About NSPRA
Each year, NSPRA's Emerging Leaders Award recognizes up to seven individuals (one from each of NSPRA’s seven regions) who are making an impact in school PR, communications or marketing with fewer than five years in the profession.
2025-26 Emerging Leaders Award Recipients
"Ramiro views leadership not as a position, but as a responsibility to lift others. Through authenticity, cultural awareness and an unwavering commitment to excellence, he continues to redefine what school communication can achieve, embodying the true spirit of an emerging leader in school public relations."
- Dr. Jennifer Cruz, superintendent of Pendergast Elementary School District (Ariz.) and NSPRA Vice President At-Large for Superintendents
The following was submitted as part of the nomination package for Ramiro.
In just four years in school public relations, Ramiro Alvarez has established himself as a transformative voice in Arizona education, combining innovation, cultural responsiveness, and authentic storytelling to strengthen trust between schools, families, and communities. As the public information officer for the Pendergast Elementary School District, Ramiro has led groundbreaking initiatives that elevated family engagement, advanced bilingual communication and positioned the district as a state leader in transparency and equity. His work exemplifies NSPRA’s mission to develop professionals who communicate strategically, build trust and foster positive relationships in support of their school communities.
Ramiro embodies excellence and leadership through his ability to use communication as a catalyst for trust, transparency and transformation. He leads with empathy and vision, championing inclusive communication that connects families, empowers educators and celebrates student success.
In his role, Ramiro has reimagined the district’s communications strategy, transforming it from fragmented messaging into a unified system that reaches every household. Under his leadership, Pendergast implemented a unified communication platform, increasing engagement by over 60% in its first year. His thoughtful rollout included hands-on training, multilingual templates and personal outreach that rebuilt relationships between schools and families.
Ramiro’s leadership extends far beyond the press release or social post. As a member of the superintendent’s executive cabinet, he ensures communication aligns with the district’s mission and strategic goals. He has led the launch of several high-profile initiatives, including Dreamscape Learn, Arizona’s first K–8 immersive virtual reality learning program and WestVentures, a small business incubator connecting families with entrepreneurship opportunities. Each initiative reflects his ability to transform storytelling into strategic advocacy that advances equity and innovation.
Recognized as ASPRA’s 2024 Rising Star, Ramiro has earned a statewide reputation for professionalism, creativity and heart. Colleagues describe him as a bridge-builder who makes others feel valued, heard and inspired. Whether mentoring principals on effective engagement strategies or collaborating with community partners, he leads by example, calm, purposeful and grounded in service.
A first-generation college graduate and lifelong advocate for educational equity, Ramiro’s story is one of resilience and purpose. He views leadership not as a position, but as a responsibility to lift others. Through authenticity, cultural awareness and an unwavering commitment to excellence, Ramiro continues to redefine what school communication can achieve, embodying the true spirit of an emerging leader in school public relations.
Ramiro’s professional involvement reflects his deep belief in community, collaboration and the power of shared learning. He is a proud member of NSPRA and an active leader within the Arizona School Public Relations Association (ASPRA), currently serving as Executive Board Secretary. In this role, he helps guide statewide professional development, fundraising and membership initiatives, advancing the visibility and credibility of school PR across Arizona.
As ASPRA’s Secretary, Ramiro pioneered the organization’s inaugural Golf Tournament Fundraiser, envisioning it as a creative way to support members through scholarships and professional development. Recognizing a need for sustainable support for his peers, he developed the concept, secured sponsorships, built a volunteer team and executed a plan that will provide direct financial assistance to communications professionals pursuing continued growth.
Equally impactful has been Ramiro’s leadership in forging a historic partnership between ASPRA and the Arizona Association of Latino Administrators and Superintendents (AZALAS). For the past two years, he has led the marketing and communications efforts for the AZALAS annual conference, transforming it into a collaborative showcase that now involves more than 20 ASPRA members statewide. His leadership reflects not only strategic vision but selflessness, intentionally highlighting the talents and contributions of others to elevate the visibility of both organizations. Through this partnership, Ramiro has built bridges between communicators and educational leaders, creating a model of collaboration that strengthens both professions and amplifies diverse voices in education.
At the national level, Ramiro remains actively engaged with NSPRA, participating in webinars, professional learning communities and leadership sessions. He integrates NSPRA’s frameworks for strategic communication, branding and crisis response into Pendergast’s districtwide practices, ensuring his work aligns with the association’s mission to develop professionals who communicate strategically, build trust and foster positive relationships in support of their school communities.
Beyond his PR roles, Ramiro continues to lead with service. An alumnus of Leadership West (Class 30), he serves on the School Connect Advisory Board and the Glendale Chamber Workforce Development Committee, uniting education, business and nonprofit leaders around shared goals.
Innovation and creativity are hallmarks of Ramiro’s leadership. He believes that school PR is not just about information, it’s about inspiration. Through strategic storytelling, design thinking and digital innovation, he has transformed how Pendergast connects with families and the community.
Ramiro spearheaded the development of two signature video series–“Cruz Control” and “Kindergarten Chronicles,”–which creatively spotlight the voices and experiences that make Pendergast special. Cruz Control, hosted by Superintendent Dr. Jennifer Cruz, features candid conversations with students that highlight their perspectives, dreams and the impact of their schools. Kindergarten Chronicles offers a joyful glimpse into early learning, capturing authentic moments that connect families and staff through laughter and pride. Together, these series have reached thousands of viewers, strengthening trust, visibility and community pride across the district. Ramiro also redesigned the district’s website, newsletters, social media content, and community reports to reflect equity-centered branding that is inclusive, visually engaging, and accessible to all audiences, ensuring every family sees themselves represented in the district’s story.
Ramiro played an essential role in the successful launch and expansion of Dreamscape Learn Virtual Reality (VR) within the Pendergast Elementary School District. Following the opening of the district’s first Dreamscape Learn Lab, he helped strengthen the partnership between Pendergast, Arizona State University (ASU) and Dreamscape Learn, a collaboration that is now expanding access to all students across the district. Through his strategic communication efforts and relationship-building, Ramiro has been instrumental in bringing two Dreamscape Learn Mobile Classrooms to Pendergast, extending immersive, cinematic VR learning experiences to all twelve schools. His contributions to this rollout, from media coordination and community engagement to partnership cultivation, have been vital in positioning the district as a state leader in innovative, technology-driven education.
Ramiro’s creative mindset extends to strategic community initiatives. Recognizing that education and economic development are intertwined, he helped launch WestVentures Small Business Success Center, a first-of-its-kind partnership between the district, city leaders and local entrepreneurs. His messaging and branding positioned WestVentures as both a hub of innovation and a learning opportunity for students.
Ramiro consistently integrates data analytics, AI tools, and stakeholder feedback to design and refine campaigns that drive measurable results in family engagement, student recruitment, and staff retention. His forward-thinking approach leverages targeted messaging, digital storytelling and bilingual outreach strategies to connect with diverse audiences and strengthen trust across the district. Whether developing engagement campaigns that boost parent participation, recruitment initiatives that highlight Pendergast’s signature programs, or retention efforts that celebrate and empower staff, Ramiro ensures every communication effort is inclusive, strategic and results-driven.
For Ramiro, innovation is not just a skill, it’s a mindset. His creativity lies in human connection, blending technology with storytelling to make education come alive for every family.
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"Kristen doesn’t wait for a roadmap. She makes one. Her leadership is not loud. It is lasting. She does not seek the spotlight, but her work and impact speak volumes."
- Cristina Capretta, APR, director of marketing and community relations for Berea City (Ohio) School District and Ohio School Public Relations Association President-elect
The following was submitted as part of the nomination package for Kristen.
Kristen Cash brings a standard of quality and professionalism that elevates everything she is part of. She leads with humility, clarity and a commitment to high standards that has left a lasting impact on every district and organization she has served. Whether building communication systems from scratch or supporting her peers across the state, Kristen’s leadership is marked by purpose, service and results.
As the communications coordinator for South Euclid-Lyndhurst Schools, Kristen was hired to launch the district’s first-ever communications department. Building it from the ground up, she led the creation of a district-wide strategic communications plan, developing a crisis response framework and establishing clear messaging systems that connect families, staff, and the broader community. She serves as a key voice on the district leadership team, is a trusted spokesperson and is the driving force behind its modern communications strategy.
Previously, Kristen served as a communications specialist for Shaker Heights Schools where she managed all district social media accounts (Facebook, Instagram, TikTok, X/Twitter), produced a weekly eNewsletter with a 70% open rate and co-created flagship publications like Measuring What Matters. She also planned and executed community-wide events, served as the district liaison to the PTO and played a lead role in crisis communication messaging. Her ability to engage families and tell the district’s story with both consistency and creativity positioned her as a standout communicator in the region, and earned her numerous Ohio School Public Relations Association (OHSPRA) Achievement Awards.
