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.
Not long ago, the role of a school communications director was often defined by outputs: press releases written, newsletters sent, websites updated. Important work, certainly—but largely reactive and often disconnected from the district’s core decision-making.…
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As the school year winds down, something predictable happens in nearly every district: communication volume spikes. Graduation schedules, final exams, field trips, awards nights, summer learning opportunities, staffing updates, facility reminders—it all arrives at once.…
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In districts across the country, a familiar classroom scene is quietly disappearing: students glancing down at their phones between assignments, during transitions, sometimes even during instruction. In its place, a new reality is taking hold.…
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The way people get information is changing fast—and schools are right in the middle of it. According to the Reuters Institute’s 2026 media trends report, two forces are reshaping the landscape: generative AI and the…
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In this episode, veteran school Superintendent Dr. Marc Bertrando shares why communication is no longer optional—but a core leadership responsibility for school leaders. Drawing on decades of experience, he explains how proactive, transparent storytelling builds…
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Sure, “lose weight and exercise more” may top your New Year’s Resolutions (join the club), but here’s one that offers a fresh start, is strategic and shareable, but still bite-sized. Consider one small exercise per…
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This podcast from Focus Media Services offers school administrators a practical look at effective communication through the real-world experiences of three school board members. They share key lessons they’ve learned about when and how to…
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In school communications, it’s easy to feel like every week brings another urgent issue to manage — a viral rumor, a board controversy, a facilities mishap, or an unexpected safety concern. But the school districts…
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As the new school year begins, administrators across the nation are increasingly confronted with how artificial intelligence is reshaping classrooms and school districts. From teacher lesson planning to student assignments, a growing number of districts…
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