all Confe F t n i o ren J 5 ce 2 20
ROAD Monday, November 3 through Wednesday, November 5, 2025 Beach House Resort | Hilton Head, SC
Welcome Message On behalf of the South Carolina Chapter of the National School Public Relations Association, welcome to the Joint Fall Conference! This year’s theme, “Road Trip,” reminds us that every mile of our journey together brings new opportunities to learn, grow, and strengthen the stories we share about public education. I encourage you to enjoy the sessions, make meaningful connections along the way, and gather ideas you can take back to your schools and communities. Thank you for all you do to keep us moving forward on this journey. Let’s make this road trip one to remember!
Toni Chewning SCNSPRA President
Pack your curiosity and drive forward in telling your School’s story.
Driving Communications Forward Hosted
by
Association
the
South
(SC/NSPRA)
Carolina
Chapter
of
and
North
Carolina
the
the
National School
School
Public
Public
Relations
Relations Association
(NCSPRA), this joint conference brings together school communication professionals from across both states for three days of connection, collaboration, and professional growth. Attendees will explore emerging trends, share best practices, and learn from leaders in education and communications. Through engaging sessions, inspiring keynotes, and valuable networking opportunities, participants will leave energized and equipped with new ideas to strengthen their districts, schools, and communities.
Networking &
Learning &
Connections
Inspiration
Take advantage of every
From keynote speakers to
opportunity to connect with
breakout sessions, each
colleagues from across the
presentation is designed to spark
Carolinas. Share ideas, build
new ideas and provide practical
relationships, and discover new
strategies you can put to work
approaches that strengthen
right away. Leave recharged,
school communications and
motivated, and ready to make an
community engagement.
impact in your district.
R ES O RT M A P Room Number
Check In 4:00 PM | Check Out 11:00 AM Wifi: BHGuest | Password: beach house Housekeeping: daily trash & tidy - full service available upon request A
Lobby
B
The Porch
EVENT PAVILLION
POOL EQUIPMENT
POOL RESTROOM
38'
CABANAS
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CABANAS
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Sand & Surf Ballroom NO DIVING
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Ocean Room
FT
Tiki Lawn
X
D
105
Pool Cabanas
MEETING
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36' X
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Sky Room
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33'
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104
PREFUNCTION
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Lil Tiki
G
Beach Chair & Umbrella Rentals
H
Bike Rentals
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FT
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Beach Volleyball
M
37'
E
100'
56'
Pool X
FT
NO DIVING
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100 M
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BAR
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93'
102
CORRIDOR
101
LOBBY
A
CABANAS
CABANAS
CABANAS
CABANAS
57'
C
D
Main Entrance - Handicap Accessible
E RESTROOM
Guest Rooms Ice Machines on Floors 2, 3 & 4 TIKI BAR
HR
HR
HR
Entrance. Guests only. Wristband required for entry.
ROOM 104
HR
HR
HR HR
Entrances. Guests only. Wristband required for entry.
STAGE
F
G
H
P O O L H O U RS
TIKI HUT
Sunrise–Sunset, Year-Round
Live Music Daily, Year-Round (weather permitting)
THE PORCH S O U T H E R N K I TC H E N & B A R Breakfast, Dinner & All-Day Dining Poolside Service from The Porch Call The Porch for Pick-Up: 843-785-2900
Home to the Legendary Tiki Hut Since 1977
Open at 10 am daily Band calendar and menus at tikihuthhi.com
Our Speakers Hear from an outstanding lineup of speakers who bring diverse expertise, innovative ideas, and practical insights. Each session is designed to inform, inspire, and spark meaningful conversation about the future of our work.
