About NSPRA
Each year, NSPRA's Emerging Leaders Award recognizes up to seven individuals (one from each of NSPRA’s seven regions) who are making an impact in school PR, communications or marketing with fewer than five years in the profession.
To be considered for the Emerging Leaders Award, nominees must:
Nominations may be submitted by members and non-members on behalf of an individual. Nominators will be asked to provide the following information on the nomination form:
Additional materials to support a nomination (including a resume or CV) are optional; however, one or more letters of recommendation are strongly encouraged.
Honorees are featured on NSPRA’s website, in e-newsletters, on social media and celebrated during the NSPRA National Seminar.
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"Ramiro views leadership not as a position, but as a responsibility to lift others. Through authenticity, cultural awareness and an unwavering commitment to excellence, he continues to redefine what school communication can achieve, embodying the true spirit of an emerging leader in school public relations."
- Dr. Jennifer Cruz, superintendent of Pendergast Elementary School District (Ariz.) and NSPRA Vice President At-Large for Superintendents
The following was submitted as part of the nomination package for Ramiro.
In just four years in school public relations, Ramiro Alvarez has established himself as a transformative voice in Arizona education, combining innovation, cultural responsiveness, and authentic storytelling to strengthen trust between schools, families, and communities. As the public information officer for the Pendergast Elementary School District, Ramiro has led groundbreaking initiatives that elevated family engagement, advanced bilingual communication and positioned the district as a state leader in transparency and equity. His work exemplifies NSPRA’s mission to develop professionals who communicate strategically, build trust and foster positive relationships in support of their school communities.
Ramiro embodies excellence and leadership through his ability to use communication as a catalyst for trust, transparency and transformation. He leads with empathy and vision, championing inclusive communication that connects families, empowers educators and celebrates student success.
In his role, Ramiro has reimagined the district’s communications strategy, transforming it from fragmented messaging into a unified system that reaches every household. Under his leadership, Pendergast implemented a unified communication platform, increasing engagement by over 60% in its first year. His thoughtful rollout included hands-on training, multilingual templates and personal outreach that rebuilt relationships between schools and families.
Ramiro’s leadership extends far beyond the press release or social post. As a member of the superintendent’s executive cabinet, he ensures communication aligns with the district’s mission and strategic goals. He has led the launch of several high-profile initiatives, including Dreamscape Learn, Arizona’s first K–8 immersive virtual reality learning program and WestVentures, a small business incubator connecting families with entrepreneurship opportunities. Each initiative reflects his ability to transform storytelling into strategic advocacy that advances equity and innovation.
Recognized as ASPRA’s 2024 Rising Star, Ramiro has earned a statewide reputation for professionalism, creativity and heart. Colleagues describe him as a bridge-builder who makes others feel valued, heard and inspired. Whether mentoring principals on effective engagement strategies or collaborating with community partners, he leads by example, calm, purposeful and grounded in service.
A first-generation college graduate and lifelong advocate for educational equity, Ramiro’s story is one of resilience and purpose. He views leadership not as a position, but as a responsibility to lift others. Through authenticity, cultural awareness and an unwavering commitment to excellence, Ramiro continues to redefine what school communication can achieve, embodying the true spirit of an emerging leader in school public relations.
Ramiro’s professional involvement reflects his deep belief in community, collaboration and the power of shared learning. He is a proud member of NSPRA and an active leader within the Arizona School Public Relations Association (ASPRA), currently serving as Executive Board Secretary. In this role, he helps guide statewide professional development, fundraising and membership initiatives, advancing the visibility and credibility of school PR across Arizona.
As ASPRA’s Secretary, Ramiro pioneered the organization’s inaugural Golf Tournament Fundraiser, envisioning it as a creative way to support members through scholarships and professional development. Recognizing a need for sustainable support for his peers, he developed the concept, secured sponsorships, built a volunteer team and executed a plan that will provide direct financial assistance to communications professionals pursuing continued growth.
