The School is the center of statewide activity concerning mass-communication education in middle and secondary schools. Two associations are involved: N.C. Scholastic Media Association (NCSMA) and N.C. Scholastic Media Advisers Association (NCSMAA).

The School also offers several courses in scholastic media. JOMC 602, "Mass Communication Education in Secondary School;" JOMC 603, "Mass Communication Law in Secondary School;" and JOMC 604, "Mass Communication Writing and Editing in Secondary School" are offered online. JOMC 605, "Design and Production of Secondary School Publications" and JOMC 490, "Teaching Broadcast Journalism in the Secondary School," are held during the summer sessions, when students and high school teachers can both benefit from the classes.

NCSMA, formerly N.C. Scholastic Press Association, was founded in the late 1930s and has a history of leadership and service. Its name was changed in 1995 to include the electronic media. Principal activities are an annual institute in June and regional workshops in the fall and spring.

The institute draws some 500 students and publication advisers to Chapel Hill for four days of intensive training in electronic media; newspaper, yearbook and literary magazine journalism; desktop publishing; photojournalism; and scholastic publication advising. NCSMA offers opportunities for problem-solving, discussion and creativity. Fall and spring regional workshops take journalism education to more than 700 students and advisers each year, from Manteo to Asheville.