Winners of the NSPRA's top competition recognizing superior school public relations programs and campaigns exemplify strategic, high-impact communication in education.

In September 2023, Santa Clara (Calif.) Unified School District (SCUSD) administrators wondered if their school system’s values of kindness and compassion were becoming lost. Informal observations suggested that emerging issues and trends in the area and around the world were negatively impacting the district’s culture and climate. Here's what they did about it.