Today’s Rundown

• Welcome School Communicators

• Current Crisis Trends

• AI In School: How One School District is Leading the Charge

• What the ColdPlay KissCam Teaches Us About a Crisis

• Do I Really Need to Call The Reporter Back?

• The Softer Side: Find the Joy and Humor

• Coming Next Month

• How Can We Help?

Welcome School Communicators

We’re back from the National School Public Relations Association’s National Seminar in Washington, D.C. What an amazing mid-summer opportunity to meet like-minded communicators, share knowledge, and become reinvigorated! And a big thank you for the invitation to present at the Leadership in School Communication program that kicked off the conference. We helped district superintendents and their communications pros build effective messaging around various school AI crises and then practice delivering their talking points on camera.

The discussion around AI in schools energized us. As school districts begin building infrastructure and reviewing their policies around this fast-growing and ever-changing environment, we reached out to a national school technology leader for his thoughts on keeping up with AI. Check out the video below.

With back-to-school just weeks — er, days? — away, we also have other useful content this month to get you thinking about those PR opportunities.

We’d be remiss if we didn’t address the biggest talker story of the summer, when a Coldplay concert makes worldwide news for all the wrong reasons. Check out our take on this crisis communications event.

And another school year probably means at least a few interactions with reporters. But with a seemingly here-today-forgotten-tomorrow news cycle, is it really that important to call a reporter back? See the article below.

We have plenty to share this month. And as always, it’s insight without overload.

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Today’s Crisis Headlines

Building a formal crisis communications plan requires an awareness of the challenges other school districts are facing. What is your risk? Here are some recent news headlines:

School board member apologizes for comment on Hulk Hogan’s death

State Superintendent issues scathing statement after allegations of nudity shown during meeting

School issues statement on teacher, assistant coach arrest

Former superintendent candidate loses lawsuit over “ladies” controversy

Family sues local school district, claims poor baseball field conditions led to son’s serious injury

Dad takes on NJ school guidance protecting transgender students

Ex-cheerleader sues NJ school district over years of alleged bullying

DE school board member living in Pakistan has not resigned

School Board Chairman resigns after “shoot republicans” post surfaced

PA High School faces more than $1M in cleanup, repairs after flooding

District Lead Crisis: Internal records reveal panic and confusion

AI in School: How One School District Is Leading the Charge

If the thought of artificial intelligence in school excites, overwhelms, and scares the heck out of you, you’re in good company. How should you begin using it? How should you begin communicating it? We spoke to a leading technology expert from one school district who says, don’t worry. You’re not behind the 8-ball. But the time to start is now.

Click here to watch the interview.

ANALYSIS: What the ColdPlay KissCam Teaches Us About a Crisis

Well, that was fast. 

Literally, in the blink of an eye, Cold Play is hot, Astronomer is seeing stars, and everyone knows precisely what I’m talking about. 

THE video. Seen 122 million times in a week. Holy shit.

Click here to read the full article.

Do I Really Need to Call the Reporter Back?

If a local TV reporter calls you looking for a comment about an issue that will likely put the school district in a negative light, do you really need to respond? Asked another way: does local TV news coverage still matter?

Click here to read the full article.

THE SOFTER SIDE: “Find the Joy and Humor”

A reminder that what often grabs our attention or “makes headlines” is the usual or the unexpected.

This viral clip isn’t school-related, but it will make you smile and offers some perspective. And here’s the thing: if it actually went off without a hitch, we wouldn’t be watching it right now. We talk often about authenticity in your content. Well, it doesn’t get more authentic than this.

As the woman who was “wronged” in this video put it, “Find the joy and the humor in life. That’s a much lighter way to live.”

We’d only add: And if you capture it on video … share it!

Coming Next Month

Is there really a benefit to media and crisis communications training? (C’mon. What do you think we’re gonna say here?) We have an 8-module course for school districts, and we begin the discussion with this question. Look for the answer next month.

HOW CAN WE HELP?

We offer a variety of in-person and virtual school district training curriculums for the 2025-2026 school year that work with your schedule and budget. 

Topics include:

▷ The Case for Media & Crisis Communications Training in Schools

▷ Controlling Your Narrative: Getting Positive Publicity

▷ Managing the Media (and Your Expectations)

▷ Preparing Effective Messaging and Talking Points

▷ Building a Crisis Communications Plan Before You Need It

▷ Navigating a Crisis When It Hits

▷ Video Performance: Looking & Sounding Your Best

▷ On-Camera Media Training: One-on-One with Veteran Reporters

Our Media and Crisis Communications training may count toward professional development hours with the PA Department of Education and in other states.

Focus Media Services has been awarded a contract with PCA, the Purchasing Cooperative of America. If your school district is a PCA member, we already have a contract with you.