Equally impactful has been Ramiro’s leadership in forging a historic partnership between ASPRA and the Arizona Association of Latino Administrators and Superintendents (AZALAS). For the past two years, he has led the marketing and communications efforts for the AZALAS annual conference, transforming it into a collaborative showcase that now involves more than 20 ASPRA members statewide. His leadership reflects not only strategic vision but selflessness, intentionally highlighting the talents and contributions of others to elevate the visibility of both organizations. Through this partnership, Ramiro has built bridges between communicators and educational leaders, creating a model of collaboration that strengthens both professions and amplifies diverse voices in education.
At the national level, Ramiro remains actively engaged with NSPRA, participating in webinars, professional learning communities and leadership sessions. He integrates NSPRA’s frameworks for strategic communication, branding and crisis response into Pendergast’s districtwide practices, ensuring his work aligns with the association’s mission to develop professionals who communicate strategically, build trust and foster positive relationships in support of their school communities.
Beyond his PR roles, Ramiro continues to lead with service. An alumnus of Leadership West (Class 30), he serves on the School Connect Advisory Board and the Glendale Chamber Workforce Development Committee, uniting education, business and nonprofit leaders around shared goals.
Innovation and creativity are hallmarks of Ramiro’s leadership. He believes that school PR is not just about information, it’s about inspiration. Through strategic storytelling, design thinking and digital innovation, he has transformed how Pendergast connects with families and the community.
Ramiro spearheaded the development of two signature video series–“Cruz Control” and “Kindergarten Chronicles,”–which creatively spotlight the voices and experiences that make Pendergast special. Cruz Control, hosted by Superintendent Dr. Jennifer Cruz, features candid conversations with students that highlight their perspectives, dreams and the impact of their schools. Kindergarten Chronicles offers a joyful glimpse into early learning, capturing authentic moments that connect families and staff through laughter and pride. Together, these series have reached thousands of viewers, strengthening trust, visibility and community pride across the district. Ramiro also redesigned the district’s website, newsletters, social media content, and community reports to reflect equity-centered branding that is inclusive, visually engaging, and accessible to all audiences, ensuring every family sees themselves represented in the district’s story.
Ramiro played an essential role in the successful launch and expansion of Dreamscape Learn Virtual Reality (VR) within the Pendergast Elementary School District. Following the opening of the district’s first Dreamscape Learn Lab, he helped strengthen the partnership between Pendergast, Arizona State University (ASU) and Dreamscape Learn, a collaboration that is now expanding access to all students across the district. Through his strategic communication efforts and relationship-building, Ramiro has been instrumental in bringing two Dreamscape Learn Mobile Classrooms to Pendergast, extending immersive, cinematic VR learning experiences to all twelve schools. His contributions to this rollout, from media coordination and community engagement to partnership cultivation, have been vital in positioning the district as a state leader in innovative, technology-driven education.
Ramiro’s creative mindset extends to strategic community initiatives. Recognizing that education and economic development are intertwined, he helped launch WestVentures Small Business Success Center, a first-of-its-kind partnership between the district, city leaders and local entrepreneurs. His messaging and branding positioned WestVentures as both a hub of innovation and a learning opportunity for students.
Ramiro consistently integrates data analytics, AI tools, and stakeholder feedback to design and refine campaigns that drive measurable results in family engagement, student recruitment, and staff retention. His forward-thinking approach leverages targeted messaging, digital storytelling and bilingual outreach strategies to connect with diverse audiences and strengthen trust across the district. Whether developing engagement campaigns that boost parent participation, recruitment initiatives that highlight Pendergast’s signature programs, or retention efforts that celebrate and empower staff, Ramiro ensures every communication effort is inclusive, strategic and results-driven.
For Ramiro, innovation is not just a skill, it’s a mindset. His creativity lies in human connection, blending technology with storytelling to make education come alive for every family.
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"Kristen doesn’t wait for a roadmap. She makes one. Her leadership is not loud. It is lasting. She does not seek the spotlight, but her work and impact speak volumes."
- Cristina Capretta, APR, director of marketing and community relations for Berea City (Ohio) School District and Ohio School Public Relations Association President-elect
The following was submitted as part of the nomination package for Kristen.
Kristen Cash brings a standard of quality and professionalism that elevates everything she is part of. She leads with humility, clarity and a commitment to high standards that has left a lasting impact on every district and organization she has served. Whether building communication systems from scratch or supporting her peers across the state, Kristen’s leadership is marked by purpose, service and results.
