People have known principals who are intellectual giants on issues of instruction and who have a great love of children but who stumble in leadership roles because they either do not or cannot communicate what they know. Good communication skills are among the most important tools a leader carries in his or her toolbox. Not only does good communication help a leader get things done, but now the research clearly links good communication with student success. Effective communication builds relationships, and one knows that when the relationships between schools and parents are strong--when parents are involved in the school--children succeed. It is the school leader who creates an environment in which relationships can grow. Thus, building success depends on school leaders' deliberate attention to continually strengthening their communication tools and those of their staff members as well. In this article, the authors discuss how to use traditional and new media to build trust with parents and help community members, leveraging it to help students succeed.