The 2026 Staff Training Initiative includes a pair of February webinars to provide district personnel with understanding, skills-building, and tactical advice for working with traditional and social media channels to promote the work and mission of conservation districts
Wednesday February 18, 12:00pm – 1:00pm
From Message to Media: Amplifying Impact Through Local Outreach
Local media remains one of the most powerful—and often underused—tools available to conservation districts to reach the public. Knowing what to say is only part of the equation; understanding how to make your message resonate with reporters and local audiences is what drives real impact.
This practical, skills-focused webinar is designed specifically for district leaders, program managers, and subject-matter experts who are not communications professionals—but are responsible for telling their district’s story. This session will demystify media relations and provide clear, actionable guidance for working effectively with local print, broadcast, and digital outlets.
Participants will learn how to identify and build relationships with key media contacts, develop genuinely newsworthy messaging, and create outreach materials that get noticed—such as press releases, advisories, PSAs, and pitch emails. The webinar also addresses how to navigate challenging or “bad news” moments, time outreach for maximum impact, and strengthen credibility through partnerships.
Using real-world examples drawn from localized campaigns, attendees will gain practical tools they can immediately integrate into their broader district outreach strategies. By the end of the session, participants will be better equipped to boost stakeholder engagement, amplify program visibility, and ensure their messages reach the audiences that matter most.
Whether you are launching a new initiative, responding to emerging issues, or looking to elevate your district’s profile, this webinar offers a clear roadmap for turning messages into meaningful media coverage.
Presented by Stephanie Hendricks, PR & Media Relations Manager at Piper Strategies.
Stephanie Hendricks is a collaborative strategic communications professional who balances big-picture strategic thinking with boots-on-the-ground tactical execution. Throughout more than 20 years with leading PR agencies she has developed and executed research-based communications campaigns and worked with executives in the legal and tech sectors to advance visibility and thought leadership. Stephanie has been a trusted advisor, creating programs that educate and engage B2B and B2G customers, policymakers, and other stakeholders. She is a master storyteller and expert writer with deep skills in media relations, content development, and technical writing. Stephanie received her B.A. in Journalism and Public relations from the University of Georgia.
Wednesday February 25, 12:00pm – 1:00pm
Smarter Social Media: Campaigns, Curation, and AI-Driven Content
Maintaining an effective social media presence can feel overwhelming—especially for districts and organizations balancing multiple programs, limited staff time, and evolving platforms. This webinar designed to help participants cut through the noise and approach social media with greater clarity, consistency, and impact by providing a streamlined framework for planning and executing social media campaigns that align with organizational goals and audience needs. Participants will learn platform-specific best practices, creative and messaging considerations, and how to measure and refine performance without overcomplicating the process.
The webinar also focuses on content curation as a strategic tool—showing how sharing credible, relevant third-party content can strengthen trust, reinforce expertise, and reduce the pressure to constantly create original posts. Attendees will leave with simple, sustainable workflows for identifying and curating high-quality content.
Finally, the session explores the responsible use of AI tools to support social media efforts. Participants will gain practical guidance on using AI for ideation, drafting, graphics, video, scheduling, and reporting—while ensuring authenticity, brand alignment, and appropriate oversight.
By the end of the webinar, participants will have a clearer, more efficient approach to social media—one that supports stronger storytelling, improved stakeholder engagement, and smarter use of emerging tools without sacrificing credibility or control.
Presented by Line Storgaard-Conley, Director, Digital Marketing & Advertising at Piper Strategies.
Line Storgaard-Conley is a results-oriented, award-winning integrated marketing strategist with more than 20 years of experience. She has a proven track record of delivering highly effective campaigns across digital channels, meeting, and exceeding campaign goals. Her expertise includes developing tailored, targeted campaigns—both organic and paid—on multiple platforms. As the digital and social media lead for an international healthcare non-profit organization, she directed the strategy and execution of digital advertising cause-marketing, awareness, and partnership campaigns. She is passionate about innovation and finding the right solutions for clients. Line holds an MPA, Public Information Management, Interactive Communication, BS, Political Science, and Communications from Southern Illinois University and a Digital Marketing Certificate from Cornell University.
Stacey Piper, Chief Communications Officer at Piper Strategies, brings a mastery of messaging and content strategy across non-profit/association, B2B, and B2G sectors. She has 25 years of experience positioning organizations to increase awareness, build reputation, grow membership, increase engagement, expand donor base, and boost volunteerism. She is an effective project manager who easily assembles and motivates teams to drive results. Stacey is highly communicative with a proven record of successful partnerships with both executives and technical experts. She is enthusiastic about driving innovation and growth. Stacey holds an MS in Marketing from Johns Hopkins University and a BS in Marketing from Bloomsburg University of Pennsylvania. She teaches at Government Marketing University and serves on the Board of Directors for Shelter House, a local non-profit.