This July, our Nation’s Capital became a hub for the brightest storytellers and advocates behind public education. For its 90th year, the National School Public Relations Association (NSPRA)‘s National Seminar gathered school PR professionals and leaders for a week that promised learning, growth, and yes, some serious fun.
Against the D.C. skyline, the theme ‘Monumental: Impact, Progress, Possibilities’ did more than set the tone; it underscored NSPRA’s deep roots and the critical role school PR now plays in education. Here’s a look at the takeaways, conversations, and moments that shaped this year’s event.
School PR Bends, But Never Breaks
School communication professionals are no strangers to pressure. Even before we had generative AI or the wave of legislation reshaping public education, they were managing crises, correcting misinformation, and wearing all the hats. But in 2025, the stakes are notably high.
Districts across the country are facing new policies around things like school choice, personal-device bans, shrinking budgets or departments, and the list goes on. The role of a communicator is no longer just about keeping communities informed—it’s about ensuring families are engaged and choosing to enroll and stay enrolled. That’s a heavy lift, especially when teams are small (sometimes just one person), budgets are tight, and internally, these roles aren’t always supported or understood.
Still, amid challenges and pressure, school PR pros at NSPRA remained not just resilient, but energized and joyful. They aren’t backing down. They’re doubling down—on strategy, on learning, and on each other.
Dr. Jill Johnson, Cristina Capretta, APR, and Eshaya Draper pause for a photo before their session on building a team of content creators. The packed room of school communicators was eager to explore strategies for storytelling and involving students in the process.
Sessions throughout the week emphasized practical tools, sustainable systems, and the value of small wins. At the heart of the event were discussions about building trust and embracing authenticity.
Keepin’ It Real
Scroll through social media, and you’ll find feeds saturated with highly produced, polished content. It’s never been simpler to make every photo, video, and caption look just right. But more and more, it’s the posts that feel unscripted and human that stop the scroll. The challenge isn’t choosing between the two—it’s finding the right balance. Schools need space to celebrate what makes them shine, while also sharing the everyday stories that build connection.
Finding ways to strike that balance was part of many conversations at NSPRA. Keynote speaker Elizabeth Edwards, a communication strategist and founder of Volume PR and the Engagement Science Lab, approached the conversation from a science and psychology lens. Her keynote explored how people form trust and connection instinctively, often before logic even enters the equation.
Hannah Moore from Porterville Unified School District plays Connect PR, dropping her story into the board.
Later in the week, roundtable discussions circled back to that idea. Many focused on grounding storytelling in what’s real—highlighting students, staff, and community moments that reflect the culture of a district. Sessions also covered topics like strategic planning, internal communication, equity, accessibility and measuring success. Capturing the range of work that school PR teams handle daily.
In the exhibitor hall, attendees surfaced those everyday stories through a simple, hands-on game called Connect PR at the Class Intercom booth. A larger-than-life play on the popular strategy game that prompted PR pros to share unfiltered moments from their careers. They were thoughtful, funny, and deeply relatable—proving the best stories are already happening, and waiting to be told.
“It was great to watch them pause and really think about the stories happening in their schools every day,” said Dr. Jill Johnson, President of Class Intercom. “Those are the posts that resonate most on social media. The content doesn’t have to be professionally edited or produced—they just need to capture and share it. Because when schools aren’t telling their own stories, that’s when people start to fill in the blanks and, often, they get the narrative wrong.”
Joy & Connection at the Core
For all the strategy and structure packed into the week, one of the most defining parts of NSPRA has always been its community. It’s not just a conference, it’s a place where school PR professionals come together and feel seen. For solo communicators and first-time attendees especially, the sense of belonging was unmistakable. On social media, many shared how welcomed and impressed they felt by the warmth and openness of the community.
That camaraderie stretched far beyond the breakout rooms. State chapters, old friends, and new colleagues gathered over dinners, river cruises, and baseball games. Between sessions and after hours, NSPRA gave people space to swap stories, share advice, and laugh about the parts of the job only other school communicators can truly understand.
And then, of course, there was Battle of the SPRAs, co-hosted by Class Intercom alongside our partners at ParentSquare and SocialSchool4EDU, plus Peachjar and TeacherLists. The annual karaoke competition lived up to its reputation as a fan favorite, with state chapters once again proving their commitment to the stage. This year’s winner, the Indiana School Public Relations Association (IndSPRA), was a dark horse in a lineup often dominated by larger chapters. Their set featured a metal band frontman, a few members from a worship band, and one standout air guitarist. It felt like an episode of MTV Crossroads, in the best way.
Winning team INDSPRA takes the stage at the Battle of the SPRAs karaoke competition.
Looking Ahead
This year’s seminar made one thing clear: the role of school PR is expanding: touching more audiences, driving more decisions, and shaping the future of public education.
As NSPRA looks to the year ahead, new leadership is stepping in to carry the momentum forward. Erica Chandler, APR, was installed as the association’s new president, bringing energy and experience to a role that continues to elevate the field. Cindy Warner, APR, was honored as the 2025 National School Communicator of the Year. In her remarks, she reflected on her journey through public education and how it has defined the professional and person she is today. Her message struck a chord. It was a powerful reminder of why this work matters and the impact it can have on people and communities.
We’re already looking forward to next year’s event in New Orleans. Each year, the conference grows in size and impact, and so does the network of friends, partners, and clients who stop by the Class Intercom booth to connect and share their stories. Thank you to NSPRA for hosting another outstanding seminar. To our SPRA partners, clients, and friends across the country: your work matters, and we can’t wait to see what you accomplish in the year ahead.