As the communications coordinator for South Euclid-Lyndhurst Schools, Kristen was hired to launch the district’s first-ever communications department. Building it from the ground up, she led the creation of a district-wide strategic communications plan, developing a crisis response framework and establishing clear messaging systems that connect families, staff, and the broader community. She serves as a key voice on the district leadership team, is a trusted spokesperson and is the driving force behind its modern communications strategy.
Previously, Kristen served as a communications specialist for Shaker Heights Schools where she managed all district social media accounts (Facebook, Instagram, TikTok, X/Twitter), produced a weekly eNewsletter with a 70% open rate and co-created flagship publications like Measuring What Matters. She also planned and executed community-wide events, served as the district liaison to the PTO and played a lead role in crisis communication messaging. Her ability to engage families and tell the district’s story with both consistency and creativity positioned her as a standout communicator in the region, and earned her numerous Ohio School Public Relations Association (OHSPRA) Achievement Awards.
Kristen leads with steadiness, empathy and a deep sense of responsibility. She is an engaging on-camera presence, a skilled crisis communicator and a collaborative team member who uplifts the people around her. Her leadership is not loud. It is lasting. She does not seek the spotlight, but her work and impact speak volumes.
Kristen is highly engaged in both NSPRA and her state chapter, and continues to grow her presence and contributions to the broader school PR community.
In 2024, Kristen was elected to the OHSPRA Board of Directors and currently serves as director of membership. In this role, she has taken initiative in strengthening outreach to new and prospective members and increasing awareness of the value of active membership. One of her most significant contributions has been helping to launch OHSPRA’s statewide Mentor-Mentee Program. Kristen was instrumental in shaping the program’s vision, structure and communications strategy, ensuring it offers meaningful value to both mentors and mentees. Her efforts have helped foster a stronger sense of connection and support within the state’s school PR community.
Kristen regularly participates in OHSPRA professional development opportunities and continues to contribute as a presenter. At the 2025 OHSPRA Spring Conference, she co-presented on a panel focused on family engagement, where she shared practical, real-world strategies from her district work that resonated with fellow attendees.
At the national level, Kristen is an active NSPRA member and contributor. She co-presented at the 2024 NSPRA National Seminar in a session titled “Someone Wrote a Book About Us: Ways to Lean Into Media Coverage,” where she and her co-presenter offered insights on reframing and responding to media narratives. Her willingness to present on a national stage reflects her commitment to learning, sharing and helping elevate the profession for others.
Kristen’s involvement in these organizations goes beyond participation. She contributes meaningfully to programs and initiatives that strengthen the profession, while continuing to learn, grow and support her peers. Her collaborative mindset and thoughtful leadership make her a valuable member of both OHSPRA and NSPRA.
Kristen doesn’t just do school PR. She builds it. At South Euclid-Lyndhurst Schools, she walked into a district that had never had a dedicated communications person before. Within months, she had already led a full website redesign, implemented a clear structure for district messaging and created a crisis communication plan that is now widely admired by school leaders across the state. She doesn’t wait for a roadmap. She makes one.
Kristen is the kind of person who can see what’s missing, imagine what’s possible and then quietly roll up her sleeves and make it happen. She takes the lead on big-picture projects and still pay attention to the smallest details. Kristen always thinks a few steps ahead.
She’s not afraid to try new platforms, either. Kristen helped create a TikTok video for Shaker Heights Schools that reached over 250,000 views. But her creativity isn’t about chasing trends. It’s about meeting people where they are and making sure the message lands. That’s a subtle kind of innovation and she does it really well.
Kristen is thoughtful, creative and always looking for better ways to do the work. Her forward-thinking approach doesn’t just improve communications. It makes the people around her better, too.
"Jill represents the next generation of communications leadership. She embodies NSPRA’s mission to advance education through responsible, strategic and transparent communication. Her professionalism, innovation and impact have already left a lasting mark on our district, and I am confident she will continue to shape the future of school public relations across Mississippi and beyond."
- Bradley Roberson, superintendent, Oxford School District (Miss.)
The following was submitted as part of the nomination package for Jill.
