In the cycle of a student's college life, student affairs professionals have opportunities to engage parents and families. On these occasions, parents are searching for information about the institution and the experiences of their children. It is important that student affairs professionals be ready to provide this information and respond in a helpful and coherent manner. However, many times there are important questions the parents don't ask--perhaps don't even know to ask. Student affairs professionals should anticipate these unasked questions and respond as if the parents are asking. These interactions with parents--particularly the parents of new students--should be handled as open invitations to deliver messages critical to student success. In this article, the author discusses the importance of using purposeful messages to educate and reassure parents about the nature of student experience.