Today’s Rundown

• Welcome school communicators

• Today’s Crisis Headlines

• 5 strategies for building inclusive holiday communications

• Cracking the code on school social media: lessons from a top-performing district

• How to dress for a TV Interview

• The Softer Side: The story that launched a movement

• Coming next month

• How can we help?

Welcome School Communicators

Happy Holidays to you and your school community! As we close out the year, we’re excited to bring you a lineup of insights designed to strengthen your communication toolbox, support your teams, and help you connect more meaningfully with the families you serve.

The month’s feature article, “5 Strategies for Building Inclusive Holiday Communications,” offers timely guidance for navigating the season with cultural awareness and care.

We also invite you to watch this month’s podcast, “Cracking the Code on School Social Media,” featuring a conversation with communicators from the district that topped our list for the best high-engagement social media posts.

In this newsletter, you’ll also find our piece that ranks #1 on a Google search for how to dress for a TV interview. “The dos and don’ts of looking your best” continues to draw thousands of views from school and government leaders.

And finally, on The Softer Side this month, a reminder about the power of kindness, and how simple acts can ripple through communities with lasting effects.

We hope this issue brings you inspiration, support and a sense of connection as we head into a new year together.

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 from around the country. We encourage you to click the links, read the articles and evaluate the school’s response. How would you respond?

FL school district edits profane comment from live-streamed board meeting. Is this legal?

IA State Board says superintendent falsified reports; one of many staffers to face possible prosecution 

AL sheriff “repulsed” by video of local teacher charged with abusing her own son

TX Football coach arrested on accusations of filming children in the showers

MI teachers continue picketing as contract negotiations stall over salary disputes

IA school employee resigns after repeating racial slur used by a student while reporting it

IN teacher arrested after students allegedly ate THC edibles she left in the classroom

CT Superintendent charged with DUI in Florida

‘Charlie Kirk Elementary’ among 29 finalists for new MN school name

5 Strategies for building inclusive holiday communications

The holiday season offers a unique opportunity to strengthen trust, showcase belonging, and celebrate the richness of your school community. But it can also be a season of missteps that unintentionally alienate families or ignite controversy. Here are 5 strategies to keep your holiday communications inclusive …

Click here to read the full article.

Cracking the code on school social media: lessons from a top-performing district

Earlier this year, 18 Pennsylvania school districts competed in a contest they didn’t know they were in. We quietly monitored the Facebook feeds of those school districts for seven days, and then declared a social media “champion” of best engagement. No prize given. But we did invite the winners to join our podcast to learn their social media secrets to boosting visibility and building trust. And here’s what they told us …

How to dress for a TV interview

Google ‘how to dress for a TV interview’, and you’ll find the article we wrote a few years ago at the very top of your search. Since most of our staff are former veteran TV news anchors, we’ve been getting “tv-ready” for most of our professional lives. So without going too bananas, here are some basic dos and don’ts when it comes to colors, patterns, jewelry, makeup and more …

Click here to read the full article.

THE SOFTER SIDE: The story that launched a movement

In this world of constant change, one message continues to rise above the noise—kindness still matters most.

As one teacher put it: “Nothing else matters: math, English, reading, writing. Nothing matters if the kids aren’t ground in good.”

And with that, CBS’s On the Road correspondent Steve Hartman launched a simple idea for teachers that became a nationwide movement. And it offers a valuable reminder for school communicators …

Click here to read the full article.

Coming Next Month

How prepared are your school board members for the spotlight or the hot seat? We’re sitting down with some former school trustees to talk about their communications surprises and lessons learned. This discussion will help you to help them strengthen their voices as public ambassadors. Plus, we’ll unpack simple strategies to communicate with clarity, confidence, and consistency.

HOW CAN WE HELP?

We offer a variety of in-person, virtual and asynchronous 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 and Community Engagement Training in Schools

▷ Controlling Your Narrative: Getting Positive Publicity for the Good Things

▷ Managing Your Stakeholders, 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 any Camera

▷ On-Camera Media Training: One-on-One Crisis Interviewing 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.