Kristen leads with steadiness, empathy and a deep sense of responsibility. She is an engaging on-camera presence, a skilled crisis communicator and a collaborative team member who uplifts the people around her. Her leadership is not loud. It is lasting. She does not seek the spotlight, but her work and impact speak volumes.
Kristen is highly engaged in both NSPRA and her state chapter, and continues to grow her presence and contributions to the broader school PR community.
In 2024, Kristen was elected to the OHSPRA Board of Directors and currently serves as director of membership. In this role, she has taken initiative in strengthening outreach to new and prospective members and increasing awareness of the value of active membership. One of her most significant contributions has been helping to launch OHSPRA’s statewide Mentor-Mentee Program. Kristen was instrumental in shaping the program’s vision, structure and communications strategy, ensuring it offers meaningful value to both mentors and mentees. Her efforts have helped foster a stronger sense of connection and support within the state’s school PR community.
Kristen regularly participates in OHSPRA professional development opportunities and continues to contribute as a presenter. At the 2025 OHSPRA Spring Conference, she co-presented on a panel focused on family engagement, where she shared practical, real-world strategies from her district work that resonated with fellow attendees.
At the national level, Kristen is an active NSPRA member and contributor. She co-presented at the 2024 NSPRA National Seminar in a session titled “Someone Wrote a Book About Us: Ways to Lean Into Media Coverage,” where she and her co-presenter offered insights on reframing and responding to media narratives. Her willingness to present on a national stage reflects her commitment to learning, sharing and helping elevate the profession for others.
Kristen’s involvement in these organizations goes beyond participation. She contributes meaningfully to programs and initiatives that strengthen the profession, while continuing to learn, grow and support her peers. Her collaborative mindset and thoughtful leadership make her a valuable member of both OHSPRA and NSPRA.
Kristen doesn’t just do school PR. She builds it. At South Euclid-Lyndhurst Schools, she walked into a district that had never had a dedicated communications person before. Within months, she had already led a full website redesign, implemented a clear structure for district messaging and created a crisis communication plan that is now widely admired by school leaders across the state. She doesn’t wait for a roadmap. She makes one.
Kristen is the kind of person who can see what’s missing, imagine what’s possible and then quietly roll up her sleeves and make it happen. She takes the lead on big-picture projects and still pay attention to the smallest details. Kristen always thinks a few steps ahead.
She’s not afraid to try new platforms, either. Kristen helped create a TikTok video for Shaker Heights Schools that reached over 250,000 views. But her creativity isn’t about chasing trends. It’s about meeting people where they are and making sure the message lands. That’s a subtle kind of innovation and she does it really well.
Kristen is thoughtful, creative and always looking for better ways to do the work. Her forward-thinking approach doesn’t just improve communications. It makes the people around her better, too.
"Jill represents the next generation of communications leadership. She embodies NSPRA’s mission to advance education through responsible, strategic and transparent communication. Her professionalism, innovation and impact have already left a lasting mark on our district, and I am confident she will continue to shape the future of school public relations across Mississippi and beyond."
- Bradley Roberson, superintendent, Oxford School District (Miss.)
The following was submitted as part of the nomination package for Jill.
When Oxford School District set out to strengthen how it connects with its community, Jill Knox helped ensure communication was intentional and rooted in trust. As director of communications, she plays a central role in shaping how the district informs, engages, and builds relationships with employees, families, and community partners. Since stepping into the position in January 2024, Jill has elevated clarity, connection, and consistency across district communications, positioning them as a strategic driver of engagement, transparency, and shared pride.
That strategic approach was especially evident during the rollout of Oxford’s five-year strategic plan. Jill led the development of messaging and materials that connected staff, families, and community partners to the district’s vision of Excellence in Action, aligning communication efforts with long-term goals and reinforcing a shared sense of direction.
Jill has also strengthened the district’s crisis readiness. In collaboration with the Oxford Police Department, she developed a crisis response plan that established clear communication procedures designed to prioritize accuracy, coordination and calm during emergency situations. The plan reinforced community confidence by ensuring information is timely, consistent and reliable when it matters most.
Under Jill’s leadership, Oxford School District received national recognition as one of America’s Best-Managed School Districts by Business View Magazine in 2025, following a six-page feature she planned and coordinated. That same year, she organized the district’s hosting of the U.S. Secretary of Education as part of the Return Education to the States tour, with Oxford selected as the only Mississippi district to participate.
Jill is actively engaged in professional learning and collaboration through the National School Public Relations Association, the Mississippi School Public Relations Association (MSPRA) and related professional networks.
As an NSPRA member, Jill participates regularly in Member Monday sessions and national discussions focused on emerging issues and best practices in school public relations. She is also a graduate of the NSPRA/AASA Leadership in School Communication program (2024–2025), where she collaborated closely with education and communications leaders from across the country.
At the state level, Jill is an active MSPRA member, attending annual conferences, contributing to professional development and sharing best practices with colleagues throughout Mississippi. In 2025, her work was recognized with 7 first place awards and five finalist honors, reflecting excellence across a wide range of school communications disciplines.
In addition, Jill serves as a four-time presenter for the Mississippi Educational Computing Association (MECA), where she trains educators and administrators on using technology to support effective communication and storytelling.
Jill’s involvement goes beyond attendance; she brings back new ideas and applies them immediately within her district, ensuring Oxford remains at the forefront of communication innovation. Jill models the belief that effective communicators must also be lifelong learners, and her active participation in professional organizations has directly elevated the quality and consistency of Oxford’s outreach efforts.
Her commitment to growth, collaboration and service to her peers reflects the core values of NSPRA. Jill Knox doesn’t just participate in professional communities, she strengthens them.
Jill approaches communication as a system shaped by feedback, data and continuous improvement. In her first year as director of communications, districtwide social media engagement increased by 18%, an outcome attributed to her strategic focus on content clarity, consistency and audience needs.
She expanded video storytelling through the Sit Down with the Superintendent and Charger Chat series, creating accessible, conversational platforms that support transparency and strengthen relationships between district leadership and the community. She also implemented the Celebration Pins program to recognize employees who embody the district’s Standards of Excellence, reinforcing culture through visible, values-based recognition.
Jill further modernized the district’s communication infrastructure by leading a redesign of the district website and overseeing the modernization of the school system's mass communication platform, with a focus on clear, accessible and visually cohesive communication across all schools.
Across strategy, storytelling and systems-building, Jill has positioned communication as a steady, trusted force that strengthens relationships, reinforces shared values, and supports Oxford’s continued growth.
"At the heart of Nydia's leadership is a genuine desire to make a difference. She leads with empathy, empowers others to find their voice and consistently raises the bar for school communications within her district and community."
- Dr. Jordan Ziemer, executive director of communications for Abilene ISD (Texas) and Texas School Public Relations Association president-elect
The following was submitted as part of the nomination package for Nydia.
Nydia Natividad has distinguished herself as a leader defined by empathy, vision and a collaborative spirit. In just four years, she has earned the trust and respect of her colleagues by demonstrating that leadership is not defined by tenure, but by the ability to inspire, empower and create meaningful change.
As the district’s director of communications, Nydia is responsible for maintaining and strengthening PBTISD’s brand identity. Under her leadership, the district’s communications have become more consistent, inclusive and reflective of its values. Beyond managing external communications, Nydia prioritizes capacity-building among her peers. She regularly leads training sessions for campus administrators and media managers, teaching best practices in public relations, social media and stakeholder engagement. Through ongoing mentorship and follow-up, she ensures that each campus team grows in both confidence and capability, creating a culture of shared ownership in district communication.
One of Nydia’s signature achievements is the creation of the Student Influencer Program, a dynamic initiative that now includes 20 high school students. Recognizing the power of student voice, Nydia designed the program to give students hands-on experience in storytelling, public relations and digital content creation. She provides direct mentorship, helping them develop professional communication skills while inspiring potential career paths in media and public relations. The program not only elevates authentic student perspectives but also reflects Nydia’s belief that great leaders develop other leaders.
This year, Nydia’s success and dedication were further recognized when she was entrusted to lead her own department, gaining an additional staff member to support district-wide communications. This milestone marks an important step in her professional growth - one she earned through innovation, persistence and a proven record of results.
At the heart of Nydia Natividad’s leadership is a genuine desire to make a difference. She leads with empathy, empowers others to find their voice and consistently raises the bar for school communications within her district and community.
From the very beginning of her career in school public relations, Nydia understood the value of professional connection and collaboration. Guided by mentors and driven by her own passion for continuous growth, she became actively involved in both the Texas School Public Relations Association (TSPRA) and NSPRA. Through these organizations, she has developed as a communicator, leader and mentor while contributing meaningfully to the advancement of the profession.
Early in her tenure with TSPRA, Nydia served on the Communications Matters e-magazine committee, where she collaborated with communications professionals from across Texas to share best practices, innovative ideas and inspiring stories. This experience allowed her to contribute to the professional development of others while strengthening her own skills in writing, collaboration and strategic communication.
