Spanish before her tenure. She initiated the purchase of ParentSquare for translation support and Weglot for website accessibility. Public meetings now offer live interpretation in the supported languages, and the district is exploring audio recordings for languages like Somali, which have a stronger oral tradition. These efforts ensure that all families feel informed and included.
Led Successful Voter Education Campaigns: Secured the passage of a $723M bond in May 2022 (initial support: 20%, final approval: 54%) and a $205M levy in November 2022 (70% approval) through strategic websites, videos, social media, media coverage, and community meetings.
Developed Fentanyl Awareness Campaign: Created “Fake and Fatal: One Pill Can Kill” in 2021, including a website, videos (56.3K views), social media, and mandatory lessons for secondary students. Presented at national forums hosted by the White House, U.S. Department of Education, and Oregon Governor Tina Kotek.
Increased Social Media Reach: Grew Instagram followers by 387%, Facebook followers by 54%, and YouTube subscribers to 6K with 778K total views through a joy-focused social media strategy.
Modernized Communication Platforms: Led the adoption of ParentSquare, Engage BSD, and Raptor, along with a mobile-friendly website redesign and enhanced hiring site, boosting applicant numbers.
Engaged Community in Strategic Planning: Involved nearly 8,000 stakeholders — including 725 students — in the district’s strategic planning process, followed by branding and promotion efforts.
Expanded Communications Team: Successfully advocated for additional staff, including a full-time videographer and bond communications specialist.
Strengthened Community Partnerships: Increased annual partnerships valued at over $1.25M, including the establishment of 13 school-based food markets.
Revamped Student Support Programs: Rebranded and expanded the Clothes for Kids program, serving 223% more students with clothing and shoes.
Earned Multiple Awards: Received numerous accolades for school communication work, including:
From Laurene's nomination submission:
"Laurene is a fantastic school communications professional! She has become more active with our state chapter in recent years and I'm thrilled to have her on the NJSPRA Advisory Committee as she's provided thoughtful, helpful feedback to our Executive Board. Laurene is always learning and improving her skills so it was no surprise she won the Best in Class-Award of Excellence for Website in the 2024 NJSPRA Communication Awards competition. Her list of accomplishments is only sure to grow longer over the years."
- Maren Smagala, President of the New Jersey School Public Relations Association.
The following was submitted as part of the nomination package for Laurene.
Laurene Dickinson demonstrates excellence and leadership through her actions, her care for others, and her unwavering work ethic. Laurene has served as the Communications Officer for Summit Public Schools in New Jersey for more than four years and, in that time, has significantly transformed internal and external communication. During her tenure, she implemented an annual communication survey for staff members and parents, which continues to grow in participation and in the breadth and depth of its structure. Laurene introduced this survey in 2021 during the pandemic to assess the state of district communication and identify areas for improvement.
Through her attention and care, many initiatives have been born from the feedback she collected from internal and external stakeholders. After hearing from parents who were not active on social media and felt left out of receiving district news and highlights, she created a parent newsletter that is sent electronically once a month, ensuring all parents have access to district information. Similarly, when staff expressed feeling disconnected from other schools due to the pandemic, Laurene quickly created a monthly internal staff newsletter featuring staff profile pieces, highlights and district-level department updates.
Laurene also noticed in the survey that nearly half of the parent population accessed district information via cell phones, so she spearheaded the implementation of a district app through their website provider, making information more accessible and user-friendly for mobile users. These efforts demonstrate that Laurene does not let stakeholder feedback go unnoticed. She cares about listening to people and strives to make district communication effective, transparent, and meaningful.
Laurene demonstrates leadership by meeting individually with each school's principal to review the survey feedback, which has been school-based for the past two years. She collaborates with principals to identify successes and opportunities for improvement based on stakeholder feedback. To build consistency across schools, Laurene introduced an electronic newsletter provider to the district, equipping every principal with the ability to create weekly newsletters for staff and parents. Her leadership role is evident in her ability to value teamwork, listen to feedback, and implement meaningful changes that benefit the district community. Her leadership is further exemplified by her Cabinet-level position and her ongoing role on the Communications Committee with members of the Summit Board of Education.
