2025 NAGC Communications School:
Breakout Sessions

 

• View the Schedule-at-a-Glance
  

   

Tuesday, May 20

Pre-Conference Workshops [add-on fee]: 8:30 - 11:00 am ET

• Action! Building a Storyboard to Spark Creativity 
    Presented by Chad Lewis & Stephanie Guzman-Barrera, King County Department of Natural Resources and Parks

Talented filmmakers create a storyboard before they begin recording so they have a clearly defined vision of the story they want to tell, one that other members of the production team can see, share, and enhance. At this interactive workshop, you'll learn how to apply that same effective approach at your government agency to provide your team with longer creative runways that allow more time to try new approaches, feature new voices, and improve the production quality of your photos, videos, and graphics. It's an innovative, collaborative approach to long-range strategic planning.

 

You will participate in a simulated Storyboard Retreat where you and other participants will add your handwritten story ideas to a canvas, helping one another sharpen messages and identify trends. You will then turn the collection of story ideas into a compelling, cohesive narrative that will deliver your agency's message for the next year.

 

Learning Objectives:

1. Learn how to develop your own Storyboard that provides a clearly defined vision of the stories your agency wants to tell over the next year.
2. Learn how to host an annual Storyboard Retreat where your creative team, subject matter experts, and agency leadership identify the most powerful storytelling opportunities and turn them into a compelling narrative.
3. Learn how to convert your Storyboard into an action plan with timelines, deliverables, and assignments, providing your creative team with more time to produce higher-quality content. 
   
   

• The Real on Reels
    Presented by Monique Blyther, Tysons Community Alliance

The "Real on Reels" is the ultimate crash course on producing videos for social media! The hands-on training covers the basics of mobile filmmaking and editing and promoting videos across social media channels. The workshop caters to iPhone and Android users with a basic understanding of social media and video recording and editing. Attendees will be able to practice capturing techniques and work with tools that make producing high-performing videos fast and easier. 

• Crafting the Perfect Pitch: How to Explain Anything in One Minute or Less 
    Presented by Dorry Levine & Doug Hattaway, Hattaway Communications

No matter what you do in work and in life you probably have to persuade and motivate people. To stand out from the noise, you need to communicate in a meaningful way. And everyone is busy, so you usually don't have much time to state your case.  In this focused, intensive workshop, you will learn to craft a One-Minute Message to capture your audience's attention and imagination-the critical, first step to changing attitudes and behaviors.  Whether you’re helping your boss shape their POV on an issue, responding to a member of the public, motivating your workforce, or speaking to a reporter, your One-Minute Message will provide you with science-backed strategies to communicate with maximum motivating power.  

Learning Objectives:

1. How to define your audience and communication objectives.
2. Insights from communications science.
3. Frameworks to help you explain anything in a minute or less.

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Wednesday, May 21

Opening Keynote: 8:10 - 9:30 am ET

 • Take Charge of Your Brand
    Presented by Guisselle Nuñez

Join a dynamic, hands-on, and insightful keynote session led by personal brand expert and author of "Take Charge of Your Brand," Guisselle Nuñez. This session is designed for participants at all career stages and offers quick, easy-to-implement techniques to incorporate personal branding into your daily professional and personal actions. Guisselle will guide you through the essentials of personal brand management, providing practical tips, including strategies for self-promotion without guilt. This is a hands-on and dynamic keynote session, so come prepared to roll up your sleeves and learn how to become your own personal brand manager. 

Guisselle Nuñez is dedicated to helping organizations and individuals achieve success through enduring marketing and personal branding strategies. She currently serves as the Sr. Associate Vice President for University Marketing Communications and Chief Marketing Officer at San Jose State University in San Jose, California. In addition to her professional role, she serves on the Board of Regents for her alma mater, Santa Clara University. An award-winning marketing communications leader, speaker, and author, Guisselle has written two books: "Take Charge of Your Brand" and "Life in the Fishbowl: Lessons to Help You Survive and Thrive in Elected Office." Through her books and talks, she passionately shares her life experiences and lessons, helping others build their own toolkits to find courage, joy, and growth.