KEYNOTE SPEAKER: Rebecca Bultsma AI Ethics Researcher + Power User Rebecca Bultsma is an internationally renowned keynote speaker and trainer who has worked with thousands of educators and leaders across Canada and the U.S. to build confidence and capacity for integrating AI in K-12 schools. Known for making AI approachable, practical, and people-centered, Rebecca helps educators harness AI to transform teaching, learning, and leadership while keeping relationships, equity, and ethics at the forefront. Rebecca partners with schools, districts, nonprofits, and businesses to advance AI literacy, develop responsible AI policies, and ensure ethical AI adoption that benefits students and communities. She serves as the Chief Innovation Officer of Amplify & Elevate Innovation and cohosts AmpED to 11 Podcast, a podcast exploring how AI and innovation are reshaping education and the future of learning. Rebecca also contributes to Canada’s Digital Governance Standards Institute and is advancing her research in Artificial Intelligence Ethics at the University of Edinburgh.
LIbby Roof Chief Communications Officer, Lexington School District One Elizabeth “Libby” D. Roof is the Chief Communications Officer for Lexington School District One, bringing more than 25 years of experience in public relations and strategic communications. A lifelong advocate for public education, she has served in leadership roles with Richland School District Two and Lexington District One, where she developed and led comprehensive communications, marketing, and stakeholder engagement efforts. Roof began her career in hospitality and transportation communications before moving into K–12 education. She earned a bachelor’s degree in education from Clemson University and a master’s degree in mass communications
from
the
University
of
South
Carolina. An active leader in her field, she has served as president of the South Carolina Chapter of the National School Public Relations Association and is a frequent conference presenter. Roof lives in Gilbert, South Carolina, with her husband and two sons.
Wayde Byard Author of The Battle for Loudoun County
Wayde B. Byard served for more than twenty years as the public information officer for Loudoun County Public Schools. In a previous professional life as an awardwinning journalist with the Winchester Star, he reported on crime, government (sometimes government-related crime), and sports. He is a graduate of the University of Missouri’s famed School of Journalism and lives in Winchester, Virginia, with his wife.
Greg TurchettA Strategic Communications Advisor, Apptegy Greg
has
spent
his
31-year
career
mastering
and
teaching the art of branded storytelling. After 22 years producing
Emmy
award-winning
television
news
and
leading newsroom teams, he brought his media and marketing expertise to K–12 education, serving as Chief Communications Officer for four school systems over a decade. Now with Apptegy, Greg helps school districts tell their success stories, strengthen their brands, and build authentic community engagement. A recognized K–12 thought leader, he has been a featured presenter at state and national conferences since 2014.
Adam Myrick Lexington County Scheriff’s Department
Adam has more than 20 years of experience in strategic communications, including nearly a decade in print, radio, and television news. Since 2015, he has served as Public Information Officer for the Lexington County Sheriff’s Department in SC, holding the rank of captain and leading the department’s public information unit. He oversees media relations, crisis communication,
digital
content,
and
video
production.
Adam earned Executive Public Information Officer certification from the National Disaster & Emergency Management University and was named a Credentialed Public Information Officer by the Center for Public Safety Excellence. He began his media career as a reporter, anchor, and producer, later transitioning to public service as a spokesperson for a major state agency. An instructor with FBI-LEEDA, he frequently speaks on media relations, social media strategy, and digital engagement. Adam holds a bachelor’s degree in mass communication from Lander University and lives in Lexington, South Carolina, with his wife and two children.
Colonel Arthur Athens, USMCR (Ret.) Director for the U.S. Naval Academy’s Vice Admiral James B. Stockdale Center Colonel Athens is the former Director of the U.S. Naval Academy’s Vice Admiral James B. Stockdale Center for Ethical Leadership and the Academy’s first Distinguished Military Professor of Leadership. He is a retired Marine, having served in significant command and staff positions in all four Marine Aircraft Wings, as a Space Operations Officer with the U.S. Space Command, and as an instructor at the Marine Corps’ equivalent to the Navy’s Top Gun. Additionally, he was a White House Fellow and the Special Assistant to the NASA Administrator following the Space Shuttle Challenger accident. He graduated, with distinction, from the Naval Academy, the Naval Postgraduate School, and the Army’s School of Advanced Military Studies. Colonel Athens currently speaks around the country, addressing leaders in the military, law enforcement, health care, public education, and collegiate athletics. He and his wife Misti have 10 children and many grandchildren.