Laurene joined the New Jersey School Public Relations Association (NJSPRA) in 2021 and NSPRA in 2023. As the sole communications officer in her district, she was thrilled to join these organizations to expand her network and access professional development opportunities. Laurene regularly attends NJSPRA workshops and served on the Advisory Board during the 2023-2024 school year, continuing her service into 2024-2025. While on the Advisory Board, she participated in discussions about the annual Communications Awards and helped refine the scoring measurements to align more closely with other NSPRA chapters.
Laurene was awarded an NJSPRA scholarship to attend the NSPRA conference in St. Louis in the summer of 2023. She remains active in the NJSPRA chapter and frequently uses the resources available on the NSPRA website to address challenges in her role.
Laurene brings a unique background in television reporting and journalism to her role. She worked as a reporter for the NBC station WXXV on the Mississippi Gulf Coast before continuing her on-air career with the NBC affiliate KJRH in Tulsa, Oklahoma. In these roles, she honed skills in writing, filming, reporting, anchoring, and editing, while also mastering time management, relationship building, storytelling, pitching story ideas, change management and working under deadlines.
Laurene has applied this innovative and forward-thinking experience to Summit Public Schools, consistently looking for new stories and projects to enhance communication. During the early days of the pandemic, she used her reporting and editing skills to create “Summit Spotlight,” a news broadcast-style report on district highlights. These videos, emailed weekly to all staff and families from spring 2020 through the end of the school year, showcased the positive activities happening in the district during a challenging time.
She continues to leverage her video expertise in her “Teacher Feature” series, which documents a day in the life of district teachers, highlighting their experiences and interviews with students about what makes these teachers special. This series boosts morale among staff and serves as a recruitment tool on the district’s Human Resources page, providing aspiring teachers with insight into the district.
In her latest video, Laurene featured 25 students from various schools and grade levels saying, “Come teach me in Summit” in both English and their home languages. The video highlighted the district’s diversity by representing more than a dozen languages. Laurene added creativity by scripting the video and having a fictional AI character narrate it. These examples showcase Laurene’s innovative use of her background to enhance the district’s communication strategies, benefiting students, staff, and the community as a whole.
NJSPRA Advisory Board member, 2023-2024 and 2024-2025
Recognized by NJSPRA Communication Awards for excellence in:
Earned a Master’s in Communication and Media from Rutgers University in May 2024, focusing on strategic communication.
From Mary Helen's nomination submission:
"Prior to serving as the district's community engagement coordinator, Mary Helen taught high school digital media courses, leading a student media team that created and managed content on the school’s social media channels that garnered high engagement among several demographics. In June 2023, Mary Helen was hired as Rapides Parish School Board’s first full-time school public relations professional. Her title, Community Engagement Coordinator, speaks to her efforts to galvanize community members around key district initiatives and her commitment to effectively communicating with parents, teachers and students."
- Holly Holland, Public Information Officer, Calcasieu Parish (La.) School Board
The following was submitted as part of the nomination package for Mary Helen.
Mary Helen demonstrates excellence and leadership by producing measurable results and inspiring others to elevate their work. Before transitioning to her role in district communications, Mary Helen taught digital media courses at Alexandria Senior High in Alexandria, Louisiana, where she led a student media team that managed the school’s social media channels, achieving high engagement across multiple demographics. Her passion and dedication have encouraged many of her students to pursue journalism, public relations and media studies in college.
As a presenter at the Louisiana Department of Education’s Teacher Leader Summit, which hosts over 7,000 teachers and leaders statewide, Mary Helen showcased her expertise in digital storytelling and marketing for schools and districts. Her sessions reflected her passion for education and communications.
In June 2023, Mary Helen was hired as the Rapides Parish School Board’s first full-time school public relations professional, taking on the role of community engagement coordinator. This position underscores her commitment to galvanizing community support for key district initiatives and effectively communicating with parents, teachers, and students.
