About NSPRA
With the strategic leadership of the Executive Board and the commitment of its staff, the National School Public Relations Association advanced its mission and strengthened its national presence in 2024-25. Membership continued its multi-year growth trajectory, underscoring the association’s expanding reach and relevance across the school communication profession.
This past year* marked the successful completion of NSPRA’s 2021-2024 strategic plan, with 100% of all strategies and objectives fully implemented. Building on that momentum, the Executive Board approved a new 2025-2028 strategic plan in July 2025, establishing a forward-looking framework, refreshed mission statement and updated values to guide the association in the years ahead.
NSPRA continued to expand its professional learning and research portfolio through the NSPRA Academy, national webinars and research-based tools and reports designed to support school systems in building trust, strengthening engagement and navigating complex communication challenges. The association also continued to spotlight excellence in school communication through its national awards programs and collaborative partnership efforts.
In 2024–25, NSPRA marked its 90th anniversary, and the NSPRA Foundation celebrated its 40th anniversary, reflecting a legacy of service to school communicators and a sustained commitment to advancing the profession.
At its core, NSPRA’s progress during the year was driven by the collaborative leadership of the Executive Board and the expertise and dedication of staff, who together supported members and strengthened the association’s capacity to serve public education.
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Membership growth continued for the fifth consecutive year, reaching 2,988 members, reflecting NSPRA’s expanding national reach and engagement across the school communication profession.
The fourth annual Presidents Summit convened chapter presidents, presidents-elect and chapter administrators for two days of targeted leadership development, strengthening chapter governance and reciprocal relationships between NSPRA and its chapters.
NSPRA Executive Board members and staff delivered dozens of presentations on school communication and leadership for state/regional SPRA chapters and state and national education organizations, extending NSPRA’s thought leadership across the profession.
1,600+ school communication professionals, superintendents and education leaders gathered for the NSPRA 2025 National Seminar in Washington, D.C., underscoring the Seminar as the association’s flagship event for learning, networking and professional connection.
NSPRA advanced its role as a national thought leader through research and reports addressing critical issues facing school systems, including student voice, generative artificial intelligence, cybersecurity and effective communication strategies.
The Executive Board approved a new 2025–2028 strategic plan to guide NSPRA’s priorities and resources for the next three years.
NSPRA celebrated its 90th anniversary, and the NSPRA Foundation marked its 40th anniversary, reflecting decades of service to school communicators and continued investment in the profession’s future.
NSPRA strengthens its leadership in school communication through strategic partnerships with national education organizations, expanding resources, advocacy and professional learning opportunities for members.
Through its ongoing partnership with AASA, The School Superintendents Association, NSPRA co-sponsored the fourth year of the Leadership in School Communication program, which empowers teams of superintendents and communication leaders to advance their districts’ communication efforts. Collaboration between the two organizations continued with an NSPRA-authored article in the April 2025 issue of its School Administrator magazine and two NSPRA presentations at AASA’s National Conference on Education.
NSPRA and the Consortium for School Networking (CoSN) continued to advance national conversations on technology and student well-being, including long-standing advocacy through the #K12Verify campaign launched in 2022 and support for the introduction of Instagram’s School Partnership Program, as well as collaboration on CoSN’s 2025 Blaschke Report on screen time and district strategies for balanced technology use.
NSPRA participated in the Learning First Alliance-led 2025 Public Schools Week initiative, joining education leaders, parents, and school board members nationwide to highlight the strength and promise of public education and students’ futures. This past year, Executive Director Barbara M. Hunter, APR, served as LFA’s secretary-treasurer.
In 2024–25, NSPRA advanced its role as a national thought leader through research and professional learning resources developed in collaboration with national partners. These initiatives addressed emerging priorities in school communication, including student voice, artificial intelligence and responsible data practices, and provided school systems with research-informed guidance and practical strategies to strengthen communication, trust and engagement.
Future-Proofing K-12 Communications: School PR Strategies in the Age of AI report, developed in partnership with ThoughtExchange, which explored how artificial intelligence is shaping school communication practice and highlighted strategic considerations for communicators and district leaders.
Managing Data in K-12 Education: A Three-Part Webinar Series on Accuracy, Security, and Engagement, presented in partnership with Finalsite, which addressed data governance, cybersecurity and effective communication practices in a data-driven environment.
Number of NSPRA members, marking the fifth consecutive year of membership growth
Media or trade articles in which NSPRA was mentioned or quoted, expanding visibility
Professional learning opportunities and programs offered (beyond the Seminar)
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Discussion posts on the members-only NSPRA Connect online community
Members who participated in NSPRA’s free APR Cohort programs
Participants in the Leadership in School Communication (LISC) program and NSPRA Academy programs
Episodes of the limited-series "NSPRA at 90" podcast produced
Logins to participate in #K12PRChat and Member Monday sessions
Website views, reflecting a 28% growth in viewers from the previous year and increased engagement with NSPRA content and resources
The 2024–25 year marked NSPRA’s fifth consecutive year of membership growth, reflecting the continued value of the association’s programs, services and professional community. In fact, when asked about the value of their NSPRA membership compared to its cost, nearly all NSPRA members say they get what they expect (67%) or more than they expect (26%), according to the 2024 NSPRA Membership Profile Survey results. Through the leadership of the Executive Board and the efforts of staff to align offerings with NSPRA’s strategic priorities, the association has continued to strengthen its value, engagement and national reach.
