Today, I had the honor of representing OSPRA at the Capitol in a meeting with Senator Lew Frederick, Chair of the Senate Committee on Education. I was invited to discuss SB 141 and HB 2009—the Governor’s Accountability Bills for Schools—and what they could mean for districts across Oregon.
Being invited into this conversation early is a promising shift. As a former OSPRA member and school communicator himself, Senator Frederick understands just how critical our role is. He knows that school PR professionals are contending with growing public distrust, misinformation, and politicized narratives every day—and that public education is not only under intense scrutiny but also increasingly targeted by coordinated campaigns aimed at undermining its credibility. Therefore, he recognizes the value and impact of bringing our voices to the table early and often.
The future is bright for OSPRA. We’re not just watching legislation unfold—we’re helping shape how it's communicated, how it’s received, and how it shows up in our local contexts. I’m hopeful that this is just the beginning of ongoing conversations with state leaders and that OSPRA continues to be seen as an essential partner in telling the story of public education.
Thank you for telling the stories that data alone can’t capture.
As part of the meeting, I provided his office with a handout that shared the realities our school communicators face and outlined how we envision partnering with lawmakers in the future to align statewide messaging around student success and growth.
A special thanks to those who took the time to provide feedback ahead of the meeting. Your insights directly shaped how we showed up today and helped us better represent the wide range of realities that school communicators face.
More to come soon,
Megan Mahoney OSPRA Board President
Natalie Hurd was awarded the 2024-25 School Communicator of the Year by the Oregon School Public Relations Association (OSPRA) at its conference in Silverton, Oregon.
Hurd currently serves as the Communications and Community Engagement Director for Medford School District. She was selected for her outstanding leadership in school public relations, her dedicated service on the OSPRA Board, and her ongoing work to elevate the profession across Oregon and the nation.
“This award is an incredible honor,” said Natalie. “We are at a critical crossroads in public education, and now more than ever, we must fight for the future of our schools. School communicators help with this work by shaping narratives, building trust, and advocating for truth. I'm endlessly grateful to the OSPRA and NSPRA networks for being my training ground, sounding board, and collaborative community of support.”
With over a decade of experience in school PR, Hurd has consistently demonstrated a deep commitment to public education. Her work has had a significant impact on her district and community, serving with integrity, compassion, and professionalism—always leading with clear, empathetic communication. During her years on the OSPRA Board, Hurd helped build a strong foundation that continues to support and sustain the organization’s growth. She has also presented at multiple conferences—including in Washington, Oregon, and the NSPRA National Seminar—sharing her team’s award-winning communications practices to help others across the country learn and grow.
“No matter what Natalie faces, she still shows up to do the hard work,” said Megan Mahoney, OSPRA Board President, while presenting the award to Hurd. “And somehow, she finds time to support and elevate our profession. She has been a mentor to several of us on the Board. She helped me transition into my presidency and continues to serve as a sounding board. We know she will continue to do outstanding and trailblazing work. This award is to remind her of that.”
The School Communicator of the Year award recognizes the outstanding leadership and contributions of active, front-line school communicators who work full-time in school districts or education service agencies. Nominees were submitted by OSPRA members and Board members, and a vote of the OSPRA Board made the final selection.
Join us on March 20 & 21, 2025, at the Oregon Garden Resort in Silverton, Oregon for Camp OSPRA, our annual conference!