When Oxford School District set out to strengthen how it connects with its community, Jill Knox helped ensure communication was intentional and rooted in trust. As director of communications, she plays a central role in shaping how the district informs, engages, and builds relationships with employees, families, and community partners. Since stepping into the position in January 2024, Jill has elevated clarity, connection, and consistency across district communications, positioning them as a strategic driver of engagement, transparency, and shared pride.
That strategic approach was especially evident during the rollout of Oxford’s five-year strategic plan. Jill led the development of messaging and materials that connected staff, families, and community partners to the district’s vision of Excellence in Action, aligning communication efforts with long-term goals and reinforcing a shared sense of direction.
Jill has also strengthened the district’s crisis readiness. In collaboration with the Oxford Police Department, she developed a crisis response plan that established clear communication procedures designed to prioritize accuracy, coordination and calm during emergency situations. The plan reinforced community confidence by ensuring information is timely, consistent and reliable when it matters most.
Under Jill’s leadership, Oxford School District received national recognition as one of America’s Best-Managed School Districts by Business View Magazine in 2025, following a six-page feature she planned and coordinated. That same year, she organized the district’s hosting of the U.S. Secretary of Education as part of the Return Education to the States tour, with Oxford selected as the only Mississippi district to participate.
Jill is actively engaged in professional learning and collaboration through the National School Public Relations Association, the Mississippi School Public Relations Association (MSPRA) and related professional networks.
As an NSPRA member, Jill participates regularly in Member Monday sessions and national discussions focused on emerging issues and best practices in school public relations. She is also a graduate of the NSPRA/AASA Leadership in School Communication program (2024–2025), where she collaborated closely with education and communications leaders from across the country.
At the state level, Jill is an active MSPRA member, attending annual conferences, contributing to professional development and sharing best practices with colleagues throughout Mississippi. In 2025, her work was recognized with 7 first place awards and five finalist honors, reflecting excellence across a wide range of school communications disciplines.
In addition, Jill serves as a four-time presenter for the Mississippi Educational Computing Association (MECA), where she trains educators and administrators on using technology to support effective communication and storytelling.
Jill’s involvement goes beyond attendance; she brings back new ideas and applies them immediately within her district, ensuring Oxford remains at the forefront of communication innovation. Jill models the belief that effective communicators must also be lifelong learners, and her active participation in professional organizations has directly elevated the quality and consistency of Oxford’s outreach efforts.
Her commitment to growth, collaboration and service to her peers reflects the core values of NSPRA. Jill Knox doesn’t just participate in professional communities, she strengthens them.
Jill approaches communication as a system shaped by feedback, data and continuous improvement. In her first year as director of communications, districtwide social media engagement increased by 18%, an outcome attributed to her strategic focus on content clarity, consistency and audience needs.
She expanded video storytelling through the Sit Down with the Superintendent and Charger Chat series, creating accessible, conversational platforms that support transparency and strengthen relationships between district leadership and the community. She also implemented the Celebration Pins program to recognize employees who embody the district’s Standards of Excellence, reinforcing culture through visible, values-based recognition.
Jill further modernized the district’s communication infrastructure by leading a redesign of the district website and overseeing the modernization of the school system's mass communication platform, with a focus on clear, accessible and visually cohesive communication across all schools.
Across strategy, storytelling and systems-building, Jill has positioned communication as a steady, trusted force that strengthens relationships, reinforces shared values, and supports Oxford’s continued growth.
"At the heart of Nydia's leadership is a genuine desire to make a difference. She leads with empathy, empowers others to find their voice and consistently raises the bar for school communications within her district and community."
- Dr. Jordan Ziemer, executive director of communications for Abilene ISD (Texas) and Texas School Public Relations Association president-elect
The following was submitted as part of the nomination package for Nydia.
Nydia Natividad has distinguished herself as a leader defined by empathy, vision and a collaborative spirit. In just four years, she has earned the trust and respect of her colleagues by demonstrating that leadership is not defined by tenure, but by the ability to inspire, empower and create meaningful change.
As the district’s director of communications, Nydia is responsible for maintaining and strengthening PBTISD’s brand identity. Under her leadership, the district’s communications have become more consistent, inclusive and reflective of its values. Beyond managing external communications, Nydia prioritizes capacity-building among her peers. She regularly leads training sessions for campus administrators and media managers, teaching best practices in public relations, social media and stakeholder engagement. Through ongoing mentorship and follow-up, she ensures that each campus team grows in both confidence and capability, creating a culture of shared ownership in district communication.
