Words That Work: Messaging to Build Trust and Unite Communities Around The Public Education Promise
Date: 7/20/2026
Time: 3:45 - 4:45 PM
Room: Grand Salon 13 & 16 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
PLANNING–Strategic communication planning and accountability
Session Description
School leaders everywhere have sounded the alarm: the increasingly toxic national narrative on public education does not reflect the reality on the ground. It's the job of education leaders everywhere to actively change the narrative and restore confidence in public education. The words we use and how we frame them matter more than ever in uniting our communities around a shared vision for our children and schools. Grounded in The Public Education Promise and supported by new bipartisan research conducted by AASA, The School Superintendents Association, this session explores how carefully chosen language can transcend divides, bridge differences, and inspire support across staff, students, families, and community members. Drawing from extensive national insights, tested messages and framing strategies that resonate with broad audiences will be shared and will help school leaders communicate the enduring value and future focus of public schools. This session is not about talking points. It's about fostering authentic, values-driven conversations that connect with people where they are.
Presenter(s)
Shane Haggerty APR
Senior Director, Brand & Client Strategy
AASA, The School Superintendents Association (VA)
Shane Haggerty, APR, has worked in the education sector for more than 25 years as a teacher, administrator, school communications leader, and consultant. He currently serves as the senior director of brand and client strategy for AASA, The School Superintendents Association. He has led award-winning campaigns working full-time for two Ohio career-technical school districts and most recently as the managing director of marketing and communications for Battelle for Kids, a national not-for-profit that led change management initiatives for hundreds of school districts and state education agencies for 25 years.
Shane earned a bachelor’s degree in English education from Huntington University (Ind.) and holds masters’ degrees from both the University of Dayton (Ohio) and Xavier University (Ohio). He earned his Accreditation in Public Relations (APR) in 2018 and previously served on the NSPRA Executive Board as a vice-president at-large from 2016-2018. He is a former president of the Ohio School Public Relations Association (OHSPRA). LinkedIn Profile
Words That Work: Messaging to Build Trust and Unite Communities Around The Public Education Promise
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.