In spring 2025, the National School Public Relations Association (NSPRA) surveyed its members to explore how schools are engaging students more directly in their communications. NSPRA then worked with SchoolStatus, a company helping districts tackle issues with “data-driven solutions,” to broaden the pool of real-world examples from both NSPRA members and SchoolStatus customers.
These insights highlight how districts are successfully incorporating student voices into their communication efforts, offering innovative and inclusive strategies that can foster stronger student connections and positively impact attendance and engagement. The findings are presented in a new report, Elevating Student Voice in School Communications.
“These findings reflect a broader shift in school communication: from talking about students to communicating with them. Including students as storytellers, message recipients and collaborators isn’t just a feel-good initiative — it can be a strategy that supports belonging, well-being and student success,” the report states.
The report defines student voice as the ways in which students are engaged as active participants in school and district communication efforts — not just as audiences, but as storytellers, collaborators and contributors.
The survey explored three core strategies districts are using: first-person storytelling in which students are invited to share their experiences and perspectives in their own words; direct-to-student messaging; and official student roles in communications through internships or ambassador programs.
Findings
- More than half of survey respondents (52 percent) report that their districts currently share student stories in students’ own words, and another 16 percent are considering doing so. Video is the primary method for sharing student voices through student-created content and/or interviews.
- Other methods of showcasing student voices include student-led school or community events such as panels, forums and presentations (37 percent) and written stories (29 percent).
- Equitable representation was challenging for many districts, which cite the following obstacles: Fear of political backlash when uplifting certain identities or experiences (69 percent), student reluctance or discomfort (63 percent), language barriers (25 percent) and accessibility issues (19 percent).
- “Importantly, districts that have built student storytelling into their communications report improvements in family engagement, with students gaining confidence, feeling seen and valued, and experiencing a stronger sense of school pride, as well as increased trust and more authentic messaging,” the report states.
- More districts are communicating with students directly. “While family communication remains a central focus in most districts, school leaders and communicators are also beginning to consider how students themselves receive and engage with information,” according to the report. About 65 percent of districts report that they at least sometimes inform students directly about matters that are also shared with families, such as academic updates, behavioral expectations or attendance.
- “A majority (55 percent) said direct communication with students improves academic outcomes, and qualitative comments suggest that students who receive timely, relevant updates are more likely to take ownership of their learning, follow through on behavioral expectations, feel more informed/prepared for school conversations.”
- Thirty percent of respondents currently involve students as communications interns. Among those that do not, the most common reasons were lack of staff time or capacity (58 percent) and not having considered the idea (28 percent). Among districts with interns, 92 percent involve students in photography and/or videography, 79 percent include students in managing or creating social media content and 55 percent ask students to write stories or blog posts.
For districts looking to improve the sharing of student voice, NSPRA recommends a tiered approach informed by member practice and national survey data. The organization recommends a process for reflection on the impact of communications and follow-through with students that includes the following steps:
- Listen: Gather student input on a topic through surveys, in-person check-ins or direct messages
- Learn: Look for patterns in the data or narratives about student perceptions on the topic
- Act: Respond through personalized outreach, support services or new opportunities
- Reflect: Reconnect with students for feedback and insight through various communication channels
- Share: Highlight stories or outcomes, ensuring representation and access for all types of families
“By including students directly in communications efforts — through stories, direct messaging or internships — districts can support student well-being, improve academic and behavioral outcomes and build more authentic relationships with the communities they serve,” wrote Barbara Hunter, NSPRA executive director in the report.
