Nicole Kirby, the incoming president of the National School Public Relations Association, knows that school communications is not just about telling the success stories of public schools. It also entails strategic communications, transparency with the public, advocating for students, and ensuring all employees in the district understand new initiatives and why changes in programs and policies may occur. As the Covid-19 pandemic took hold and a new layer of uncertainty arose, Kirby and her colleagues worked many long hours to engage parents and communicate district plans, including staff vaccination plans and logistics for returning to school.