Future-Proofing K-12 Communications: School PR Strategies in the Age of AI draws on insights from 200 school communication professionals across 37 states. The findings illustrate how AI is enhancing day-to-day work and underscore the importance of thoughtful policies, staff training and transparency around its use.
As the technology becomes more embedded in daily practice, the report emphasizes the importance of balancing innovation with intention.
“School communicators have always been adaptable and forward-thinking, and it’s no surprise many have been on the leading edge of exploring how AI can support their work,” said Barbara M. Hunter, APR, executive director of NSPRA. “But while AI offers exciting potential, it cannot replace the strategy, relationships and human voice that define effective school PR. As technology evolves, what matters most is using AI in ways that reflect ethics, transparency and a clear understanding of the role human judgment still plays.”
Key findings include:
- 91 percent of respondents are already using AI tools in their communications work.
- 69 percent report that their districts do not have a formal policy on employee AI use.
- 61 percent say they do not disclose their use of AI in official communications.
School communicators are using AI to streamline processes, improve accessibility and respond quickly in time-sensitive situations. While many report increased efficiency and clarity, concerns remain around data privacy, misinformation and overreliance on automation.
To support responsible AI use, the report outlines four key recommendations for school systems:
- Enhance AI education and awareness
- Accelerate policy timelines to match technology’s pace
- Expand AI policy scope from its current student focus to include employees
- Shift from urgency-driven to proactive policy formation
Access the full report from the NSPRA website at: http://bit.ly/3GOhrC4.
