Sometimes, education leaders are so intent on getting their message out that they neglect the other side of the equation--listening. In this article, Jean Johnson of Public Agenda describes the conditions that make "messaging" a perilous undertaking today. "These are skeptical times," she explains, in which Americans are "supremely dubious about glib leadership pronouncements, jazzy websites, and polished brochures." The public no longer unquestioningly accepts the views of experts those in authority. Unfortunately, when education leaders attempt to listen to the public, they often use poorly designed surveys or pro forma "public hearings" that end up inflaming already-tense community disagreements. Johnson advocates "putting the public back into public communications" by shifting from debate to dialogue. School leaders need to establish ongoing lines of open communication and trust long before a crisis arises; listen to understand, not to persuade; and let the public in on how complicated decisions can be. She offers resources on promoting dialogue developed by Public Agenda and National Issues Forums.