Reflections on Hispanic Heritage Month and the Power of Human-Centered School PR

Growing up as the third eldest of nine children, I was part of a household that never stood still. There were siblings at every stage of life, parents working hard to make ends meet and a daily rhythm that required all of us to pitch in. In that ecosystem, my role often meant serving as an interpreter. I filled out school forms, explained “important notices” and translated everyday conversations between home and school. I also loved to read, and one of my earliest joys was interpreting the stories from my books for my mom, who only spoke Spanish. Those experiences planted an early seed about the importance of audience-centered communication.

Because our parents immigrated from Mexico, we straddled two cultures. Spanish was the language of family and belonging, the way we told stories and passed down traditions. English was the language of academics, shaping how I studied, asked questions and connected with peers. Moving between them meant learning to build bridges, of language and of understanding.

My dad worked long days and went to school at night. My mom kept everything else running, from meals and schedules to homework and emotions. In a big family, I saw early on that everyone needed something different to succeed. Older siblings were figuring out high school, activities and first jobs. Younger ones were learning to read, discovering talents or working through challenges. Growing up in that mix didn’t just teach me two languages; it made me audience-literate.

That is the heart of my work in school public relations today: humanizing the systems we serve so families can participate in their child’s education as much (or as little) as they choose. Culture is one thread in a larger tapestry. A “Spanish-speaking parent” might also be a night-shift nurse, a small-business owner, a recent arrival, a lifelong resident, neurodivergent, tech-savvy or tech-tired. When we approach families as layered, we design systems that meet real lives.

To understand those layers, we have to look beyond the surface. Demographics and data can tell us who and how many, but community memory explains why. That memory holds both the celebrations that shape identity and the struggles that leave lasting marks. When we honor those histories, communication becomes a way to illuminate pathways and create space for belonging.

In practice, belonging by design means using moments like heritage months to shine a light on work that should continue all year, woven into the everyday ways we communicate. It starts with knowing the people we serve: the languages they speak and the stories, circumstances and histories that shape how they show up. When we understand our communities in that fuller way, communication becomes an invitation to participate and belong.

If my childhood taught me anything, it’s that clarity matters. Translating for my parents and helping siblings navigate school showed me that people need information they can trust and use. In school PR, families become co-authors of the story by being understood, not just informed.

Belonging is not a campaign; it is a system. It grows out of research, cultural humility and an understanding of the histories that shape our communities. Communication built on that foundation has the power to create trust, strengthen connections and support well-being. That is a story worth carrying forward every day of the year.

Anakaren Cárdenas Ureño serves as the director of communications and engagement for Laguna Beach (Calif.) Unified School District. She was the 2025 CalSPRA Communicator of the Year and a 2025 NSPRA National School Communicator of the Year finalist.