In her role, she implemented an evaluation rubric and semester audit system for over 40 school-level communicators, resulting in higher engagement on school social media pages and successful story pitches to local media outlets. She communicates weekly with school-level communicators, providing monthly content sheets to drive unified messaging and quality content. These communicators benefit from professional development guided by best practices gained from colleagues and NSPRA National Seminars.
Mary Helen has significantly increased the district’s social media presence. In a geographically vast but sparsely populated parish with an estimated population of 126,260, she has doubled Instagram followers and added 6,000 Facebook followers since taking on her role. The district’s page now averages a reach of 125,000 and engagement of 90,000.
During the 2023-2024 school year, Mary Helen tracked 70 earned media stories, the majority of which were positive. She regularly communicates with district cabinet members and has built strong relationships with principals, enabling meaningful discussions about communications best practices and crisis management.
Mary Helen has also secured grant funding and corporate sponsorships for literacy initiatives, contributing to a four-percentage-point increase in third-grade reading proficiency in the past year, from 46% in 2022 to 50% in 2023. Her efforts have driven participation in community literacy events, district-wide reading challenges in collaboration with the Rapides Parish Library and celebrations at 16 winning schools, complete with ice cream truck visits and banner presentations.
Mary Helen attended her first NSPRA National Seminar in 2022 in Chicago, Illinois. At the time, Louisiana did not have a state SPRA. Inspired by her experience, she joined the steering committee that founded LASPRA. In spring 2023, she was elected as LASPRA’s secretary. While on the steering committee, she collaborated with Jake Potter, APR, and other members to draft the organization’s by-laws.
Having no prior background in public relations, Mary Helen leveraged NSPRA’s resources, joining the Mentor Match program and pairing with Terri McHugh, North Central Region Vice President of NSPRA. With Terri’s guidance, she developed a communications and public relations plan for the district, which earned her a successful first-year evaluation from her superintendent.
Mary Helen regularly contributes to the NSPRA Connect Forum and has attended three NSPRA National Seminars, bringing back knowledge to benefit her district. Beyond NSPRA, she actively participates in community events and provides updates to organizations like the Rotary Club of Alexandria, Louisiana, and the North Rapides Business & Industry Alliance. She is also involved with the United Way of Central Louisiana and received a Community Impact Grant for her literacy initiative, Rapides Reads. Additionally, she serves on the CHRISTUS St. Frances Cabrini Hospital Advisory Board as the K-12 Education delegate, collaborating with healthcare and community leaders to improve the quality of life in Central Louisiana.
Mary Helen demonstrates innovation and creativity through her forward-thinking strategies. She secured board approval for Finalsite as the district’s communications platform, integrating mass notifications, websites, and two-way communication into one system, set to launch in January 2025. This initiative aims to enhance efficiency and position the district as a competitive choice for families relocating due to significant economic investments in the area.
In 2023, Ucore North America announced a $75 million investment to establish a rare earth elements manufacturing facility, and SunGas announced a nearly $2 billion investment for a lower-carbon marine fuels facility. Mary Helen recognized the importance of a strong school system to attract families to the area and redesigned the district’s website and school sites to provide polished, informative platforms that highlight the district’s strengths.
She has also streamlined crisis communications by collaborating with the assistant superintendent of administration and the supervisor of risk management. The district’s new mass notification system now allows real-time updates for parents during crisis events and ensures quick internal communication for timely plan implementation.
Mary Helen’s storytelling skills are evident in the human interest video packages and press releases she develops, which highlight meaningful work in schools across the district. She launched a social media series that celebrate teachers and students, created a district-wide recognition calendar and provided content sheets for school-level communicators. These initiatives allow communicators autonomy while maintaining alignment with district goals and culture.
Her innovative and creative efforts have contributed to a more positive perception of the Rapides Parish Public School System.
Secretary, Lousiana School Public Relations Association
Managed two successful bond campaigns for Rapides Parish in 2022 and 2023 while working as an after-hours contract employee for the district, impacting thousands of students and teachers.
Spearheaded a $100 million bond campaign in 2022, benefiting over 7,000 students in the City of Alexandria taxing district, with a 64% voter approval rate on April 30, 2022.
