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.
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…
Read
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…
Read
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…
Read
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…
Read
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…
Read
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…
Read
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…
Read
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…
Read
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…
Read
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…
Read
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…
Read
In this world of constant change, one message continues to rise above the noise—kindness still matters most. A few years ago, CBS’s On the Road correspondent Steve Hartman launched a simple idea for teachers that became a…
Read