Director of Communications at Ames Community School District
When something unexpected happens in a school district, communication becomes one of the most important things we do. At the Ames Community School District, we’ve learned that the moments when emotions run high are the same moments when clear, calm, and compassionate communication matters most.
The past year has reminded us of that in profound ways. Over the summer, our district experienced the heartbreaking loss of three individuals connected to our schools in different ways, including two staff members. Sharing news like that is never easy. No matter how many years you’ve spent in communications, nothing can prepare you for the weight of those moments.
That’s why having a plan matters so much. In times of crisis, emotions can make it hard to find your rational brain. You want to say the right thing and honor, support, and comfort your school community during the most sensitive times. Having even a starting point can make all the difference.
How Prepared Templates Help Us Communicate Clearly in Difficult Moments
For our team, ParentSquare has become one of our most valuable tools. Long before we ever have to use it in a crisis, we spend time creating and refining message templates. Carefully worded language lives in the platform, ready to access at a moment’s notice. When something happens, we don’t begin with a blank screen. We start with structure—language that has been thoughtfully crafted to guide our words when it’s hardest to think clearly.
Those prepared messages help us share information quickly and accurately. In an era when misinformation can spread within minutes, being the first and most trusted voice matters. ParentSquare enables us to reach every family in our district through text, email, app notification, or voice message, so people receive the information they need—no matter where they are or what language they speak.
But beyond speed, ParentSquare helps us bring a sense of calm. When communication is clear, it creates space for rationality.
Crisis Communication Is Human Work
The reality of crisis communication in schools is that it’s not abstract. It’s deeply human. Sometimes, you are writing to people you know about people you know. And while having message templates in ParentSquare doesn’t take away the emotion, it does give us the ability to move forward with care and precision instead of struggling to figure out where to begin.
Communication in difficult times isn’t just about delivering facts; it’s about caring for people. Because in those moments, every word carries meaning.
In a large district, coordination can be one of the most challenging aspects of crisis response. ParentSquare keeps everyone connected. When something happens, we can prepare a message, review it together, and send it across the district within minutes. That kind of efficiency not only saves time, it builds trust.
Why Everyday Use Strengthens Crisis Readiness
The platform’s value extends far beyond moments of crisis. It’s an everyday communication tool that helps our district share good news, celebrate achievements, and keep families informed and involved in their child’s education. And since families already use and trust the platform, when something urgent does happen, they know exactly where to look for information.
That familiarity makes our crisis communication even more effective.
Still, even with the best tools and preparation, there is no such thing as “easy” when sharing difficult news. Every situation carries its own weight. But ParentSquare helps us move quickly without losing empathy. It helps us speak clearly when words are hard to find. And while we can’t take away the pain, loss, or uncertainty of a crisis, we can bring a steady, reassuring voice to our community.
The truth is, ParentSquare doesn’t make crisis communication easy—nothing can. But it helps us communicate with grace, purpose, and heart. And in times like those, that makes all the difference.
Bonus Resource for K–12 Leaders
If you’re looking to strengthen your district’s crisis communication plans, ParentSquare has developed a practical guide for K-12 leaders.
Free Download: “A Crisis Communications Guide:
How Districts Can Prepare, Respond, and Rebuild with Confidence.”
About the Author: Amy DeLashmutt has 6 years of experience in K-12 communications leadership and worked in higher education for 23 years prior to that. She is a two-time published author and an award-winning photographer.