COVID-19 Communications Tool Kit

The National School Public Relations Association offers a variety of resources to assist public school leaders and school PR professionals during the ongoing COVID-19 pandemic. Those resources include virtual professional development for school communicators; communication examples, templates, tip sheets and plans from a variety of school systems, including on the use of emergency relief funds; and free consultations with NSPRA staff who are accredited in public relations (APR). 

NSPRA members, access your COVID-19 Communications Digital Tool Kit below or email to schedule a 30-minute crisis communications consultation with an accredited member of your NSPRA staff.

Not an NSPRA member? Learn more about the benefits of NSPRA membership.

 Virtual Professional Development for School Communicators

NSPRA Webinars

The following NSPRA webinars feature virtual panel discussions and presentations on challenges for school communicators during the COVID-19 pandemic. They are available free to all association members in the On-Demand Professional Development webinar library under "Crisis Communication."

  • School Communication Best Practices and Challenges in a Pandemic panel discussion (September 2021)
  • Maintaining Trust in Controversial Times panel discussion (November 2020)
  • Communicating Constant Change in the COVID-19 Era webinar (September 2020)
  • Proving the Value of Communication in the Next Era of Budget Reductions panel discussion (May 2020)
  • Coronavirus Crisis Communications Best Practices panel discussion (March 2020)

NSPRA Articles

The following coronavirus communications-related articles appeared in the Elevation member e-newsletter. View past issues of the e-newsletter, which are available free to all association members.

  • "Talking About ESSER: Ways to Build Community Trust and Keep the Focus on Results for Students" (February 2022 issue)
  • "Staying Strategic in Times of Crisis" (December 2021 issue)
  • "Moving the Needle on Parental Vaccine Hesitancy" (November 2021 issue)

Communicate About In-Person Learning, Temporary Returns to Virtual Learning, COVID-19 Testing and Masking Protocols

The following resources were curated for NSPRA members to aid in the development of strategic communication plans and the identification of strategies and tactics related to a return to in-person learning, temporary returns to virtual learning due to rising cases, COVID-19 testing and masking protocols. 

School District Communications

Vaccine and Testing Communication Resources

Centers for Disease Control and Prevention:

U.S. Department of Health & Human Services:

American Academy of Pediatrics:

Other organizations:

Communicate the Use of Emergency Relief Funds​

Beginning in 2020, the federal government awarded grant funds to state educational agencies to provide emergency relief to local schools during the ongoing pandemic. Following are resources and sample communications about schools' use of the various Elementary and Secondary School Emergency Relief (ESSER) funds.

NSPRA Resources

  • "Using ESSER Funds to Bolster District Communications" featured in Elevation member e-newsletter (November 2021 issue)

School District Communications

Other Organizations

U.S Department of Education:


Family Guide coverCommunicate the Start of the School Year

As public schools prepared for the start of the  school year, NSPRA compiled resources on the reopening of schools following COVID-19 shutdowns. Sample communications in the following areas still may be helpful today:

Here is  CDC's Operational Strategy for Reopening Schools

Communicate Your Coronavirus Crisis Response

Howell Schools social media postIn the early days of the crisis,  many school systems were scrambling to prepare themselves for the unknown. NSPRA compiled members' sample communications about coronavirus-related emergencies to help those not yet affected gear up for the challenge. Sample communications in the following areas still may be helpful today: