During times of significant change, it is important to make sure that a high level of communication in a variety of formats is provided to all stakeholders. Different audiences have different questions and may require different modes of communication to understand what is happening and their role in the change. Here are a few tips and ideas for providing various types of communication during transition.
Different Audiences – Every situation has different audiences that need to be kept informed. Yet there are also so many audiences that care about and have a specific investment within a school community. Make sure you are considering all audiences, such as parents, students, teachers, support staff, administrators, elected officials, taxpayers, booster groups, local businesses, alumni, etc. and how any situation might impact each one.
Different Modes of Communication – Today there are more communication tools then ever available. This also means that our modes of communication must be diverse. Don’t rely on only one form of communication to get your consistent message across to each audience you need to reach. Use the same or similar information, but get it out in different formats including newsletters, social media, traditional media, email and yes even print publications.
Frequently Asked Questions – One of the greatest things to have in a time of change is a simple FAQ document. Putting this information together on your website and then sharing the link out in all communication forms can really help to build a foundation of information always being available directly from the ones making the decisions. It also allows people to know that you have thought through different areas of the issue and have already considered solutions to basic challenges. A well crafted FAQ document shares your top talking points for building a consistent message across all platforms and can be updated as necessary.
Videos – Video interaction is incredibly powerful in engaging and connecting with others. Whenever possible be sure to include brief videos in your updates and change strategies.
Events – Public events are a bit challenging these days, but that doesn’t mean you have to stop events all together. Many events are able to move to an online environment. As the weather continues to improve consider hosting smaller events outside while still maintaining social distancing requirements. The point is nothing can take the place of a face-to-face conversation so finding a way to keep the spirit of that opportunity alive even during difficult times is important.
Too Much is Always Better – Not everyone is going to agree with whatever the change that is happening. But everyone deserves to know what is happening and how it impacts them. The worst thing is not that they don’t agree, it’s when they don’t know and lose trust. So especially during times of change, it’s always better to over rather than under communicate.