Building on that experience, Nydia has spent the past two years serving as Zone Coordinator for TSPRA’s Far West Region, a role that has expanded her leadership footprint within the organization. In this capacity, she works to connect school communicators across a vast geographic region, fostering collaboration and providing professional support. Whether organizing networking opportunities, offering guidance to new members or amplifying the voices of smaller districts, Nydia approaches this work with the same empathy and inclusivity that define her leadership within Pecos-Barstow-Toyah ISD.
Most recently, Nydia was invited to serve on TSPRA’s newly established Professional Advancement Committee, a statewide initiative focused on cultivating future leaders within the organization and in school districts across Texas. Through this work, she helps others identify and build upon their strengths, preparing them to take on greater responsibilities and make lasting contributions to school communications.
Nydia remains deeply committed to her ongoing involvement in TSPRA and NSPRA, recognizing that these organizations are vital not only for personal and professional growth, but also for the collective advancement of school public relations. The relationships, knowledge, and inspiration she gains from her peers directly influence the excellence and innovation she brings to her district’s communications program.
For Nydia, professional engagement is more than participation - it’s a form of service. She views each committee meeting, workshop, and mentorship opportunity as a chance to give back to the profession that has shaped her journey.
When Nydia joined Pecos-Barstow-Toyah ISD in April 2021, she stepped into a position still finding its identity. Though the district’s communications role had been created in 2019, it lacked a strategic foundation. Her predecessors had limited experience in public relations, and the district relied almost entirely on automated phone calls for outreach, an outdated approach for a diverse and rapidly changing community. From the start, Nydia saw an opportunity not just to improve communication tools, but to build a culture of connection, trust and inclusion across the district.
Her first order of business was to establish clear communication guidelines and reimagine the district’s visual identity. By unifying branding and tone across campuses, she laid the groundwork for a consistent, professional image that reflected the district’s values. Within her first year, she led two major advancements: the implementation of a comprehensive communications platform that streamlined two-way engagement between schools and families, and the complete redesign of the district website, which became a model for accessibility and user-friendly design. These initiatives immediately improved communication efficiency and transparency, fostering stronger relationships between the district and its stakeholders.
Nydia’s innovative spirit and deep sense of community pride are perhaps best embodied in the creation of Eagle Insider, a quarterly print magazine delivered to every household in the district whether or not they have students enrolled. The magazine serves as both a storytelling platform and a bridge between the schools and the broader Pecos-Barstow-Toyah community. Recognizing the district’s growing Spanish-speaking population, Nydia made the publication bilingual, designed as a flip magazine with one side in English and the other in Spanish. This inclusive approach ensured that every family, regardless of language, could celebrate the district’s successes and feel connected to its mission.
When faced with the challenge of managing high school social media coverage without a dedicated staff member, Nydia once again turned a problem into a pioneering opportunity. She launched the Student Influencer Program, empowering students to become digital storytellers for their campus. Through this initiative, students gain real-world experience in communications, content creation, and public relations while providing authentic, peer-driven perspectives that resonate with the community. The program has elevated student voice and modeled leadership development at its finest - two hallmarks of Nydia’s own leadership style.
In just a few short years, Nydia Natividad has established herself as a creative, forward-thinking, and compassionate leader in school public relations.
"Pecos is a small community, and it just so happens to be my hometown. I attended PBTISD from K-12. To receive this recognition means the world to me for my hometown and district to be recognized on a national stage!" - Nydia Natividad
"Marc's innovation and forward-thinking have transformed CCIU's communications landscape. He proactively identifies and implements cutting-edge digital marketing trends, positioning CCIU at the forefront of educational communications."
- Kelsey Kebbel, senior communications specialist, Chester County Intermediate Unit (Penn.)
The following was submitted as part of the nomination package for Marc.
Since his arrival at Chester County Intermediate Unit (CCIU) in 2023, Marc Raffa has brought a disciplined, results-driven mindset to digital communications. Through strategic innovation and cross-departmental collaboration, his work consistently strengthens organizational communication and performance.
While at CCIU, Marc has led a comprehensive website rebuild, a six-month initiative designed to improve user experience and strengthen how the organization communicates with its audiences. He also independently developed and implemented the “Transforming Lives, One Student at a Time” strategic narrative campaign, which became the foundation of CCIU’s communications strategy.
Marc’s leadership is evident in the results achieved across major campaigns and channels. His “Campus Expansion” digital awareness campaign produced a cost-per-click rate 82% below the national average and a click-through rate of 24.46%, significantly outperforming the educational sector benchmark of 3.78%. During this same period, CCIU’s social media presence saw substantial growth, including a 40% month-over-month increase in Facebook reach and an 80% increase in Instagram reach. Marc's disciplined approach to project management further supports this success, with more than 800 projects completed on time to date.
Marc demonstrates an active commitment to professional growth and the school public relations field through his involvement with the Pennsylvania School Public Relations Association (PenSPRA) and his commitment to ongoing professional development.
As an active member of the PenSPRA Committee, Marc contributes his digital media expertise to planning and marketing efforts that support communications professionals across the state. He also regularly attends professional conferences to stay current with industry trends and best practices, bringing new ideas and emerging digital strategies back to his work at CCIU.
In addition to his professional organization involvement, Marc is continuing his studies as a graduate student at West Chester University. Together, his academic pursuits and professional engagement create a continuous feedback loop in which he both learns from and contributes to the broader school communications community.
Marc’s work reflects a forward-thinking approach to school communications, blending creative problem-solving with data-informed strategy to strengthen CCIU’s digital presence. Across his work, Marc consistently integrates creativity with analytics, establishing robust measurement frameworks using actionable KPIs to optimize digital performance.
Examples of Marc's creative strategy implementation efforts include the introduction of an innovative online tool for interactive presentations and development of the “Aspiring Superintendents” digital media experience, expanding how CCIU communicates with professional audiences. Marc also implemented Spotify marketing placements for the “Recruiting Consortium” campaign, extending outreach into non-traditional platforms to reach new and emerging audiences, with the effort earning recognition in SchoolCEO Magazine. In addition, Marc applied a systematic strategy to increase student-centered content by 10% year over year. When tasked with managing social media for the Pennsylvania Educational Technology Expo and Conference with minimal notice, Marc quickly developed comprehensive strategies that contributed to record participation levels while maintaining quality and brand consistency.
Across each initiative, Marc’s work demonstrates how thoughtful innovation, grounded in measurement and execution, can elevate digital communications and deliver meaningful results for educational organizations.
"Ashley demonstrates that excellence in communication is not simply about delivering messages: It is about creating systems of connection, trust and belonging that allow each student and family to thrive."
- Jason Loewe, executive director of human resources, St. Louis Park Public Schools (Minn.)
The following was submitted as part of the nomination package for Ashley.
In just a few years in the field, Ashley Sukhu has taken on complex leadership responsibilities with clarity, confidence and purpose. Now serving as executive director of communications for St. Louis Park Public Schools, she leads both the communications and enrollment departments, helping the district rethink how it connects with families and supports access, trust and belonging.
A central focus of Ashley’s work has been improving the school system's enrollment experience. Under her leadership, her team reviewed enrollment processes and surveyed families to identify barriers, then shifted away from traditional outreach in favor of a more personal, community-based approach. That work included enrolling families on site at local apartment communities, meeting them where they are and removing obstacles to participation. The result was a meaningful impact, with enrollment exceeding projections by 6%.
Ashley’s leadership has also been critical during periods of significant organizational change. During a comprehensive strategic planning process and challenging budget reductions, she served as the lead organizer and communicator, balancing transparency, clarity and compassion. At the same time, she prepared for the rollout of a new communications tool designed to improve access to information and resources for staff and families.
Throughout her work, Ashley is a leader who empowers her team to think creatively, challenges them to grow and centers equity and inclusion in decision-making. Her approach emphasizes building systems of connection, trust, and belonging that support students, families, and staff.
Ashley has been an active member of both the Minnesota School Public Relations Association (MinnSPRA) and NSPRA since 2021, contributing her time and leadership at both the state and national levels.
Within a year of joining MinnSPRA, she began serving on the board and stepped into visible leadership roles. She presented Let’s Take This Offline, a session at the MinnSPRA conference focused on authentic community engagement, chaired the Equity Working Group, and in 2024 served as planner and organizer for both the fall and spring MinnSPRA conferences. Ashley's early contributions to the association were recognized with the MinnSPRA New Professional Award in 2023.
In 2025, Ashley began her role as President-Elect for MinnSPRA, a testament to the respect she has earned among her peers and her dedication to advancing the profession. In this role, she is helping shape the direction of the organization, ensuring MinnSPRA continues to be a supportive, innovative and equity-focused community for school communicators.
Ashley is also an active NSPRA member and has attended the National Seminar each year since 2022, most recently co-presenting From Rookie to Rockstar: Becoming a Leader Without Losing Yourself with Minnesota colleagues. Ashley’s professional involvement is rooted in service, collaboration and a commitment to strengthening the field of school communications.
