The CalSPRA School Communication and Engagement Certificate Program is a nine-month program designed to provide professionals with the tools and knowledge needed to succeed in school public relations. Facilitated by CalSPRA’s Executive Director, Trinette Marquis, APR, the program features guest experts who provide practical insights into the industry. 

Register today.

Program Overview

The program consists of nine virtual monthly sessions, each lasting 90 minutes. These meetings occur on the second Wednesday of each month from 11:30 am to 1:00 pm. The curriculum culminates in an in-person graduation at the annual CalSPRA conference.

Key Topics Covered:

• RPIE (Research, Planning, Implementation, and Evaluation): A foundational process for PR
• Messaging and Internal Communication: Strategies for clear and effective organizational communication
• Crisis Communication: Managing communication during high-stakes situations
• Media Relations: Building and maintaining relationships with the press
• Marketing and Branding: Ensuring your brand is effective and consistent
• Community Engagement: Fostering strong connections between schools and their communities
• Legal Issues: Navigating the legal complexities of school communication
• Technology and AI Tools: Leveraging modern tools and social media for better engagement

Participant Feedback and Ratings

The program has received high praise from its 2025 - 2026 participants, particularly for its comprehensive nature and the access it provides to industry leaders.

Participant Recommendations:

• Highly Recommended: 100% of respondents in recent evaluations indicated they would recommend this program to others.
• Confidence and Preparation: Participants consistently reported feeling better prepared for their roles (average rating of 4.8/5) and more confident in their work (average rating of 4.6/5) after completing the course.
• Content Relevance: Key sessions like Media Relations, Crisis Communication, and Technology tools all received average ratings of 4.8/5 or higher for their usefulness.

What Participants Are Saying

"This program was incredibly helpful to those that are looking to improve their districts. Having uninterrupted access to industry leaders' expertise as an emerging communicator in this field was invaluable. It provided me with hope, optimism, tools and new ideas to bring back to my district." — Chantel Stansberry, Director of Communications, P-BVUSD 

"I would highly recommend the School Communication and Engagement Certificate Program to any school communications professional regardless of where you are in your career. You will learn from some of the industry's top experts, in an accessible, clear and friendly way." — Anonymous Participant 

"After taking this program, I can confidently say that... I did learn significantly and feel like I can perform my job with much more knowledge and confidence. Trinette was great and gave us a space to learn and also to ask questions." — Janette Franco Jimenez, Communications Specialist, Lodi Unified School District 

"The School Communication and Engagement Certificated Program offered me a variety of foundational communication skills, information, and resources that I will continue to use in my career as I grow." — Nidia Rojas Del Real, Communications and Public Relations Specialist, Jurupa Unified School District 

"This program has been a guiding light for me in many ways and has made me feel supported in my role... It has sparked ideas for initiatives I can bring to the schools I work with." — Itzel Magana, Communications Manager, ISANA Academies