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Press Release Contact: Sarah Loughlin, Communications Manager National School Public Relations Association 301-519-1221 I sloughlin@nspra.org
FOR IMMEDIATE RELEASE
From Crisis to Connection: New Report Shows Schools Are Reshaping Communication Strategies in a Post-Pandemic World
A new report from the National School Public Relations Association reveals that while crisis communication remains a priority, schools are shifting focus to community engagement, expanding communications teams, and strengthening connections with families and communities—an approach that is increasingly critical as districts work to keep families informed amid evolving federal policies.
ROCKVILLE, MD. (March 13, 2025) – As schools continue to navigate the changing landscape of education and public engagement, a recent report from the National School Public Relations Association (NSPRA) highlights a shift in school communication strategies. While crisis communication remains essential, new data shows that schools are placing greater emphasis on community engagement, relationship-building and expanding their communications teams—reflecting an evolution from the reactive crisis response of the pandemic era to a more intentional focus on long-term trust and transparency in education.
The findings come from NSPRA’s 2024 Profile of a School Communicator report, which tracks key trends in school public relations, including the changing responsibilities of school communicators, department structures and emerging priorities in the field.
“The pandemic dramatically reshaped the role of school communicators, making crisis response a top priority overnight,” said NSPRA Executive Director Barbara M. Hunter, APR. “Families came to expect regular, clear and transparent communication—expectations that remained long after the crisis subsided. Today, schools continue to manage crises, but they are also strengthening and expanding their efforts to build strong, lasting relationships with families and communities. While community engagement has always been a core part of school communication, we’re seeing it rise as a top priority, reinforcing the shift from reacting to emergencies to proactively fostering trust."
With ongoing changes to federal policies on immigration enforcement, school choice, gender identity and diversity initiatives, clear and strategic communication will be essential in keeping families informed, addressing concerns and strengthening trust in school communities.
“As federal policies shift, the need for strong, strategic communication has never been greater,” Hunter added. “Effective and authentic school communication will be essential in ensuring families stay informed, engaged and connected to their schools in this shifting landscape.”
Key Findings from the 2024 Profile of a School Communicator report:
Why This Matters
The report underscores the growing recognition that effective school communication goes beyond crisis response—it plays a vital role in fostering trust, strengthening relationships and ensuring families stay informed and engaged in their children’s education.
“Schools and districts are moving beyond reactive communication and investing in proactive strategies that build long-term trust,” said Hunter. “This shift is crucial as schools work to strengthen connections with families and communities in a time when clear, transparent communication is more essential than ever.”
Access the Full Report
The 2024 Profile of a School Communicator report for media can be downloaded at www.nspra.org/2024profile.
As the leader in school communication, NSPRA serves more than 2,900 members who work primarily as communication directors in public school districts and education organizations throughout the United States and Canada. NSPRA provides high-quality professional development programming through on-demand learning, an annual National Seminar, webinars, online forums and resources. For more information, visit NSPRA’s website at www.nspra.org.
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