As our school families are increasingly composed of Gen-X and millennial parents, administrators are dealing with new, challenging expectations when it comes to communication and customer service. When families are unsatisfied with their experiences, they can profoundly, and rapidly, damage a school’s reputation through personal grievances that go viral. Learn research on generational trends and tools to make your school administrators successful communicators.

Presenter: Daniel Thigpen, director of communications and community engagement, Folsom Cordova Unified School District, Rancho Cordova, Calif.

Host: Trent Allen, APR, senior director, community relations, San Juan Unified School District, Carmichael, Calif. and NSPRA Southwest Region vice president