Telling Our Story

The smell of the fresh cut Christmas tree. The hope and promise of a New Year's resolution. December is a natural time to reflect on the personal and professional lessons of the past year as we get ready to set new goals. From Missouri to Kansas, from Florida to Washington DC, in legislative halls and school …

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Play to Win?

Month to month, it seems social media is the preferred contest judge. Shares, likes, comments and favorites now have the power to grant awards, from a free bag of dog food to a $50,000 cash prize. Schools often find themselves at the center of the target, as generous corporations and foundations hope to make a …

The Speed of Crisis Communication in the Social Media Age

When I started in school PR in 1999, we sent home a letter when there was a crisis, and parents appreciated the prompt communication. Today, waiting several hours for a letter to get home would be an unforgivable delay. The two biggest changes affecting crisis communication were the speed of information sharing and the national …

Finding your voice

Social media is an expression of your district’s brand. How you communicate that brand needs to be consistent with your district’s values. When you unlock your brand, you find your voice. Like my two-year-old son, who’s learning to string words together in sentences and understanding how to communicate with mom and dad, a school PR …

Building your Twitter following has nothing to do with numbers

It excites me to see schools embracing and maximizing the power of social media. I have seen a total shift in mindset in school districts, from complete fear and avoidance to total acceptance and domination of Twitter feeds with awesomeness! In my current role of marketing schools and helping them tell their stories, one of …