From shifting policies to evolving responsibilities and the ongoing challenge of misinformation, 2024-25 was a defining year for school communication professionals. Across the NSPRA community, members sought support, shared solutions and leaned into their roles as trusted voices in times of change.

Grounded in insights from the NSPRA Connect community, the most-accessed pages in the Samples and Resources section of the NSPRA website, member survey data and professional learning participation, check out five key lessons that shaped the year.

1. Crisis Communication Isn’t Just About Emergencies

While weather events, safety threats and lockdowns remained constant challenges, school communicators increasingly found themselves responding to broader crises—like the rollback of protections for schools as “sensitive locations” in immigration enforcement policy. Resources on crisis communication, false information and the K-12 Federal Policy Tracker were among the most accessed tools in the Samples and Resources section of the NSPRA website and conversations on NSPRA Connect reflected an urgent need for timely, clear messaging on complex topics.

2. Internal Audiences Need Strategic Communication, Too

This year brought renewed focus on internal communication as a cornerstone of district trust and culture. Analytics from the Samples and Resources section showed high interest in templates and tools for staff messaging, while NSPRA Connect threads surfaced challenges with platform management, internal branding and balancing communication across employee groups. One of the year’s most popular webinars focused on streamlining communication “without the clutter.”

3. Strategic Planning Is a Team Sport

Communicators were at the table—and often leading the charge—on strategic initiatives this year. High participation in webinars on rolling out district strategic plans, marketing enrollment and board relations highlighted a growing role in shaping not just the message, but the mission. Correspondingly, Samples and Resources pages on branding, district plans and bond campaigns saw heavy traffic.

4. Burnout Is Real, But So Is Commitment

According to NSPRA’s 2024 Membership Profile Survey, 75% of members said work-related stress impacted their job satisfaction this year. Despite this, 81% reported no plans to leave their positions. Staffing limitations, message overload and community trust emerged as top challenges in the data, and NSPRA members turned to one another for support. Resources like “Checklist and Chill” for summer project planning and Mini Lab webinars on workflow and automation tools became go-to favorites.

5. Visibility and Responsibility Are Growing

The school communicator role continues to evolve in both prominence and scope. The 2024 Membership Profile Survey shows the percentage of departments with 8+ staff is the highest on record. And in 2024-25, NSPRA was mentioned in the media more than 450 times, reflecting the association’s growing influence as a thought leader in education communication. From federal policy to family engagement, communicators are shaping conversations that reach well beyond their school walls.

As we look ahead to 2025-26, one thing is clear: School communicators are not just reacting to change, they’re helping lead it. With deeper insights, stronger networks and a sharpened focus on strategy, the year ahead holds both challenges and opportunity. NSPRA will be here to support you every step of the way.