Technological advances have revolutionized the communication patterns and behaviors of district leaders. In this information-based society, the ability of the leader to select the form of communication most appropriate to the context and situation qualifies his or her effectiveness at communication. The findings emerging from this study highlight important considerations for superintendents when employing media to communicate and relay messages to their constituents. Superintendents are compelled to recognize the benefits and continue to utilize technology while developing the competence to understand the context that necessitates moving smoothly between communication styles and mediums. (Contains 1 note.)