"If you are working in school communications or school public relations, you need to join NSPRA. You're not going to find a better community or better resources for school communicators. It’s evident that the organization's leadership, board, staff and all of its volunteers all make it their priority to elevate our profession because what we do is important work."
- Jason Laz, communications specialist, Troy City (N.Y.) School District
Like most non-profit membership associations, NSPRA has several major revenue sources such as an annual conference, membership dues, awards programs and professional development opportunities. In addition, NSPRA provides direct services to school districts through communication audits.
With a budget of $3.2 million, the pie charts below show NSPRA’s major revenue sources and areas of expense for 2024-25. The final audit report for 2024-25 is being finalized and will be shared in an upcoming member communication.
Recognized by K-12 Dive as one of the top education conferences, the NSPRA 2025 National Seminar in Washington, D.C., held July 20–23, welcomed 1,600+ attendees and 46 sponsors and exhibitors, reinforcing its role as the association’s premier professional learning event.
The Seminar featured more than 150 learning sessions and networking opportunities. Ninety-five percent of participants rated the 2025 Seminar as excellent or good, reflecting strong satisfaction with the program content and overall experience.
Each year, NSPRA honors leaders in school communication who are making a difference through their work, with their mentorship and in the field.
In 2025, NSPRA recognized the following school communication professionals and superintendent:
Cindy Warner, APR, National School Communicator of the Year Cindy Warner, APR, public relations and community education supervisor for Shelby County Schools (Ala.), was selected as the National School Communicator of the Year by NSPRA in partnership with Finalsite. A well-respected leader in school communication, Warner is recognized for her strategic leadership, mentorship and commitment to strengthening trust and engagement in public education. With 20+ years of experience, she has led districtwide communication, crisis response and family engagement efforts while advancing the profession through service and mentorship.
Lesley Bruinton, APR, Presidents Award Recipient Over the course of her career in school communications, Lesley Bruinton, APR, has exemplified visionary leadership and a deep commitment to both the field of school PR and NSPRA. Now president and CEO of School Spirit PR, Bruinton previously served in Alabama school districts, leading crisis communications during the 2011 Tuscaloosa tornadoes and earning NSPRA’s Gold Medallion Award for strategic communication excellence. Throughout her career, Bruinton has demonstrated exceptional dedication to the profession through leadership, mentorship and innovation.
Danielle Clark, APR, Barry Gaskins Mentor Legacy Award Recipient A dedicated mentor and advocate for the profession, Danielle Clark, APR, chief communications officer for the Harris County Department of Education in Houston, has supported countless school communication professionals in their careers and professional development. With more than two decades of experience, she has provided guidance on leadership, job success and the accreditation in public relations (APR) process. Clark is recognized for her collaborative spirit and commitment to strengthening the school public relations profession.
Mark Bedell, Ed.D., Bob Grossman Leadership in School Communications Award Recipient Superintendent of Anne Arundel County Public Schools in Maryland, Mark Bedell, Ed.D., is recognized for his commitment to transparency and authentic engagement. Through districtwide listening tours, inclusive strategic planning and ongoing community conversations, Bedell has elevated stakeholder voice and positioned communication as a core driver of district leadership. His focus on multilingual outreach and community partnerships has strengthened trust and engagement across the school system.
NSPRA also recognized seven recipients of the Emerging Leaders Awards, 25 Superintendents to Watch and two honorees of the Learning and Liberty Legacy Leader Recognition.
In addition, NSPRA honored the best work in school communication through its National School Communication Awards program. See the 2025 Gold Medallion Award winners, Golden Achievement Award winners and Publications and Digital Media Excellence winners.
In 2025–26, NSPRA is building on a year of growth, transition and milestone achievements with expansions to professional learning, research and member engagement opportunities. Priorities for this year include:
* NSPRA shares its annual report with members in January for the prior fiscal year, which runs from September through August, in accordance with association policy.
Read the 2023-2024 Annual Report to NSPRA Members
NSPRA’s 2025-2028 Strategic Plan
Adopted in July 2025 by the NSPRA Executive Board, the strategic plan provides staff with a roadmap guided by a new mission statement and four major goal areas.
Mission Statement
The National School Public Relations Association advances public education by building understanding and empowering professionals to communicate strategically, earn trust, and cultivate relationships.
Goals
Goal 1: Membership Growth and Engagement
Goal 2: Financial Sustainability and Resilience
Goal 3: Advocacy and Visibility
Goal 4: Support for Chapters and Reciprocal Relationships