Juanita I.C. Traughber, APR

35 Under 35: Juanita I.C. Traughber, APR

Every other year, NSPRA's 35 Under 35 program recognizes school public relations professionals who are making a difference for their school districts or education-related employers. The sixth class of NSPRA's 35 Under 35 program is sponsored by Rhodes Branding.

Juanita I.C. Traughber, APR

Communications Director

University School of Nashville

Nashville, Tenn.

How many years have you worked in school PR?
7 years

What have you found to be the most rewarding part about working in school PR?

Relationship building is most fulfilling and at the core of public relations work. I enjoy being a trusted adviser to school administrators and, at times, faculty while also getting to know the diverse families that walk our hallways and their children in our classrooms.

What have you found to be the most challenging part about working in school PR? How do you approach those challenges?

Finding innovative ways to tell the school story when the academic calendar is cyclical can be tough. To stay on top of trends and generate fresh ideas, I keep up with peer and aspirational schools and dedicate time each summer to reviewing award-winning programs and projects among public and private schools, national corporations, and PR agencies.

What has been your most fulfilling professional experience thus far?

Having faced an array of difficult situations that could challenge a school’s reputation, I am becoming well-versed in the crisis management cycle. Presenting at conferences and sharing these lessons with other school PR pros have been rewarding. As our nation grappled with a racial reckoning during the pandemic, so did the USN community; yet, we emerged as a more robust Communications Office and a better school and earned four PR awards for our crisis response and DEI work.

Are there any emerging trends in school public relations that excite you?

Discussions on digital citizenship energize me because they allow communications professionals to interact directly with students. There are lessons on branding and reputation management that relate to our everyday work. Tablets and computers are in hands at kindergarten; and irresponsible use of technology can begin with spoof social media accounts and bullying, yet can have catastrophic implications. At USN, we’ve found ways to empower students to use technology responsibly and amplify their voices.

Awards Award Winners 35 Under 35 Honorees Juanita I.C. Traughber, APR

35 Under 35: Juanita I.C. Traughber, APR