Ashley’s work reflects an ability to turn ideas into experiences that build culture and strengthen connection. One of her most notable accomplishments this past year was the creation of the district’s first-ever Feel Good Finale, a staff celebration designed to recognize employees, promote well-being and inspire excitement for the school year. Ashley collaborated with team members to design the event to align with the district’s core values and strategic plan while centering the holistic needs of staff. Each school site nominated and recognized staff members with awards tied directly to district values, ensuring that recognition was meaningful, authentic and grounded in the district’s mission. By connecting recognition to core values, she created a structure that celebrated individual contributions while reinforcing a shared sense of purpose.
Ashley has also led communication efforts tied to legislative priorities, organizing community engagement and visits to the state capitol, seeking guidance from partner organizations including the Association of Metropolitan School Districts (AMSD), the Minnesota Association of School Administrators (MASA) and the Minnesota School Boards Association (MSBA). As a result of this advocacy effort, several students and staff now serve on legislative committees, helping shape education policy.
Across initiatives, Ashley is consistently focused on proactive communication, community connection and recognition of people. Through her leadership, she has built momentum not only around individual programs, but around a broader culture of engagement, trust and shared responsibility within the district.
"Theresa exemplifies excellence and leadership through her innovation, collaboration and commitment to elevating school communications. Her leadership is rooted in service, collaboration and advocacy for effective, inclusive communication in public education.
- Curtis Campbell, director of communications for Edmonds School District (Wash.) and Washington School Public Relations Association past president
The following was submitted as part of the nomination package for Theresa.
At Spokane Public Schools, Theresa Tanner approaches school communications with clarity and purpose. In her role as social media and marketing specialist, she has helped strengthen the district’s digital presence, improve customer service systems and empower schools to share their stories with greater confidence and consistency.
Soon after joining SPS in 2022, Theresa launched a districtwide initiative to ensure all 58 schools had active Facebook pages. For schools without an existing presence, she created pages and provided training and ongoing support so staff could confidently manage their own content. This effort expanded the district’s reach, improved consistency across school communications and gave schools greater ownership in sharing timely updates that reflect their unique communities.
Theresa also led the expansion of the district’s unified communication platform, using data and user feedback to improve responsiveness and service quality. Under her leadership, community response times decreased by seven hours and positive user feedback increased by 4%. These improvements strengthened how families interact with the district and contributed to more positive sentiment around SPS communications.
Colleagues often describe Theresa as “the calm in the storm,” pointing to her ability to bring focus and perspective when school communications become fast-moving or complex. Her leadership emphasizes clarity, empathy and inclusion, particularly during moments that require thoughtful coordination and careful messaging.
In addition to her district responsibilities, Theresa is actively engaged in professional organizations at both the state and national levels, contributing her skills and experience to advance the field of school public relations.
She is an active member of both the Washington School Public Relations Association (WSPRA) and NSPRA. Theresa first connected with NSPRA through a WSPRA scholarship, which enabled her to attend her first NSPRA National Seminar in 2023. Since then, she has expanded her involvement by presenting sessions at the 2024 and 2025 NSPRA National Seminars, as well as at the 2024 WSPRA Fall Conference.
Within WSPRA, Theresa currently serves as vice president of marketing, stepping into the role midterm in fall 2024 and quickly developing an action plan aligned with WSPRA’s newly adopted strategic goals. Her leadership has strengthened the association’s communications, branding and member engagement, contributing to greater visibility and consistency across the organization.
Theresa also participates in professional learning communities within NSPRA, engaging with peers nationwide to exchange ideas and share best practices. Her involvement reflects a clear commitment to continuous learning and service to the profession.
Theresa’s work reflects a forward-thinking approach to school communications that blends strategy, storytelling and technology to strengthen connections with families and the broader community. At Spokane Public Schools, she applies data-informed practices to digital engagement, an approach that emphasizes measurable improvement and continuous refinement to ensure communication systems evolve alongside community needs.
Theresa played a central creative role in several high-impact information and community engagement campaigns that reached well beyond traditional communications. She supported the development of Engage IRL, a citywide initiative encouraging students to step away from screens and participate in clubs, sports and community activities. Through strategic branding, messaging and website development, the campaign achieved a 64.8% student participation rate during the 2024–25 school year. Her work also contributed to two successful districtwide information campaigns: the 2024 Spokane Public Schools levy approved by voters with 56.31% support, and the 2025 bond information campaign which passed with 61.84% approval. In addition, Theresa has supported the annual HEART Gift Drive campaign, which has generated more than $143,000 in monetary and gift card donations since 2023 to support students and families. Together, these efforts reflect her ability to pair thoughtful storytelling with clear information, helping initiatives gain traction, earn community trust, and deliver measurable results.
Through each of these efforts, Theresa Tanner demonstrates how thoughtful, steady leadership and purposeful communication can strengthen school systems, build community trust and create space for authentic stories to be seen and heard.
"I am so honored and humbled to be recognized by my peers with this award. I am especially grateful for support from my WSPRA Board colleagues and our executive director, Catherine Carbone Rogers, APR, who have challenged me to learn and grow in this profession. I am thankful for the encouragement from my team and leadership at Spokane Public Schools. Superintendent Dr. Adam Swinyard has prioritized the role communication plays in public education, and he is a consistent supporter of innovative strategies to help our team accomplish difficult work. My professional achievements are only realized because of my husband Cole, who keeps our family unit running whenever there is a crisis message to send or a conference to attend. I am so grateful for his support as a partner and share this celebration with him." - Theresa Tanner
2024-25 Emerging Leaders Award Recipients
From Brooke's nomination submission:
"Brooke Allen's career demonstrates a commitment to education and communication. Her transition from teaching to public relations, and her pursuit of earning the Accreditation in Public Relations, shows her ability to adapt and grow professionally. Her leadership roles within INDSPRA, including her presidency, highlight her standing among peers and her ability to guide others in the field."
- Melissa Deavers, Director of Communications and Community Engagement, Portage Township (Ind.) Schools
The following was submitted as part of the nomination package for Brooke.
Brooke's tenure as president of the Indiana School Public Relations Association (INDSPRA) from 2022-2024 was marked by transformative initiatives that have strengthened our association's foundation and expanded its reach. Chief among these accomplishments is the development and implementation of a new strategic plan, coupled with a comprehensive overhaul of the chapter's bylaws. Her forward-thinking approach has not only streamlined our operations, but has also positioned INDSPRA to better serve its members and adapt to the evolving landscape of school communications.
During her tenure as president, Brooke approached addressing the diverse needs of the INDSPRA membership with a strategic mindset. Rather than adopting a one-size-fits-all approach, she consistently sought to understand the unique challenges faced by school communicators across different districts and contexts. This tailored approach resulted in more targeted professional development opportunities, resource sharing and networking events that truly resonate with members' specific needs. Under Brooke's leadership, INDSPRA experienced remarkable growth in its membership base. This growth is a testament to her ability to articulate the value of our association and create an inclusive environment that attracts professionals from both large and small school districts across our state. The increased membership has not only strengthened the capacity of our organization but also enriched our community of school communicators with diverse perspectives and expertise.
Brooke's dedication to both the National School Public Relations Association (NSPRA) and INDSPRA demonstrates her passion for advancing the field and supporting her colleagues. A consistant attendee of NSPRA events, Brooke recognizes the value of national-level networking and professional growth opportunities. Her participation in the past Presidents Summit meetings for chapter leaders highlights her commitment to chapter growth and willingness to learn from her peers. By attending the annual NSPRA National Seminar, Brooke stays at the forefront of industry trends, best practices and innovative strategies in school public relations. Furthermore, Brooke's engagement with NSPRA extends beyond in-person events. She actively participates in NSPRA's virtual offerings. These online opportunities allow her to connect with colleagues across the country, share ideas and gain insights into diverse approaches to school communications. Her consistent presence in these virtual spaces underscores her dedication to continuous learning and her desire to contribute to the broader school PR community. At the state level, Brooke has demonstrated exceptional leadership within INDSPRA. Her two-year service as president of the organization was marked by a commitment to fostering collaboration, providing valuable resources to members and elevating the profile of school public relations professionals across Indiana. In her current role as past president, Brooke continues to support our professional development offerings and mentor incoming leaders, ensuring a smooth transition and sustained growth for INDSPRA. Brooke's pursuit of her accreditation in public relations (APR) further illustrates her commitment to professional excellence. By participating in NSPRA’s APR Cohort program, she is not only enhancing her own skills and knowledge but also setting an example for her peers in the importance of continued professional development. This rigorous process demonstrates Brooke's dedication to mastering the strategic aspects of public relations and her desire to bring advanced expertise to her role in school communications. Brooke’s active involvement in professional organizations at both the national and state levels, coupled with her pursuit of advanced credentials, positions her as a rising star in the field of school public relations. Her contributions to NSPRA, INDSPRA and the broader professional community not only benefit her own career growth but also inspire and support her colleagues, ultimately advancing the entire field of school public relations.