Learn more at guissellenunez.com.

Breakout Sessions: 10:00 - 11:00 am ET

 • Navigating Media Relations: Strategies for Government Communicators  
    Presented by Amber Righter, City of Lancaster & Stacia Korman, City of Lancaster Bureau of Police

 

Once key messages are developed and press releases are prepared, government communications professionals must use their relationships with journalists to secure story placements. In this presentation, communications managers from the City of Lancaster’s mayor’s office and police bureau will share effective strategies for enhancing media relationships. Attendees will learn about the importance of transparency in government communications, effective media protocols, and successful practices based on the City of Lancaster’s experiences. By applying these strategies, participants will learn how to proactively manage media interactions and build positive relationships with the press to better control over their messaging.

 

Learning Objectives:

1. Understand the importance of transparency.
2. Develop effective internal media protocols.
3. Implement proven strategies for media engagement.

 • The True Measure of Comms ROI — It’s Not What You Think
    Presented by Scott Ward, Fifth Estate Communications 

Untold dollars and hours — not to mention tons of enamel from gnashed teeth — are spent each year trying to answer one of our profession’s questions of the ages: How do you measure return on investment for public relations and strategic communications? Is it clips? Is it hits? Is it engagement? How do we know they matter? How do we know if our campaign is moving the needle?  Actually, the answer is a lot simpler than those in the cottage industry of creating complicated metrics to measure success would have you believe. If you’re not sure of your ROI, then you’re not measuring the right thing. In this hands-on, case-study-based presentation, we’ll discuss how the true measure of ROI resides not in impressions or clicks, but in a hard, clear-eyed, metrics-based look at alignment with your organization’s mission, vision, and strategic plan.

Learning Objectives:

1. Learn new ways to evaluate the success of your communications activities by benchmarking against measurable, meaningful goals identified in your organizational strategic plan.
   
2. Identify opportunities to streamline your communications measurement strategies.
   
3. Develop strategies to engage colleagues and leadership in the practice of effectively and honestly measuring the value of communications as a means of building trust, credibility, and mutual respect.
     
   
   

 • Storifying Your Social Reports: Uncovering the Insights Behind the Data
    Presented by Christina Roach, City of Austin

We're all creating killer content each month, but are we analyzing in a way that allows us to improve our strategy? Are we even creating the right reports? Most social teams generate a strictly quantitative report, but there’s a story behind the data. How do we extract the qualitative insights needed to shape future content?

 

In this session, we’ll explore how to tell the story behind your content’s performance, and how to dive deeper into your analysis. We’ll also delve into the data you should be collecting, how to make reports that are informative AND ✨visually stunning✨, and practical tips for turning your insights into an actionable content strategy.

 

Learning Objectives: 

1. Attendees will learn how to craft visually appealing, substantive social media reports including both quantitative and qualitative data.
2. Attendees will learn how to extract a story from their quantitative reports and develop content strategy using the qualitative insights.
3. Attendees will learn about innovative reporting techniques that will take their social media analysis game to the next level such as content/topic audits, video content analyses, and more.
   

Josh Campbell is an Emmy award-winning CNN correspondent covering national security and law enforcement.

He reports both domestically and internationally, and provides analysis across CNN platforms. He can often be found deployed to the scenes of critical incidents, helping lead the network’s breaking news coverage of issues involving public safety and security.

He joined CNN following a career in national security as a Supervisory Special Agent with the FBI. His work included: continued deployments overseas responding to terrorist attacks and kidnappings as a member of the FBI’s global response team; diplomatic postings to American embassies abroad; national spokesperson and crisis communication liaison with the White House and National Security Council; and Special Assistant to the Director of the FBI.

Campbell received four FBI Combat Theater Awards for his work embedded with military special operations and CIA teams abroad.

Campbell is an adjunct Senior Fellow with the Center for a New American Security, served as adjunct professor for digital and national security at the University of Southern California, and is the author of a book on the FBI. In addition, he is a reserve military officer with past assignments in the Middle East and Indo-Pacific.

