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.
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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We’re well into the school year, and October brings a full lineup of fall traditions—Halloween, Homecoming, Spirit Week, costumes, pranks, and excitement. But every year, we see a few cases where things go too far.…
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It should come as no surprise that in our hyper-connected and hyper-partisan world, the death of Charlie Kirk ignited a firestorm. The response was immediate. And so, too, was the response … to the response.…
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