Brooke's approach to promoting her school district is nothing short of revolutionary. She has masterfully leveraged social media at both the district and building levels, creating a cohesive online presence that engages the community and showcases the vibrant life of her schools. Her innovative "Super Things" video series has become a highlight for students, parents and staff alike; what began as a way to introduce her new superintendent to the community has morphed into a fun and engaging series that features district highlights and achievements. Brooke has also revolutionized her district’s parent communication strategies, ensuring that every family feels connected and informed. Her leadership in website development has resulted in a user-friendly, informative online hub that serves as a valuable resource for our entire school community. As the common point of contact for all media inquiries, Brooke has cultivated strong relationships with local journalists, ensuring fair and accurate coverage of our district. Perhaps most impressively, Brooke's skills in crisis management and addressing safety concerns have been invaluable. Her calm, clear and timely communications during challenging situations have helped maintain trust and stability within our community. Brooke's innovative spirit extends beyond traditional communication channels. Her creation of the Coffee & Conversation series has opened new avenues for direct engagement between district leadership and community members. The Ambassador program she initiated has empowered stakeholders to become active advocates for their schools. Additionally, the district bus tour she organized has provided a unique, firsthand look at our facilities and programs, fostering a deeper connection between the community and our educational mission. In every aspect of her work, Brooke Allen exemplifies the qualities of an outstanding school public relations professional. Her ability to blend traditional communication methods with cutting-edge and research-based strategies sets her apart. She consistently thinks outside the box, anticipating the evolving needs of her diverse community and adapting communication approaches accordingly. Brooke's forward-thinking approach has not only enhanced her district's image but has also strengthened the bonds within the community. Her work goes beyond mere information dissemination; it builds relationships, fosters understanding, and cultivates a sense of pride in her schools. Her contributions have significantly advanced the field of school public relations, and her work serves as an inspiration to professionals across the state.
From Brittanie's nomination submission:
"Brittanie is not only a highly skilled communicator but also a dedicated leader who consistently raises the bar for school communications. Her innovative approach, strong work ethic and collaborative spirit have made a significant impact both at her district and within the broader school communications community. She exemplifies what it means to be an emerging leader, and her contributions continue to inspire excellence in the field."
- Jacqueline Dillard, APR, California School Public Relations Association President-Elect
The following was submitted as part of the nomination package for Brittanie.
Brittanie Arnett is a dynamic and emerging leader in school communications, consistently demonstrating excellence, creativity and innovation. Since joining Poway Unified School District (PUSD) in December 2021, Brittanie has transformed the district’s communications, branding, and community engagement.
Brittanie’s expertise in design has elevated the district’s marketing collateral and set a new standard for visual communication. Her ability to produce professional, high-quality materials has made her the go-to expert for departments seeking impactful content. Her work in this area has revitalized PUSD’s branding and created a cohesive identity across the district.
In addition to her design skills, Brittanie has played a central role in planning and executing high-profile district events, including the Starstruck! Recognition Gala and the Foundation Golf Tournament. Her leadership, attention to detail, and seamless event execution have ensured the success of these major community events, reinforcing PUSD’s reputation and strengthening ties with its stakeholders.
Brittanie’s innovation also extends to digital communications, where she has led initiatives like the “Friday Features” and “Monday Magic” reels on Instagram. These initiatives, which highlight the life of PUSD schools, have significantly increased the district’s social media following and engagement. Brittanie’s storytelling expertise shone in the “Magic in Me” Back to School music video, where she took charge of storyboarding, filming, and editing, capturing the district’s spirit in a creative and heartfelt way.
Beyond individual projects, Brittanie has been instrumental in co-leading a district-wide rebranding initiative, working with 41 schools to design new logos that align with PUSD’s values and vision. She also played a key role in launching new websites for every school, ensuring a cohesive and professional online presence. Her leadership in these large-scale projects has had a lasting impact on the district’s overall branding and communications strategy.
Brittanie’s leadership extends to her volunteer work with CalSPRA, where she has made significant contributions as Volunteer Chair for the 2023, 2024, and upcoming 2025 annual conferences. She took charge of coordinating all volunteer efforts, recruiting a strong team, and managing them to ensure the event’s success. Following the conference, Brittanie continued overseeing volunteers for professional development opportunities throughout the year. Her exceptional work in expanding the volunteer program led to the creation of an Assistant Chair role, and she now manages 30–50 volunteers annually. Brittanie’s leadership in this role has been critical to the success of CalSPRA’s member events and professional development efforts, building a robust and thriving volunteer network.
Brittanie Arnett is not only a highly skilled communicator but also a dedicated leader who consistently raises the bar for school communications. Her innovative approach, strong work ethic, and collaborative spirit have made a significant impact both at PUSD and within the broader school communications community. She exemplifies what it means to be an emerging leader, and her contributions continue to inspire excellence in the field.
Since joining Poway Unified School District as a Communications Specialist in December 2021, Brittanie prioritized her professional growth by attending the CalSPRA annual conference in March 2022, just months into her role. This demonstrated her foresight and dedication to enhancing her skills and building a strong foundation for her work in school PR.
In 2023, Brittanie deepened her involvement with CalSPRA by taking on leadership responsibilities as the Volunteer Chair for the annual conference. In this role, she organized and led a team of volunteers, significantly boosting participation and ensuring the conference’s success. Thanks to Brittanie’s leadership, CalSPRA saw a notable increase in volunteer engagement, with nearly double the number of volunteers compared to the previous year. She also led a session titled "Let’s Get This Party Started: Bringing Back Fun and Building Employee Morale," where she shared creative employee recognition strategies that helped boost staff morale at Poway Unified. Her contributions at the conference reflected her ability to bring innovative ideas to the organization.
Beyond her state-level contributions, Brittanie remains actively involved with NSPRA. She attended the 2023 NSPRA conference, where she expanded her professional network and shared her expertise during the Gold Mine Roundtables session. Her presentation on the "Poway Unified Starstruck!" employee recognition event offered valuable insights to other school PR professionals, highlighting her leadership and collaborative spirit. Brittanie’s willingness to share her knowledge and innovative strategies demonstrates her commitment to advancing the field of school communications.
In addition to her formal conference presentations, Brittanie regularly engages in mentorship and training. She holds one-on-one Zoom sessions with school PR professionals across California, offering guidance on social media engagement strategies. These informal mentorships reflect her passion for supporting the professional growth of her peers.
Within her district, Brittanie leads training sessions for Poway Unified staff on topics like social media management, customer service, and Canva design. Through these efforts, she empowers her colleagues to enhance their communication skills and contribute to the district’s success.
Looking ahead, Brittanie aspires to earn her Accreditation in Public Relations (APR), further demonstrating her commitment to continuous professional development. Her proactive involvement with CalSPRA, combined with her leadership, mentorship, and innovative contributions, exemplifies her dedication to professional growth and service in the school communications field.
Brittanie exemplifies innovation, creativity, and forward-thinking in every aspect of her work as a communications specialist for PUSD. Since joining the team, Brittanie has continually pushed the boundaries of what school communications can achieve, delivering fresh, engaging content while setting new standards for excellence.
One of Brittanie’s standout qualities is her ability to see a need and act on it immediately. She doesn’t wait for others to step in; she consistently takes the lead with enthusiasm and positivity. For example, she spearheaded employee morale-boosting initiatives at the district office, organizing events like Red Ribbon Dress-Up Week to foster team spirit. Even when warned about the extra workload, Brittanie embraced the challenge with excitement and delivered a successful, engaging event that boosted camaraderie across the district. Her leadership reflects a proactive and solution-oriented mindset—key traits of a forward-thinking professional.
Brittanie’s creativity shines in her marketing and branding initiatives. Drawing from her background in the nonprofit sector, she brings fresh ideas to CalSPRA and PUSD that resonate with both internal and external audiences. Her “I am Team PUSD” Instagram campaign, aimed at recruiting staff, exemplifies her innovative approach. By highlighting individual employees, the campaign humanizes the district, fostering a stronger connection between staff and the broader community. Her creative efforts have led to a notable increase in positive stories about the district, boosting staff morale and building trust among parents and employees alike.
Brittanie also excels in consistently delivering high-quality work, regardless of a project’s size or scope. Whether overseeing the production of the district’s EmpowerED magazine or managing social media campaigns, her attention to detail and dedication to excellence are evident in every project she undertakes. Her work has elevated the district’s communications, setting a higher standard for all departments. Brittanie’s commitment to exceptional quality and creativity inspires her colleagues and enhances the district’s overall output.
Brittanie’s forward-thinking contributions have already earned recognition, including CalSPRA’s Award of Excellence and NSPRA’s National Golden Achievement Awards. Her leadership continues to grow as she serves as CalSPRA Volunteer Chair. Brittanie’s ability to combine creativity, initiative, and follow-through makes her a standout leader and a rising star poised to shape the future of school communications.