One of Nydia’s signature achievements is the creation of the Student Influencer Program, a dynamic initiative that now includes 20 high school students. Recognizing the power of student voice, Nydia designed the program to give students hands-on experience in storytelling, public relations and digital content creation. She provides direct mentorship, helping them develop professional communication skills while inspiring potential career paths in media and public relations. The program not only elevates authentic student perspectives but also reflects Nydia’s belief that great leaders develop other leaders.
This year, Nydia’s success and dedication were further recognized when she was entrusted to lead her own department, gaining an additional staff member to support district-wide communications. This milestone marks an important step in her professional growth - one she earned through innovation, persistence and a proven record of results.
At the heart of Nydia Natividad’s leadership is a genuine desire to make a difference. She leads with empathy, empowers others to find their voice and consistently raises the bar for school communications within her district and community.
From the very beginning of her career in school public relations, Nydia understood the value of professional connection and collaboration. Guided by mentors and driven by her own passion for continuous growth, she became actively involved in both the Texas School Public Relations Association (TSPRA) and NSPRA. Through these organizations, she has developed as a communicator, leader and mentor while contributing meaningfully to the advancement of the profession.
Early in her tenure with TSPRA, Nydia served on the Communications Matters e-magazine committee, where she collaborated with communications professionals from across Texas to share best practices, innovative ideas and inspiring stories. This experience allowed her to contribute to the professional development of others while strengthening her own skills in writing, collaboration and strategic communication.
Building on that experience, Nydia has spent the past two years serving as Zone Coordinator for TSPRA’s Far West Region, a role that has expanded her leadership footprint within the organization. In this capacity, she works to connect school communicators across a vast geographic region, fostering collaboration and providing professional support. Whether organizing networking opportunities, offering guidance to new members or amplifying the voices of smaller districts, Nydia approaches this work with the same empathy and inclusivity that define her leadership within Pecos-Barstow-Toyah ISD.
Most recently, Nydia was invited to serve on TSPRA’s newly established Professional Advancement Committee, a statewide initiative focused on cultivating future leaders within the organization and in school districts across Texas. Through this work, she helps others identify and build upon their strengths, preparing them to take on greater responsibilities and make lasting contributions to school communications.
Nydia remains deeply committed to her ongoing involvement in TSPRA and NSPRA, recognizing that these organizations are vital not only for personal and professional growth, but also for the collective advancement of school public relations. The relationships, knowledge, and inspiration she gains from her peers directly influence the excellence and innovation she brings to her district’s communications program.
For Nydia, professional engagement is more than participation - it’s a form of service. She views each committee meeting, workshop, and mentorship opportunity as a chance to give back to the profession that has shaped her journey.
When Nydia joined Pecos-Barstow-Toyah ISD in April 2021, she stepped into a position still finding its identity. Though the district’s communications role had been created in 2019, it lacked a strategic foundation. Her predecessors had limited experience in public relations, and the district relied almost entirely on automated phone calls for outreach, an outdated approach for a diverse and rapidly changing community. From the start, Nydia saw an opportunity not just to improve communication tools, but to build a culture of connection, trust and inclusion across the district.
Her first order of business was to establish clear communication guidelines and reimagine the district’s visual identity. By unifying branding and tone across campuses, she laid the groundwork for a consistent, professional image that reflected the district’s values. Within her first year, she led two major advancements: the implementation of a comprehensive communications platform that streamlined two-way engagement between schools and families, and the complete redesign of the district website, which became a model for accessibility and user-friendly design. These initiatives immediately improved communication efficiency and transparency, fostering stronger relationships between the district and its stakeholders.
Nydia’s innovative spirit and deep sense of community pride are perhaps best embodied in the creation of Eagle Insider, a quarterly print magazine delivered to every household in the district whether or not they have students enrolled. The magazine serves as both a storytelling platform and a bridge between the schools and the broader Pecos-Barstow-Toyah community. Recognizing the district’s growing Spanish-speaking population, Nydia made the publication bilingual, designed as a flip magazine with one side in English and the other in Spanish. This inclusive approach ensured that every family, regardless of language, could celebrate the district’s successes and feel connected to its mission.