Register for the conference: OSPRA 2025 Annual Conference | Oregon Garden
8:30 - 9:00 am
Breakfast
9:00 - 9:30 am
Conference Kick-Off
9:30 - 10:30 am
Keynote: Your Story is Your SuperpowerPresenter: Dirk Tedmon
10:30 - 10:45 am
Sponsor Highlights
10:45 - 11:00 am
Break
11:00 am - noon
Choose Your Trail Breakout Sessions
Ensuring Effective ADA Compliance Training Presenters: Gabe Storm & Brooklyn Child from Finalsite
Strategic Communications: Empowering ALL Presenter: Marifer Sager
12:00 - 1:00 pm
Lunch
1:15 - 1:30 pm
Sponsor Highlight
1:30 - 2:30 pm
Your Roadmap for Success: Creating a Strategic Communication Plan
Presenters: Athena Vadnais, APR & Carol Fenstermacher, APR
2:30 - 2:45 pm
2:45 - 3:45 pm
Gervais Bond Case Study
Presenters: Michael Clark & Kyle Laier
3:45 - 4:00 pm
Closing Remarks
4:30 - 6:00 pm
Conference Social Sponsored by Apptegy
Kick-off Day 2
9:30 -10:30 am
How to Deal With a Legal and Personal Crisis Triggered by Your School PR WorkPresenter: Wayde Byard
10:30 -10:45 am
11:00 am - 12:30 pm
Will Truth Prevail? Managing Misinformation and Protecting Reputation Under Fire
Presenters: Natalie Hurd & Ron Havniear
12:30 - 1:45 pm
Awards Luncheon
1:45 - 1:50 pm
1:50 - 2:50 pm
J.O.B. Meets the ZYXs of Connection
Presenter: Ginger Johnson
2:50 - 3:00 pm
* The agenda is subject to change based on speakers’ availability, venue changes, or other unforeseen circumstances.
Thank you to our 2025 Conference Sponsors
Pack your bags and lace up your boots—registration is now open for OSPRA’s Spring 2025 Conference, which will be held March 20-21 at the stunning Oregon Garden Resort in Silverton.
Pricing:
Lock in your Explorer’s Pack: Early Bird registrants will earn an exclusive perk (details to be revealed soon)!
The trail is rocky up ahead—no two ways about it. The path isn’t one we have to navigate alone. Get ready to explore new paths, earn your communication "badges," and grow your skills with sessions designed to help you tackle challenges and elevate your work. Together, we shape the narrative around public education.
Start your adventure with Dirk Tedmon, APR. He is NSPRA’s Inaugural School Communicator of the Year. He is the Executive Director of Marketing and Communications from Eden Prairie School District in Minnesota. He helped lead the district’s marketing and communications department to be recognized by NSPRA in 2023 with a Gold Medallion Award, the field's top recognition for superior school public relations programs and campaigns grounded in strategic communication best practices.
Scout Skill Sessions Include:
Earn your recognition badges! On day two of our conference, we’ll honor the best in school PR! Be on the lookout—award submission details will be announced soon.
Register now and snag Early Bird pricing before 2/28. Visit the registration page on our website to secure your spot.
Join us for two incredible days of learning, connection, and fun as we navigate the trails of school PR together. See you at camp!
Being a one-person communications team comes with unique challenges—juggling strategy, content creation, crisis response, and everything in between. Join us for a virtual networking session where solo comms pros can connect, share strategies, and discuss ways to manage workload effectively.
Hosted by Gregg Koskela, this session is a space to exchange tips, troubleshoot challenges, and find support from others who understand the demands of the role. Whether you need fresh ideas, a place to vent, or just some camaraderie from others on the same trail, this is the perfect spot to recharge and connect!
Register for the virtual networking event.
We are excited to kick off this year’s professional development series, Trailhead Tactics. Just as a trailhead marks the starting point of a hike, these sessions give members a starting point to bolster their communications toolkits and enhance their skills. Members will walk away with actionable strategies and practical skills to bring back to their neck of the woods.
Keep your binoculars on the horizon for future Trailhead Tactics, starting with…
Faced with an uphill climb against rising absenteeism, Beaverton blazed a trail in 2023 with a well-equipped toolkit for students and parents at every grade level. From a resource-rich website to engaging social media and videos highlighting the importance of belonging, their district-wide effort saw impressive attendance improvements.
Gather ‘round to learn from your fellow adventurers and pick up strategies to help you map out effective solutions in your district. ️ Whether you’re a seasoned guide or a newbie on the trail, this session will help you stay the course and lead your community to better attendance outcomes.