From Shellie's nomination submission:
"Shellie has revolutionized information flow within our school district. She fosters strong relationships with community members through proactive outreach and engagement initiatives, and has built a department that values strong community support and collaboration. Her unwavering presence and reliability during both crises and celebrations has made her a trusted and invaluable resource for all school leaders.”
- Lori Krumm, Executive Director of Student Services, Beaverton School District
The following was submitted as part of the nomination package for Shellie.
In July 2020, Shellie Bailey-Shah took the helm of the Communications and Community Involvement Department in the Beaverton School District (BSD), serving approximately 38,000 students in 54 schools. She navigated one of the most difficult years in the history of public education, guiding families from online learning to hybrid instruction to the eventual return to in-person classrooms, all while learning the ins and outs of public education as a first-time communications director and school district employee. It was a challenging start, to say the least, but it was also an ideal time to reevaluate how the district was communicating with parents and staff and how they were involving them in decision-making in an authentic way.
Shellie’s leadership has brought transformational change to BSD, as noted by many of her colleagues and community members. Don Grotting, former BSD Superintendent, stated, “Hiring Shellie from the broadcasting industry to become the communications director for the Beaverton School District drastically improved the lives of our students, parents, staff and community. Her ability to use the latest technology and media strategies for effective and timely communication transformed the district’s ability to provide superior customer service.” Becky Tymchuk, former BSD School Board President, remarked, "Shellie has led her team to effectively communicate the district's mission, vision and values through unparalleled storytelling. The stories are empathetic and relevant, align with the strategic plan, and use compelling data. Passing important district bonds and levies is no small feat; it speaks volumes about the power of Shellie’s well-crafted communication." Lori Krumm, former principal and current Executive Director of Student Services, added, “Shellie has revolutionized information flow within our school district by implementing streamlined communication platforms that ensure school leaders have access and clarity. She fosters strong relationships with community members through proactive outreach and engagement initiatives and has built a department that values strong community support and collaboration. Additionally, her unwavering presence and reliability during both crises and celebrations has made her a trusted and invaluable resource for all school leaders.”
While Shellie appreciates these accolades, one of her most meaningful compliments came from a stranger in line at the grocery store about a year into her tenure. Upon seeing Shellie in a BSD-branded shirt, the woman asked if she worked for the district. Without revealing her role, Shellie said that she did. The woman responded, “Please tell whoever is in charge of your communications that I’ve really noticed a change lately. Information is much easier to understand. And the videos on social media — I love them! They make me proud to say that my kid goes to BSD.” Shellie thanked her for the compliment and assured her that she would pass it along.
Of course, none of this work is done by one person. Shellie has assembled and manages a team of skilled communication and community involvement specialists who take their responsibility to BSD’s students, parents, staff, and community to heart.
Despite budget reductions districtwide, Shellie has prioritized attendance at NSPRA’s National Seminars for herself and her staff, sending two team members to New Orleans in 2021, attending herself in Chicago in 2022, and bringing six team members along with her to Seattle in 2024. To make this possible, she spread the costs over three budget years. As a Gold Medallion winner, Shellie presented BSD’s attendance campaign in the Gold Mine sessions, which became one of the most popular presentations with standing-room-only participation. Following the seminar, she fielded more than a dozen inquiries from fellow NSPRA members and provided them with a full toolkit to use for their own attendance campaigns, asking for no credit in return. At the invitation of the Idaho Department of Education, she will present the campaign to principals and communication professionals statewide in September.
Shellie has also attended the annual OSPRA State Conference since 2020, supporting the attendance of 2-3 additional staff members each year. This year, she will present the attendance campaign to OSPRA members and provide ready-to-use resources. Additionally, she has shared BSD’s nationally recognized "Fake & Fatal" fentanyl awareness campaign with OSPRA members to make it easier for districts, particularly those with smaller communication staffs, to implement the program. Her partnerships with the U.S. Department of Education and the Oregon Department of Education have expanded access to BSD’s fentanyl awareness toolkit and related curriculum.
Shellie is an active member of the Coalition of Oregon School Administrators (COSA), attending their conferences and seminars. She has been invited to present on various communication topics, including leveraging communication strategies to pass construction bonds. In all cases, she makes the assets created by BSD available to other school districts, demonstrating her willingness to share resources for the benefit of more students, families and school staff.
These activities highlight two of Shellie’s key priorities: her commitment to continual improvement and learning for herself and her team, and her dedication to sharing BSD’s communications tools and strategies with others. Leading one of the largest communication teams in Oregon, Shellie ensures that her team’s work benefits not only BSD but also school communities across the state.
Since joining BSD in July 2020, Shellie has implemented a “meet-people-where-they’re-at” approach to communications. She has transformed district messaging by adopting a more casual and conversational tone, moving away from the formal and "we-know-better-than-you" style that previously characterized communications. Drawing on her experience as a television journalist, she has encouraged staff to use contractions, shorter sentences, bullet points, and a tone that reflects humanity, accountability, and relatability.
Shellie has also driven an aggressive video and social media strategy. When she started, the district produced 5-10 videos annually; under her leadership, the team produced nearly 175 videos last year. These include animated videos explaining complex topics, celebratory content highlighting students and staff, and annual features for each of the district’s 54 schools and all departments. BSD now leads the state in innovative and high-quality video production, with content shared across multiple platforms, including ParentSquare, Instagram, Facebook, YouTube, the district website and newsletters.
Recognizing the value of social media, Shellie has increased district-wide efforts tenfold. She introduced an editorial calendar and trained principals and staff at all 54 schools to manage Instagram and Facebook accounts, resulting in 110 monitored accounts.
Shellie is deeply committed to serving multilingual families. Under her leadership, the district began translating all messages into 11 of its most spoken languages, up from just Spanish before her tenure. She initiated the purchase of ParentSquare for translation support and Weglot for website accessibility. Public meetings now offer live interpretation in the supported languages, and the district is exploring audio recordings for languages like Somali, which have a stronger oral tradition. These efforts ensure that all families feel informed and included.
Earned Multiple Awards: Received numerous accolades for school communication work, including:
From Laurene's nomination submission:
"Laurene is a fantastic school communications professional! She has become more active with our state chapter in recent years and I'm thrilled to have her on the NJSPRA Advisory Committee as she's provided thoughtful, helpful feedback to our Executive Board. Laurene is always learning and improving her skills so it was no surprise she won the Best in Class-Award of Excellence for Website in the 2024 NJSPRA Communication Awards competition. Her list of accomplishments is only sure to grow longer over the years."
- Maren Smagala, President of the New Jersey School Public Relations Association.
The following was submitted as part of the nomination package for Laurene.
Laurene Dickinson demonstrates excellence and leadership through her actions, her care for others, and her unwavering work ethic. Laurene has served as the Communications Officer for Summit Public Schools in New Jersey for more than four years and, in that time, has significantly transformed internal and external communication. During her tenure, she implemented an annual communication survey for staff members and parents, which continues to grow in participation and in the breadth and depth of its structure. Laurene introduced this survey in 2021 during the pandemic to assess the state of district communication and identify areas for improvement.
Through her attention and care, many initiatives have been born from the feedback she collected from internal and external stakeholders. After hearing from parents who were not active on social media and felt left out of receiving district news and highlights, she created a parent newsletter that is sent electronically once a month, ensuring all parents have access to district information. Similarly, when staff expressed feeling disconnected from other schools due to the pandemic, Laurene quickly created a monthly internal staff newsletter featuring staff profile pieces, highlights and district-level department updates.
Laurene also noticed in the survey that nearly half of the parent population accessed district information via cell phones, so she spearheaded the implementation of a district app through their website provider, making information more accessible and user-friendly for mobile users. These efforts demonstrate that Laurene does not let stakeholder feedback go unnoticed. She cares about listening to people and strives to make district communication effective, transparent, and meaningful.
Laurene demonstrates leadership by meeting individually with each school's principal to review the survey feedback, which has been school-based for the past two years. She collaborates with principals to identify successes and opportunities for improvement based on stakeholder feedback. To build consistency across schools, Laurene introduced an electronic newsletter provider to the district, equipping every principal with the ability to create weekly newsletters for staff and parents. Her leadership role is evident in her ability to value teamwork, listen to feedback, and implement meaningful changes that benefit the district community. Her leadership is further exemplified by her Cabinet-level position and her ongoing role on the Communications Committee with members of the Summit Board of Education.
Laurene joined the New Jersey School Public Relations Association (NJSPRA) in 2021 and NSPRA in 2023. As the sole communications officer in her district, she was thrilled to join these organizations to expand her network and access professional development opportunities. Laurene regularly attends NJSPRA workshops and served on the Advisory Board during the 2023-2024 school year, continuing her service into 2024-2025. While on the Advisory Board, she participated in discussions about the annual Communications Awards and helped refine the scoring measurements to align more closely with other NSPRA chapters.
Laurene was awarded an NJSPRA scholarship to attend the NSPRA National Seminar in St. Louis in the summer of 2023. She remains active in the NJSPRA chapter and frequently uses the resources available on the NSPRA website to address challenges in her role.
