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The article reports on the emergence of the value of branding at Community Consolidated School District 181 in Illinois as of November 2014. Topics discussed include the district's review of its communications history and of survey data to understand the community's perception of its strengths and unique traits, its research of branding and its role, and the process in shaping its brand. Also mentioned is the crucial step of creating the budget for the exercise.

The article discusses the important role played by a school public relations professional in the smooth operation of a school district. It cites the functions of a school public relations (PR) professional/department as contained in the U.S.-based National School Public Relations Association (NSPRA), including media relations, imaging and marketing, and information station. It offers suggestions on how can small or cash-strapped district can have a PR professional, including sharing with another district or hiring a part time PR staff.

The article focuses on the wellness policy in Orland School District 135 and how public relations help in implementing the policy. Lessons that public relations put into practice in District 135 include listening before taking action, making preventive measures and making change possible. According to the author, parents reacted differently to this policy but eventually supported it well.