Changing for Good (News): Defying the Traditional Divide to Build Lasting Media Partnerships
Date: 7/20/2026
Time: 3:45 - 4:45 PM
Room: Grand Salon 7 & 10 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
ENGAGEMENT–Internal/external stakeholder engagement
Session Description
Strong relationships with local news media don’t happen by magic. They require a deliberate, strategic approach. In an era where a single headline can define a school district’s reputation, the ability to collaborate effectively with reporters is your most valuable asset.
This session moves past the "us vs. them" mentality, offering practical frameworks for building long-term partnerships that benefit both the school district and the newsroom. Learn from a nationally-award-winning communications professional on how to shift the narrative from reactive crisis management to proactive storytelling, ensuring your good news gets the coverage it deserves while protecting your district's image when challenges arise.
Presenter(s)
BriAna Wycoff
Media Coordinator
Lincoln Public Schools
BriAna Wycoff serves as the Media Coordinator for Lincoln Public Schools in Nebraska, where she bridges the gap between traditional journalism and modern school public relations. With a career rooted in broadcast news, BriAna brings a "newsroom lens" to school communications, overseeing media relations and digital storytelling for the district’s 60+ schools and programs.
In her current role, BriAna manages the district’s multi-platform social media presence and serves as a primary liaison for local news outlets, specializing in proactive storytelling and crisis communications. A passionate advocate for empowering school-level voices, she has trained staff across 60 locations on social media management and content strategy. BriAna is also a national award-winning school communicator, with multiple accolades from the National School Public Relations Association (NSPRA) for her excellence in communication and multimedia storytelling.
Prior to joining the communications team at LPS, BriAna began her career as a multimedia broadcast journalist and holds a B.S. in Journalism and Mass Communications from Iowa State University. Her unique background allows her to translate complex district initiatives into compelling multimedia narratives that build community trust and engagement. Outside of the office, you can usually find her doomscrolling on TikTok, crossing books off her TBR list or figuring out how to mention Taylor Swift in any conversation. LinkedIn Profile
Changing for Good (News): Defying the Traditional Divide to Build Lasting Media Partnerships
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.