Cincinnati Public Schools on Jan. 22 outlined a communications plan to support its district performance redesign, including new website tools and a change in language from “lottery” to “enroll” and “select.”

Regina Russo, CEO of RightNow Communications, told the board the district is executing three cycles of messaging — priority, secondary and launch — to clarify pathways and reduce confusion for staff, families and community partners. “We are removing the word lottery and we are now using the word enroll. We’re now using select,” Russo said.

Russo said the district created a dedicated webpage so families can click an Enroll/Select button to reach a matrix showing each school’s pathway and a frequently asked questions document. She said the district plans brief videos and targeted materials for customer care and community partners to reduce contact‑center strain and make enrollment steps easier to follow.

Board members asked about accessibility and in‑person outreach. Board member Weinberg asked if the district would produce videos; Russo said, “We are going to create a mini video where we’re actually going to talk to people. It’ll be on social media and it’ll be on our website.” Board member Matt pressed for in‑person opportunities; Russo and Superintendent Murphy said engagement will be “lane by lane” — a mix of virtual and face‑to‑face events tailored to stakeholder needs, with a community engagement calendar and planned rollouts for community councils and partnership events.

Board members also discussed messaging for students most affected by school changes and suggested targeted, empathic communications for families whose children will move schools for one or two years.

District leaders said talking points will be provided to board members to serve as “frontline ambassadors” in the community and that the communications work will aim to build trust by answering logistical questions first and then addressing emotional concerns during the launch phase.

Less critical details: the district will provide a broad engagement calendar, hold partnership rollouts and meet with community council presidents; customer care will receive talking points to help parents with registration and selection.