Charter School Messaging 101: Knowing — and Using — the Words that Work
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In charter school messaging, every word counts, and different phrases work better for different audiences. For instance, families look for clarity, students for authenticity, staff for alignment, and the wider community for understanding your value. This session breaks down how to tailor your language, tone, and message to each group while staying true to your school’s mission and vision.
Based on the latest research, you'll learn which voices resonate with whom — and why. You’ll leave with practical frameworks and a stronger grasp of audience-specific messaging that boosts engagement, strengthens trust, and elevates the charter school sector as a whole.
About the Speaker: Emily Bertelli, Advisor, PLT Strategies
Emily is a seasoned communications and advocacy professional with deep experience helping educational organizations advance their narratives. She began her career managing communications for Pittsburgh Public Schools before working with Capitol Impact to advance statewide equity efforts in California. Emily later led the communications team at the California Charter Schools Association, and, most recently, she served as an Account Director at Larson Communications. As an advisor with PLT Strategies, she works closely with NAPCS and state charter associations nationwide, including the League.