Connor Gleason, finalsite.com

School communicators are often faced with pessimistic news and find themselves reacting to unfavorable stories and negative press. All too often the news of the day is focused on student misconduct, union conflicts, budget cuts, bullying incidents, personnel conflicts, or a frustrated stakeholder who voices their concerns to the media or across social media.

These negative stories seem to cling to the local news cycle for far longer than we'd like, affecting your school brand, and stretching the communications resources of every school district, large and small.

And whether it's negative social posts or negative reviews, school communicators need to be prepared to respond to negative comments and bad press while staying strategically focused on a positive storytelling program.

Here are five tips that are essential for handling negative news about your school and developing a successful brand storytelling program.

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