NEW ORLEANS — From misinterpreted data to claims that schools are equipped with litter boxes to accommodate students who identify as cats, there’s no shortage of false information for district administrators to contend with. And navigating when and how to respond can be a minefield unto itself.
Misinformation damages relationships all around, Barbara Hunter, executive director of the National School Public Relations Association, told a packed session Wednesday at the National Conference on Education hosted by AASA, The School Superintendents Association. That erosion of trust can impact communication between parents and teachers, students and teachers, or parents and administrators, she said.
“And, of course, it increases workloads because a lot of our time now is spent running down false information and trying to correct it, trying to manage it, and trying to get our messages out to counter that false information,” Hunter said.
In an NSPRA survey conducted in January 2024, 96% of respondents said the spread of false information is an issue for school districts today. Furthermore, 78% said their school system had experienced a challenge caused by false information being circulated in their community within the previous year.
To top it all off, 41% of respondents said the false information was spread deliberately, and 89% knew which groups or individuals were behind the intentional spread of misinformation.
With 66% of school district leaders reporting that they or others on their teams spend one to four hours responding to false information each week, what can superintendents and school communications professionals do to mitigate the impact? Here are three strategies superintendents and their communication teams can use as they address this challenge.
Create talking points and stay on message
School district leaders must get in front of the community and be seen as a trusted source of information, said Cathy Kedjidjian, director of communications for North Cook Intermediate Service Center in Des Plaines, Illinois, and a past president of NSPRA.
There are several steps the AASA panelists advised for accomplishing this:
- Conduct trust and confidence surveys. These can help you determine what percentage of parents consider the district a trusted source of information — and the extent to which groups or individuals spreading false information in the community are seen as credible.
When writing the survey, “make sure you just don’t say, ‘Where do you get your news about the district?’ Because that could be a variety of sources,” said Hunter. “The key question is, ‘Where do you trust to get information about the district?’”
- Assemble advisory groups. It’s essential to have regular face-to-face time with core stakeholder groups, said Melissa McConnell, manager of professional development and member engagement for NSPRA.
McConnell suggested meeting quarterly with a variety of advisory groups, including one for middle and high school students, another with parents and business leaders, and a third one made up of staff. Participants on the staff group might include those who are unhappy, so their concerns can be heard and information can be shared directly with them.
- Arrange 1:1 meetings with those spreading rumors. “When it comes down to it, do those 1:1 meetings. Pick up the phone and call that person who heads up maybe that mommy blogger group or manages the Facebook group you can’t get away from,” said McConnell. “Invite them in for a conversation. A lot of times, they’re keyboard warriors and don’t really want to have that face-to-face.”
She suggests, for example, taking them on a tour with the school principal if they’re spreading false information about a middle school’s lunches. “That can really help dispel a lot of rumors.”
Don’t, however, join those groups or respond directly in them, advised Kedjidjian. “That is not good for your health.”
Engage in clear and effective communication
The more you can keep language simple and avoid acronyms, the better off you’ll be, said McConnell. “You’ll be speaking in a language that more people can understand.”
She also advises running any acronyms or catchphrases through Urban Dictionary so you’re not accidentally using something with a suggestive or vulgar slang meaning. “A lot of times, those abbreviations are words that you would not want to use, because you’ll get blasted at every which way and made fun of,” said McConnell.
Misinformation really is becoming a crisis. It’s becoming a crisis of trust. It can impact the safety of students.

Cathy Kedjidjian
Director of communications at North Cook Intermediate Service Center in Des Plaines, Illinois
Creating a “Rumor Has It” webpage as a one-stop source for accurate information on an issue is also effective, she said. Lakota Local Schools in Ohio did this to counter a broad range of misinformation, as did Minnesota’s Independent School District 728 to address rumors around a referendum.
And it’s essential to make sure key communicators among parents and other community members have those “Rumor Has It” links so they’ll share them in Facebook groups and other outlets, said Kedjidjian.
Kedjidjian also recommended communicating at an 8th grade reading level or below to simplify messaging.
Looping in key community partners when necessary — such as the local police department as a co-author on a letter addressing safety rumors — can also help curb false information, she said.
Develop a crisis plan
“Misinformation really is becoming a crisis. It’s becoming a crisis of trust. It can impact the safety of students,” said Kedjidjian.
To map out response strategies, district and building leaders should conduct “tabletop scenarios” where they walk through how communications unfold. For example, they might review what to do in a swatting event, where police or emergency personnel are sent to a location via a false report, or if a parent claims the school library contains pornographic material.
If it’s likely to become a discussion at dinner or on the car ride home, administrators need to make sure they fully communicate what happened, said McConnell. “That might be something we would do as a practice scenario: ‘OK, we’ve had something happen. You know the kids are maybe not going to share the full story. We would want to make sure we get ahead of it.’”
No strategy is going to be perfect, though. “You’re going to make mistakes,” said Kedjidjian. “You may be the source of misinformation at one time or another.”
Trust, she added, is often built more on how a mistake is handled than by always being right.
When these mistakes do happen, the AASA panelists suggested that school comms leaders can follow a four-step approach:
- Regret: Express sorrow for what happened.
- Repay: If anyone is harmed, it must be addressed.
- Reform: Commit to fixing what went wrong.
- Responsibility: Create accountability to do better next time.
And above all, Hunter said, be cautious about using ChatGPT in crafting crisis statements, because artificial intelligence-generated messages can indeed feel “artificial and not in your voice.” And, she noted, there have been instances where “This was created by ChatGPT” has accidentally been left on the bottom of messages.