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COVID-19 might be leading school districts to communicate with parents and staff more than ever before. Mitigation plans. Differing opinions. Heated topics. Staying one step ahead is difficult.  [...]

As school years start amid the pandemic, leadership at school districts want to instill confidence among students and families that they have put significant thought into confronting different [...]

Make major shifts in key messages within short periods of time. Make statements that don’t match actions. Prohibit certain news outlets from attending media briefings. Ask reporters to profile [...]

Technical problems we all secretly predicted Watching the carefully thought out newsroom election night game plan quickly disintegrate Being assigned to a new candidate at the last second after [...]

The national news is often nothing more than identifying good local stories and retelling them with higher production value.

Many journalists, despite their ability to ask tough questions, don’t like to utter the words “no” or “I’m not interested” to a PR pro pitching a story. [...]

Up-selling sucks. Few people enjoy being the recipient of up-selling, but they often don't mind engaging in such a practice themselves. It's one of the worst forms of public relations. Be happy a [...]

Our perspective is highlight the positives the nation may not know while acknowledging we are working to improve our deficiencies.

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