How our community’s mass shooting changed my mind about Twitter

This week’s shooting at the Clackamas Town Center mall happened in the heart of our school district. One of our students was shot and remains in serious condition. Another student’s uncle was killed. Untold numbers of our students, staff and their families were among the 10,000 holiday shoppers and employees in the mall at the …

Five ways to take the pulse of your community

PR professionals always have an ear to the ground. Issues anticipation is about sensing and understanding public opinion, then using what you learn to navigate strategically and transparently through times of change and challenge. Twitter and Facebook are essential tools in this work, providing windows on the world into the concerns and priorities of school …

Seven Facebook Strategies to Build your School Community

With so much caution around student-staff social media interactions, should a school have a Facebook page? Absolutely. Facebook posts from your school can provide a professional online presence and open the door to two-way communication with parents. Each school has a unique personality, and its Facebook presence will reflect that. Here are seven strategies principals …