Annual MSPRA Conference
MSPRA's Annual Conference
Beyond the BAYsics: Connecting Our Communities is March 5-6
Join us for an exciting, engaging, high-impact annual conference in Bay City on March 5-6, 2026, at the DoubleTree by Hilton Bay City-Riverfront.
Thursday's opening keynote speaker, NSPRA President Kelly Wachel, APR, will highlight the vital role school communicators play in public education. Later on Thursday, Dr. Shawn Bishop, MASA Deputy Executive Director, will lead a buzz-worthy AI general session that he has been sharing across the nation. On Friday, Cindy Warner, APR, NSPRA's 2025 School Communicator of the Year, will deliver a keynote on the importance of networking and mentor/mentee relationships. And, Friday's closing speaker, John Shelton, VP of Marketing and Sales for Zehnder's, located in Frankenmuth, Michigan's largest tourist destination, will share tips on marketing and how to elevate the guest experience.
The conference will also include a general session panel featuring award winners, six breakout sessions, expanded networking opportunities and so much more. We will also honor our 2025 Superintendent Communicator of the Year, our 2025 Gerri Allen Outstanding School Communicator of the Year, our 2025 Rising Star, and other MSPRA Award winners.
- Member Early Bird Registration: $300 (ends February 12, 2026)
- Member Regular Registration: $350 (February 13, 2026, through March 1, 2026)
- Non-Member Registration: $450 (through March 1, 2026)
(A $25 cancellation fee will be charged 2 weeks prior to the conference.)
Overnight Hotel Rooms
We are pleased to report that interest in our annual conference is high. Due to strong registration, we have added an additional block of guest rooms available at the $130 conference rate at the DoubleTree by Hilton Bay City-Riverfront.
If you’re planning to attend the MSPRA Annual Conference on March 5 and 6 and you haven’t secured your overnight room at the DoubleTree by Hilton Bay City-Riverfront, you still have time.
The original DoubleTree by Hilton Bay City-Riverfront room reservation link has been updated and is now open through midnight Sunday 2/15, so don’t delay!
Looking forward to seeing you in Bay City!
Additional Nearby Hotel Options
Attendees may also wish to consider these highly-rated hotels located a short distance from the conference site, with rooms available for under $200 per night:
Comfort Inn Bay City Riverfront
501 Saginaw Street
Bay City, MI, 48708
(989) 892-3501
Courtyard by Marriott, Bay City
2 East Main Street
Bay City, Michigan 48708
(989) 778-1800
Conference Schedule & Timing
Thursday, March 5, 2026
| Time | Session |
|---|---|
| 7:30-8:45am | Registration/Continental Breakfast |
| 8:45-9:00am | Welcome – MSPRA President Kelly Allen, APR; MSPRA PD Chair George Sipple |
| 9:00-10:00am | Meeting the Moment: Understanding the Big Picture – NSPRA President Kelly Wachel, APR |
| 10:10-11:10am | Communications That Connect: A Panel Discussion on Elevating Representation. Moderator Mark Snyder (Lake Orion Schools) and panelists Jessica Stilger, APR (Berkley), Ashley Kryscynski (Washtenaw ISD) and David Sim (Copper Country ISD) |
| 11:15-12:15pm | Fast Connections, Real Solutions: Vendor Speed Networking. Hosted by MSPRA Sponsorship Co-Chairs Mark Edwards (Oakland Schools) and Zach Harig (Hamilton Community Schools) |
| 12:15-1:20pm | Lunch and MSPRA Annual Meeting with MSPRA President Kelly Allen, APR |
| 1:20-2:20pm | Gold Mine Session: Topics include ADA compliance, onboarding, adding to your comms team with a work-based learner, best practices for MSPRA Awards, the APR process and more. |
| 2:30-3:15pm | Breakout Sessions:
|
| 3:30-4:15pm | Breakout Sessions:
|
| 4:30-5:30pm | Can Someone Help Me Spell AI? – Dr. Shawn Bishop, MASA Deputy Executive Director |
| 6:00-10:00pm | Dinner, Awards, Networking Activities |
Friday, March 6, 2026
| Time | Session |
|---|---|
| 7:15-8:15am | Registration/Hot Breakfast |
| 8:15-9:15am | You’ve Got a Mentor in Me – NSPRA School Communicator of the Year Cindy Warner, APR |
| 9:20-9:35am | You’ve Got a Mentor in MSPRA – Tom Scheidel, APR, The Scheidel Group |
| 9:35-10:10am | How Would You Handle a School PR Scenario? – Group Activity |
| 10:15-11:05am | Trust Over Tradition: Reimagining Community Engagement in Crisis – Sarah Davis and Jessica Ristich (Waterford School District) |
| 11:10-12:10pm | The Zehnder’s Way of Connecting – John W. Shelton, Zehnder’s Vice President of Marketing |
| 12:10-12:30pm | Closing Remarks – MSPRA President Kelly Allen, APR; MSPRA PD Chair George Sipple |
Join MSPRA and Save!
Are you a non-member planning to attend an upcoming MSPRA event? Join MSPRA today and save on your registration!
