This Backgrounder Brief is an executive summary of "Telling the Technology Story: PR Strategies for School Leaders," a component of the Consortium for School Networking (CoSN) Essential Leadership Skills Series. Public relations is a critical component of a district's successful technology implementation--and it involves communicating on an ongoing basis with the range of stakeholders inside and outside the district. The idea that successful public relations is a two-way communication process is particularly important. School technology leaders need to be sharing information regarding programs in place and describing current and future needs. But more importantly, they need to work to forge communication relationships with the range of stakeholders to ensure these stakeholders have information helpful to better understand technology programs, their objectives, their results and any current or future requirements. This document offers suggestions on how to communicate successfully.