He holds an M.A. in Communication from Johns Hopkins, a B.A. in Government from The University of Texas at Austin, and received Arabic language immersion training at Middlebury College.

Breakout Sessions: 1:45 - 2:45 pm ET

 • Briefings and Presentations: How to Effectively Communicate with Confidence and Ease
Presented by Michael Hughes, Open Mike Solutions and Rebecca Merrill, College Possible Minnesota

You may THINK 'Public Speaking' comes natural to government communicators -- but standing in front of a crowd of people and giving a speech ranks among people's greatest fears.  What are the best ways to calm your nerves, connect with your audience, and deliver an impactful presentation? This breakout session will show you how it's done!  

Learning Objectives:   
1. See how properly structuring your presentation can set you up for success   
2. Learn how mastering the art of storytelling can add spice to your speech, and     
3. Discover how ‘calls to action’ can turn passive listeners into motivated doers
  

• PIOs Can Influence Public Behavior by Using Strategic Storytelling 
  Presented by Linda Wickstrom, Waukesha County Dept. of Health & Human Services

A PIO can influence public behavior by orally telling a story. Learn how use of a narrative framework of strategic storytelling during risk communication, that describes consequences and engages emotion, can influence the public to envision taking the mitigating action as described by the PIO. The presentation will identify the audience types most influenced by hearing a story through human-centric communications that springboard their think to envision their future. We will venture off the beaten path, push some boundaries, and consider if it makes sense for you to pivot and step into this unconventional method of risk communication. Because as a PIO, what’s at stake is to keep as many people as possible safe during times of crisis. It’s our shared purpose.

Learning Objectives:

1. Learn how public information officers can influence key audiences to act using strategic storytelling risk communication.
2. Learn how to sequence a traditional public information statement with an emotional appeal to influence the largest segment of the public to act.
3. Learn how to use a 12-segment strategic storytelling narrative template to springboard the thinking of the public to envision taking the desired mitigating action

 • Crafting Clarity: Building a Brand Strategy for Government through Value Propositions 
    Presented by Christopher Salem, Sustainable Success Coaching & Consulting, division of CRS Group Holdings, LLC 

This talk focuses on the essential role of value propositions in shaping a strong and effective government brand. Attendees will explore how to articulate a clear, compelling value proposition that resonates with the public, builds trust, and reinforces the core mission of their organization. The session covers strategies for identifying and communicating unique strengths, aligning messaging with public expectations, and ensuring consistency across all communication channels. Through real-world examples and practical frameworks, participants will learn how to create a brand strategy that not only enhances public perception but also drives engagement and loyalty. By the end of the talk, government professionals will be equipped with the tools needed to build a powerful, value-driven brand that stands out in the public sector. 

Learning Objectives:

1. Discover how to define and communicate a compelling value proposition that highlights your government's unique strengths and resonates with the public, building trust and credibility. 
2. Discover strategies for ensuring that your brand messaging is in sync with public needs and expectations, fostering a stronger connection between your organization and the communities it serves. 
3. Gain insights into maintaining consistent and cohesive messaging across all platforms, reinforcing your brand identity and enhancing public engagement with your government's initiatives.


• Use GenAI to help you write social media responses to customers 
    Presented by Leslie O’Flahavan, E-WRITE 

“Too long, uncaring, and off-brand.” These are three criticisms you never want to hear about your social media responses to customers! But it can be difficult to write social posts that are short enough, empathetic enough, and on-brand when you have hundreds of cranky customers blowing up your feed. If it feels like you could use a writing assistant, you’re right! You could. Generative AI tools like ChatGPT might be just the thing you need. You may not be ready to let a bot fully write your responses to customers, but you can use ChatGPT can serve as a competent editor that fixes your draft responses quickly. This session will give you practical tips on using generative AI to help you respond to customers on Facebook, x/Twitter, Tik Tok, Instagram, YouTube and ratings and review sites like Yelp. Social customer care requires you to be quick, brave, empathetic and practical in your responses. While ChatGPT sometimes backfires and will never replace the insights that human customer service agents have into customer behavior and needs, this tool can help you read and write social posts more quickly and with less fatigue.

