Future-Proofing K-12 Communications

School PR Strategies in the Age of AI

Exploring the gap between the use of AI tools and lagging district policy.

Artificial Intelligence (AI) is rapidly transforming how school districts connect with their communities. From crafting social media posts to drafting press releases, AI tools are becoming indispensable for K-12 communication professionals. But how are these tools being used, and what policies are in place to guide them?

In collaboration with the National School Public Relations Association (NSPRA), ThoughtExchange surveyed 200 NSPRA members from K-12 districts nationwide. We uncovered how they're using AI, their biggest concerns, and how their districts are—or aren't—supporting AI integration.

What you'll learn:

The benefits and risks of AI tools in school communications: Explore the most common and impactful AI use cases in school PR, as well as the top concerns identified by communicators.

What’s stopping AI policy adoption? 69% of participants said their district has no formal AI policy for employees. Identify the key obstacles hindering districts from establishing clear AI guidelines.

Next steps for districts with no AI policy: Gain actionable recommendations for proactive AI education, accelerated policy development, and expanding policy scope to empower your team.

Why Employee Voice is critical to organizational success—and how AI is changing how we listen.

HR professionals understand the importance of Voice of the Employee (VoE) to culture, retention, recruitment, and the bottom line. But in 2024, engagement efforts are worsening in many employees’ eyes.

→ 75% of staff don't feel heard on critical issues
→ Only 8% of employees strongly agree that their organization acts on their feedback
→ 86% of workers say trust and transparency with leadership is paramount

The state of engagement is dire, but leaders no longer have to rely on their traditional methods of capturing VoE. AI engagement is making it easier than ever before to listen to employees and act on their feedback.

In this guide, HR professionals will learn what employees want from engagement initiatives, how AI technologies are transforming the way we gather and analyze VoE data, and what responsible AI integration looks like.

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Artificial Intelligence (AI) increasingly influences how school districts communicate with their communities—through emails, social media posts, newsletters, press releases, and communication plans. Despite its growing presence, there is often limited clarity about AI usage, how it shapes messaging, and what effects it may have on clarity, trust, and engagement.

The April 2025 executive order, Advancing Artificial Intelligence Education for American Youth, has accelerated AI adoption across the K-12 education system. It calls for integrating AI not only in classrooms but also in district operations, establishing a federal task force to explore how AI can streamline administrative tasks and enhance school functions.

As AI becomes more embedded in district workflows, the need for clear, districtwide policies to guide responsible use has become increasingly urgent.

While many school districts have taken steps to guide the use of AI in the classroom, most have not extended that same level of oversight to central office operations. This has left school communications professionals navigating AI adoption without consistent guidance on when, how, or why to use these tools in their work.

To better understand the current landscape, ThoughtExchange collaborated with the National School Public Relations Association (NSPRA) to explore how school communicators engage with AI, their concerns, and how districts support—or fail to support—thoughtful integration.

Together, we surveyed 200 NSPRA members working in K-12 districts nationwide. Their insights reveal a clear gap between the widespread use of AI in school public relations and the lack of district policies and professional development to support that use.

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