Description

In an era where schools and districts are under more scrutiny than ever, the role of public relations professionals has become increasingly complex. Families, staff, and community members often hold conflicting beliefs and expectations about what schools should offer, how they should operate, and their roles in students' lives. These contradictory viewpoints lead to cognitive dissonance—a psychological state where individuals experience discomfort due to holding two or more contradictory beliefs or attitudes. 

This session will explore the concept of cognitive dissonance and how it impacts school PR, particularly when communicating controversial or emotionally charged topics. We will examine the types of dissonance —such as opposing views on curriculum, school safety, or equity initiatives—on potential litigation-fueled topics. The session will also provide strategies to mitigate dissonance by crafting messages acknowledging conflicting viewpoints while staying true to the district’s—and one’s own—values and goals. 

Through real-world examples and interactive discussions, attendees will learn how understanding cognitive dissonance can lead to more effective communication, foster trust, and help build stronger relationships between school districts and their communities.

About the Presenters:

Sundeep Dosanjh has been the Chief of Communications and Community Engagement for the Rocklin Unified School District since 2021. Dosanjh has ten years of experience in school public relations, crisis management, media relations, strategic planning, and social media. Before entering school PR, Dosanjh provided counsel to technology companies in Silicon Valley. Sundeep began his professional career as a television reporter. Dosanjh is currently the President-Elect of the California School Public Relations Association (CalSPRA) and is also a member of the National School Public Relations Association (NSPRA).

Jessica Hull serves as the Executive Director of Communication and Community Engagement for Roseville City School District. She brings twenty years’ experience as a leader in school communications in Northern, Central and Southern California. Her expertise includes social media, crisis management, community engagement, and media and public relations. She believes well-informed students, families and citizens are the greatest assets to a school system and focuses all communications to create dynamic, two-way conversations within communities. Mrs. Hull is currently serving as Immediate Past President of the California School Public Relations Association (CalSPRA) and is an active member of the National School Public Relations Association (NSPRA).