About NSPRA
Become a Member
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.
Elishia Seals Educational Sales Consultant, Finalsite (Formerly public information director for Pittsburg Community Schools in Kansas)
How many years have you worked in school PR? 4 years.
What have you found to be the most rewarding part about working in school PR?
It is an honor to do this work. I have small rewarding moments that quickly add up and cause me to get emotional; a parent telling me something I created was helpful or that perfect photo of a kid holding up a paper dragon (our mascot). This work matters, from policy documents to live-streaming graduation, it all matters, and there is an incredible moment of reward when I get to play a role in the process.
What have you found to be the most challenging part about working in school PR? How do you approach those challenges?
The current climate has become challenging to navigate; every decision and post seems to be met with opposition. Through the pandemic and continued political chaos, harmful rhetoric invokes violence that often meets us at our doorstep. I needed a way to navigate this on behalf of the district that still honored my own integrity. I started to use classroom management techniques to hold commenters accountable for their words, correct misinformation, and redirect the energy. I used this same process in my internal communications and with staff. I found that most of the extreme behavior dissipated, and in the process, I could elevate voices who modeled the behavior we expected.
What has been your most fulfilling professional experience thus far?
This list of fulfilling moments is long, but two stand out. In 2021, I hosted a spring KanSPRA conference in my town. Because we are in the state's bottom corner, we rarely host or ask people to drive here. I remember feeling an overwhelming sense of gratitude standing infront of our KanSPRA members, looking at these people I loved and respected, then they were in my favorite coffee shops and restaurants, and hearing from my professors. It was a really incredible "the universe has your back moment," and I will always cherish it. The second is the day I launched our new website. As a one-person shop, launching seven websites...it was a lot. I am genuinely proud of the work, and it is rare in our field to have something so tangible to show your passion and effort.
Are there any emerging trends in school public relations that excite you?
I have seen a significant increase in support and encouragement around mental health in the field. Burnout is real, and many school PR professionals are setting new boundaries and reaching out to each other. I keep seeing new podcasts, book groups, and open conversations about seeking professional help. As a fierce mental health advocate and a person who openly and often discusses my mental health, it is exciting to see my Twitter feed shift in this direction and my phone ring for this conversation.