Conference Day One | Nov. 3rd Kick off the conference with a full lineup of engaging sessions designed to inspire, inform, and equip you for the year ahead. Speakers will share insights, strategies, and best practices across a variety of topics, offering practical takeaways for immediate application. Don’t miss the opportunity to connect with peers, ask questions, and gain fresh perspectives.
12:00 pm
Check-in and registration Sand and Surf Ballroom
1:00 PM
Welcome and Overview Sand and Surf Ballroom Welcome and opening greetings from Toni Chewning, President of SCNSPRA, and Dr. Tracy Helton, President of NCSPRA. Hear a brief message from our Diamond Sponsor, Apptegy.
1:30-3:00 PM
AI on the Road: Driving Change with Confidence Sand and Surf Ballroom I Rebecca Bultsma Rebecca Bultsma gives a high-energy, practical keynote that equips communication professionals with a clear understanding of how generative AI is reshaping the landscape. This session breaks down core concepts, builds confidence and inspires action, helping attendees steer AI adoption with clarity and purpose.
3:00-3:15 PM
break
3:15-4:00 PM
On Brand: How to Create a Distinctive School District Brand Sand and Surf Ballroom I Greg Turchetta, Apptegy Simply put, your district’s brand is your reputation. It’s everything that comes to mind when families, students, and community members think about your schools. That means that every single experience people have with your district—from the user experience on your website to the first impression in the front office of your schools—is a chance to build your brand. This session is a hands-on journey into all the elements of a successful branding campaign and how to differentiate your district in a new era of school choice.
Wrap-up and preview
4:00 PM
Sand and Surf Ballroom Wrap up Day One with Toni Chewning, President of SCNSPRA.
5:30-6:30 PM
welcome reception Outdoor Beach Pavilion
Enjoy dinner on your own in beautiful Hilton Head Island, SC!
Conference Day two | Nov. 4th Day 2 builds on yesterday’s insights with a series of dynamic sessions focused on innovation, leadership, and practical strategies for success. Attendees will hear from expert speakers, participate in interactive workshops, and have opportunities to network and collaborate with peers.
8:00-8:45 AM
Breakfast Dunes Outdoor Pavilion
9:00-9:15 AM
Opening Sand and Surf Ballroom Kick off Day 2 with a welcome from our conference hosts, followed by a message from one of our sponsors.
9:15-10:15 AM
Smart Brevity (Axios) Sand and Surf Ballroom I Libby Roof, Lexington One Get ready to level up your writing! SCNSPRA’s own Libby Roof, Lexington One’s Chief Communications Officer and Smart Brevity expert, will share how to write messages that stop the scroll, engage your audience and drive action — all in less time and fewer words.
10:15-10:30 AM
break
10:30-11:30 AM
the battle for loudoun county Sand and Surf Ballroom I Wayde Byard, Retired PIO & Author In 2021, Loudoun County, Virginia, became the epicenter of America’s growing battles over education and culture. Longtime school communications officer Wayde Byard witnessed firsthand how public schools turned from community cornerstones into political flashpoints. In The Battle for Loudoun County, he shares his story of being falsely accused in a politically charged investigation and the broader lessons about how outrage threatens public service and trust.
11:45 AM-1:00 pM
1:15-2:15 PM
Lunch Dunes Outdoor Pavilion
Market Share Matters: Telling Your Story, Winning the Game Sand and Surf Ballroom I NCSPRA: Facilitator Kevin Smith, Sheena Cooper, Heather-Louise Finch, Dr. Tracy Helton, Aarika Sandlin Stories are the most powerful tools schools have to connect with families, staff, and communities. Storytelling is not the job of one communicator; it takes teachers, principals, families, and community partners to build a narrative people believe in. Join a panel discussion that highlights strategies to position everyday voices and experiences within data-informed insights and human-centered storytelling to attract and retain students and staff. Learn how to turn both names and numbers into narratives that grow trust and market share in your local public schools.
