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.
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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Sometimes, no matter how careful your messaging, a story hits the local news and… it’s wrong. Maybe a fact is off. Maybe the context is missing. Or maybe a quote is twisted just enough to…
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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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An Ohio school district didn’t set out to “go viral” or make national news. They weren’t rolling out a major initiative or announcing a big policy change. Instead, they did something much simpler — and…
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When an issue comes up in a school community, the first instinct is usually to figure out what to say. But just as important—and often overlooked—is deciding how to say it. The way a message…
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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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Sometimes, the heart of a school isn’t just in its classrooms or test scores—it’s in the people who show up day after day, year after year, making a difference in countless lives. Glenda Akin of…
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In 2026, school districts face a growing challenge: how to reach families who don’t open newsletters, emails, or printed flyers. While traditional communications remain important, relying solely on them risks leaving some community members uninformed…
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