Dr. Timothy Purnell speaking at a podium
NJSBA Executive Director and CEO Dr. Timothy J. Purnell addressed the April 4 NJSBA Public Relations Forum. Attendees were told that public relations is no longer just about messaging—it’s about trust, transparency, and impact.

By Dr. Timothy J. Purnell, Executive Director

Trenton, NJ – April 4, 2025 – School leaders, board members, communications professionals, and education stakeholders from across New Jersey gathered at the New Jersey School Boards Association (NJSBA) headquarters in Trenton for the annual School Public Relations Forum: Communication, Collaboration, and AI for a Stronger Future. The day-long forum delivered timely, practical strategies for enhancing communication in public education—and was proudly sponsored by Porzio, Bromberg & Newman, P.C.

In opening remarks, attendees were welcomed with a strong message: public relations is no longer just about messaging — it’s about trust, transparency, and impact. From crisis communication and board-superintendent relations to the future of AI, the forum offered participants valuable tools to strengthen their outreach and build lasting community confidence.

Building Bridges Between Boards and Superintendents

The morning kicked off with a powerful session on board-superintendent communication, featuring a distinguished panel: Dr. Nicholas Diaz, Deputy Director of NJSBA and 2023 NJSPRA Communicator of the Year; Maren Smagala, Communications Officer at Hunterdon Central Regional High School and 2021 NJSPRA Communicator of the Year; Michelle Hurley, former Board President of Flemington-Raritan and current Associate Vice President at The Angeletti Group; and Lori Perlow, Public Information Officer for the Haddon Township School District Communications Consortium.

Panelists explored how effective internal communication lays the foundation for external trust. Topics included developing communication plans, aligning messaging with district goals, and the importance of orientation and board norms for new members. The session struck a balance between humorous and hard-hitting as speakers addressed real challenges, including public comment management, and building a culture of transparency.

“We must know our roles,” said Dr. Diaz. “The board ensures that the district runs smoothly — but it’s the superintendent who runs the district. Communication is key to that relationship.”

Michelle Hurley echoed that sentiment, encouraging board presidents to set the tone early and address poor behavior firmly but constructively. “If you want to accomplish anything, you need others to agree with you,” she said.

PR Forum attendees sitting at tables
The NJSBA Public Relations Forum was well-attended, and school district leaders from around the state heard panel discussions that explored how effective internal communication lays the foundation for external trust.

Preparing for the Worst: Crisis Communications

The next session, Assembling an ‘A’ Team for Crisis Communications, featured Laura Bishop and Allyson Roberts of Laura Bishop Communications, and Dr. Carol Birnbohm, Superintendent of the Lenape Regional High School District.

The panel highlighted the need for clear roles, pre-written templates, and consistent messaging before a crisis arises. “It’s all about being prepared,” said Allyson Roberts. “Have your talking points ready, know who’s answering your phones, and make sure everyone speaks with one voice.”

Dr. Birnbohm shared real-world experiences — including a swatting incident — to illustrate why backup plans and redundancy are essential. “You can’t have an ego in a crisis,” she emphasized. “You have to deliver the message with confidence, not emotion.”

Attendees also benefited from a timely presentation by event sponsor Porzio, Bromberg & Newman, P.C., titled ICE & Warrants: What Your School Leaders Need to Know. Attorneys Janelle Edwards-Stewart and Rachel E. Fairley guided school leaders through the complex legal terrain of responding to ICE agents on campus, emphasizing the importance of understanding the role of warrants and having clear protocols in place.

Winning Public Trust at the Ballot Box

In the afternoon, Bruce Moran, communications specialist and Dr. Robert Beers of Bridgewater-Raritan Regional School District detailed how their district passed two historic bond referendums in 2023 totaling $155 million. Through strong board alignment, clear messaging about state aid, and a multimedia campaign — ranging from lawn signs and brochures to social media and community meetings — the district rallied overwhelming support for crucial infrastructure upgrades and the launch of full-day kindergarten.

AI in Action: The Future of School PR

The forum closed with a forward-looking session on artificial intelligence in school communications, led by Dr. Peter Hughes, superintendent of Cresskill, and Elizabeth Knepp, a doctoral student intern from Kean University. Demonstrating live examples, Dr. Hughes showed how AI can streamline press release writing, generate engaging social media content, and support emergency messaging. However, he emphasized caution when using AI tools: “Never input personal or confidential information. Security must always come first.”

Looking Ahead

The forum concluded with remarks from Dr. Diaz, who thanked attendees and presenters for their insights and contributions. “Today was about elevating the conversation!”

The NJSBA’s School Public Relations Forum continues to be a vital gathering place for education leaders to learn, network, and grow. As school communications evolve, so too does the need for clarity, credibility, and collaboration.

For more information about NJSBA events and services, visit www.njsba.org.