From Communicator to Strategic Advisor: Leading When Trust Is on the Line
Date: 7/21/2026
Time: 10 - 11 AM
Room: Grand Salon 20 - 24 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
LEADERSHIP–Leadership, strategic counseling, management, mentorship in communications and public schools
Session Description
School communicators are already doing leadership work, with or without formal titles. In high-stakes moments with trust in the balance, the direction an organization takes depends on how the issue is framed and communicated. If you have ever recognized that your expertise could steady a difficult moment, yet weren’t sure how boldly to step in, this session is for you.
Through real-world examples, practical frameworks, and candid discussion, participants will learn how to lead conversations that shape credibility and trust, evaluate communication decisions beyond deliverables, and be seen as essential to your organization, through challenging times and great successes.
Attendees will learn how to move from output-driven work to outcome-driven leadership by stepping forward earlier, framing strategic advice with confidence, and focusing on what people need to understand and not just what needs to be said.
You’ll learn the importance of not waiting for permission to lead, and why your voice and perspective is essential. You’ll learn how to anticipate doubt, strengthen public confidence (and your own), and help your organization consistently show integrity. Come learn and laugh in a safe space with a veteran school PR practitioner.
Presenter(s)
Jill Wagner APR
President
Idea Emporium
Jill Wagner, APR, is an experienced and award-winning public relations expert who has helped both small and large public organizations and private companies tell their stories, navigate through crises, and achieve their strategic goals.
Accredited in Public Relations by the Public Relations Society of America, she has years of experience serving K-12 public school districts, with additional expertise in communications for colleges and universities, non-profits and government organizations.
As a consultant, her work focuses primarily on K-12 and higher education, providing creative and comprehensive public relations, communications, and marketing services to build reputations and influence audiences.
She just launched YourPRToolbox.com, a PR learning site with expert-built practical tools, templates, and guidance to help you respond, advise, and lead through any communications issue.
Ms. Wagner’s specialty is strategic thinking and creative implementation. At core, she is a skilled problem solver and works with organizations to help them focus on serving their mission better by strategically resolving the issues that can be so distracting.
Ms. Wagner specializes in handling difficult and complicated situations, with expertise in crisis communications and in translating complex information into easier-to-understand messaging. With more than 30 years of crisis communications expertise, she brings a depth of experience to crisis readiness and response activities. From pre-emption to recovery, her hands-on involvement helps organizations respond, restore, and move forward.
She serves as a speaker, trainer, and mentor and has presented at dozens of conferences around the nation on public relations topics. Known for her sharp insight combined with her sense of humor, she makes learning fun and memorable. She loves to share what she's learned and has presented at CalSPRA, NSPRA, California Association of Public Information Officials, PRSA, Association of California School Administrators, California School Boards Association, AASA - The School Superintendents Association, the Council for Advancement and Support of Education, The California State University, the Association of Fundraising Professionals and more.
Her work has earned local, regional, and national ADDYs, Tellys, and Awards of Distinction and Excellence from organizations such as the Public Relations Society of America, the National School Public Relations Association, the California School Public Relations Association, the Council for Advancement and Support of Education and more.
She was named “Professional of the Year” in 2017 and 2008 by her local PRSA chapter and served on its board for 20 years. Ms. Wagner was inducted as a Fellow into Fresno State’s Department of Media Communications and Journalism, recognizing distinction in her career. LinkedIn Profile
From Communicator to Strategic Advisor: Leading When Trust Is on the Line
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.