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School Communicators Day

School Communicators Day is May 10

Resources and Information for Superintendents and District Leaders
 

School administratorsEach year, the National School Public Relations Association (NSPRA) celebrates School Communicators Day on the second Friday in May in recognition of the incredibly valuable work of school public relations professionals. In 2024, School Communicators Day is Friday, May 10.

This year, in addition to celebrating school communicators, NSPRA is also using School Communicators Day as an opportunity to continue providing district leaders and education professionals with further insights on the role of school communicators. 

Learn more about school communicators, their immeasurable value to a school system and communities, and how you can recognize their tireless efforts.

Don't have a school communications professional? Learn more about how and why to create a communications/public relations program in your district.

 
What is a School Communicator? Recognition Tools Learn More

What is a School Communicator?

While communication touches every aspect of a school system, it can be common for communities—and sometimes even district leadership—to not fully understand the role and value of school communicators. 

Schools involve two of the most important resources for a community: its children and its tax dollars. That’s why most school systems invest in their ability to communicate with local stakeholders. Beyond the tactical duties of drafting newsletters, distributing media releases and coordinating events, school communicators serve as a critical conduit between school systems and community members on the topics they care about most. 

Highly effective school communicators are strategic thinkers who assess stakeholder needs and school situations to better engage in a two-way exchange of information that: 

  • Builds trust between a school system and its employees, families and wider community. 

  • Increases employee morale, job satisfaction and retention. 

  • Increases family and community members’ engagement in their local schools. 

 
 
 

What Does a School Communicator Do?

Among the most common responsibilities for school communication professionals are crisis communications (58 percent), external communications (52 percent), social media (48 percent), community relations and public engagement (44 percent), media relations (43 percent), website management (39 percent) and internal communications (36 percent), according to a 2022 representative survey of members of the NSPRA. These are the day-to-day types of responsibilities for a communications professional. 

But the ultimate impact of a school communicator is seen in building positive relationships and helping increase understanding between a school system and its stakeholders, including students and their families, school employees, residential taxpayers, local business owners, elected officials and more.  

These communicators may often share positive stories about local schools, but they also gather stakeholder feedback and coordinate listening efforts that inform district and school leaders’ decisions. During a crisis or other challenging situations, they ascertain the facts, offer guidance and ensure accurate, timely and appropriately transparent information is shared with those affected by the situation as well as with the media. They can provide training, tools and resources for other school employees to help them communicate more clearly, accurately and engagingly with families, fellow employees and the public. The majority of school communicators are members of their school system’s cabinet or leadership team, and in that role, offer advice about communications on school initiatives that will strengthen relationships and understanding. 

Individual Recognition Tools

 

The tools below can help you plan and celebrate your district or organization's communicators on School Communicators Day.

Image of a resolution and a gavel.

Template Resolution

Use this resolution template to officially declare the second Friday in May (May 10, 2024) as School Communicators Day at an upcoming board meeting.

Template

Person being presented a certificate.

Certificate

Download and customize this certificate to present to your district's communication professional(s) in recognition of their invaluable work.

Certificate

Person accessing the e-card on a laptop.

E-Card

Show your appreciation to the school communication professional(s) on your team by sending them a Happy School Communicators Day e-card.

Send E-Card 

Person accessing school PR gifts on the NSPRA website.

Make Their Day

Looking for that perfect gift for the communication professionals on your staff? Purchase a one-of-a-kind school PR tumblertote bag, socks or plushie!

Online Store 

In addition to the above, you can also show your appreciation for school communicators by investing in their professional development. Send the school communications professional(s) on your team to the NSPRA 2024 National Seminar, held this year July 14-17 in Bellevue, Wash., is the largest communications-focused professional development event for school public relations professionals, superintendents and education leaders. And, consider attending yourself!

Public Recognition Tools

 
Record a Short Appreciation Video

Screen shot of superintendent videoTo help NSPRA celebrate school communicators, we're asking superintendents and district leaders to record a short video thanking the communication professionals on your team for all they do. Not a video wiz? Don't worry! We're just looking for a quick message of thanks that can be recorded on your smartphone or mobile device. Examples include:

  • "Thank you to our amazing communication team in [NAME] District for all you do!"
  • "On behalf of the [NAME] District, I want to thank our school communication professionals for always telling our story."
  • "Happy School Communicators Day from all of us at [NAME] District. We're so happy to recognize you for the incredible work you do to keep our students, staff, families and communities informed."

NSPRA will feature the videos on our website, in messaging to school communicators, at our National Seminar, on social media and more. You can email the recording directly to editorial@nspra.org or drop in the shared folder below. Be sure to say your name in the video or include your name as part of the video file name (e.g., schoolcomday-Jane-Smith.mp4).

Upload Video


Staff Emails and Social Media Shoutouts
Use sample messaging to give shout-out to your district communication professional or team on School Communicators Day in an all-staff email. Click here for sample messaging.

And don't forget to recognize them on social media. Download sample messaging, graphics and more below to create a meaningful social media post on School Communicators Day. Use the hashtag #SchoolCommunicatorsDay and tag @NSPRA in your social media posts! 

Use a Template to Recognize a School Communicator on Social Media

Access Template

Sample Messaging

Download Ready-to-Go Graphic for Social Media 

Download

Sample Messaging

Learn More

Today's educational landscape can be filled with conflict and divisiveness. A professional dedicated to guiding a district or organization's strategic communication and engagement efforts can help build trust with stakeholders and bring a school system's vision to life with powerful and energizing messaging, authentic engagement efforts and more.

Learn More

A Seat at the Table: Research on the Relationship Between Superintendents and School Communicators

SchoolCEO x NSPRA I April 20245

Read

Learn More

The Role and Value of School Communicators

NSPRA.org I Dec. 2023

Read

Learn More

Starting a School Public Relations Program

NSPRA.org

Read

Learn More.

Profile of a School Communicator

NSPRA.org I Sep. 2023

Read

ASBJ

Districts are reaping benefits as they grow their communications staff and capacity

American School Board Journal I Jan. 2024

AASA Magazine

District Communication Pros Need a Seat at Your Table

School Administrator Magazine I Jan. 2024

Read