The Thoughts Library
Every month we publish a practical take on school communications — what worked, what backfired, and what to say next time. The whole archive lives here.
A new PBS documentary series follows one Pennsylvania county as school board meetings turn into battlegrounds, and almost every school leader will recognize the scenes. The lesson is that division in a community may be unavoidable, but the tone of the room is something leaders can shape.
Hoax threats are designed to create chaos, and a prepared leader doesn't give them any.
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The school year is just getting started, and more and more districts are implementing policies that limit—or completely prohibit—student cell phone use during the school day. That makes cell phones a perfect excuse to showcase…
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There’s a particular kind of confidence that can get school administrators into trouble. It goes something like this: We have a crisis plan. It’s in a binder somewhere. We’re covered. But when was the last time…
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Every June, school administrators breathe a collective sigh of relief. The buses stop running, the hallways go quiet, and the relentless pace of the school year finally slows. What most don’t realize, though, is that…
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June is a season of celebration in schools. Graduation ceremonies fill auditoriums. Scholarships are announced. Retiring employees are recognized. Student-athletes receive awards. Teachers are honored for excellence. Distinguished alumni return to applause. It’s the kind…
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Coming this summer, we’re launching an online Media Training, Crisis Communications, and Community Engagement course designed specifically for school leaders. Even better — this self-paced program may qualify for administrator professional development hours. Here is…
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This month, headlines focused on the ongoing investigation into Savannah Guthrie’s mother, Nancy. Beyond the crime itself, media attention briefly surged over a seemingly small detail caught on camera: the sheriff leading the investigation was…
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Springtime board meetings can be tense — here’s how to keep leadership steady when emotions run high. Annual budget planning, school deficits, staff changes, and program updates — these are the kinds of items that…
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In tense moments, school leaders often feel pressure to explain everything right away. Facts matter, of course — but timing matters more. When emotions are running high, jumping straight into explanations can unintentionally make things…
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A new year is a great time for a crisis communications reset. While planning often centers on academics, staffing, and budgets, the past year has made one thing clear: crisis communications deserve a seat at…
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What your school district’s attorney wants you to say is usually not what the public wants to hear. In a crisis, responding with too much legal mumbo jumbo comes off as inauthentic and deteriorates public…
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