Laurene brings a unique background in television reporting and journalism to her role. She worked as a reporter for the NBC station WXXV on the Mississippi Gulf Coast before continuing her on-air career with the NBC affiliate KJRH in Tulsa, Oklahoma. In these roles, she honed skills in writing, filming, reporting, anchoring, and editing, while also mastering time management, relationship building, storytelling, pitching story ideas, change management and working under deadlines.
Laurene has applied this innovative and forward-thinking experience to Summit Public Schools, consistently looking for new stories and projects to enhance communication. During the early days of the pandemic, she used her reporting and editing skills to create “Summit Spotlight,” a news broadcast-style report on district highlights. These videos, emailed weekly to all staff and families from spring 2020 through the end of the school year, showcased the positive activities happening in the district during a challenging time.
She continues to leverage her video expertise in her “Teacher Feature” series, which documents a day in the life of district teachers, highlighting their experiences and interviews with students about what makes these teachers special. This series boosts morale among staff and serves as a recruitment tool on the district’s Human Resources page, providing aspiring teachers with insight into the district.
In her latest video, Laurene featured 25 students from various schools and grade levels saying, “Come teach me in Summit” in both English and their home languages. The video highlighted the district’s diversity by representing more than a dozen languages. Laurene added creativity by scripting the video and having a fictional AI character narrate it. These examples showcase Laurene’s innovative use of her background to enhance the district’s communication strategies, benefiting students, staff, and the community as a whole.
NJSPRA Advisory Board member, 2023-2024 and 2024-2025
Recognized by NJSPRA Communication Awards for excellence in:
Earned a Master’s in Communication and Media from Rutgers University in May 2024, focusing on strategic communication.
From Mary Helen's nomination submission:
"Prior to serving as the district's community engagement coordinator, Mary Helen taught high school digital media courses, leading a student media team that created and managed content on the school’s social media channels that garnered high engagement among several demographics. In June 2023, Mary Helen was hired as Rapides Parish School Board’s first full-time school public relations professional. Her title, Community Engagement Coordinator, speaks to her efforts to galvanize community members around key district initiatives and her commitment to effectively communicating with parents, teachers and students."
- Holly Holland, Public Information Officer, Calcasieu Parish (La.) School Board
The following was submitted as part of the nomination package for Mary Helen.
Mary Helen demonstrates excellence and leadership by producing measurable results and inspiring others to elevate their work. Before transitioning to her role in district communications, Mary Helen taught digital media courses at Alexandria Senior High in Alexandria, Louisiana, where she led a student media team that managed the school’s social media channels, achieving high engagement across multiple demographics. Her passion and dedication have encouraged many of her students to pursue journalism, public relations and media studies in college.
As a presenter at the Louisiana Department of Education’s Teacher Leader Summit, which hosts over 7,000 teachers and leaders statewide, Mary Helen showcased her expertise in digital storytelling and marketing for schools and districts. Her sessions reflected her passion for education and communications.
In June 2023, Mary Helen was hired as the Rapides Parish School Board’s first full-time school public relations professional, taking on the role of community engagement coordinator. This position underscores her commitment to galvanizing community support for key district initiatives and effectively communicating with parents, teachers, and students.
In her role, she implemented an evaluation rubric and semester audit system for over 40 school-level communicators, resulting in higher engagement on school social media pages and successful story pitches to local media outlets. She communicates weekly with school-level communicators, providing monthly content sheets to drive unified messaging and quality content. These communicators benefit from professional development guided by best practices gained from colleagues and NSPRA National Seminars.
Mary Helen has significantly increased the district’s social media presence. In a geographically vast but sparsely populated parish with an estimated population of 126,260, she has doubled Instagram followers and added 6,000 Facebook followers since taking on her role. The district’s page now averages a reach of 125,000 and engagement of 90,000.
During the 2023-2024 school year, Mary Helen tracked 70 earned media stories, the majority of which were positive. She regularly communicates with district cabinet members and has built strong relationships with principals, enabling meaningful discussions about communications best practices and crisis management.
Mary Helen has also secured grant funding and corporate sponsorships for literacy initiatives, contributing to a four-percentage-point increase in third-grade reading proficiency in the past year, from 46% in 2022 to 50% in 2023. Her efforts have driven participation in community literacy events, district-wide reading challenges in collaboration with the Rapides Parish Library and celebrations at 16 winning schools, complete with ice cream truck visits and banner presentations.
Mary Helen attended her first NSPRA National Seminar in 2022 in Chicago, Illinois. At the time, Louisiana did not have a state SPRA. Inspired by her experience, she joined the steering committee that founded LASPRA. In spring 2023, she was elected as LASPRA’s secretary. While on the steering committee, she collaborated with Jake Potter, APR, and other members to draft the organization’s by-laws.
Having no prior background in public relations, Mary Helen leveraged NSPRA’s resources, joining the Mentor Match program and pairing with Terri McHugh, North Central Region Vice President of NSPRA. With Terri’s guidance, she developed a communications and public relations plan for the district, which earned her a successful first-year evaluation from her superintendent.
Mary Helen regularly contributes to the NSPRA Connect Forum and has attended three NSPRA National Seminars, bringing back knowledge to benefit her district. Beyond NSPRA, she actively participates in community events and provides updates to organizations like the Rotary Club of Alexandria, Louisiana, and the North Rapides Business & Industry Alliance. She is also involved with the United Way of Central Louisiana and received a Community Impact Grant for her literacy initiative, Rapides Reads. Additionally, she serves on the CHRISTUS St. Frances Cabrini Hospital Advisory Board as the K-12 Education delegate, collaborating with healthcare and community leaders to improve the quality of life in Central Louisiana.
Mary Helen demonstrates innovation and creativity through her forward-thinking strategies. She secured board approval for Finalsite as the district’s communications platform, integrating mass notifications, websites, and two-way communication into one system, set to launch in January 2025. This initiative aims to enhance efficiency and position the district as a competitive choice for families relocating due to significant economic investments in the area.
In 2023, Ucore North America announced a $75 million investment to establish a rare earth elements manufacturing facility, and SunGas announced a nearly $2 billion investment for a lower-carbon marine fuels facility. Mary Helen recognized the importance of a strong school system to attract families to the area and redesigned the district’s website and school sites to provide polished, informative platforms that highlight the district’s strengths.
She has also streamlined crisis communications by collaborating with the assistant superintendent of administration and the supervisor of risk management. The district’s new mass notification system now allows real-time updates for parents during crisis events and ensures quick internal communication for timely plan implementation.
Mary Helen’s storytelling skills are evident in the human interest video packages and press releases she develops, which highlight meaningful work in schools across the district. She launched a social media series that celebrate teachers and students, created a district-wide recognition calendar and provided content sheets for school-level communicators. These initiatives allow communicators autonomy while maintaining alignment with district goals and culture.
Her innovative and creative efforts have contributed to a more positive perception of the Rapides Parish Public School System.
From Danielle's nomination submission:
"One hallmark of an NSPRA Emerging Leader is to accept the unknown and lean into learning with passion. Danielle embodies this mindset. With a background in print journalism, Danielle began her school PR career as the community information specialist for Volusia County School District where she was quickly promoted to director of community information. While still relatively young in her career, Danielle prioritizes supporting others in their careers, and serves as Executive Secretary for the Sunshine State School Public Relations Association. Danielle is a Swiss Army knife of skillsets who is cool under pressure and expertly gets the job done. Her former career as a print journalist lends to her capabilities of doing her job with tenacity, integrity and accuracy."
- Chad Oliver, Chief Communication Officer, Collier County (Fla.) Public Schools
The following was submitted as part of the nomination package for Danielle.
Danielle Johnson exemplifies excellence and leadership by embracing the unknown with a passion for learning and professional growth. At Volusia County Schools (VCS) in DeLand, Florida, she has taken a proactive approach to leadership by reaching out to neighboring school districts, bringing her team to visit those districts, and exploring firsthand how communications and public relations contribute to district success. Danielle joined VCS as a Community Information Specialist in February 2023 and was quickly promoted to Director of Community Information, where she managed a team of 16 professionals responsible for social media, videography, web design, customer service, public records requests, School Board meetings, publications and other communications initiatives. Following a district reorganization, she now serves as Interim Public Information Officer, representing the district to the public and overseeing all internal and external communications to stakeholders, including 8,000 employees, families of more than 60,000 students, community partners and elected officials.
Danielle’s responsibilities include handling media relations, such as media inquiries, advisories, pitches, and press releases. As a member of the Superintendent’s Cabinet, she provides communication guidance and best practices to departments and 70 school principals. Her educational background includes a degree from Northwestern University’s Medill School of Journalism, Media, Integrated Marketing, where she graduated in 2021 with a 3.95 GPA, further showcasing her commitment to excellence.
