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About NSPRA
Nominated by: New York School Public Relations Association
For more than three decades, Holly Brooker has helped school districts across Ulster County navigate some of their most important moments with clarity, strategy and compassion. As director of community relations for Ulster BOCES, Brooker has built one of the region’s most respected and comprehensive school communication services, transforming what began as a small tactical department into a full-scale communications enterprise supporting every school district in Ulster County.
Brooker’s influence extends far beyond communications products and campaigns. Colleagues, superintendents and community leaders consistently describe her as a trusted advisor, crisis communicator, mentor and advocate for public education; someone districts call when the stakes are highest and the path forward is uncertain.
“Holly Brooker is that professional,” wrote NYSPRA leaders in support of her nomination. “When a school community faces a crisis at 11 p.m. on a Friday, she is already drafting.”
Over the course of her career, Brooker has led communications efforts tied to more than 100 successful school budget votes and dozens of capital project campaigns. She has become particularly well known throughout New York for her expertise in communicating finance and capital projects in ways communities can understand and trust.
One recent example came in the Onteora Central School District, where Brooker helped guide a complex capital project re-vote. She worked with her team to create a data-supported communications plan and messaging that resulted in a 65% voter approval, a 20 point increase from the previous failed campaign.
Brooker’s leadership is equally evident during times of crisis. Her “DEAR” protocol (short for “Drop Everything and Respond”) has become a hallmark of her approach to crisis communication. The model emphasizes transparency, timeliness, trust-building and around-the-clock responsiveness, while ensuring communications remain accurate, compassionate and aligned with community needs. District leaders throughout Ulster County describe her as a steady, trusted presence during emergencies and emotionally charged situations.
“Holly’s messages do more than inform — they uplift,” says Ulster BOCES District Superintendent Dr. Jonah Schenker.
Under Brooker’s leadership, the Ulster BOCES Community Relations service has grown dramatically, expanding from 2.5 staff members into a 17-person team supporting communications, digital media, accessibility, video production, branding and strategic planning efforts across the county. She has intentionally created a team culture focused on mentorship, collaboration and continuous learning, including immersive “Huddle” professional development experiences where staff learn from one another through real-world problem solving and strategic communications exercises.
Brooker is also recognized for her strong commitment to accessibility, equity and authentic engagement. Colleagues note her advocacy for ADA compliance, timely translation services and communication practices that ensure all families feel informed and included. Her work consistently centers listening first, building trust and helping districts communicate with transparency and empathy.
Beyond her professional role, Brooker is deeply engaged in her community through the Highland Rotary Club, where she has helped expand the organization’s visibility, membership and service efforts. She volunteers with Junior Achievement programs in local schools, supports community outreach initiatives and was recognized as both Highland Rotary Club Rotarian of the Year and Rotary District 7210 New Rotarian of the Year in 2024.
A longtime leader within NYSPRA and NSPRA, Brooker is widely respected for generously sharing her expertise, mentoring emerging professionals and strengthening the school communication profession through collaboration and service. Her work has earned numerous honors throughout her career, including NSPRA’s Gold Medallion Award for her leadership on a countywide opioid and heroin crisis awareness initiative that brought together educators, families and community agencies to address a growing public health challenge.
Whether leading districts through crises, mentoring colleagues, guiding communities through difficult decisions or helping tell the everyday stories that connect schools and families, Brooker’s work reflects a deep belief in the power of communication to build trust, strengthen relationships and support public education.