1. Build a Communications Roadmap for the Year

The most effective districts enter the school year with a clear plan rather than reacting to requests as they arise. Summer is the ideal time to:

• Develop a districtwide communications calendar
• Map major initiatives, events, and campaigns throughout the year
• Align communication priorities with district strategic goals
• Identify opportunities for proactive storytelling and community engagement

A well-developed communications plan creates focus, improves resource allocation, and provides flexibility in unexpected situations.

2. Prepare Crisis Communications Before They're Needed

Crisis communications should never be built in the middle of a crisis. Summer is the perfect time to review and update:

• Crisis communication plans and protocols
• Media contact lists
• Chain-of-command documentation
• Holding statements and message templates

Having these tools ready allows communicators to respond quickly and confidently while focusing on managing the situation rather than creating materials from scratch.

3. Create Templates and Systems That Save Time

Recurring communications can consume significant time during the school year. Participants discussed the value of creating ready-to-use templates for:

• Staff and student recognition posts
• Board meeting announcements
• Testing reminders
• Key district events and celebrations
• Social media graphics and newsletters

Developing these resources in advance reduces stress, improves consistency, and makes delegation easier.

4. Turn Staff Into Storytellers

One of the strongest themes of the webinar was the importance of shared responsibility for communication. Districts can expand their storytelling capacity by:

• Training staff to capture photos, videos, and classroom stories
• Refreshing story submission processes
• Providing accessible branding resources and templates
• Establishing clear procedures for content sharing

When communication becomes a districtwide effort, communicators can focus on strategy while still increasing the volume and quality of stories being shared.

5. Strengthen Relationships With Key Stakeholders

Successful communication begins with strong relationships. Summer provides time to connect with:

• Building administrators
• Department leaders
• Administrative assistants
• Community partners
• Local media contacts

These conversations help communicators identify barriers, understand emerging priorities, and build collaboration before the school year begins.

6. Review Data Before Setting New Goals

Before planning for the future, communicators should evaluate what happened during the previous year. Important areas to review include:

• Community and staff feedback
• Survey results
• Website and social media analytics
• Campaign performance
• Communication successes and challenges

Using data and stakeholder input to inform planning helps districts focus on the initiatives that will have the greatest impact.