When was the last time you audited your communications flow? Or how about the last time you took a hard look at the copy in the search campaign letters you office sends to suspects each year? If it’s been a minute, this episode is for you. On the show this week, Zach sits down with Jeremy Tiers from Tudor Collegiate Strategies to discuss why words really matter and to share ideas for how schools can develop more personalized, empathetic, and engaging communications experiences — especially in the era of COVID-19.