Designed and executed the marketing plan for the 2022 bond campaign after identifying the lack of a strategy at a school communicator meeting.
Led an $11 million bond campaign in 2023 for a taxing district that had previously failed two bond proposals and its maintenance tax.
From Danielle's nomination submission:
"One hallmark of an NSPRA Emerging Leader is to accept the unknown and lean into learning with passion. Danielle embodies this mindset. With a background in print journalism, Danielle began her school PR career as the community information specialist for Volusia County School District where she was quickly promoted to director of community information. While still relatively young in her career, Danielle prioritizes supporting others in their careers, and serves as Executive Secretary for the Sunshine State School Public Relations Association. Danielle is a Swiss Army knife of skillsets who is cool under pressure and expertly gets the job done. Her former career as a print journalist lends to her capabilities of doing her job with tenacity, integrity and accuracy."
- Chad Oliver, Chief Communication Officer, Collier County (Fla.) Public Schools
The following was submitted as part of the nomination package for Danielle.
Danielle Johnson exemplifies excellence and leadership by embracing the unknown with a passion for learning and professional growth. At Volusia County Schools (VCS) in DeLand, Florida, she has taken a proactive approach to leadership by reaching out to neighboring school districts, bringing her team to visit those districts, and exploring firsthand how communications and public relations contribute to district success. Danielle joined VCS as a Community Information Specialist in February 2023 and was quickly promoted to Director of Community Information, where she managed a team of 16 professionals responsible for social media, videography, web design, customer service, public records requests, School Board meetings, publications and other communications initiatives. Following a district reorganization, she now serves as Interim Public Information Officer, representing the district to the public and overseeing all internal and external communications to stakeholders, including 8,000 employees, families of more than 60,000 students, community partners and elected officials.
Danielle’s responsibilities include handling media relations, such as media inquiries, advisories, pitches, and press releases. As a member of the Superintendent’s Cabinet, she provides communication guidance and best practices to departments and 70 school principals. Her educational background includes a degree from Northwestern University’s Medill School of Journalism, Media, Integrated Marketing, where she graduated in 2021 with a 3.95 GPA, further showcasing her commitment to excellence.
Despite being new to her position, Danielle has effectively led her staff to communicate critical messages about school threats, weather emergencies, leadership changes, and student successes. This leadership is especially notable in a Florida county where the local sheriff has publicly committed to arresting and identifying students and parents involved in school violence threats. Danielle has skillfully navigated these challenges with professionalism and nuance.
Danielle prioritizes professional development for herself and her team. She regularly incorporates SUNSPRA and NSPRA webinars into team training and strategically allocates the department’s budget to allow for in-person professional development opportunities. Since SUNSPRA was reestablished in 2023, Danielle has ensured that the team’s key content creators joined the organization and has sent three to four team members to each of its conferences, one of the highest participation rates among Florida districts. Additionally, she secured funding for a team member to attend the Adobe MAX conference in Miami.
Despite being relatively early in her career, Danielle Johnson has demonstrated a strong commitment to advancing the profession and supporting her peers. She is an active member of the Sunshine State School Public Relations Association (SUNSPRA), serving as Executive Board Secretary. She consistently attends monthly virtual SUNSPRA Board meetings, offering creative ideas to help move the organization forward.
One notable example of her contributions is the system she developed to track sponsorship agreements. This system allows SUNSPRA to provide sponsors with a clear report of deliverables and screenshots of promotional efforts, enhancing transparency and encouraging future partnerships. Danielle’s forward-thinking approach to sponsorship management has added significant value to SUNSPRA’s operations.
Danielle attended the NSPRA National Seminar in Seattle in 2023, where she collaborated with colleagues from other SPRA chapters and brought innovative ideas back to Florida. One such idea involved leveraging SUNSPRA’s Superintendent Communicator of the Year as an honorary advisor to the Executive Board and inviting the honoree to present at the SUNSPRA Spring 2025 Conference. The Board embraced this idea, which adds value to the organization’s members.
Even while managing leadership transitions within her district, Danielle has remained committed to SUNSPRA. Since becoming chapter secretary in January 2024, she has helped launch a monthly newsletter that keeps members informed about events, professional development opportunities, NSPRA resources, and school PR tips.