Register for this event and pack your virtual backpacks for our first Trailhead Tactic. You’ll get the inside scoop on their journey to reaching the summit of success. Don’t forget to share the invite with your fellow scouts! We can’t wait to see you!
Interested in learning more about what it takes to earn your APR? Save the date for Friday, November 15, at 11:00 a.m. More details coming soon!
The trail is rocky up ahead—no two ways about it.
We are facing overwhelming challenges—from budget cuts to low staff morale, absenteeism to increasing demands on schools—that are changing the landscape before us. Not to mention legislative decisions and a divisive national election that loom over us this year. The path ahead can seem uncertain at times as we watch it shift before our very eyes.
But the path isn’t one we navigate alone.
Our members bring unique strengths, perspectives, talents, and ideas. Whether it’s innovative solutions, fresh strategies, or the infallible experience that comes from a career in school PR, this network is unwavering. We advocate for what matters most and lead with compassion. Together, we shape the narrative around public education.
Last year, the OSPRA board built something strong and sustainable, addressing needs with creativity and resilience. Now, we are geared up to take on another year. We have mapped the journey ahead, marked by opportunities to connect, learn, and grow.
We are each other’s guides. Let’s continue this journey together.
Grab your gear and mark your calendars for March 20-21, 2025! This year’s annual OSPRA conference will take place at the stunning Oregon Garden in Silverton, Oregon. Pack your enthusiasm for two days of learning, networking, and inspiration in this beautiful, natural setting. Stay tuned for more details, but be sure to stake your claim on those dates now!
It’s time to gather ‘round the (virtual) campfire! Our first networking event of the season, Bonfire Buddies: OSPRA Virtual Networking, will be held on Friday, September 27 at 11 am. Whether you’re looking to make new connections or catch up with familiar faces, this is the perfect way to ignite collaboration. We’ll be sharing stories, swapping ideas, and sparking inspiration to guide you through the school year—no compass required! Register for our first Bonfire Buddies here.
Plus, meet your OSPRA board and hear about the adventures we’ve planned for this year. Remember, this event is for members only, so if you haven’t renewed your membership yet, now’s the time to make sure you don’t miss out on the fun! Renew your membership today.
We need a trailblazer to step up and join the OSPRA board as our Treasurer! If you’re ready to help steer the organization, we’d love to have you on board. We’re also looking for enthusiastic members to join various committees—think of it as earning your OSPRA merit badges!
Ready to take on the challenge? Fill out our interest form here.
We’re excited to announce that we have launched our Legislative Advocacy Committee! Join together with fellow OSPRA members to advocate for educational funding at the state level by providing information and resources to organization members, running statewide campaigns, and communicating the need for funding to legislators.
Make sure to fill out the interest form here or email Megan Mahoney for more information.
Keep an eye on the trail ahead! We’ll send out a survey soon to gather valuable insights on job descriptions, teams, and salaries. This survey is exclusively for members, and the results will be shared only with active members. Stay tuned for more details!
We can’t wait to embark on this year’s adventures with you. See you at the (virtual) campfire!
Athena Vadnais, APR, was awarded the 2023-24 School Communicator of the Year by the Oregon School Public Relations Association (OSPRA) at its conference in Eugene, Oregon.
Vadnais, the director of communications and community engagement for the Gresham-Barlow School District, was recognized for her exemplary work and leadership in school public relations.
“I am passionate about bringing the community together to support our schools and the students we serve,” said Vadnais. “It is an honor and a privilege to be named School Communicator of the Year.”
Vadnais has paved the way for other school communicators through her strategic, proactive communications plans. Vadnais has been instrumental in demonstrating the value of school communications in Oregon and continues to be a strong advocate for public education. With more than 20 years in school public relations, Vadnais is the first point of contact for many school PR professionals nationwide.
