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At the National School Public Relations Association (NSPRA), we believe that effective communication is at the heart of strong schools. As education evolves, so too do the ways we connect with the students we serve—not only by communicating about them, but with them.
Over the years, we’ve heard growing curiosity from our members about how to more intentionally elevate student voices. SchoolStatus, our collaborator on this project, was also curious about how the results might inform its work to connect school communities through solutions focused on student attendance, family engagement and educator development. This report is in response to that interest.
School communicators don’t just share information. They shape perceptions, build trust and create space for voices that may otherwise go unheard. By including students directly in communications efforts—through stories, direct messaging or internships—districts can support student well-being, improve academic and behavioral outcomes and build more authentic relationships with the communities they serve.
While this work is still emerging, it reflects a broader shift toward more student-centered communication practices. We hope the insights and examples shared here will spark ideas, conversations and action in your own school community.
Sincerely,
In my role, I see daily how the right communication tools can transform student engagement. My professional passion grew out of my personal high school experience as a chronically absent student.
One day, as I arrived late, the receptionist asked me to cover the front desk for her for a few minutes. What a thrill! Working that switchboard and helping people find their way gave me a sense of purpose. From that day forward, I had a daily volunteer gig covering her lunch —and suddenly I had a reason to show up every single day.
This experience taught me what the data confirms: when students have authentic ways to contribute and feel heard, it transforms their relationship with school.
At SchoolStatus, we partner with educators to make these connections possible—providing the right tools and insights to help schools reach every student with personalized, meaningful outreach. The strategies outlined in this report focus on creating the conditions where every student has a reason to be in school, because, after all, that’s where it all starts.
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In Spring 2025, the National School Public Relations Association (NSPRA) surveyed members to explore how schools are engaging students more directly in their communications. The snapshot of responses from school PR professionals shed light on emerging strategies, common hurdles and the potential impacts of student-centered communication practices. With this data as a backdrop, NSPRA collaborated with SchoolStatus to deepen this exploration, sharing real-world examples from both NSPRA members and SchoolStatus customers. These insights highlight how districts are successfully incorporating student voices into their communication efforts, offering innovative and inclusive strategies that can foster stronger student connections and positively impact attendance and engagement.
The survey results reveal a variety of approaches and challenges districts face as they work to elevate student voices. Some districts are making significant progress, while others are just beginning to incorporate student input into their communications. The following key findings capture the most common strategies, trends and barriers identified by school PR professionals striving to engage students as active participants in communication efforts:
Open-ended responses from participants offer promising glimpses of progress:
These findings reflect a broader shift in school communication: from talking about students to communicating with them. Including students as storytellers, message recipients and collaborators isn’t just a feel-good initiative—it can be a strategy that supports belonging, well-being and student success.