 

Learning Objectives:

1. Learn how to write ChatGPT prompts, so the tool can read, edit, or write social customer care posts.
2. Use ChatGPT to take long-form content such as FAQs or policies and turn it into a social post.
3. Use ChatGPT to make a draft social post more empathetic, especially when the customer is being unreasonable.
4. Use ChatGPT to write social customer care posts in your company’s brand voice, which is especially helpful when you’re supporting more than one brand.  
   
   
   

 

Breakout Sessions: 3:15 - 4:15 pm ET

• Amplifying Impact: The Critical Role of Public Involvement in Project Development
   Presented by Vickie Karandrikas, Kimley-Horn

In today’s complex project environments, meaningful public involvement is no longer a courtesy—it is a necessity. Whether in infrastructure, environmental planning, healthcare, or urban development, successful outcomes increasingly depend on the quality of engagement with those most affected. This presentation explores the strategic imperative for public involvement, highlighting how inclusive communication practices contribute to better project design, enhanced trust, and long-term sustainability.

Drawing on real-world case studies and evidence-based communication strategies, the session will examine the evolution of stakeholder expectations and the risks of marginalizing community voices. The discussion will also unpack common barriers to public participation—such as lack of accessibility, cultural disconnects, and informational asymmetries—and offer practical frameworks for overcoming them.

Participants will gain insight into:

• How early and transparent engagement fosters ownership and reduces conflict
• The role of digital tools and hybrid engagement models in expanding reach
• Metrics for evaluating the effectiveness of public involvement efforts

Ultimately, the presentation advocates for a shift from performative consultation to participatory collaboration, making the case that public involvement is not just ethical—it's strategic. For projects to be truly future-ready, the public must not only be informed but empowered.

• All About Your Audience
  Presented by Casey Mank, Bold Type

Your writing works better when you know exactly who your reader is. Whether you hope your reader will like a post, buy a product, or just answer your email about which meeting time they prefer next week, audience awareness is the key to making sure the things you write lead to the outcomes you need.  In this presentation, you'll learn the audience awareness tool we've taught to everyone from students to corporate communicators to business owners. You'll practice defining the job of anything you write using the ART framework: the Audience you're trying to reach, the Result you need from them, and the Tone that will move them to that response.

 • Multiplicity: Creating Communications Clones in your Organization 
   Presented by Christina Metcalf, Town of Brookline 

Being a one-person team in municipal communications can be quite challenging. In smaller towns, there is often just one individual managing communications, and it may not even be their primary role.  By developing "communication clones" – employees trained to approach tasks with a communication lens – will enable them to effectively share information, promote initiatives, and highlight projects to the public. This approach can boost engagement, attract support, identify champions, and foster collaboration as well as ensuring communications are completed to set organization standards without needing to carry the entire workload yourself. This session will outline a framework for implementing training, providing resources, and establishing town-wide communication guidelines and standards for your “clones” to follow as part of your communications strategic plan. This will enhance consistency and efficiency in communication, promote collaboration and resource sharing within your organization, minimize misunderstandings, and foster a communication-focused culture.

 

Learning Objectives:

1. Create your "clones" and equip them for success.
2. Cultivate a culture of communication minded employees.
3. Multiply your impact with consistent messaging.

 

 • New Tech, New Tactics: Evolving Your Communications Strategies 
  Presented by Kevin Crowsyn, US Army & West Virginia University

As technology evolves rapidly, keeping up can feel overwhelming! But it also offers new opportunities to enhance communication strategies. This presentation will explore how government organizations can leverage emerging technologies such as Artificial Intelligence, Chatbots, Virtual Reality, Blockchain, and the Metaverse. Attendees will discover practical approaches for integrating these tools into their communication plans, from using AI-driven chatbots for efficient public engagement to VR for immersive storytelling, and blockchain for secure data management.

 

Learning Objectives:

1. Understand how emerging technologies like AI, VR, metaverse, and blockchain can be applied to government communication.
2. Develop practical strategies for incorporating new technology to improve public engagement and communication efficiency.
3. Gain insights into the future of communication strategies and how to stay ahead of technological trends.  

