Unlike mathematical computations where there are definite answers, successful communications in public education is not an exact science. There are, however, public opinion research tools and communication strategies that can help you succeed. At its core, all efforts in advocacy are essentially about strategic communications. Whether your target is one individual or one million people, if you are trying to persuade, then you need to understand message and strategic communications. The principles are the same regardless of the scale of the effort. Superintendents are the leaders of the school system. Like any leader, you have put a great deal of thought and planning into your vision for the public schools under your watch. An equal amount of thought and planning should be put into communicating that plan. The greatest plans in the world do no good if they are sitting in a desk drawer. Without a strategic communications plan to advocate your vision for public schools, your plans are effectively sitting in a desk drawer. In this article, the authors describe how superintendents can develop their strategic communications plan.