With the dawn of the Information Age, schools, along with other organizations, must take note of the varied ways individuals and groups in society are communicating. Today, with the many forms of communication, most information is made public in real time. In a qualitative national study in the United States, respondents identified positive and negative aspects stemming from comments in virtual communities that impact school district public relations. School superintendents indicated a clear need for schools to become cognizant of and involved in virtual communities. While acknowledging the need and some supportive ideas, the respondents identified the barriers to involvement as time and personnel. The authors have proposed a systematic process, as a result of study data that will allow school leaders to take a proactive approach to public relations in virtual communities.