PR Power Hour | Escalation, Ownership & Expectations: Communication Clarity Before Pressure Builds

Communication breakdowns during sensitive situations often begin long before a message is sent. Unclear ownership, inconsistent communication practices, and mismatched expectations can quickly create confusion for staff, families, and leadership teams. In this PR Power Hour, school communicators will explore practical frameworks and best practices for defining communication roles, distinguishing between operational issues and true crises, and helping staff know when and how to elevate concerns. Through real-world scenarios and professional insights, this session will examine how districts can create greater clarity, consistency, and confidence before high-pressure situations occur.

Presenters: Sondra Whalen, APR, Director of Student Programs and Communications with Vernon Verona Sherrill CSD (N.Y.)