Today’s Rundown

• Welcome School Communicators

• Today’s Crisis Headlines

• Back to School: Communicating AI Policies

• Avoiding the “Oops” on Social Media 

• No Plans to Be on TV? Why You Still Need Media Training

• Does Local News Coverage Still Matter?

• The Softer Side: Find the Joy and Humor

• Coming Next Month

• How Can We Help?

Welcome School Communicators

The equipment is ready, the rosters are set, and the lights are on. It’s game time!

Welcome back to a new school year. But is your communications playbook ready for prime time?

This month we tackle many of the activities that are back on your radar: communicating the rules of AI, what NOT to post on social media, the value of connecting with your local news outlets, how media training can boost your PR game, and more.

As always, we aim to provide insight without overload. If you find this useful, I hope you’ll share our link.

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:

Two students accused of sexual harassment after reporting transgender student

Former student sues NY district over bullying, leading to protests and suspensions

Controversy and protests over CA School District’s ethnic studies course

Forfeit over trans HS volleyball player sparks emotional board meeting

MO School Superintendent resigns before starting job; still gets $229K payout

Iowa School Superintendent resigns following controversial social media post

Back to School: Communicating AI Policies

As the new school year begins, administrators across the nation are increasingly confronted with how artificial intelligence is reshaping classrooms and school districts. It’s never been more important to define the ground rules. Which means as communicators, the time to address questions, dispel misconceptions and promote the use of responsible technology is now.

Click here to read the full article.

Avoiding the “Oops” — 10 Rules for school social media posts

An inappropriate hand gesture that no one notices. A wardrobe malfunction. A phrase that used to be ok — but not anymore. What you don’t know CAN hurt you.

Click here to read the full article.

No plans to be on TV? Here’s why you need media training anyway

We just wrapped up several weeks of media and crisis communications training for one of the biggest cities in the country.

When it ended, I was called in to a senior leader’s office for a chat. She told me that it ranked among the most important professional development training she ever had. And she’s a doctor. Talk about landing a line.

Click here to read the full article.

Watch: Does local news coverage still matter?

Two recent surveys examine where people get their news and whether they trust it. Watch our 3-minute video below.

THE SOFTER SIDE: Finding the hook on the first day of school

Know what makes news? Firsts.

Like the first day of a new school year. And this year’s “first day” saw plenty of positive news coverage. Remember, always look for special calendar days to pitch positive stories. Then, further boost your coverage chances with an interesting hook, as in these examples.

Woman creates interactive game to help young teachers pay for school supplies

Meet a school secretary who is marking 50 years of welcoming students.

Former student-turned-Assistant Principal makes new media center dream come true

A back to school fair that was good for the community’s health

Five teachers from the same family head back to school

Coming Next Month

Best webcam practices: things NOT to do! Next month, look for simple inexpensive tricks to dramatically up your next on-camera web appearance!

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.