About Us Leadership Election Information Erica Chandler, APR

Candidate biography (as submitted by the candidate):

Erica Chandler, APR, is the Director of Communications and serves as a one-person communications department for Affton School District in St. Louis, Missouri. With over 25 years of experience in public relations and communications, she began her career in concert and entertainment marketing before making the shift to school PR over a dozen years ago. She has a proven track record of leadership within the Missouri School Public Relations Association (MOSPRA) and NSPRA, is the immediate Past President for MOSPRA, the 2022 MOSPRA Professional of the Year, a 2018-2019 NSPRA Front-Runner, and has presented at numerous regional, state, and national conferences. Erica is a proud band wife (check out Aaron and @funkybuttbrass) and mom to the #brotherschandler, Milo, a Class of 2024 grad, and Hank, who will be a sophomore at Affton High School.

How can school PR professionals best advance our role as communication leaders, demonstrate communication accountability and build understanding of communication as a core management function?

"We can advance our role as school communication leaders by emphasizing strategic planning and proactive engagement with all of our diversified audiences. Demonstrating communication accountability involves setting clear goals, measuring objectives and outcomes, and transparently reporting results. This can be achieved through regular evaluations, feedback mechanisms, and closing the loop to report back what we heard to better ensure our organizations are striving toward continuous improvement. Building understanding of communication as a core management function requires integrating communication strategies into the overall decision-making processes, highlighting the impact of effective communication on achieving organizational goals and student success, and advocating for the inclusion of communication professionals in leadership teams. By fostering a culture of open dialogue and collaboration, we can underscore the essential role of communication in educational success."

What do you consider to be the major communication challenges facing districts/education organizations today, and what qualifications, skills and expertise will you offer as an Executive Board member to help NSPRA support members in addressing these issues?

"The major communication challenges facing districts and education organizations today include managing crisis communications, combating misinformation, engaging diverse communities, and leveraging digital platforms effectively. Additionally, ensuring transparency and maintaining trust in the face of rapidly changing educational landscapes are critical issues.

My work has always centered on fostering connections, supporting innovation, and empowering fellow practitioners. In leading by example, I have demonstrated an unwavering commitment to elevating the standards of school PR while ensuring an easy entry point for any colleague to “admire and acquire.” This has involved not only navigating the complexities of crisis communication and community engagement but also mentoring new professionals and supporting those transitioning from other fields into school PR.

I believe my background uniquely positions me to contribute significantly to NSPRA. Through collaboration, strategic leadership, and a focus on professional development, I aim to:

• Champion the needs and voices of our members, ensuring they have the tools, resources, affinity groups, and recognition necessary to thrive.
• Support the association’s efforts to recognize and honor Diversity, Equity, and Inclusion, ensuring members have the guidance, resources, and tools they need to support their schools and communities.
• Elevate the importance of strategic planning and communications, leveraging my experiences as a one-person department to demonstrate that RPIE is for everyone and that being strategic can actually help ease the workload."

NSPRA’s mission is to be the leader in developing professionals to communicate strategically, build trust and foster positive relationships in support of their school communities. How will you support this mission as an NSPRA leader?

"My aspiration to serve as President of the National School Public Relations Association (NSPRA) stems from a deeply rooted commitment to the vital role of communication in education. Having dedicated my career to advancing communications and building relationships within school settings, I understand the unique challenges and opportunities that PR professionals face in our dynamic educational and social landscape, particularly in one-person PR departments. My vision for NSPRA includes a strengthened community of practice, where members feel supported, valued, and equipped to meet the evolving needs of their communities. By focusing on inclusivity, professional development, and strategic communication, I am confident in our collective ability to elevate the profile and impact of school PR professionals nationally.

Because at the end of the day, it’s our people, our fellow School PR practitioners, who inherently understand the challenges, the heartbreak, and the connections that make our jobs so valuable and so rewarding. These relationships are the lifeblood that will carry us through, the safe spaces we can be so wholly ourselves, and the dear friends we’ll hold close to our hearts. I am eager to bring my passion, experience, and vision to the role of NSPRA President, where I would strive to further elevate our profession and enhance the impact of our association."