Public schools have incredible stories to tell—and thanks to some standout school communicators from mid-Michigan, the rest of the country is taking notes.
At the 2025 National School Public Relations Association (NSPRA) conference, representatives from Ingham ISD, Clinton County RESA, and Northwest Education Services shared practical strategies for connecting with families and communities through meaningful, accessible storytelling.
One session featured Ingham ISD’s Sara Parkinson and a panel of Michigan PR leaders presenting creative ways to earn media coverage and build trust across audiences. Their tools included tips on how to pitch to local media, choose the right format for different messages, and evaluate the impact of school communications efforts.
Another spotlight session centered on the #MILimitlessPotential campaign—a collaborative statewide effort to elevate the voices of students and staff across all Michigan ISDs. Led by Micki O’Neil (Ingham ISD), Renee Thelen (Clinton County RESA), and Ryan Jarvi (Northwest Education Services), the team outlined how to “turn headlines into heartlines” by crafting stories that celebrate belonging, perseverance, and purpose in public education.
From connection to coverage, these presenters reminded everyone in the room—and beyond—that school stories matter. And when told with care, they can shape both perception and possibility.
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Communications Coordinator, Sara Parkinson, presenting at NSPRA conference
#LimitlessPotential group presentation
Recent Stories:
Ingham ISD’s regional approach brings together 12 local districts, community partners, and professional learning opportunities to ensure students have access to consistent support and diverse postsecondary pathways. From special education coordination across the service area to Military Professional Development for educators, collaboration remains at the center of student success.
Through a partnership with the Lansing Regional Chamber of Commerce, Ingham ISD welcomed local business leader Rocco Rucinski to Waverly High School as part of the “Principal for a Day” initiative. The experience strengthened connections between schools and the business community while highlighting opportunities for collaboration that support students and the future workforce.
