NSPRA + Qualtrics Special Webinar

From Friction to Trust: Practical Solutions for Redesigning the Family Experience in K-12

Families judge a district by everyday moments: a call to the front office, a form that fails to submit, an unanswered transportation question, or a concern raised with no follow-up. These moments shape trust long before a survey can measure it. When these interactions fail, the resulting complaints often land with the communications team, even though the solution frequently involves processes or systems owned by other departments. This is a widespread challenge: families who have a negative experience with a district are roughly four times more likely to consider alternative schooling options. Despite this, most districts lack a unified way to capture, analyze, and act on feedback to address friction before it leads to a loss of enrollment. Join Qualtrics and NSPRA as we share new joint research on how districts are moving from reactive firefighting to a sustainable, evidence-based model for serving families and communities. Key takeaways will include: - Where friction most commonly enters the family experience and why it isn’t solely a communications problem. - How leading districts are connecting feedback across departments to see the full picture. - Practical, low-lift steps to close the loop faster and demonstrate responsiveness to your community. You will leave with a practical framework for turning everyday friction points into opportunities to build lasting trust.

Presenters and Panelists:

Patrick Mahaney | Principal Solution Engineer, Qualtrics

Nick Kohn, Ph.D. | Vice President K-12 Education Strategy, Qualtrics

Jessica Scheckton, APR, PMP | Communication Research Specialist, NSPRA

Alyssa Teribury | Communication Research Manager, NSPRA

Mat Droge | Director of Marketing and Communications, Paradise Valley USD (Ariz.)

Patti Moon | Chief Communication Officer, Aurora Public Schools (Colo.)