NSPRA Mission, Goals & Beliefs

Mission - Policy 105

The National School Public Relations Association (NSPRA) is a professional organization dedicated to building support and trust for education through responsible public relations that leads to success for all students.

Adopted: July 1994

Revised: July 1996, July 1998, July 2002

Goals and Beliefs - Policy 110

Goal 1. NSPRA will be the professional organization that is indispensable to school public relations professionals and other education leaders.

1. NSPRA members will have the skills they need to plan and implement an effective public relations program valuing inclusion and diversity.

2. NSPRA members will be recognized and valued as trusted advisors and members of school/district leadership teams.

3. School communication professionals, superintendents and other education leaders will use NSPRA products, services and resources.

4. NSPRA members will exhibit commitment and dedication to the Association.

5. NSPRA will regularly assess needs and feedback of membership in determining professional  development offerings, support resources and networking opportunities. 

Goal 2. NSPRA will be the recognized leader and authority on school public relations.

1.  NSPRA (staff and members) will be visible throughout the educational community. 

2. NSPRA will be the primary source of expert information and knowledge on school public relations.

3. School communication professionals, superintendents and other education leaders will understand the positive impact of effective public relations in creating educational environments that are accessible and welcoming to the diversity of students and families they serve. 

4. NSPRA members will use new and emerging communication technology to expand outreach and engage all stakeholders, including students, parents, staff and community members, in the schools.

5. NSPRA will have beneficial relationships with other organizations.

6. NSPRA will advocate for effective public relations in education organizations and factual and  accurate reporting on public education. 

Revised: July 2002; March 2006; March 2008, March 2016, July 2019


 NSPRA believes public relations:

  • Is a crucial leadership function essential to the success of education.
  • Is rooted in integrity, transparency, accuracy and ethical behavior, and always serves the public’s interest.
  • Serves as the conscience of the organization.
  • Strives to build consensus and reach common ground.
  • Is a fiscally responsible investment.
  • Provides counsel and services to all segments of the staff and community.
  • Is the shared responsibility of everyone in education.
  • Develops trust through two-way communication and meaningful relationships with all audiences.
  • Requires continuous professional growth to meet the accelerated pace of societal and technological change.
  •  Forecasts issues and trends to position organizations for continued success into the future.
  • Brings diverse schools and communities together to support success for all students.
  • Serves the public accountability function for the school district.
  • Builds understanding and consensus around diversity and equity conditions facing public school communities.
  • Creates a culture of transparency and trust that positively impacts student achievement.        

Adopted: July 1994

Revised: July 1996; July 1998; July 2002; March 2006, March 2016, July 2019