Kelly Wachel is a graduate of the University of Kansas with a degree in Journalism - Strategic Communications. She began her career in the finance sector at Ernst and Young LLP in public relations and marketing. After a few years of corporate travel and sales, she then began what has become a 20-year career in school public relations and communications in small urban, large urban and large suburban school districts in the greater Kansas City (Missouri) area. Kelly has her Accreditation in Public Relations (APR), has served as the Missouri School Public Relations Association (MOSPRA) president, been a Missouri/Kansas Education Policy Fellow, earned an NSPRA Golden Achievement Award for her work on community engagement best practices, was an NSPRA Front Runner and was recently an NSPRA 2024 National School Communicator of the Year Finalist. For NSPRA, Kelly has served on the Realignment Committee, as a Mentor Match mentor, an APR Cohort presenter, a New Professionals Academy presenter and Mid-Career Academy presenter. She is a frequent contributor to educational media stories and programs in the greater Kansas City region. She is the author of two books on school communications and serves as a mentor to her school communications colleagues.
In nearly 20 years in school communications, I’ve learned our work is about trust and relationships. My first superintendent, a veteran leader and former Commissioner of Education, taught me how essential our role is in shaping public perception and belief in public education. That belief is, in part, why I want to serve as President of NSPRA, helping contribute to public perception and trust.
As I’ve grown in my career, I’ve had the opportunity to work with so many as colleagues, mentors and mentees, friends, advisors and cheerleaders. I’ve worked alongside many school communications professionals to advance our school district initiatives, state chapter initiatives and NSPRA initiatives. Here in Kansas City, I’ve worked to advance public education, equity and inclusion, legislation, mentorship and communication leadership. In fact, as I worked alongside a school district’s first superintendent of color to help lead equity and inclusion efforts in a large suburban school district, there was veiled threats towards me and police protection for him, but I’d do it all again. Looking at our students’ faces, at our teachers who craved leadership in this area and at our families and community who trusted us, I knew this was my purpose and that my power lies in steady trust both behind the scenes and out front.
I’ve continued to grow wiser in navigating challenging spaces but never lost my moral compass. My district regularly measures impact through public opinion research, and we’ve seen clear gains in connection and trust. That’s the approach I’d bring to NSPRA – listening, engaging and making decisions that reflect our members’ voices and needs.
I bring strategic expertise grounded in research, planning, implementation and evaluation, a belief in elevating diverse perspectives, and a deep commitment to equity, mentorship and public education. I want to ensure members have the tools to lead through challenges and the support to keep going.
When a colleague recently faced a student suicide in her district, I was one of her first calls. I wrote their community messages while she led her team. That’s who I am—a steady partner in crisis, a mentor and an advocate. That’s also the kind of leader I will be for NSPRA.
School PR professionals can advance our leadership roles by being the credible, trusted voice in the room. We may not always be the loudest, but we’re often the most thoughtful and strategic. And we don’t tend to mince words. Our value goes beyond messaging; it’s rooted in knowing our people and using that insight to lead with clarity.
That kind of leadership grows from meaningful, consistent connections with students, families, staff and the broader community. We earn trust by showing up, listening and advocating. When we understand the pulse of our communities, we help our organizations move forward with purpose and we shape our organization’s persona.
Communication accountability starts with doing what we say we’ll do—and doing it well. Through transparency, responsiveness and follow-through, we build the credibility that puts us in the leadership chair.
When we provide expertise in two-way communication, public perception research and authentic storytelling, we don’t just inform; we influence how our organizations are seen and experienced. In the context of today’s world, this work is essential. The best leaders across our systems recognize that communication isn’t a support function. It’s a core part of how we manage, connect and lead.
One of the biggest challenges we face today is the growing wave of attacks on public education— funding threats, culture wars, misinformation and a general erosion of public trust. As school PR professionals, we’re often on the front lines of these issues, managing crises while trying to tell our schools' deeper, more hopeful stories.
I was on a call with the “Fab Four” (my fellow finalists for NSPRA’s School Communicator of the Year award) recently and we were discussing challenges facing school systems and our professions with the NSPRA Mid-Career Academy participants. We talked about our work and why we stay in this work. I relayed that I’ve felt the burnout somedays, I’ve felt that I was lagging in my responsibilities as a mom and wife somedays, that the battle for public education is tough. But then I also relayed that it has to be us. We have to be the ones who are leading through advocacy and relationships.
I bring direct experience navigating conflict, building trust and leading in chaotic and complex moments. I’ve served in small urban, large urban and large suburban districts, and seen what strategic, values-driven communication can accomplish.
As a member of the Executive Board, I’ll bring that perspective grounded in practice, shaped by advocacy and focused on supporting members. Whether it’s helping people build resilience, lead with clarity or find their voice in high-stakes moments, I’m committed to helping our profession meet this moment.
As a strategic advisor to my communications team, superintendent, district leaders, staff, families and students, I get to listen, connect and lead every day. Across four districts in the Kansas City region, I’ve served hundreds of thousands of students and employees. In both good and hostile times, I’ve been honored to be a trusted voice and a steady advocate, leading with strength, empathy and purpose.
Some of my most rewarding experiences come from mentoring others formally through NSPRA’s Mentor Match program, APR Cohort sessions and the New Professionals Academy, and informally with new pros across Missouri. Building these relationships strengthens my focus on connection and advocacy that makes a difference.
As an NSPRA leader, I want to help our organization use its full strength to ensure members have the resources, knowledge and professional development they need to lead confidently, build trust and foster strong relationships in their communities. I want to mentor at scale—because I’ve been there, made the hard calls and come out stronger. We need proven experience, deep connection, strategic leadership and ethical responsibility.
The heartbeat of NSPRA is shared knowledge and mutual support. As a leader, I’ll work to elevate this spirit and strengthen the relationships, trust and communication strategy that define our profession and advance NSPRA’s mission every step of the way.
