Lesley Bruinton Redefines Strategic Success at TSPRA 2026
Last week at the Texas School Public Relations Association (TSPRA) annual conference, Lesley Bruinton, APR, President and CEO of School Spirit PR, challenged a room of dedicated communicators to stop running and start leading. Her session, focused on moving practitioners off the “output hamster wheel,” provided a roadmap for those looking to secure a permanent seat at the leadership table.
“In school PR, we are often measured by the volume of our work—the number of social posts or the speed of our crisis responses,” Bruinton noted. “But those are just outputs. To truly elevate our profession, we must pivot toward outcomes.”
The BOOST Framework
The centerpiece of the presentation was the introduction of the BOOST framework: Bolstering Optimal Outcomes and Shaping Trust. Bruinton argued that the most effective school PR is a blend of science and art. By grounding work in the RPIE process, practitioners can Bolster Outcomes. By moving beyond “just the facts” toward empathetic, audience-centric storytelling, they Shape Trust.
As Lesley told the crowd:
“Strategy isn’t a title you’re given; it’s a language you speak. When we stop talking about what we did and start talking about what we changed, we stop being a cost center and start being a solution.”
During the session, attendees participated in the “Outcome Flip.” This mental shift forces practitioners to move beyond simply stating a task. Instead, they learn to articulate their work through a strategic lens:
“I am [Task] so that [Stakeholder] will [Action/Feeling], which results in [Outcome].”
Lead From Where You Are
Whether a “Builder” just entering the field, a “Strategist” aligning district goals, or a “Steward” guarding district integrity, Bruinton’s message was clear: Lead from where you are. School Spirit PR remains committed to helping districts move beyond “doing PR” to driving meaningful, measurable change.