Danielle’s journalism background gives her a unique ability to craft compelling narratives and develop strategic communication plans aligned with district priorities. As the district spokesperson and primary media contact, she has revitalized media relations by identifying media-friendly events, updating outdated media lists, and strategically pitching stories. She also created a tracking system for district-related stories, revealing that the majority were positive or neutral. This data-driven approach has strengthened the district’s relationship with media outlets and informed future strategies.
Danielle’s prior experience as an education reporter for the Daytona Beach News-Journal has given her a head start in school public relations. Her understanding of the media landscape, combined with her skills in digital marketing analytics, search engine optimization, web design and the Adobe suite, enhances her ability to innovate in her role. After attending a SUNSPRA conference, Danielle began exploring potential uses for AI in school communication, demonstrating her openness to emerging technologies.
As the district’s lead crisis communicator, Danielle has managed numerous incidents involving weapons and threats. In fall 2023, after multiple high-profile incidents, she revamped the district’s crisis communication process based on parent feedback. The new three-step process includes an initial alert when a hold or lockdown begins, an update when it ends and a follow-up explanation. This proactive approach has improved parent satisfaction and reduced complaints. Additionally, Danielle organized a press conference with district officials and the Volusia County Sheriff, gaining international media attention. Since these efforts, reported threats have dropped significantly.
Danielle’s ability to innovate, her focus on building relationships and her commitment to excellence make her a standout leader in school public relations.
Executive Secretary, Florida School Public Relations Association (SUNSPRA)
Data-Driven Storytelling: Played a key role in analyzing and communicating the 2023-24 Florida School and District Grades. Highlighted Volusia County Schools’ narrowing gap toward an “A” rating, significant academic progress, and a 6-percentage-point increase in schools earning “A” or “B” grades from 57% to 63%. Helped elevate the district’s ranking from 40th to 29th in the state.
National Recognition for SUNSPRA: Contributed to SUNSPRA earning the 2024 NSPRA Mark of Distinction Award, one of only 14 chapters nationally to achieve this recognition.
Award-Winning Communications: Encouraged her department to submit work to the 2024 NSPRA Publications and Digital Media Excellence Awards after a multi-year hiatus. Secured funding for submissions, resulting in five awards, including an “Excellence” designation for Danielle’s news release celebrating a teacher’s 50 years of service, which garnered extensive media coverage from major Orlando outlets.
Level Up with School Lunch - Award of Merit (Video)
Spreading Holiday Cheer: Timbercrest Elementary's Elves on the Roof - Award of Merit (Video)
Volusia County Schools Logo Rebrand - Award of Merit (Branding/Imaging)
Strategic Plan Infographic - Award of Excellence (Infographic)
VCS Teacher Celebrates 50 Years - Award of Excellence (News Release)
From Christopher's nomination submission:
"As Dr. Christopher Villarreal's digital communication specialist in his previous district in Kansas, I had the privilege of witnessing his innovative and forward-thinking approach to school communication firsthand. In every aspect of his role, Dr. Villarreal demonstrated a forward-thinking approach to school communications. Whether through technology integration, community engagement or creative content development, he continually pushed the boundaries of what had been done in the past to adapt to the evolving landscape of school communications. His visionary leadership helped position the district as a model for school communication, and his contributions will have a lasting impact."
- Landon Parker, Kansas School Public Relations Association Professional Development Chair
The following was submitted as part of the nomination package for Dr. Villarreal.
