One of the most interesting parts of this interview is Koehler's emphasis on research underlying all the work he does to provide communication services to 20 school districts. As part of that, he points out that treating students as stakeholders and not as passive publics is an emerging trend in this segment of the PR profession.
While the NSPRA is the organization for PR professionals in K-12, PRSA has a special section called Counselors to Higher Education for practitioners working at colleges and universities.
Enjoy the video. Again, all "PR in Practice" videos are on my YouTube channel.