Despite being new to her position, Danielle has effectively led her staff to communicate critical messages about school threats, weather emergencies, leadership changes, and student successes. This leadership is especially notable in a Florida county where the local sheriff has publicly committed to arresting and identifying students and parents involved in school violence threats. Danielle has skillfully navigated these challenges with professionalism and nuance.
Danielle prioritizes professional development for herself and her team. She regularly incorporates SUNSPRA and NSPRA webinars into team training and strategically allocates the department’s budget to allow for in-person professional development opportunities. Since SUNSPRA was reestablished in 2023, Danielle has ensured that the team’s key content creators joined the organization and has sent three to four team members to each of its conferences, one of the highest participation rates among Florida districts. Additionally, she secured funding for a team member to attend the Adobe MAX conference in Miami.
Despite being relatively early in her career, Danielle Johnson has demonstrated a strong commitment to advancing the profession and supporting her peers. She is an active member of the Sunshine State School Public Relations Association (SUNSPRA), serving as Executive Board Secretary. She consistently attends monthly virtual SUNSPRA Board meetings, offering creative ideas to help move the organization forward.
One notable example of her contributions is the system she developed to track sponsorship agreements. This system allows SUNSPRA to provide sponsors with a clear report of deliverables and screenshots of promotional efforts, enhancing transparency and encouraging future partnerships. Danielle’s forward-thinking approach to sponsorship management has added significant value to SUNSPRA’s operations.
Danielle attended the NSPRA National Seminar in Seattle in 2023, where she collaborated with colleagues from other SPRA chapters and brought innovative ideas back to Florida. One such idea involved leveraging SUNSPRA’s Superintendent Communicator of the Year as an honorary advisor to the Executive Board and inviting the honoree to present at the SUNSPRA Spring 2025 Conference. The Board embraced this idea, which adds value to the organization’s members.
Even while managing leadership transitions within her district, Danielle has remained committed to SUNSPRA. Since becoming chapter secretary in January 2024, she has helped launch a monthly newsletter that keeps members informed about events, professional development opportunities, NSPRA resources, and school PR tips.
Danielle’s journalism background gives her a unique ability to craft compelling narratives and develop strategic communication plans aligned with district priorities. As the district spokesperson and primary media contact, she has revitalized media relations by identifying media-friendly events, updating outdated media lists, and strategically pitching stories. She also created a tracking system for district-related stories, revealing that the majority were positive or neutral. This data-driven approach has strengthened the district’s relationship with media outlets and informed future strategies.
Danielle’s prior experience as an education reporter for the Daytona Beach News-Journal has given her a head start in school public relations. Her understanding of the media landscape, combined with her skills in digital marketing analytics, search engine optimization, web design and the Adobe suite, enhances her ability to innovate in her role. After attending a SUNSPRA conference, Danielle began exploring potential uses for AI in school communication, demonstrating her openness to emerging technologies.
As the district’s lead crisis communicator, Danielle has managed numerous incidents involving weapons and threats. In fall 2023, after multiple high-profile incidents, she revamped the district’s crisis communication process based on parent feedback. The new three-step process includes an initial alert when a hold or lockdown begins, an update when it ends and a follow-up explanation. This proactive approach has improved parent satisfaction and reduced complaints. Additionally, Danielle organized a press conference with district officials and the Volusia County Sheriff, gaining international media attention. Since these efforts, reported threats have dropped significantly.
Danielle’s ability to innovate, her focus on building relationships and her commitment to excellence make her a standout leader in school public relations.
From Christopher's nomination submission:
"As Dr. Christopher Villarreal's digital communication specialist in his previous district in Kansas, I had the privilege of witnessing his innovative and forward-thinking approach to school communication firsthand. In every aspect of his role, Dr. Villarreal demonstrated a forward-thinking approach to school communications. Whether through technology integration, community engagement or creative content development, he continually pushed the boundaries of what had been done in the past to adapt to the evolving landscape of school communications. His visionary leadership helped position the district as a model for school communication, and his contributions will have a lasting impact."
- Landon Parker, Kansas School Public Relations Association Professional Development Chair
The following was submitted as part of the nomination package for Dr. Villarreal.
"I immediately recognized that NEBSPRA’s (Nebraska School Public Relations Association) gain was absolutely KanSPRA’s (Kansas School Public Relations Association) loss upon learning that Christopher Villarreal was named to replace Annette Eyman, APR, as director of communications at Papillion La Vista Community Schools following her well-deserved retirement. This was magnified by the fact that Christopher had been slated to be President-Elect in Kansas, and I had been eagerly awaiting the chance to see him implement his forward-thinking vision for the chapter, and to offer my complete and total support. He would have been an incredible chapter leader and done great things. Not only was Christopher a dynamic and emerging force during his years of service on the KansPRA Board of Directors, he had been awarded the chapter’s Newcomer of the Year Award, planned and hosted a robust Spring Conference (as a programming addition to the traditional offering of a Fall Conference), secured key strategic partnerships and led a fast-paced logo redesign process helping to significantly enhance the visual appeal of the organization. Christopher is full of positive energy and innovative ideas, and is willing to share his expertise and insights with others in the form of formalized presentations or less formal 1-on-1 brainstorming sessions. He is also a believer in strengthening connections and modeling a fun and inclusive environment — whether that be coming up with organized games to play for attendees or coordinating after-dark karaoke outings. His social networking and teambuilding skills are second to none. Beyond SPRA engagement and contributions, Christopher delivers a high level of professionalism, brand appeal and emotional intelligence to the districts that have employed his services. In the spirit of admire-and-acquire, his work is always one that I am checking in on for best practices and inspiration. He has a unique blend of PR, Teaching and Learning, Human Resources, and District Administration knowledge, skills and abilities that set him apart from his peers. More impressive is his ability to dream big, and still manage to exceed expectations. I can attest that Christopher was a strong mentor and capacity builder during his tenure in Spring Hill (Kan.). He was very gracious at inviting his team members to all chapter events, and taking time to road trip to other districts, and/or establishing peer connections to ensure that those individuals he supervised were in constant growth mode. He also was a fervent believer in soliciting and including student voice in district communications and developing a culture of facilitating real-world experiences and adding market value assets to their resumes and portfolios. I am confident he will continue to strengthen the school PR community throughout Nebraska and NSPRA's North Central region."
With everything he does, Christopher Villarreal aims to make tomorrow better than today.
Christopher began subscribing to this philosophy in his teens, although his perspective was much more egocentric at the time. Then, he would say, “I want to be better tomorrow than I am today.” As he experienced life and learned more about himself, Christopher recognized that his passion lies in improving others and the world around him. This revelation helped his purpose evolve into the drive to make tomorrow better than today for more than just himself.
Since joining NSPRA in September 2021, Christopher has embraced every opportunity to grow professionally, serve the field of work, and make tomorrow better than today. His experience as an NSPRA member and in its state chapters in Kansas and Nebraska has been filled with learning, leading and collaborating with the best in the profession.
At the national level, Christopher attended NSPRA's annual seminars in St. Louis (2023) and Seattle (2024). One of his proudest moments was at the St. Louis seminar, where he had the honor of presenting a session called “Don’t Make C.R.A.P.: Principles of Graphic Design for Everyday Use.” It was both exciting and nerve-wracking, but the positive engagement from a room full of colleagues and friends, both new and old, made it all worthwhile.
Building on that experience, Christopher led a two-part NSPRA Mini Lab webinar series on graphic design in January 2024. He valued the opportunity to connect with even more professionals in the field. Through this experience, Christopher connected with new colleagues by email and they now serve as thought partners for one another.
Christopher’s work at the state level has been equally fulfilling. As a member of KanSPRA, he quickly took on leadership roles, serving as regional Vice President in 2022 and stepping into the Presidency in 2023. During his tenure, he helped plan and execute several statewide conferences, led multiple state-wide book studies, offered a breadth of professional development opportunities in his region, and served as a mentor in Cultivate KanSPRA. One of the highlights of his time with KanSPRA was receiving the Newcomer of the Year award.
When Christopher relocated to Nebraska, he immediately found his way to NebSPRA. In the short time he has been with NebSPRA, he has contributed by initiating a virtual book study, joining the conference planning committee and securing a record-breaking number of sponsorship dollars.
Through his experiences in NSPRA, KanSPRA and NebSPRA, Christopher has consistently strived to bring fresh ideas—whether in planning events, facilitating workshops or helping grow professional networks. He has the ability to improve tomorrow in so many ways and for so many people. Christopher also takes pride in leading, learning from and inspiring those in his professional network. He hopes to continue inspiring those he works for and with to make tomorrow better than today.
Recent Awards
Related Experience
Recent Professional Development Presentations
As NSPRA introduces the Emerging Leaders Award, the association is sunsetting the NSPRA Front-Runners and 35 Under 35 recognitions while still reflecting the best aspects of each honor in a new, more expansive and inclusive award. These changes were inspired by member insights gathered by the NSPRA Awards Task Force. For a list of previous Front-Runner recipients, please click here. For a list of previous 35 Under 35 recipients, please click here.