When faced with the challenge of managing high school social media coverage without a dedicated staff member, Nydia once again turned a problem into a pioneering opportunity. She launched the Student Influencer Program, empowering students to become digital storytellers for their campus. Through this initiative, students gain real-world experience in communications, content creation, and public relations while providing authentic, peer-driven perspectives that resonate with the community. The program has elevated student voice and modeled leadership development at its finest - two hallmarks of Nydia’s own leadership style.
In just a few short years, Nydia Natividad has established herself as a creative, forward-thinking, and compassionate leader in school public relations.
"Pecos is a small community, and it just so happens to be my hometown. I attended PBTISD from K-12. To receive this recognition means the world to me for my hometown and district to be recognized on a national stage!" - Nydia Natividad
"Marc's innovation and forward-thinking have transformed CCIU's communications landscape. He proactively identifies and implements cutting-edge digital marketing trends, positioning CCIU at the forefront of educational communications."
- Kelsey Kebbel, senior communications specialist, Chester County Intermediate Unit (Penn.)
The following was submitted as part of the nomination package for Marc.
Since his arrival at Chester County Intermediate Unit (CCIU) in 2023, Marc Raffa has brought a disciplined, results-driven mindset to digital communications. Through strategic innovation and cross-departmental collaboration, his work consistently strengthens organizational communication and performance.
While at CCIU, Marc has led a comprehensive website rebuild, a six-month initiative designed to improve user experience and strengthen how the organization communicates with its audiences. He also independently developed and implemented the “Transforming Lives, One Student at a Time” strategic narrative campaign, which became the foundation of CCIU’s communications strategy.
Marc’s leadership is evident in the results achieved across major campaigns and channels. His “Campus Expansion” digital awareness campaign produced a cost-per-click rate 82% below the national average and a click-through rate of 24.46%, significantly outperforming the educational sector benchmark of 3.78%. During this same period, CCIU’s social media presence saw substantial growth, including a 40% month-over-month increase in Facebook reach and an 80% increase in Instagram reach. Marc's disciplined approach to project management further supports this success, with more than 800 projects completed on time to date.
Marc demonstrates an active commitment to professional growth and the school public relations field through his involvement with the Pennsylvania School Public Relations Association (PenSPRA) and his commitment to ongoing professional development.
As an active member of the PenSPRA Committee, Marc contributes his digital media expertise to planning and marketing efforts that support communications professionals across the state. He also regularly attends professional conferences to stay current with industry trends and best practices, bringing new ideas and emerging digital strategies back to his work at CCIU.
In addition to his professional organization involvement, Marc is continuing his studies as a graduate student at West Chester University. Together, his academic pursuits and professional engagement create a continuous feedback loop in which he both learns from and contributes to the broader school communications community.
Marc’s work reflects a forward-thinking approach to school communications, blending creative problem-solving with data-informed strategy to strengthen CCIU’s digital presence. Across his work, Marc consistently integrates creativity with analytics, establishing robust measurement frameworks using actionable KPIs to optimize digital performance.
Examples of Marc's creative strategy implementation efforts include the introduction of an innovative online tool for interactive presentations and development of the “Aspiring Superintendents” digital media experience, expanding how CCIU communicates with professional audiences. Marc also implemented Spotify marketing placements for the “Recruiting Consortium” campaign, extending outreach into non-traditional platforms to reach new and emerging audiences, with the effort earning recognition in SchoolCEO Magazine. In addition, Marc applied a systematic strategy to increase student-centered content by 10% year over year. When tasked with managing social media for the Pennsylvania Educational Technology Expo and Conference with minimal notice, Marc quickly developed comprehensive strategies that contributed to record participation levels while maintaining quality and brand consistency.
Across each initiative, Marc’s work demonstrates how thoughtful innovation, grounded in measurement and execution, can elevate digital communications and deliver meaningful results for educational organizations.
"Ashley demonstrates that excellence in communication is not simply about delivering messages: It is about creating systems of connection, trust and belonging that allow each student and family to thrive."
