New NSPRA findings from a survey of K-12 communications professionals, reveals opportunities to use student voice as a powerful tool for addressing challenges like chronic absenteeism and engagement.
As K-12 leaders look for ways to strengthen trust, engagement, and belonging, a growing number of districts are turning to a key partner in the work: their students.
A new national report from the National School Public Relations Association (NSPRA) and SchoolStatus reveals that districts that incorporate student voice into their communication strategies—through videos, messaging, and peer-created content—are seeing real results: stronger family engagement, increased student confidence, and more authentic school-community connection.
The report, Elevating Student Voice in School Communications: A Data-Informed Look at Emerging Practices in School PR, is based on a spring 2025 survey, which received 185 responses from K-12 communications professionals. It includes real-world examples from school districts to explore how student perspectives are being incorporated into communication strategies. It highlights the growing use of first-person student storytelling, direct-to-student messaging, and student internships as strategies to build trust, improve engagement, and strengthen school-community relationships.
“School communicators do more than share information. They help build connection, trust, and belonging in our communities,” said Barbara M. Hunter, APR, Executive Director of NSPRA. “Elevating student voice is not just a feel-good initiative. It is a powerful strategy to engage families, strengthen relationships, and improve student outcomes.”
NSPRA Key Findings Include:
- Video storytelling leads the way: 81% of districts using student voice strategies rely on video as their primary format.
- Direct communication with students is growing, but there is room for improvement in this area: 65% of districts report at least some direct communication with students about matters that are also shared with families, such as academic updates, behavioral expectations or attendance
- However, just 39% of districts copy students on email messages to families, and just 37% include students in family-teacher conferences, allowing them to be active participants
- Internships on the rise: 30% of districts now involve students as interns or communication ambassadors, helping create content and amplify student perspectives
- Equity efforts around student storytelling vary significantly. While some districts say they intentionally recruit students with diverse perspectives, fewer encourage multilingual storytelling or provide structured support to help students share their stories
Early results are promising: Districts report improved engagement, stronger student confidence, and more authentic communication when students are involved.
- 61% of districts that track comparisons report student-led content generates higher engagement than staff-created communications
- 80% of respondents observe that student voice positively impacts family engagement
- A majority (55%) said direct communication with students improves academic outcomes
Building Inclusive Student Voice Strategies
The NSPRA report outlines a three-part approach for districts to strengthen student voice efforts:
- Start with student presence by incorporating quotes, videos, and creative work into everyday communications to build trust and visibility
- Develop shared ownership through internships, ambassador programs, and student participation in content creation and feedback
- Build sustainable systems by aligning student voice efforts with district communications plans and regularly tracking engagement
The NSPRA report also highlights inclusive practices, such as prioritizing student consent, offering mentorship and support for underrepresented students, featuring diverse stories, involving student panels in review processes and expanding multilingual and accessible communications.
“When districts invite students to take an active role in communication, it helps create stronger connections across the entire school community,” said Dr. Kara Stern, Director of Education for SchoolStatus. “This research shows the value of giving students meaningful opportunities to share their experiences in ways that build trust and engagement.”
The NSPRA report also explores common challenges, including limited staff time and capacity, privacy considerations and hesitancy around addressing sensitive topics. To address these barriers and others, it offers practical strategies and scalable examples to help districts start or expand student voice initiatives, regardless of size or resources.
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