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Propelled by strategic guidance of the Executive Board and the dedication of its staff, the National School Public Relations Association made significant strides forward in 2023-24. Membership increased for the fourth consecutive year, while the NSPRA 2024 National Seminar saw record attendance with more than 1,700 attendees.
At the core of this year’s milestones was the ongoing implementation of NSPRA’s strategic plan, which continued to provide a clear direction for advancing the association’s mission and priorities. Serving as NSPRA’s roadmap since 2021, nearly 100 percent of the plan’s strategies and objectives have been achieved. As we plan for 2025 and beyond, the NSPRA Executive Board remains focused on identifying strategic priorities that will guide the association over the next three years.
This year also marked the association's presentation of its first-ever National School Communicator of the Year Award to Dirk Tedmon, APR. Presented in partnership with Finalsite, the honor recognized Tedmon’s outstanding leadership and contributions as a school communications professional.
At its heart, NSPRA’s ability to thrive in 2023-24 reflected the forward-thinking leadership of the Executive Board and dedication of staff to supporting members and the profession with excellence.
Membership in the national association continued to rise, with 2023-24 marking the fourth consecutive year of growth for NSPRA.
The third annual Presidents Summit provided two days of targeted professional development for more than 70 presidents, presidents-elect and executive directors/administrators of NSPRA’s 34 state/regional chapters.
NSPRA Executive Board members and staff provided more than 65 presentations on school communications and leadership topics for state/regional SPRA chapters and for state and national education associations.
More than 1,700 in-person attendees – another record-breaking number – networked and learned at the NSPRA 2024 National Seminar in Bellevue, Wash.
NSPRA named Dirk Tedmon, APR, as its first ever National School Communicator of the Year Award recipient.
The third annual School Communicators Day was celebrated on May 10, 2024, which recognized the outstanding work of school communicators throughout the United States and Canada.
The new Crisis Communication and Small District Superintendents tracks of
NSPRA Academy were launched.
One of the ways in which NSPRA displays its leadership in school communications is through the powerful partnerships formed with other national education associations to benefit members.
Through its ongoing partnership with AASA, The School Superintendents Association, NSPRA co-sponsored the third year of the Leadership in School Communication program, which empowers teams of superintendents and communication leaders to advance their districts’ communication efforts.
The American Association of School Personnel Administrators invited NSPRA executive staff to share communications expertise at its 2024 National Educator Shortage Summit and its 2024 Annual Conference.
The Association of School Business Officials, Intl. invited NSPRA executive staff to share communications expertise and host a booth at its 2024 Annual Conference & Expo.
NSPRA and the Canadian Association of Communicators in Education extended and accepted reciprocal invitations for their executive directors to attend each other’s annual conferences.
NSPRA and the Consortium of School Networking advocated to have the Kids Online Safety Act include a requirement that social media companies prioritize the free verification of public school districts’ social media accounts. This was a continuation of the joint #K12Verify campaign, which asks social media companies to allow school district accounts to be officially verified and to make it easier to report and take down those accounts that are rogue or harm kids.
NSPRA was an active participant in the Learning First Alliance’s 2024 Public Schools Week initiative. Each year, district leaders, specialists, teacher educators, parents, and school board members come together with the LFA to celebrate Public Schools Week, a time to show the strength—and potential—of our nation’s public schools and our students’ futures.
A partnership with Finalsite, along with supporting partners CoSN and AASA, resulted in a three-part webinar series on generative artificial intelligence, specifically targeting school communication professionals, technology directors, and superintendents.
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This past year marked NSPRA’s fourth consecutive year of membership growth, a testament to the enduring value of our high-quality programs and services that support school communication professionals. Thanks to the ongoing efforts of our staff and board to align NSPRA’s offerings with its research-based strategic plan, our professional community continues to thrive and expand.
NSPRA’s 2024 biennial membership survey* showed several noteworthy findings that point to the increasing value of school communicators:
The APR provides a clear salary advantage. Survey data shows that NSPRA members with accreditation in public relations (APR) earn higher salaries than their colleagues without accreditation.
*The full 2024 Membership Profile Survey Report will be released to members later this winter.
Like most non-profit membership associations, NSPRA has several major revenue sources such as an annual conference, membership dues, awards programs and professional development opportunities. In addition, NSPRA provides direct services to school districts through communication audits.
With a budget of $3.2 million, the pie charts below show NSPRA’s major revenue sources and areas of expense for 2023-24. The final audit report for 2023-24 is being finalized and will be shared in an upcoming issue of the Member Memo newsletter.
Named as one of the best education conferences by K-12 Dive, the NSPRA National Seminar held in Bellevue, Wash., on July 17-20, proved to be a resounding success with a record-breaking 1,700+ attendees and 46 sponsors and exhibitors.
With more than 150 skill sessions, amplify sessions, corporate showcases, Gold Mine roundtables and stellar networking events, 96 percent of attendees rated the 2024 Seminar as excellent or good.
Each year, NSPRA honors leaders in school communication who are making a difference through their work, with their mentorship and in the field.
In 2024, NSPRA recognized the following school communication professionals and superintendent:
Annette Eyman, APR, 2024 Presidents Award Recipient Over the course of her 30+ year career in school communications, Annette Eyman, APR, has exemplified exceptional leadership and dedication to both the field of school public relations and NSPRA. Now the president of Kordica Communications in Omaha, Neb., Eyman previously served as director of communications for Papillion-La Vista (Neb.) Community Schools for more than 33 years. Throughout her career, Eyman continuously exemplified exceptional leadership and dedication to the field of school public relations.
Dirk Tedmon, APR, National School Communicator of the Year In July 2024, Dirk Tedmon, APR, executive director of marketing and communications for Eden Prairie (Minn.) Schools, was named recipient of the inaugural National School Communicator of the Year Award in partnership with Finalsite. Known for his leadership, strategic vision and commitment to equity, Tedmon has driven impactful initiatives, including campaigns that secured financial stability for the district, boosted enrollment and increased community satisfaction. A nationally recognized leader in school PR, he is celebrated for his mentorship, crisis communication expertise and commitment to fostering meaningful engagement with the community.
Carla Erdey, APR, Barry Gaskins Mentor Legacy Award Recipient A leader in the field for more than two decades, Carla Erdey, APR, director of communications and community engagement for Homewood-Flossmoor (Ill.) High School District 233, has mentored countless professionals, offering guidance on job success, professional development and the Accreditation in Public Relations (APR) process. Celebrated for her selfless dedication to advancing school PR, Erdey exemplifies collaboration and commitment to helping others achieve their goals.
Jennifer Blaine, Ed.D., Bob Grossman Leadership in School Communications Award Recipient Superintendent of schools for Spring Branch Independent School District in Texas, Jennifer Blaine, Ed.D., is known for her commitment to transparent and open communication, implementing strategic initiatives like enhancing translation services and fostering trust through regular engagement with key stakeholders. Her ability to adapt communication strategies to meet the diverse needs of her community has been instrumental in promoting a positive school culture and strengthening engagement.
NSPRA also annually honors the best work in school communication through its National School Communication Awards program. See the 2024 Gold Medallion Award winners, Golden Achievement Award winners and Publications and Digital Media Excellence winners.
View the current NSPRA Executive Board here.
Read the 2022-2023 Annual Report to NSPRA Members
NSPRA’s 2021-2024 Strategic Plan
Adopted in June 2021 by the NSPRA Executive Board, the strategic plan provides staff with a roadmap guided by a new mission statement and four major goal areas:
Mission Statement
NSPRA is the leader in developing professionals to communicate strategically, build trust and foster positive relationships in support of their school communities.