Word of mouth is often the primary way families learn about our schools. It is one of the most effective forms of marketing and can impact retention and admission efforts. Throughout the admissions season, we carefully cultivate relationships with families, hoping this will yield an application and enrollment at the end of the process. While we rejoice at being able to say “yes,” the hardest decision to share is the one of regret. Crafting a respectful and empathetic message when saying “no” to an applicant can have a significant impact on your school’s reputation and the way the broader community perceives it. In this session, we will explore how effective, compassionate communication can impact your school’s brand and discuss best practices and strategies for handling these sensitive conversations.