 

 

Thursday, May 22

Keynote: 8:30 - 9:30 am ET
 • Strategies and Collaboration: Enhancing Incident Response During California Wildfires

Presented by: Andy VanSciver, Ventura County Fire Department  & Nick Schuler, CAL FIRE 

 

      

As wildfires grow in intensity and frequency, effective incident response and management has never been more critical. Communicating effectively to the public, government, and media are an essential part of this process. Andy VanSciver, Public Information Officer with the Ventura County, Cal., Fire Department and Nick Schuler, Deputy Director of CAL FIRE, will explore key topics such as interagency coordination, rapid deployment of resources, and the role of community preparedness. Both speakers, seasoned professional firefighters, have played a critical role in managing communications strategies during some of the largest disasters in California’s history, including the COVID-19 pandemic, major fire sieges, and other all hazard incidents and initiatives.

Breakout Sessions: 10:00 - 11:00 am ET

• Planning an Effective, Small Budget Informational or Advocacy Campaign 
    Presented by Julia Brossart, OKI Regional Council of Governments (MPO) & Kellie Rittershausen, National Lieutenant Governors Association

 

Two communications professionals – with sometimes differing opinions and styles – will engage you on how to plan an effective communication campaign on a shoestring budget. Government communicators must often inform constituents on topics that are dense, confusing, or of low interest, and we must do it with nothing but our own elbow grease! If you have a communicator, a computer and a phone, this session will cover 10 no-cost ways to plan an informational or advocacy campaign, as well as tips on how to present the message and track effectiveness.  

 

Learning Objectives:

1. Learn 10 no-cost ways to execute an informational or advocacy campaign.
2. Get tips on things to consider in how to present your message.
3. Discuss tracking Return-on-Investment (ROI) reporting for leaders who struggle to understand your work.
   
   
   

 • Pitch Perfect: Generating Positive Coverage in the Current Media Landscape 
   Presented by Chad Lewis, King County Department of Natural Resources and Parks 

While there are fewer editors and reporters to pitch stories to today, the current media landscape offers more opportunities than ever to demonstrate the creativity, resourcefulness, and ingenuity needed to generate positive news coverage. At this session, you will learn how to identify your strategic storytelling advantages, customize your approach to succeed in your local news market, and create opportunities for positive national coverage that positions your agency as an industry leader. Come see how you can maximize your potential for powerful earned media coverage that improves employee morale and builds the public trust your agency needs to achieve its mission.

 

Learning Objectives:

1. Identify your agency's strategic advantages for generating positive media coverage.
2. Customize your approach to succeed in your local news market.
3. Create opportunities for positive national coverage that positions your agency as an industry leader.

 

 • The IAP2 Way: A Primer on Community Engagement Tools and Processes Used Internationally 
   Presented by Justin Schneider, City of Austin Parks and Recreation Department

Many community engagement practitioners have seen or used the IAP2 Spectrum of P2/engagement. But do you know much about the organization that developed the Spectrum or what other tools might be available? The International Association of Public Participation (IAP2) was founded in 1990 by practitioners responding to growing interest and needs for meaningful engagement processes. Since then, IAP2 has grown into the premier P2/engagement organization, promoting and advancing P2/engagement globally through their 5 Foundations. Learn about the organization’s approach to community engagement from one of their licensed trainers.

 

Learning Objectives:

1. Learn the IAP definition of P2/engagement and other key terms in the practice.
2. Discover IAP2 tools and guidance for ensuring meaningful engagement.
3. Reflect on ways to plan for engagement that consider power sharing and community influence.
   
   
   

 • The Power of Personal PR: Why Communicator Must Master LinkedIn 
   Presented by Don McLean, McLean Media

In today's hyper-competitive market, personal PR is essential and every communicator needs to use it effectively to survive. Elevate your professional life through powerful personal PR.

 

Learning Objectives:

1. Why mastering LinkedIn and personal branding is vital to stand out.
2. Attracting opportunities.
3. Controlling your narrative.
   
