A new report from the National School Public Relations Association (NSPRA) and ThoughtExchange highlights the growing role of AI in K-12 communications, offering detailed guidance for ethical integration and effective school engagement.

Drawing on insights from 200 professionals across 37 states, the study reveals how AI tools boost efficiency while underscoring the need for stronger policies, transparency, and ongoing training.

Barbara M Hunter, APR, NSPRA executive director, explained that AI can enhance communication work but will never replace strategy, human judgement, relationships, and authentic school voices.

Key findings show that 91 percent of respondents already use AI, yet most districts still lack clear policies or disclosure practices for employee use.

The report recommends strengthening AI education, accelerating policy development, expanding the scope to cover staff, and building proactive strategies supported by human oversight and trust.