Curtis Campbell: President-Elect Candidate

President-Elect Candidate: Curtis Campbell

Curtis Campbell

Director of Communications

Edmound School District

Snohomish County, Washington

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:

I am an accomplished school communications and culture leader with two decades of experience leading strategic communications, community engagement, and organizational culture initiatives in school districts across Washington state. I currently serve as Director of Communications for the Edmonds School District near Seattle, where I oversee districtwide communications strategies focused on community engagement, transparency, accessibility, and strengthening trust. Throughout my career, I have also held communications leadership roles in the Puyallup, Shoreline, and Sunnyside school districts, where I led high-profile communications campaigns, crisis response efforts, equity-centered initiatives, and major organizational projects, including district rebranding, website modernization, and implementation of large-scale communications platforms. I have successfully directed informational campaigns that resulted in voter approval of several bonds and levies totaling over 700 million dollars in public investment for schools. Known for my collaborative leadership style and strategic storytelling, I have played a key role in building positive organizational cultures, increasing stakeholder engagement, and supporting measurable improvements in student and community outcomes, including in my hometown school district, where we raised the graduation rate from 48% to 89% over seven years. In addition to my district leadership roles, I have been deeply involved in professional and community service, serving in board leadership positions with the Washington School Public Relations Association (9 years), National School Public Relations Association (3 years), and Rotary organizations (5 years). Throughout my career, my contributions to school district communications and leadership have also been recognized through numerous state and national awards.

Why did you decide to run for national office and pursue a volunteer leadership position on the NSPRA Executive Board?

My decision to run for president-elect of NSPRA begins with how deeply I love this organization and what it has meant to me throughout my career. NSPRA is where I’ve grown as a leader, built lifelong friendships, found incredible mentors, and gained a deeper appreciation for the impact of our work. The relationships, support, and learning opportunities I’ve experienced through our association have shaped not only my career but also the way I lead and support others.

I truly believe school public relations is at the heart of public education. At a time when trust in institutions is increasingly fragile and school systems are navigating more complexity than ever, we play a critical role in helping our district connect with our communities through transparency, authenticity, and meaningful engagement. Throughout my career, I’ve seen firsthand how thoughtful, strategic communication can strengthen relationships, build trust, and positively impact outcomes for students, staff, families, and communities.

Serving in this role would be an opportunity for me to continue giving back to an organization that has given so much to me and those I serve. My experience serving as NSPRA Vice President for the Northwest Region during the COVID-19 pandemic and through significant organizational transitions has helped strengthen my leadership, collaboration, and governance experience. I would be honored to help continue supporting,

How can school PR professionals best advance their roles as communication leaders, demonstrate communication accountability and build understanding of communication as a core management function?

We can best advance our roles by recognizing school communication and public relations as a strategic leadership function rather than simply an operational task. Strong communications leaders help schools and districts build trust, navigate challenges, strengthen relationships, and support thoughtful and inclusive decision-making. That’s why it’s so important for us to have a seat at the leadership table and serve as trusted advisors who help shape organizational culture, community confidence, and ultimately student success.

Accountability in communication also matters. As school PR professionals, we should continually evaluate the impact of our work through analytics, engagement data, stakeholder feedback, communications audits, and other meaningful insights. Measuring outcomes helps demonstrate how effective communication can strengthen transparency, increase engagement, improve understanding, and build trust within school communities.

Just as important is leading with authenticity, transparency, and authentic engagement. Today’s families, staff, students, and community members want communication that feels responsive, human, and two-way. They want opportunities to be heard and to feel connected to the work and decisions happening in schools. As communications leaders, we have a responsibility to listen, elevate diverse voices, and build meaningful relationships. When communication is fully integrated into leadership, planning, and organizational culture, it becomes one of the most powerful tools we have to strengthen public education and support thriving school communities.

What do you consider to be the major communication challenges facing school systems 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 biggest challenges facing districts today is rebuilding and maintaining trust in an increasingly divided and fast-moving world. School communicators are navigating everything from crisis response and safety concerns to misinformation, political tensions, and growing expectations for transparency and engagement. At the same time, we are constantly adapting to new technologies, evolving media platforms, and the need for communication that feels authentic, accessible, and culturally responsive.

Equity and representation are critical parts of this work. Families, students, staff, and communities want to see themselves reflected in the stories we tell, the voices that are included, and the decisions being made. We have an important responsibility to help those we serve feel seen, heard, valued, and connected through intentional communication and meaningful relationship- building.

Throughout my career, I have led communication efforts through major challenges and moments of change, including crisis situations, COVID-19 response, equity initiatives, levy and bond campaigns, and districtwide culture and engagement work. Serving as NSPRA Vice President for the Northwest Region during the pandemic, where the first U.S. COVID-19 case was just miles from my district, and a significant NSPRA leadership transition further strengthened my strategic leadership, organizational governance experience, and ability to collaborate calmly and thoughtfully during difficult times.

I would bring a collaborative leadership style, real-world experience, and a strong commitment to supporting members through professional learning, mentorship, and resources that help communicators build trust, elevate diverse voices, and ultimately support student success.

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?

I want to continue supporting NSPRA’s mission by helping elevate the role of school communicators as trusted leaders in their school systems. More than ever, communicators are navigating complex challenges, and I believe it’s critical that NSPRA continues creating opportunities for members to feel supported, connected, and prepared to lead with confidence. I’m passionate about expanding professional learning, mentorship, and leadership development opportunities that help communicators grow not only in their careers but as human beings.

At the heart of this work is relationships and trust. School communication is more than just sharing information; it’s about listening, engaging, and building meaningful connections with the communities we serve. I believe our work should always be rooted in authenticity, transparency, equity, and belonging so people feel seen, heard, and valued.

I’m committed to helping ensure NSPRA remains a strong, innovative, and forward-thinking organization that continues evolving alongside the needs of our members and school communities. I want our members to feel proud to be part of NSPRA and inspired by the impact they can make. Together, we can continue supporting school communicators in ways that positively impact students, staff, families, and communities.

About Us Leadership Election Information Curtis Campbell: President-Elect Candidate

President-Elect Candidate: Curtis Campbell