The Flagship Program
The 30-Hour
Communications Course.
An eight-module, self-paced, interactive online curriculum designed to transform how school leaders communicate — in daily conversations, high-pressure moments, and everything in between.
Inside every module:
Learn Do Apply.
- Video lessons, simulations and mock interviews
- Real case studies
- Downloadable ready-to-go templates
- Reflections, quizzes & self-assessments
What You’ll Learn
Built on three decades of communications expertise and field-tested with school districts and public agencies nationwide, the course delivers dozens of original learning videos, role-playing exercises, engaging activities, and reflection opportunities that connect every lesson directly to the realities of your own school and community.
Each module follows a simple, consistent structure — a video Introduction, a knowledge-building Learn section, hands-on Do activities, and an Apply reflection that connects every lesson directly to your own leadership realities.
The Case for Media Training, Crisis Communications & Community Engagement
Communication is no longer just a leadership skill — it’s a leadership responsibility. How small moments become big headlines before the school day ends.
Managing the Media, the Audience & Your Expectations
Your district has a public narrative whether you manage it or not. Read your coverage, understand your stakeholders, and take the story back from outside voices.
Getting Positive Publicity for the Good Stuff
Earning coverage for the successes — pitching stories, social posts that actually engage, and showcasing students responsibly, privacy first.
Preparing for a Crisis Before It Happens
What counts as a crisis, the A STOP principles — Authenticity, Speed, Transparency, Ownership, Preparedness — and the crisis communications plan you build before you need it.
Preparing Effective Messaging & Talking Points
Whatever you say first counts the most. The real cost of “no comment,” and the LEADER Framework — a six-step structure for clear, human, repeatable talking points.
Delivering the Message: Looking & Sounding Your Best
Your presence communicates before your message does. Posture, eye contact, and composure — on camera, at the podium, and in the room.
Advanced: High-Level Crises & Challenging Media Interviews
The four stages of a crisis, the stories that stay in the news for months, and interview techniques — bridging, flagging — for the hardest questions.
Optional: Live On-Camera Media Training
The hands-on capstone: high-impact, on-camera practice with the Focus Media team — in person (preferred) or virtual. Lights, camera, action.
Ready when you are.
Two ways to take it.
Start Today
Educators anywhere in the country can buy the course right here and begin immediately. Pay once, learn at your own pace — one year of access from day one. Buying for a team? Volume pricing applies on its own as you add seats.
Enrollment opens with the course platform — almost there. Email brad@focusmediaservices.com to be first in line.
District enrollment opens with the course platform — almost there. Email brad@focusmediaservices.com with your member count and Brad will set your district up on day one.
One seat $349 — every seat is its own sign-in. Covering your whole district instead? .
For PA Credit
Pennsylvania school administrators who are required to complete PA Act 45 PIL credits can purchase the course through our partner educational agencies.