   

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Breakout Sessions: 11:15 am - 12:15 pm ET

 • Low Cost, High Return: Strategies for Engagement
     Presented by Mira Sleilati, Metropolitan Transportation Authority (MTA)

Employee engagement is important - even in government. It's essential for achieving results, whether your organization is selling a product or delivering a public service. But with a demanding public and tight resources and budgets, employee engagement is not always top of mind for leaders in government agencies.   This session will explore some low cost, high return strategic internal communications programs that improved engagement and shifted the culture at one of the largest public transportation systems in North America. 

You will gain insight into: 

- Leveraging your employees as storytellers 

-C reating compelling content and channels to tell your story 

- Achieving small wins aligned with your agency’s mission 

- Connecting leadership with your workforce to build trust - Measuring results 

 • From Concept to Episode 100- Building a Sustainable Podcast
    Presented by Scott Anderson, El Paso County Colorado

When you’re building a podcast for a local government, you’re going to run into a few roadblocks. Who will we talk to? How often should we publish? What in the world is an XLR cable and what do I even do with it? If you’ve asked yourself these questions, you’re not alone. In fact, I had many of the same questions about 100 episodes ago (it’s how I keep time these days). This presentation will help to answer some of those questions and guide those looking for ways to kickstart their communications.

Learning Objectives:
-Learn how a podcast can enhance your communications
-Identify potential pitfalls and possible solutions for common podcasting issues
-Build a network of peers who will support your efforts and expand your reach.

 • Navigating a Rebrand: Building a Modern, User-Friendly Brand that Increases Capacity 
   Presented by Gina Paige, Wisconsin Department of Children and Families

Is your brand dated, impersonal, or too bureaucratic? The journey to design and implement a new brand can be daunting – especially if you are a small team or have limited to no budget. This session will walk you through how to navigate a successful agency rebrand in-house while simultaneously building strong brand ambassadors at all levels of your organization.

Learning Objectives:
-Assess your current brand while incorporating staff and stakeholder feedback.
- Design and implement a comprehensive, user-friendly Brand Toolbox that meets staff needs.
-Build strong brand ambassadors across your organization and partner agencies.

 •  How Consumer Research Methods Can Strengthen Your Public Brand
   Presented by Todd Fabian, 9Rooftops Marketing (9R)

Successful private-sector brands rely on research to understand their audiences, shape their messaging, and build trust. So why should government agencies be any different? In this session, we’ll explore how consumer research techniques—commonly used by top private sector brands—can help public-sector organizations strengthen their “public brand” and better connect with the communities they serve.

We’ll break down key research methods, such as audience segmentation, message testing, and brand health measurement. Then, we’ll examine how these methods can be applied in the public sector with two real-world case studies:

• How the South Carolina Department of Commerce used consumer research techniques to differentiate itself in a highly competitive but undifferentiated space.
• How the Pennsylvania Turnpike Commission’s multi-year commitment to research has shaped public perception and guided communications around its latest innovation—Open-Road Tolling.

Join us to learn how government communicators can borrow proven strategies from private-sector branding to build credibility, engagement, and trust.

NAGC Business Meeting & Closing Keynote: 1:00 pm - 2:00 pm ET

Hosting the NFL Draft in Pittsburg: A Game-Changer for Marketing, Tourism, and Economic Revitalization
Presented by: Abigail Gardner, Communications Director, Allegheny County

The NFL Draft is one of the most anticipated events in sports, and Pittsburgh’s selection as the host city offers an unprecedented opportunity for the region. This session explores the powerful impact of hosting the NFL Draft on marketing, tourism, and economic revitalization. From a tourism perspective, we will examine how the city can capitalize on this global stage to attract visitors and bolster its reputation as a sports and entertainment hub. On the marketing front, we will discuss how local businesses, organizations, and the city itself can strategically leverage this event to reach new audiences and showcase Pittsburgh’s unique culture. Additionally, provide insights into how major events can spur long-term economic growth and community engagement. Finally, we’ll explore how effective communication with the public is key to ensuring a seamless experience, both for residents and visitors.

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