- Jason Loewe, executive director of human resources, St. Louis Park Public Schools (Minn.)
The following was submitted as part of the nomination package for Ashley.
In just a few years in the field, Ashley Sukhu has taken on complex leadership responsibilities with clarity, confidence and purpose. Now serving as executive director of communications for St. Louis Park Public Schools, she leads both the communications and enrollment departments, helping the district rethink how it connects with families and supports access, trust and belonging.
A central focus of Ashley’s work has been improving the school system's enrollment experience. Under her leadership, her team reviewed enrollment processes and surveyed families to identify barriers, then shifted away from traditional outreach in favor of a more personal, community-based approach. That work included enrolling families on site at local apartment communities, meeting them where they are and removing obstacles to participation. The result was a meaningful impact, with enrollment exceeding projections by 6%.
Ashley’s leadership has also been critical during periods of significant organizational change. During a comprehensive strategic planning process and challenging budget reductions, she served as the lead organizer and communicator, balancing transparency, clarity and compassion. At the same time, she prepared for the rollout of a new communications tool designed to improve access to information and resources for staff and families.
Throughout her work, Ashley is a leader who empowers her team to think creatively, challenges them to grow and centers equity and inclusion in decision-making. Her approach emphasizes building systems of connection, trust, and belonging that support students, families, and staff.
Ashley has been an active member of both the Minnesota School Public Relations Association (MinnSPRA) and NSPRA since 2021, contributing her time and leadership at both the state and national levels.
Within a year of joining MinnSPRA, she began serving on the board and stepped into visible leadership roles. She presented Let’s Take This Offline, a session at the MinnSPRA conference focused on authentic community engagement, chaired the Equity Working Group, and in 2024 served as planner and organizer for both the fall and spring MinnSPRA conferences. Ashley's early contributions to the association were recognized with the MinnSPRA New Professional Award in 2023.
In 2025, Ashley began her role as President-Elect for MinnSPRA, a testament to the respect she has earned among her peers and her dedication to advancing the profession. In this role, she is helping shape the direction of the organization, ensuring MinnSPRA continues to be a supportive, innovative and equity-focused community for school communicators.
Ashley is also an active NSPRA member and has attended the National Seminar each year since 2022, most recently co-presenting From Rookie to Rockstar: Becoming a Leader Without Losing Yourself with Minnesota colleagues. Ashley’s professional involvement is rooted in service, collaboration and a commitment to strengthening the field of school communications.
Ashley’s work reflects an ability to turn ideas into experiences that build culture and strengthen connection. One of her most notable accomplishments this past year was the creation of the district’s first-ever Feel Good Finale, a staff celebration designed to recognize employees, promote well-being and inspire excitement for the school year. Ashley collaborated with team members to design the event to align with the district’s core values and strategic plan while centering the holistic needs of staff. Each school site nominated and recognized staff members with awards tied directly to district values, ensuring that recognition was meaningful, authentic and grounded in the district’s mission. By connecting recognition to core values, she created a structure that celebrated individual contributions while reinforcing a shared sense of purpose.
Ashley has also led communication efforts tied to legislative priorities, organizing community engagement and visits to the state capitol, seeking guidance from partner organizations including the Association of Metropolitan School Districts (AMSD), the Minnesota Association of School Administrators (MASA) and the Minnesota School Boards Association (MSBA). As a result of this advocacy effort, several students and staff now serve on legislative committees, helping shape education policy.
Across initiatives, Ashley is consistently focused on proactive communication, community connection and recognition of people. Through her leadership, she has built momentum not only around individual programs, but around a broader culture of engagement, trust and shared responsibility within the district.
"Theresa exemplifies excellence and leadership through her innovation, collaboration and commitment to elevating school communications. Her leadership is rooted in service, collaboration and advocacy for effective, inclusive communication in public education.
- Curtis Campbell, director of communications for Edmonds School District (Wash.) and Washington School Public Relations Association past president
The following was submitted as part of the nomination package for Theresa.
At Spokane Public Schools, Theresa Tanner approaches school communications with clarity and purpose. In her role as social media and marketing specialist, she has helped strengthen the district’s digital presence, improve customer service systems and empower schools to share their stories with greater confidence and consistency.