"Athena was one of the first people I met when I joined OSPRA in 2019," said OSPRA President Megan Mahoney. "She leads with compassion and empathy. Being able to present her with our first-ever School Communicator of the Year award is an incredible honor."
The School Communicator of the Year award program recognizes the outstanding leadership and contributions of active, front-line school communicators who work full-time in school districts or education service agencies. Nominees were selected through OSPRA member nominations and submissions from the OSPRA board. Then, the chapter's membership voted on eligible nominees to select Oregon's School Communicator of the Year.
Oregon's School Communicator of the Year award recipient, Athena Vadnais, will be considered for the national-level award presented by the National School Public Relations Association (NSPRA) at the National Seminar in Seattle, Washington, in July 2024.
Oregon School Public Relations Association's (OSPRA) Spring Conference is almost here! Before you make the trip to Eugene, take just a couple minutes to read through the info and tips below to get ready.
There is no formal dress code for OSPRA’s Spring Conference. In the past, attendees have worn either business casual or casual attire, both of which are perfect! For those who registered early, you can wear your shirt on day 2 (on Fridays, we wear green).
Parking
Payment for parking for all guests will be taken at the parking gate.
Attendees staying the night: You will be charged upon entry. Select the number of nights you’re staying, pay with a credit card, and you’ll receive a ticket that will allow you to go in and out of the parking lot throughout your stay.
Attendees not staying the night: You will be charged when you leave. You will select “here for a group or event,” and you’ll receive a ticket. When you’re exiting the garage, scan the ticket and you’ll be charged based on the number of hours you were parked in the garage.
Social
Join us for our Social after day 1 at our conference! This year, we are excited to host our social at J. Scott Cellars from 5-7pm.
J. Scott Cellars is an upscale wine bar and tasting room in The Market District of downtown Eugene. The J. Scott Cellars brand features an extensive menu of extraordinary tasting wines of the Pacific Northwest, with 18 current and past vintages receiving the coveted 90 Pts and above from national publication, “Wine Enthusiast”!
Come on down for a drink and a chance to network with other school PR professionals.
Meals
OSPRA is providing breakfast on both days of the conference and lunch on day 1. Morning and afternoon snacks and beverages will also be available between meals.
Day 2 Lunch: Poindexter Coffee is available on-site for after the conference. There are also plenty of dining options near the hotel in Downtown Eugene if you're interested in exploring!
Finalsite Solutions Lab
We are so excited that one of our Sponsors, Finalsite, is offering a Solutions Lab at this year's conference. Sign up for a time slot by clicking the link below for user support, tips and tricks, or to learn more about using the FinalSite platform for your website! Walk-up support is also available.
Finalsite Solutions Lab Sign Up Form
Vote for OSPRA's School Communicator of the Year
Don't forget to cast your vote for OSPRA's inaugural School Communicator of the Year (SCOY)! The SCOY Award honors one outstanding individual from the school public relations profession in Oregon. This NSPRA program is designed to recognize the outstanding leadership and contributions of active, front-line school communicators who work full-time in school districts or education service agencies.
Vote for OSPRA's SCOY
Thank You to our Sponsors!
This year, the Oregon School Public Relations Association (OSPRA) launched it's new member mentorship program.
Studies show that employees with mentors are five times more likely to get promoted. Studies have also shown that managerial productivity increased by 88 percent when managers held mentorship roles, versus only 24 percent with manager training alone.
For mentees, this is an incredible opportunity for you to connect with a regional mentor who can offer you insight, advice, and a partner in problem-solving – and help you navigate the next stage of your career.
For mentors, this is a great opportunity to give back to the school communications community, become a better leader, and refine your own skills and networks – and to gain a fresh perspective from your mentee.
Both mentors and mentees offer wisdom and creative partnership to each other. There’s no experience requirement to be a mentor or experience limit to be a mentee, only a time commitment of 1-2 hours of communication per month.
If you have any questions about the OSPRA mentorship program, please reach out to professional development committee chair Emily Abellera by emailing info@oregonschoolprg.org.
