Like classrooms, online communities can be structured to make thinking conscious, deliberate, clear and focused on needed outcomes. However, to get there, virtual communities require intentional dialogue leadership. For that, communications specialists must study the ways to organize and arrange interaction patterns, so they may outline a productive structuring of their time and energy. While participatory media is sought out to modestly inform audiences, it must not be confused with broadcast media—it’s social. In the attached report, I explain important online behaviors for school public relations, those that help enable community thinking.