To take a thorough look at our communications work, the Office of Communications engaged the National School Public Relations Association (NSPRA) to conduct an independent review.

NSPRA has carried out communications audits for hundreds of school districts across the country. Their expertise and outside perspective will provide valuable insights to strengthen and refine our communications practices across the district.

The full report is available here:
https://www.springfieldpublicschools.com/UserFiles/Servers/Server_494605/File/NSRPA%202025%20Audit.pdf

Overview

During the winter and spring of 2025, NSPRA conducted a district-wide communications audit that included:

• A review of print and digital materials, tools, and tactics

• Quantitative research through a district-wide survey of parents/guardians, employees, and community members

• Qualitative research through focus groups, as well as meetings with the Superintendent and Communications Department staff

Key Strengths

• Commitment to Communication: SPS leaders value communication with stakeholders and proactively initiated this audit to identify opportunities for improvement.

• Strong Team: The Chief Communications Officer and Multi-Media Analyst are both highly experienced and respected by staff and community members.

• Robust Digital Presence: The district effectively uses online platforms to tell its story. Stakeholders expressed strong appreciation for these channels, including podcasts, videos, and a consistent presence on Facebook and Instagram.

• Access to External Support: The Communications Department leverages outside resources when needed to expand storytelling capacity.

• Alignment with Strategic Plan: Communications staff actively reinforce district priorities through messaging, storytelling, and engagement with students, families, staff, and the community.

Key Challenges

• Inconsistent Branding: SPS and its schools lack a unified brand identity, leaving room for negative perceptions. Employees are also less likely than parents to actively promote SPS.

• Timeliness of School-Level Communications: Parents and employees report frustration with delays in school- and classroom-level communication.

• Decentralized Social Media Management: Many departments and school groups manage their own social media pages without clear districtwide branding guidelines or processes for transferring administrative access.

• Website Navigation and Design: Limitations in design, navigation, and content maintenance on district and school websites make it difficult for audiences to find information easily.

• Lack of a Strategic Communication Plan: SPS does not yet have a formal plan grounded in the research, planning, implementation, and evaluation (RPIE) model—an industry best practice. 

2025–26 Implementation Goals

Based on Audit Recommendations

1. Enhance the effectiveness of the district’s website and social media channels

2. Develop a comprehensive Strategic Communication Plan - In Progress

3. Expand communication capacity and infrastructure - In progress 

4. Adopt a more strategic approach to engaging external audiences - In progress

5. Strengthen relationships with local and regional media