A Book for School Leaders

Before it goes viral,
get the message right.

A School Leader’s Guide to Media, Crisis and Stakeholder Communications. A complete toolkit — proven lessons, hands-on exercises, and real stories ripped from the headlines — each linked to actual footage.

Buy on Amazon Read the Foreword & Preface Reading it? Videos & sources

By Brad Sattin
Three decades in the newsroom
One decade in the classroom

What’s inside

The Playbook

9 chapters, 275+ pages of real lessons. A complete, field-tested guide to effective communications leadership — built from 30 years of watching what works under pressure and what doesn’t.

The Frameworks

A step-by-step blueprint for building a crisis plan, the principles for ending a crisis, the template for nailing your talking points under pressure, and more — giving you a clear, repeatable structure for every communications challenge.

The Cases

Every chapter draws on actual news coverage of school districts that communicated well, those that didn’t — and why.

The Footage

One QR code in the book brings you right back here — every story is linked. One tap and you’re watching what happened.

The Homework

Practice scenarios, drills, on-camera exercises, before-and-after learning assessments, and more.

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Now Live

Ready for the self-paced course?

The online self-paced learning course that was the foundation for the book includes more than 30 hours of content, dozens of original learning videos, interactive exercises and more.

Every module: Learn → Do → Apply
Built on the same real stories — and footage — as the book
One year of access from the day you start

The course is open now. Start today, work through it at your own pace, and keep a full year of access from the day you begin.

Start the Course

Before it goes viral,get the message right.