2:15 PM
Transition
2:30-3:30 PM
Breakout sessions Breakout 1 « Strategic Pit Stops – AI Tools Rebecca Bultsma & Tactics You Can Use Now
Breakout 2 « Anyone Can Create:
Videography Made Simple
Sand and Surf Ballroom Ben Coy Horry County School District
Sky Room
Breakout 3 « Harnessing the Positive PR Power of Your Teacher Forums
3:30 PM
Transition
Craig King Palmetto State Teachers Association
Ocean Room
3:45-4:45 PM
Breakout sessions Breakout 1 « Strategic Pit Stops – AI Tools Rebecca Bultsma & Tactics You Can Use Now
Breakout 2 « District Bond Referendums
Sand and Surf Ballroom Dr. Erica Taylor & Hatara Tyson Orangeburg County School District
Sky Room
Breakout 3 « The Power of Storytelling: Turning Data and Design into District Pride
Nora Shoptaw, APR Guilford County Schools
Jeannine Richardson Finalsite
Rachel Gutierrez Finalsite
Ocean Room
6:30-8:30 PM
road trip tailgate party Dunes Outdoor Pavilion Wear your favorite team gear!
Conference Day three | Nov. 5th The final day of the conference brings it all together with inspiring presentations, collaborative discussions, and actionable takeaways to carry back to your schools and organizations. Join us as we reflect on key insights, celebrate our connections, and look ahead to what’s next in school communications.
8:00-8:45 AM
Breakfast Dunes Outdoor Pavilion
9:00-9:45 AM
chapter meetings North Carolina - Ocean Room South Carolina - Sand and Surf Ballroom
9:55 AM
Opening Sand and Surf Ballroom Begin the final day with a warm welcome from our conference hosts and a message from one of our sponsors.
10:00-11:00 AM
pios and law enforcement partnerships: how to form it and keep it Sand and Surf Ballroom I Adam Myrick, Lexington County Sheriff’s Department School districts and law enforcement agencies must work hand-in-hand to create a secure and supportive environment for students, staff and the community. This presentation will explore the critical importance of fostering positive relationships between school district public relations professionals and law enforcement public information officers. Through case studies, best practices and real-world examples, we’ll examine how transparent communication, collaboration and mutual understanding can make everyone’s job a bit easier.
11:00-11:15 AM
break
11:15 AM-12:15 pM
The Fulcrum of Leadership Sand and Surf Ballroom I Colonel Arthur Athens, USMCR (Ret.) A fulcrum is the point upon which a lever pivots. A common example of a fulcrum is the center support of a seesaw found on a playground. By their attitude and actions, leaders determine which direction their “team’s lever” will tip. In one direction, teams become dysfunctional and discouraged. In the other direction, teams flourish and achieve extraordinary results. This presentation will explore how leaders can become more effective at the fulcrum point and lead their teams to higher levels of motivation, achievement and fulfillment.
12:15 pm
Closing Remarks Sand and Surf Ballroom
Thank you to our sponsors! Diamond Sponsor:
One complete platform to manage all communication.
Apptegy’s complete communications platform offers the tools and training required to make everyone in your school district a better communicator. Our platform is backed by our unparalleled client service team to make sure you always have the support you need to succeed, compete, and connect.
www.apptegy.com
platinum Sponsor:
Finalsite is a K-12 school software platform providing websites, communication tools, and enrollment management to help schools connect with their communities. It features a content management system for easy website creation, a mass notification system for communication via email and text, and tools to streamline admissions and billing.
www.finalsite.com
Thank you to our sponsors! Gold Sponsors:
Silver Sponsors:
bronze Sponsors:
Notes
Notes
Driving Innovation in School Communication, One Mile at a Time.