The document discusses the importance of effective communication in public relations for schools. It states that clear, correct, complete, concise, and compassionate communication can improve parental involvement, student engagement and success, staff morale and productivity, and resource allocation. Additionally, communication builds strong parent-school relationships, generates positive publicity, promotes diversity and inclusion, and increases alumni engagement. The document cautions that miscommunication can lead to inaccuracies and negatively impact the school community through misunderstandings and confusion.