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Press Release Contact: Sarah Loughlin, Communications Manager National School Public Relations Association 301-519-1221 I sloughlin@nspra.org
FOR IMMEDIATE RELEASE
NEW NSPRA AND THOUGHTEXCHANGE REPORT REVEALS GROWING AI USE IN SCHOOL PR AND A ROADMAP FOR RESPONSIBLE POLICY
ROCKVILLE, MD. (July 16, 2025) – A new collaborative report from the National School Public Relations Association (NSPRA) and engagement platform ThoughtExchange reveals a swift rise in the use of artificial intelligence (AI) in K-12 communication and provides guidance for its effective, ethical use in public schools.
Future-Proofing K-12 Communications: School PR Strategies in the Age of AI draws on insights from 200 school communication professionals across 37 states. The findings illustrate how AI is enhancing day-to-day work and underscore the importance of thoughtful policies, staff training and transparency around its use.
As the technology becomes more embedded in daily practice, the report emphasizes the importance of balancing innovation with intention.
“School communicators have always been adaptable and forward-thinking, and it’s no surprise many have been on the leading edge of exploring how AI can support their work,” said Barbara M. Hunter, APR, executive director of NSPRA. “But while AI offers exciting potential, it cannot replace the strategy, relationships and human voice that define effective school PR. As technology evolves, what matters most is using AI in ways that reflect ethics, transparency and a clear understanding of the role human judgment still plays.”
Key findings from the report include that:
The report shows how communicators are using AI to streamline processes, improve accessibility and respond quickly in time-sensitive situations. While many report increased efficiency and clarity, concerns remain around data privacy, misinformation and overreliance on automation.
“At ThoughtExchange, we believe AI is becoming an indispensable ally for school district communications professionals—amplifying their reach, insight and responsiveness,” said George Psiharis, CEO of ThoughtExchange. “However, the authenticity of human connection remains at the heart of trust and understanding. Our research shows that when school districts deeply listen to their communities, they not only elevate engagement, they drive better, more aligned policy outcomes that reflect the true needs of those they serve.”
What district leaders can do now
To support responsible AI use, the report outlines four key recommendations for school systems:
These recommendations are paired with practical tips to help districts bridge the gap between emerging technologies and the people using them to support students, staff and families. The guidance reinforces that AI is most effective when paired with human oversight and communication rooted in trust.
Report to be presented at NSPRA National Seminar
ThoughtExchange and NSPRA will present the report’s findings later this month at the NSPRA 2025 National Seminar, the premier professional learning conference for school communicators, taking place in Washington, D.C.
The full report is available at http://bit.ly/3GOhrC4.
As the leader in school communication, NSPRA serves more than 2,900 members who work primarily as communication directors in public school districts and education organizations throughout the United States and Canada. NSPRA provides high-quality professional development programming through on-demand learning, an annual National Seminar, webinars, online forums and resources. For more information, visit NSPRA’s website at www.nspra.org.
About ThoughtExchange
ThoughtExchange is a K-12 survey and engagement platform that enhances and simplifies how education leaders collect and analyze data—from planning and funding to attendance and enrollment. It works with districts of all sizes and partners with both national and state associations to innovate how leaders connect with their communities. Its AI-powered engagement and data analysis significantly speed up community engagement initiatives and provide better data for leaders to act on. With industry-leading data security, a commitment to student privacy, robust AI governance, and top-tier customer support, it is a trusted platform among education leaders. For more information, visit the ThoughtExchange website at thoughtexchange.com.
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