Soon after joining SPS in 2022, Theresa launched a districtwide initiative to ensure all 58 schools had active Facebook pages. For schools without an existing presence, she created pages and provided training and ongoing support so staff could confidently manage their own content. This effort expanded the district’s reach, improved consistency across school communications and gave schools greater ownership in sharing timely updates that reflect their unique communities.
Theresa also led the expansion of the district’s unified communication platform, using data and user feedback to improve responsiveness and service quality. Under her leadership, community response times decreased by seven hours and positive user feedback increased by 4%. These improvements strengthened how families interact with the district and contributed to more positive sentiment around SPS communications.
Colleagues often describe Theresa as “the calm in the storm,” pointing to her ability to bring focus and perspective when school communications become fast-moving or complex. Her leadership emphasizes clarity, empathy and inclusion, particularly during moments that require thoughtful coordination and careful messaging.
In addition to her district responsibilities, Theresa is actively engaged in professional organizations at both the state and national levels, contributing her skills and experience to advance the field of school public relations.
She is an active member of both the Washington School Public Relations Association (WSPRA) and NSPRA. Theresa first connected with NSPRA through a WSPRA scholarship, which enabled her to attend her first NSPRA National Seminar in 2023. Since then, she has expanded her involvement by presenting sessions at the 2024 and 2025 NSPRA National Seminars, as well as at the 2024 WSPRA Fall Conference.
Within WSPRA, Theresa currently serves as vice president of marketing, stepping into the role midterm in fall 2024 and quickly developing an action plan aligned with WSPRA’s newly adopted strategic goals. Her leadership has strengthened the association’s communications, branding and member engagement, contributing to greater visibility and consistency across the organization.
Theresa also participates in professional learning communities within NSPRA, engaging with peers nationwide to exchange ideas and share best practices. Her involvement reflects a clear commitment to continuous learning and service to the profession.
Theresa’s work reflects a forward-thinking approach to school communications that blends strategy, storytelling and technology to strengthen connections with families and the broader community. At Spokane Public Schools, she applies data-informed practices to digital engagement, an approach that emphasizes measurable improvement and continuous refinement to ensure communication systems evolve alongside community needs.
Theresa played a central creative role in several high-impact information and community engagement campaigns that reached well beyond traditional communications. She supported the development of Engage IRL, a citywide initiative encouraging students to step away from screens and participate in clubs, sports and community activities. Through strategic branding, messaging and website development, the campaign achieved a 64.8% student participation rate during the 2024–25 school year. Her work also contributed to two successful districtwide information campaigns: the 2024 Spokane Public Schools levy approved by voters with 56.31% support, and the 2025 bond information campaign which passed with 61.84% approval. In addition, Theresa has supported the annual HEART Gift Drive campaign, which has generated more than $143,000 in monetary and gift card donations since 2023 to support students and families. Together, these efforts reflect her ability to pair thoughtful storytelling with clear information, helping initiatives gain traction, earn community trust, and deliver measurable results.
Through each of these efforts, Theresa Tanner demonstrates how thoughtful, steady leadership and purposeful communication can strengthen school systems, build community trust and create space for authentic stories to be seen and heard.
"I am so honored and humbled to be recognized by my peers with this award. I am especially grateful for support from my WSPRA Board colleagues and our executive director, Catherine Carbone Rogers, APR, who have challenged me to learn and grow in this profession. I am thankful for the encouragement from my team and leadership at Spokane Public Schools. Superintendent Dr. Adam Swinyard has prioritized the role communication plays in public education, and he is a consistent supporter of innovative strategies to help our team accomplish difficult work. My professional achievements are only realized because of my husband Cole, who keeps our family unit running whenever there is a crisis message to send or a conference to attend. I am so grateful for his support as a partner and share this celebration with him." - Theresa Tanner
View past recipients of the award.
The Emerging Leaders Award builds on the legacy of NSPRA’s former Front-Runners and 35 Under 35 recognitions, combining the most valued aspects of each into a single, more inclusive award. These changes were inspired by member insights gathered by the NSPRA Awards Task Force. For a list of previous Front-Runner recipients, please click here. For a list of previous 35 Under 35 recipients, please click here.