Heidi Vega, APR, isn’t just stepping into the role of NSPRA president. She’s bringing with her a journey of passion, resilience and a drive for purpose. Before she takes office as NSPRA’s first Latina president in October, we caught up with Heidi and asked her to share more about her background, career path and her vision for the future of school communications and the association.

Tell us about your background. Did you have any influences that helped shape your career?
Growing up, I  knew early on that I wanted to pursue a career I found purpose in. I just wasn’t sure what that career would be. When I was young, my family members always had service-based jobs. My grandparents were migrant workers and my mom worked at the post office. And while they took pride in their work, they didn’t necessarily find purpose in it. When I got to high school, I thought I’d attend college and figure out my future, but no one ever guided me through the process of actually preparing for college. So by the time graduation approached, my guidance counselor told me that college was probably a long shot for me. That’s when I started looking at the Air Force as my next step after high school. But even then, I had to get up every morning for six months to get tutored in algebra in preparation for taking the Armed Services Vocational Aptitude Battery (ASVAB) test.

It was in the military, when I started traveling and meeting people from all different backgrounds, cultures, religions and upbringings, that I realized how much more was out there. And it was the Air Force, when I was assigned to the public affairs department at my duty station in Korea, that first introduced me to the field of communications. Things like writing for the base newspaper and learning how to speak in public and present to audiences made me realize how much opportunity the field had to offer.

What led to your career in school communications?
After the Air Force, I used the G.I. Bill to earn my college degree and started working in event planning and medical education for a major hospital system in Arizona. I knew I wanted to shift into public relations, but I didn’t quite fit the mold of the system’s idea of a corporate communications professional. My mother-in-law worked for a local school district at the time and offered to introduce me to the district’s public relations director. It’s so important to say yes to those kinds of opportunities because you never know what it could lead to. The director offered to bring me on as an intern, so for months I drove to the district offices after working a full day at the hospital to learn the ins and outs of school communication. When someone in the department eventually moved on, I applied for the vacancy and was brought on as the district’s grant specialist. From there, I was promoted to media specialist, then to communications manager and eventually to communications director of the Deer Valley Unified School District in Phoenix.

What made you want to pursue the role of NSPRA president?
Both the Arizona School Public Relations Association (AZSPRA) and NSPRA have been so instrumental and invaluable in shaping my career. I got involved at the state level first, and then wanted to contribute on a national level to help elevate the role of a school communication professional in districts of all shapes and sizes. My experience in working with so many of Arizona’s diverse school systems – from rural districts and border town districts to districts on Indigenous land and major metropolitan districts – is a lens I’m excited to bring with me in the role of NSPRA president. I like to think I lead not only with authenticity, but also with a familial angle. If we as school communication professionals all feel like we belong to something greater than ourselves, we can accomplish so much.

You are the first Latina president of NSPRA. What does that mean to you?
I’m honored and humbled to break barriers as NSPRA's first Latina president because I believe that representation matters. Seeing someone in this role who represents them in terms of background, language, culture or even as a military veteran could help both inspire future generations of school communication professionals as well as engage them in getting involved at the national level. 

But as much as it’s great to be the first, it’s even more important that I’m not the last to represent different and diverse voices in this role. I feel like it’s a personal responsibility of mine to ensure that NSPRA continues to create space where all voices are heard, valued and celebrated. My role signifies progress, but it reminds me that there is still work to be done in terms of making leadership roles accessible at all levels, and especially at the board level. 

Does your identity as a Latina influence your perspective as a school communicator?
Absolutely. I’m based in the Southwest United States, where research and statistics show that the majority of public school students here are Latinx. As a communicator, understanding the different communities we serve is crucial. NSPRA provides great resources and support for this, but being Latina has helped me understand and connect with certain audiences more deeply. It’s so important to meet communities where they are and understand their obstacles and challenges to identify the right strategies to close communication and engagement gaps. 

What are your goals for your tenure as president?
Strengthening NSPRA's focus on inclusivity and representation in all aspects is important to me, and expanding the association’s reach by engaging members from underrepresented districts to ensure that every voice is included in the conversation is one of my top priorities. I think one of the ways we do that is by encouraging school communicators to start getting more involved at their state level. Every community has different needs, and understanding those differences helps us create stronger connections. Another way to expand our reach is to help build stronger connections amongst our members by fostering meaningful networking opportunities and professional development opportunities, which is something I hope to continue cultivating as president.

How has NSPRA influenced your career?
Both my state chapter and NSPRA have provided me with mentors and peers, who have helped guide my growth as a communicator and leader. Early in my career, I was charged with overseeing the successful passage of a bond override, something I had no experience in. When I went to the NSPRA National Seminar that year, I attended every session I could about bonds and elections. I’ll never forget sitting in this one session, where I approached the presenter afterwards and asked him if he’d be willing to share any more information with me about how to approach a bond override election. Within 25 minutes, his secretary had emailed me a ton of resources and I was able to create a plan that was crucial in passing the override. I wouldn’t have known where to start had it not been for his guidance, and it's something I’ll always remember and be grateful for.

What do you see for the future of school communication and NSPRA?
One of the main strengths of NSPRA members is our adaptability. We have to continue playing a pivotal role in helping members address emerging challenges, things like generative AI, partisan politics and inclusion in our communities. NSPRA needs to lead the charge in preparing school PR professionals to navigate these complex issues while maintaining trust and transparency with their communities. 

As school communicators, the future of our role demands that we be tech-savvy and culturally competent because our communities are increasingly diverse in different areas. We have to continue to advocate for ourselves to ensure our profession is valued. We do more than just creating a video or drafting a social media post. We’re strategic thinkers who need to have a seat at the leadership table. 

Heidi Vega, APR, serves as the director of communications for the Arizona School Boards Association, which serves all school board members, superintendents and 223 school districts across the state. She has served in leadership roles for the Arizona School Public Relations Association, National School Public Relations Association and Council of School Boards Association Communicators. Vega has been recognized as an NSPRA 35 Under 35 honoree as well as named an NSPRA Front Runner. She is a veteran of the U.S. Air Force and a proud product of public schools.