The study examined K-12 parents' attitudes about their school district's mass notification service. Survey data were collected from 146 parents with at least one child who attended school in the district. During an emergency, most parents surveyed wanted their district to expand its mass notification service from landline phone only to also include e-mail and text-messaging notification. In addition, most parents were open to receive certain nonemergency messages through the service. The article concludes with the theoretical implications of the study for educational administration scholars, as well as practical suggestions for public relations professionals who work in educational environments. (Contains 1 note, 2 tables and 2 figures.)