"I immediately recognized that NEBSPRA’s (Nebraska School Public Relations Association) gain was absolutely KanSPRA’s (Kansas School Public Relations Association) loss upon learning that Christopher Villarreal was named to replace Annette Eyman, APR, as director of communications at Papillion La Vista Community Schools following her well-deserved retirement. This was magnified by the fact that Christopher had been slated to be President-Elect in Kansas, and I had been eagerly awaiting the chance to see him implement his forward-thinking vision for the chapter, and to offer my complete and total support. He would have been an incredible chapter leader and done great things. Not only was Christopher a dynamic and emerging force during his years of service on the KansPRA Board of Directors, he had been awarded the chapter’s Newcomer of the Year Award, planned and hosted a robust Spring Conference (as a programming addition to the traditional offering of a Fall Conference), secured key strategic partnerships and led a fast-paced logo redesign process helping to significantly enhance the visual appeal of the organization. Christopher is full of positive energy and innovative ideas, and is willing to share his expertise and insights with others in the form of formalized presentations or less formal 1-on-1 brainstorming sessions. He is also a believer in strengthening connections and modeling a fun and inclusive environment — whether that be coming up with organized games to play for attendees or coordinating after-dark karaoke outings. His social networking and teambuilding skills are second to none. Beyond SPRA engagement and contributions, Christopher delivers a high level of professionalism, brand appeal and emotional intelligence to the districts that have employed his services. In the spirit of admire-and-acquire, his work is always one that I am checking in on for best practices and inspiration. He has a unique blend of PR, Teaching and Learning, Human Resources, and District Administration knowledge, skills and abilities that set him apart from his peers. More impressive is his ability to dream big, and still manage to exceed expectations. I can attest that Christopher was a strong mentor and capacity builder during his tenure in Spring Hill (Kan.). He was very gracious at inviting his team members to all chapter events, and taking time to road trip to other districts, and/or establishing peer connections to ensure that those individuals he supervised were in constant growth mode. He also was a fervent believer in soliciting and including student voice in district communications and developing a culture of facilitating real-world experiences and adding market value assets to their resumes and portfolios. I am confident he will continue to strengthen the school PR community throughout Nebraska and NSPRA's North Central region."
With everything he does, Christopher Villarreal aims to make tomorrow better than today.
Christopher began subscribing to this philosophy in his teens, although his perspective was much more egocentric at the time. Then, he would say, “I want to be better tomorrow than I am today.” As he experienced life and learned more about himself, Christopher recognized that his passion lies in improving others and the world around him. This revelation helped his purpose evolve into the drive to make tomorrow better than today for more than just himself.
Since joining NSPRA in September 2021, Christopher has embraced every opportunity to grow professionally, serve the field of work, and make tomorrow better than today. His experience as an NSPRA member and in its state chapters in Kansas and Nebraska has been filled with learning, leading and collaborating with the best in the profession.
At the national level, Christopher attended NSPRA's annual seminars in St. Louis (2023) and Seattle (2024). One of his proudest moments was at the St. Louis seminar, where he had the honor of presenting a session called “Don’t Make C.R.A.P.: Principles of Graphic Design for Everyday Use.” It was both exciting and nerve-wracking, but the positive engagement from a room full of colleagues and friends, both new and old, made it all worthwhile.
Building on that experience, Christopher led a two-part NSPRA Mini Lab webinar series on graphic design in January 2024. He valued the opportunity to connect with even more professionals in the field. Through this experience, Christopher connected with new colleagues by email and they now serve as thought partners for one another.
Christopher’s work at the state level has been equally fulfilling. As a member of KanSPRA, he quickly took on leadership roles, serving as regional Vice President in 2022 and stepping into the Presidency in 2023. During his tenure, he helped plan and execute several statewide conferences, led multiple state-wide book studies, offered a breadth of professional development opportunities in his region, and served as a mentor in Cultivate KanSPRA. One of the highlights of his time with KanSPRA was receiving the Newcomer of the Year award.
When Christopher relocated to Nebraska, he immediately found his way to NebSPRA. In the short time he has been with NebSPRA, he has contributed by initiating a virtual book study, joining the conference planning committee and securing a record-breaking number of sponsorship dollars.
Through his experiences in NSPRA, KanSPRA and NebSPRA, Christopher has consistently strived to bring fresh ideas—whether in planning events, facilitating workshops or helping grow professional networks. He has the ability to improve tomorrow in so many ways and for so many people. Christopher also takes pride in leading, learning from and inspiring those in his professional network. He hopes to continue inspiring those he works for and with to make tomorrow better than today.
Recent Awards
Related Experience
Recent Professional Development Presentations
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