This article focuses on the "art" of communication. When parents are in a hurry, they don't read—they scan. Using the "What, Who, Where" rule ensures your message gets across in the few seconds of attention they give their screen.

The "What, Who, Where" Rule for Effective Headlines

A great alert headline is like a street sign: it should be impossible to misunderstand, even at a glance. To achieve this, every alert you write should answer three simple questions immediately.

1. WHAT is happening?

Skip the pleasantries and the "fluff." Start with the most important piece of news.

• Avoid: "Important information regarding the upcoming weather forecast for our district."

• Better: "School Closed Today."

• Better: "2-Hour Delayed Start."

2. WHO does it affect?

Parents often have children in multiple schools. If an alert only applies to a specific group, put that at the front so other parents don't panic unnecessarily.

• Avoid: "Bus 12 is delayed for the students who ride it."

• Better: "Bus 12 Only: 20-Min Delay."

• Better: "Elementary Sites: Early Dismissal."

3. WHERE do I go next?

An alert is a "nudge," not a full report. Use the alert to point them toward the "source of truth."

• Tip: If you have a detailed News post or a Transportation status update, mention it!

• Example: "Check the Transportation Page for Route 5 details."

• Example: "See your email for the full rescheduling plan."

Headline Makeovers: Before & After

See how much clearer an alert becomes when we apply the rule:

💡 Pro-Tip: Use Brackets for Clarity

If you find yourself writing a long sentence, try using brackets at the start of your headline to categorize the news. It helps the eye anchor to the most important word:

• [WEATHER] School Closed Jan 12

• [REMINDER] Graduation Rehearsal at 2 PM

• [URGENT] North Entrance Closed: Use East Door