2026-2029
MinnSPRA's 3-Year Strategic Plan
A roadmap to strengthen Minnesota's community of school communication professionals through leadership, learning, advocacy and connection.
Mission, Core Values & Guiding Principle
As an exemplary chapter of the National School Public Relations Association (NSPRA), Minnesota School Public Relations Association (MinnSPRA) advances public education by building understanding and empowering professionals to communicate strategically, earn trust and cultivate relationships. We are guided by our core values:
- Collaboration: We build meaningful relationships that strengthen our members, our organization and the profession.
- Learning: We foster continuous professional growth by sharing knowledge, developing expertise and learning from one another.
- Belonging: We cultivate an inclusive community where every member feels welcomed, valued and connected.
MinnSPRA is committed to advancing equity in all aspects of our work. We intentionally consider racial, gender, ability, economic and social equity when developing programs, making decisions, building partnerships and serving members.
Context and Strategic Planning Questions
School communication professionals continue to navigate increasingly complex challenges, including building public trust, managing crises, supporting student enrollment, engaging diverse communities and communicating with transparency and credibility.
MinnSPRA's role is to ensure communication professionals across Minnesota have the knowledge, resources and confidence necessary to lead these efforts successfully.
This strategic plan provides a framework for Board decisions and annual work plans while remaining flexible enough to respond to emerging opportunities and challenges.
This plan is guided by the question: How can MinnSPRA best equip and connect school communication professionals to meet the evolving needs of their districts?
- What will members need over the next three to five years to remain indispensable strategic leaders?
- How can MinnSPRA create greater value for members while advancing excellence in school communications across Minnesota?
Strategic Goals
1. Membership Growth and Engagement
Desired Outcome
MinnSPRA is the professional home for school communication professionals across Minnesota, offering meaningful connections, relevant learning opportunities and a welcoming member experience.
Strategies
- Recruit and retain a diverse membership representing districts of all sizes and regions.
- Strengthen onboarding with a personalized new member experience.
- Better understand member needs through surveys, focus groups and membership data.
- Expand opportunities for members to connect through regional, affinity and career-stage networks.
- Develop member pathways that encourage chapter volunteerism and leadership.
- Modernize member management technology to improve engagement and communication.
Success Indicators
- Increased membership and retention
- Higher participation in events and committees
- Increased representation from Greater Minnesota
- Improved member satisfaction
2. Advocacy and Visibility
Desired Outcome
MinnSPRA elevates the school communications profession while strengthening public understanding of the essential role strategic communication plays in public education.
Strategies
- Build relationships with Minnesota education organizations and statewide partners.
- Build awareness and develop pathways for future school communication professionals in partnership with high schools and colleges through career fairs, etc.
- Promote the value of school communication professionals to superintendents, school boards and educational leaders.
- Develop resources that support districts without dedicated communications staff.
- Increase awareness of MinnSPRA through strategic marketing and digital engagement.
- Share timely communication resources addressing emerging issues facing schools.
Success Indicators
- Increased organizational partnerships
- More presentations and speaking opportunities
- Higher website and social media engagement
- Greater awareness of the profession
3. Support for Chapters and Reciprocal Relationships
Desired Outcome
MinnSPRA strengthens connections among members, NSPRA and partner organizations while fostering a collaborative statewide network of communication professionals.
Strategies
- Strengthen collaboration with NSPRA and neighboring chapters.
- Create peer learning communities organized by geography, experience and areas of practice.
- Expand mentoring and networking opportunities.
- Develop practical professional learning focused on current challenges and emerging trends.
- Encourage reciprocal partnerships that benefit members and the broader education community.
- Build communities of practice around topics such as crisis communication, enrollment, marketing, family engagement and equity.
Success Indicators
- Increased participation in peer networks
- Stronger engagement with NSPRA (increase in MinnSPRA members who become NSPRA members)
- Expanded collaborative programming
- Growth in mentoring relationships
4. Financial Sustainability and Organizational Resilience
Desired Outcome
MinnSPRA has the organizational capacity, leadership structure and financial resources necessary to serve members well into the future.
Strategies
- Evaluate staffing and operational models that improve organizational sustainability.
- Review governance structures to ensure Board responsibilities are strategic and manageable.
- Diversify revenue through sponsorships, partnerships and professional learning.
- Evaluate membership models and dues to ensure long-term sustainability.
- Invest in technology and systems that improve operational efficiency.
Success Indicators
- Balanced annual budget
- Sustainable staffing and volunteer workload
- Increased non-dues revenue
- Strong succession planning
12 Month Implementation of Priorities
Implementation of Priorities Over the Next 12 Months
The Board will develop annual implementation plans aligned with this strategic framework. Initial priorities include:
Website and Communications
- Create a content calendar with shared content creation and member spotlights.
- Develop a method for cross collaboration with other working groups.
- Enhance the value of website content by using more regular website updates, sponsor information and membership portal.
Member Support
- Roll out regional link ups and develop a communications plan for associate memberships.
- Address members' needs by providing relevant and meaningful professional development opportunities.
- Expand the MinnSPRA scholarship program by adding an option for APR support.
Awards
- Recruit more nominations across all categories.
- Launch product award program for 2027-28.
- Revise the Dawn K McDowell program.
- Increase partnerships with one or many SPRAs for judging support.
Governance and Equity
- Document action items of the MinnSPRA board in a spreadsheet and folder in the shared Google Drive.
- Document policies, procedures for elections, recognitions and succession plans.
- Develop a process for board and executive director evaluations.