CEO and President of Rosica Communications, Chris Rosica was recently featured in Martech Edge, where he shared expert insight on crisis communications for school districts and what makes them resilient in today’s competitive and complex environment. Drawing on his experience leading a top education PR agency, Rosica offered actionable insights on how districts can strengthen their communications and resilience.
In the Q&A, Rosica outlined the most common communications mistakes districts make during reputational crises and how they can avoid them. He explained the importance of adopting an immediate response mindset, preparing scenario-based crisis communications plans, and ensuring legal and PR counsel work seamlessly to protect a district’s reputation. Rosica also emphasized the value of proactive storytelling to maintain credibility and trust long before and after a crisis occurs.
He discussed tailoring communications for various stakeholders, including parents and staff, unions, community leaders, and the media, using message frameworks that ensure each group receives timely and relevant information. Rosica also pointed to the growing role of search engine optimization and online reputation management, noting that public schools must increasingly think like businesses as competition intensifies.
Additional highlights from the feature included Rosica’s guidance on balancing transparency with message control, the importance of consistent and positive storytelling, and the effectiveness of video updates from superintendents in strengthening internal communications. He concluded by sharing what will define a resilient district in the years ahead: refining positioning and messaging, maintaining a strong crisis plan, investing in smart digital strategies, and building robust advocacy networks that extend beyond the school community.
Read the full interview with Martech Edge here.
About Rosica Communications
Rosica Communications is a national PR and crisis communications agency with decades of experience helping school districts, nonprofits, and organizations protect and elevate their reputations. As an award-winning crisis communications firm, Rosica partners with education leaders to prepare for challenges, manage issues, and amplify positive stories that build trust and credibility.
To evaluate the effectiveness of PR and thought leadership efforts, Rosica created the Thought Leadership Measurement Matrix™. This proprietary framework tracks 20+ performance indicators, enabling organizations to benchmark visibility, quantify impact, and refine strategies over time.
Learn more by scheduling a call with Chris: https://calendly.com/rosica/30min.