Although many local education agencies understand the value of timely, engaging communication with key stakeholders, few of them know exactly how to make this happen. This presentation shares step-by-step instruction on how to build an effective communication team, dedicate appropriate resources, and develop processes that allow leaders to connect with students, families, certificated and classified employees, board members, and others. We will review common mistakes, such as using Facebook as a de facto website, assigning the Technology Department to manage communication, and allowing schools to create event calendars without districtwide coordination. We will also review tips to ensure success, starting with a communication team that includes people with technical proficiency, deep knowledge of the local cultures and community, and a good sense of how to convey the right information at the right time. We will also focus on how to communicate with hard-to-reach audiences.