About NSPRA
Become a Member
Each candidate was asked to respond to the following questions. The answers below are presented exactly as submitted, without edits.
Submit one narrative paragraph that provides a brief overview of your career and professional background:
Cristina Capretta, APR, like many school communicators, came to the field by way of something else. Early on, she thought she might become an educator, but that path didn’t unfold. A decade ago, she found school public relations, and something clicked. The work became meaningful, and now she can’t imagine doing anything else.
Cristina supports educators, amplifies student voices, and helps people feel more connected to their schools. It’s her way of contributing to something that matters, public education. With 25 years of experience in public relations and marketing across both private and public sectors, school PR has been the most fulfilling and purpose-driven chapter of her career.
As Director of Marketing and Community Relations for the Berea City School District, she leads efforts that build trust and shares stories that shape how the community sees and supports its schools. During her first year of service, she played a key role in passing a critical bond issue. Since then, she has led multiple strategic award-winning communication initiatives, including a district rebranding, the closing and consolidation of schools, and the opening of new buildings during a pandemic.Cristina is a core part of her district’s strategic planning and Portrait of a Graduate work, and she advocated to establish and now helps lead the district’s AI Task Force. She has delivered professional development in her district, across Ohio, and to school PR professionals nationwide.
Now beginning her fifth year on the board of the Ohio School Public Relations Association, she currently serves as President-Elect. She also recently earned her Accreditation in Public Relations (APR), a milestone that deepened her commitment to the profession and the people in it.
She may not have planned for this path, but she found a place where she belongs, where her skills and passion meet, and where she remains committed to learning, leading, and showing up for the work that matters.
Why did you decide to run for national office and pursue a volunteer leadership position on the NSPRA Executive Board?
After a decade in school PR, I feel it’s the right time to step into a greater leadership role and serve the community that has shaped my journey. My work and personal life are rooted in public education. I understand what’s at stake when communication breaks down and what’s possible when it’s done well.
I bring the perspective of someone who has navigated this profession as a daughter of immigrants, a mother of two boys in public education, and a family member of educators. I watched my parents and grandparents struggle to understand a system that wasn’t always built for them. Now, as both a school communicator and someone who experiences school systems through personal and professional lenses, I’ve seen how clear, compassionate, and inclusive communication builds trust and helps people feel seen, heard, and informed.
Serving on the NSPRA Region Realignment Committee and participating in an NSPRA strategic planning roundtable gave me a clearer understanding of the expectations, challenges, and opportunities of the VP role. It’s a role that requires showing up, building relationships, and ensuring members feel supported.
I’m running because I care about this profession and the people doing the work. I know I can help move both forward.
How can school PR professionals best advance our role as communication leaders, demonstrate communication accountability and build understanding of communication as a core management function?
We advance our roles by shifting from being seen as support staff to being recognized as strategic partners. That starts with aligning our work to district goals, using research to guide decisions, and evaluating outcomes, not just outputs. Communication accountability starts with transparency. Documenting our process, measuring what matters, and being honest about what works and what doesn’t.
We also need to help others understand our value. Engaging leadership teams and superintendents to show how strategic communication reduces risk, builds trust, and supports everything from enrollment to culture. When we make our impact visible, we elevate the profession for everyone.
Earning my APR was a deliberate step to grow professionally and take ownership of my development. That process challenged me to think more strategically, reflect on my work through a stronger leadership lens, and ground my efforts in ethics, research, and impact. I know accreditation isn’t everyone’s path, but for me, it helped me become more intentional in how I lead and advocate for our profession. Just as every staff member plays a role in telling a district’s story, we each have a role in showing that communication is not just a support function, but a leadership function.
What do you consider to be the major communication challenges facing districts/education organizations today, and what qualifications, skills and expertise will you offer as an Executive Board member to help NSPRA support members in addressing these issues?
One of the major challenges school communicators face today is being asked to manage more than ever, often without the team or resources to match the growing workload. We are navigating a climate shaped by misinformation, public skepticism, and increasing politicization. The issues we face are complex, emotional, and nuanced, and there is often little room for error.
I’ve been the one-person department, the crisis communicator, and the strategic advisor. I’ve led district-wide initiatives, built systems to measure success, and helped others feel more confident in their roles. I’ve embraced AI to rethink how we approach our work. I’m generous with my ideas and always willing to share what’s working.
There is no shortage of templates and best practices. But what I’ve found is that the most meaningful progress happens when we pause and ask logical questions. That mindset helps us stay relevant and responsive.
Some of the most impactful moments aren’t when someone simply admires and acquires. It’s when they say, “You helped me think of a new way to approach this.” That is the kind of contribution I want to continue making. Helping to create the kind of space where new ideas can grow.
In this work, humility is essential. I do not claim to have all the answers, but I bring the perspective, drive, and experience to lead meaningful conversations, support members through change, and help shape what comes next.
School communicators come from districts of all sizes and circumstances. Whether you’re a one-person department or part of a large team, I want to ensure every voice feels heard. If something matters to you, it will matter to me, and you will feel that. I will be the kind of leader who is genuinely helpful and present. Someone who shows up during challenges and supports others in ways that are thoughtful and grounded in the realities of our work.
NSPRA’s mission is to be the leader in developing professionals to communicate strategically, build trust and foster positive relationships in support of their school communities. How will you support this mission as an NSPRA leader?
As someone who has served on my district’s cabinet since day one, I believe strongly in advocating for others to have a seat at that table. When communication is part of leadership, not just implementation, everything improves.
Supporting NSPRA’s mission means helping members grow in both skill and mindset. I’ve never believed in lowering the bar. I believe in showing people they can reach it and helping them get there.
It also means embracing both the core fundamentals of our work and its future. I ask questions not to challenge for the sake of it, but because I’m curious about how our work is evolving. AI is one example. Rather than fear it, we need to explore how it shifts our roles and reshapes communication in education.
As our profession evolves, so do the expectations we face. That’s why how we think matters just as much as what we do. Curiosity keeps us asking better questions. Curation helps us filter what matters. Judgment guides us when the path ahead isn’t yet clear.
As an NSPRA leader, I will support those habits, not just in theory, but in ways that help us solve real challenges, connect more meaningfully, and lead with purpose.
Each school district is as unique as the students it serves, but our shared experiences connect us. NSPRA is where I’ve found people to think with, learn from, and lean on. It’s where we help each other build inclusive, thoughtful communication that serves all voices in our schools and where we work together to protect and strengthen public education. It’s a space where curiosity is encouraged, good ideas are shared, and we continue to grow together. That is what NSPRA has been for me, and I’m ready to help others feel the same.