Alexandra Kincaid

35 Under 35: Alexandra Kincaid

NEW in 2024: As NSPRA introduces the Emerging Leaders Award, the association is sunsetting the 35 Under 35 recognition while still reflecting the best aspects of the honor in a new, more expansive and inclusive award. These changes were inspired by member insights gathered by the NSPRA Awards Task Force.

Every other year, NSPRA's 35 Under 35 program recognizes school public relations professionals who are making a difference for their school districts or education-related employers. The sixth class of NSPRA's 35 Under 35 program is sponsored by Rhodes Branding.

Alexandra Kincaid

Public Information Office Director

Dayton (Ohio) Public Schools

How many years have you worked in school PR?
5+ years.

What have you found to be the most rewarding part about working in school PR?

The most rewarding part about working in school PR is knowing that my work ultimately contributes to providing students with a better educational experience. At the end of the day, everything I do — from newsletters to press releases to robocalls — is working toward setting students up for future success. Good communication is key in any organization, but in schools, it has the power to impact many lives in a positive way. I also truly enjoy meeting and interacting with students on a regular basis. It’s always enjoyable to be out in schools and to witness the fun and engaging activities taking place in classrooms.

What have you found to be the most challenging part about working in school PR? How do you approach those challenges?

One of the many challenges of working in school PR is that social media gives everyone a platform — even those sharing inaccurate information. In a matter of minutes, incorrect information can become very widespread. I approach this challenge by being responsive to those who reach out with questions and thanking them for taking the time to ask the district directly. I also often remind our audiences where they can go for accurate information, and that the district will always contact them directly in the event of a serious situation. When warranted, the district may post a statement of its own to correct inaccuracies that are being circulated. It is also crucial that the district provides information to parents as quickly as possible to prevent the spread of rumors and speculation. Over time, most parents begin to expect this communication and know that if there is something they need to know about, their school or the district will be communicating with them.

What has been your most fulfilling professional experience thus far?

My most fulfilling professional experience was attending the Ohio School Public Relations Association conference. I really enjoyed connecting with other school PR professionals in my state and having the opportunity to learn from one another. I left feeling inspired and ready to tackle several projects with new insight and fresh ideas.

Are there any emerging trends in school public relations that excite you?

Two things come to mind — short-form video storytelling on social media and tools that streamline and simplify the work we do. As social media platforms continue to promote short-form video content, I am excited to see how schools use it to their advantage and how they continue to perfect the craft of concise video storytelling. In addition, I am excited about the emergence of tools that help streamline communications and simplify the work of school PR professionals. Over the last few years, tools like Canva and ParentSquare have drastically changed how we operate and have improved the quality of our work. I am looking forward to seeing how these tools continue to improve in the months and years ahead.

Awards Award Winners 35 Under 35 Honorees Alexandra Kincaid

35 Under 35: Alexandra Kincaid