Growing AI use in school PR leads to roadmap for responsible use

This press release originally appeared online.

Key points:

When it comes to AI, responsible use can help districts bridge the gap between emerging technologies and the people using them
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From pen to prompt: Navigating AI in the classroom
For more news on AI in schools, visit eSN’s Digital Learning hub

A new collaborative report from the National School Public Relations Association (NSPRA) and engagement platform ThoughtExchange reveals a swift rise in the use of AI in K-12 communication and provides guidance for its effective, ethical use in public schools.

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 from the report note that:

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

The report shows how 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.

“At ThoughtExchange, we believe AI is becoming an indispensable ally for school district communications professionals–amplifying their reach, insight and responsiveness,” said George Psiharis, CEO of ThoughtExchange. “However, the authenticity of human connection remains at the heart of trust and understanding. Our research shows that when school districts deeply listen to their communities, they not only elevate engagement, they drive better, more aligned policy outcomes that reflect the true needs of those they serve.”

What district leaders can do now

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

These recommendations are paired with practical tips to help districts bridge the gap between emerging technologies and the people using them to support students, staff and families. The guidance reinforces that AI is most effective when paired with human oversight and communication rooted in trust.