In addition, urge your key communicators to keep their ears open for inaccurate information and to report it to you. Once you know what's out there, you can share the accurate information through your normal communication channels. One educator I know publishes a newsletter for his key communicators. It contains a section that lists rumors and the corresponding facts. That way, all key communicators have accurate information to share.
Public relations is an ongoing effort that can have either a positive or a negative effect.
Make sure what you and your staff members are doing is positive PR that will help you build community support for your school.