Staying, Growing, and Thriving: Building a Sustainable Career in School PR
Date: 7/21/2026
Time: 8:30 - 9:30 AM
Room: Grand Salon 20 - 24 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
CAREER–Charting a personal career path in communications
Session Description
School PR professionals today face unprecedented pressures: managing nonstop communication cycles, balancing crises and celebrations, supporting leadership, and responding to rapid social media demands. As expectations rise, many practitioners feel stretched thin, not because they want to leave school PR, but because they want to find a healthier, more fulfilling way to stay in it. This session is designed to help professionals build a sustainable and rewarding long-term career within the field. Rather than encouraging people to leave, this session equips them with the tools to grow where they are, realign their roles with their strengths, find work/life harmony, and advocate for the conditions they need to thrive.
Participants will explore actionable strategies to:
-Recognize early signs of burnout and misalignment
-Create healthier role boundaries and workload management practices
-Develop a work/life harmony mindset
-Reconnect with purpose and the “why” behind their work
-Identify opportunities for advancement, skill expansion, and role evolution within school PR
-Navigate transitions thoughtfully when needed - without leaving the profession
This practical, highly relevant session provides a growth framework that helps practitioners remain engaged, fulfilled, and rooted in a profession they love. With real examples, reflection exercises, and usable tools, attendees will walk away with a personalized career-growth map and renewed clarity about how to thrive in school PR.
Presenter(s)
Jessica Hull
Executive Director of Communication and Community Engagement
Roseville City School District (CA)
Jessica Hull is the Executive Director of Communication and Community Engagement for the Roseville City School District, where she leads efforts to connect schools, families, and communities through clear, engaging, and transparent communication. With more than 21 years of experience in school communications, she has developed expertise in social media strategy, crisis response, community engagement, and media relations. She also runs her own consulting firm, Jessica Hull Communications, supporting districts and county offices across California, with a focus on strengthening communication strategies in small districts. Passionate about transforming communication into meaningful two-way conversations, Jessica believes that well-informed and engaged students, families, and community members are a school system’s greatest strength. A recognized leader in her field, she is an active member of the California School Public Relations Association (CalSPRA) and the National School Public Relations Association (NSPRA). LinkedIn Profile
Staying, Growing, and Thriving: Building a Sustainable Career in School PR
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.