What school leaders say works when the message is hard—and the stakes are high.
Every school communicator knows the challenge of delivering tough messages that are clear, timely, and compassionate, all while safeguarding trust and minimizing confusion. Whether it’s a school lockdown, a student tragedy, or policy enforcement, these are the moments that test the strength of your communication strategy and the systems behind it.
At ParentSquare, we recently held a three-part focus group series with our ParentSquare Ambassadors to explore the nuances of navigating difficult communications. The insights from these education leaders across the country were generous, eye-opening, and rich with practical strategies. Here’s what we learned.
Trust is the cornerstone
Trust built before a crisis makes everything else possible. Consistent, transparent communication changes how families hear from you, especially on hard days.
Krista Stockman, Director of Communication & Marketing at Indiana’s Fort Wayne Community Schools, put it simply: “It’s the trust we’ve built before a crisis that makes everything else possible. Parents listen differently when they know we have their kids’ best interests at heart.”
Districts that embed positive, proactive communication into their culture lay a foundation that allows for smoother crisis response. Many Ambassadors prioritize outreach in students’ “good” moments to build those bridges before a crisis arises.
What makes communication difficult?
The content matters, but so do context, timing, tone, and audience. Ambassadors identified four especially challenging categories:
- Student and staff deaths are layered with community grief, timing sensitivity, and legal limitations.
- Emergency incidents such as school violence or lockdowns require speed, clarity, and care to avoid panic.
- Behavior or accountability concerns like chronic absenteeism, poor hygiene, and online misconduct can trigger parent defensiveness.
- Disciplinary issues or sensitive topics such as weapons on campus, staff arrests, and budget cuts require balancing transparency with discretion.
Communicators stressed the emotional toll and strategic complexity behind every word, especially the challenge of writing with empathy when full disclosure isn’t possible.
How ParentSquare helps in high-stakes moments
Technology should reduce chaos, not add to it. Ambassadors shared specific ways ParentSquare supports precision, equity, and care:
- Targeted, individualized messaging
One-to-one and group messaging personalize outreach—for example, notifying only families directly impacted by a sensitive incident—so communications are relevant and discreet. - Translation and equity
Automatic translation into families’ preferred languages promotes linguistic equity, especially critical when minutes matter. - Confidential groups and posts
Confidential posts let communicators discreetly reach specific families without exposing recipient lists, which is especially useful for hygiene needs, grief group invitations, or credential reminders. - A safer, central “source of truth”
As one Ambassador noted, ParentSquare acts as a “walled garden”: a protected space to communicate away from the volatility of social media.
From crisis to culture: Building a communication ecosystem
Sustainable systems turn one-off responses into reliable practice. Leaders shared approaches that helped them scale:
- Normalize ParentSquare as the source of truth. Reduce misinformation loops by helping families understand where to go for information. As one Ambassador said, “If it’s not in ParentSquare, it didn’t happen.”
- Create “parent influencer” groups. Trusted parents help reinforce accurate messaging in community spaces.
- Leverage in-platform AI tools for tone checks. Draft messages, then refine for empathy and clarity before publishing.
- Develop internal workflows. ParentSquare Secure Document Delivery and routine staff training create seamless handoffs and faster support.
Final thoughts
As one Ambassador reminded us, every child comes with an “invisible backpack”—a mix of anxiety, hardship, identity, and resilience. Over and over again, we heard educators reiterate that their jobs as school communicators are not just to inform, but to honor that backpack with every message they send.
To our Ambassadors: thank you. Your honesty, creativity, and compassion shape how ParentSquare continues to evolve as your communication partner. And to every district leader reading, we hope this helps you navigate the next tough message with a little more confidence and a whole lot of community.
Have a great template or crisis plan to share? Email Tony Williams, Customer Advocacy Manager, and help expand the library.