Effective communication and engagement should be a primary trait for every teacher, school administrator, and school system official.

It is important to instill trust in your communities and invite families as active participants in their child’s education.

Furthermore, education institutions are critical parts of the community and easily receive media and public attention when there are:

  • Issues of widespread interest (redistricting, school construction, budget, etc.)
  • Emergency events
  • Controversies involving staff
  • Information obtained in public records

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The tools and resources developed by the TCW Academy will help every educator and school administrator become more effective communicators and prepared for the communication and response challenges that exist. This content is developed for:

  • Superintendents
  • Board of Education Members
  • District Leadership
  • Communication Staff
  • Teachers
  • Principals and Assistant Principals

Training for School Leaders

Communication Guides for Schools

School Resources

communications team
Crisis Communications

Who Is On My Organization’s Crisis Communications Team?

Your organization’s crisis communications team is possibly the most important collection of people who will navigate every emergency and crisis your organization experiences. These folks are not only the conduit to your critical stakeholders, often they are the gatekeepers and evaluators of risk and decisions. They serve as the organization’s central core and coordinate the decisions and actions of other staff.

A very large organization likely has a sizable communications team to fulfill the responsibilities of a crisis communications team. However, your organization may have a communications team of one or just a handful of employees.

The question you must consider is how do you create an effective crisis communications team with people who are not professional communicators?

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Crisis Communications

Don’t do THIS with Reporters – 4 Don’ts for Media Relations

Some days, media relations is exhilarating, and some days it is quite a chore. Any seasoned media relations professional or senior management staff in an organization dreads the phone call or email from a reporter asking for comment on a story you would prefer they not do.

But the fact of the matter is they are likely not going away. You’re going to have to talk to them.

Here, we will share the four don’ts.

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Crisis Communications

A Complaint Management System to Turn a Critic Into an Advocate

Every organization has their critics and must have a complaint management plan to prevent a critic from becoming a crisis.

Sometimes, criticism is warranted. But if we’re being honest, organizations don’t always receive complaints that are warranted, or even sane.

But whether or not we believe a complaint (or the complainer) to be reasonable and rational, we must come to an internal agreement in our organization on a complaint management system. Use these 10 keys to develop and implement an effective complaint management system to turn a critic into an advocate.

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annoyed office

Communication is NOT My Job

Many professionals believe that communication should be left to the communicators – those hired for that role or who naturally excel in communication. You may be reading this because you have come to a similar conclusion and the headline caught your attention.

Communication is most definitely your job. It does not matter if you are a CEO, customer service representative, bus driver, budget analyst, or public relations manager – you are a communicator.

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Crisis Communications

Reporters are Looking for a Sensational Story – Are You Providing One?

As outrage continues to accelerate in today’s society, media are constantly seeking the next sensational story to attract viewers and sell ads.

Though positive media stories serve to benefit your organization, sensational stories are about them – not you. They are about stirring controversy; latching on to social media trends; selling ads.

The best way to avoid being the centerpiece of a sensational story by the news media is to evaluate your organization and the ways your leadership and employees are engaging publicly.

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typing on laptop
General Communications

Use Microsoft Editor for Spelling and Grammar Support

For those of you fortunate enough to have an editor on your team who checks for spelling and grammar, you probably won’t benefit much from this post.

However, for all of you who are operating as a team of one or two, it is critical that all of your writing efforts undergo a review that – at a minimum – checks spelling and grammar before it is distributed. No matter how experienced a writer you are, a review will be beneficial.

If you do not have an editor on staff, there are useful tools available to help do the job. Microsoft Editor is one of those tools.

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