About Us NSPRA Press Room Profile of a School Communicator 2024

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:

• Crisis Communication Still a Top Priority, But Urgency Is Easing: Crisis response has remained a top responsibility for school communicators since the pandemic, with 69% of communicators in 2020 ranking it as a primary focus as they managed school closures, health protocols and shifting guidelines. By 2022, that number dropped to 58%, and in 2024, it declined slightly to 57%, reflecting that while crisis communication remains critical, schools are balancing it with other long-term communication priorities such as community engagement and trust-building.
• Community Relations Continues to Gain Prominence: While community engagement has long been a core function of school communication, it has solidified its place among the top five responsibilities for school communicators in both 2022 and 2024. This reflects a growing emphasis on relationship-building, with more schools prioritizing family outreach, public engagement and strategic communications efforts beyond crisis response.
• Communications Teams Are Expanding: The percentage of one-person communication offices has dropped to its lowest level since at least 2011, while the percentage of departments with eight or more staff members has reached its highest level in the same timeframe. These findings highlight a broader commitment to strengthening school communication, as more districts allocate resources to grow their teams and enhance their strategic efforts.
• Engagement Barriers Remain: Despite the emphasis on outreach, 83% of school communicators cite message overload as the biggest challenge in engaging families. Other obstacles include lack of interest in district communications among families (48%) and insufficient communications staffing capacity (36%). Additionally, nearly one in five (19%) school communicators identified families’ lack of trust in district communications as a barrier to engagement, reinforcing the need for transparency and trust-building efforts.

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.

About NSPRA

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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