The latest issue in the coronavirus saga for schools to deal with includes budget cuts in the form of state funding. Regardless of how much is being cut, this is a critical time to communicate with your constituents.
Taxpayers need to understand what these cuts mean for their investment. Staff members need to know exactly how the situation may impact their bottom line and families need to know how the cuts may impact the type of education that is being provided. Here are a few tips to help you build your positive brand and trust with stakeholders during these difficult conversations.
First, schools must be transparent. You are not going to have all the answers, and that’s okay to say. But you must be willing to step up and talk to everyone involved. Rumors and silence will only increase anxiety. By acknowledging the circumstances and sharing what you do and do not know, you will help your team and taxpayers to feel better about the issues and build confidence in your ability to manage the situation.
Second, don’t assume anything. In general, staff members and community residents don’t understand how school funding works. Don’t assume that they know the different forms of income or how expenditures differ in service industries compared to product driven industries. They don’t realize the complexity of school funding formulas. So make sure you provide the background information and enough details that your audience can fully comprehend what you are talking about.
Third, keep it simple. School funding and budget cuts are comprehensive topics. While you must provide the details people need to be transparent, you also have to make the information simple. When possible, relate the situation to everyday financial conversations that may be taking place in their own home. For example, many of your residents may have lost income due to the economic situation across the country. So they may choose to cut back on a family vacation or spend less on takeout food to help offset the reduction in income. The same is true for schools. You must bring your budget back inline and that includes a variety of reductions that still have an impact on the type of education and services you provide.
Fourth, process matters. It is important to make sure that you keep everyone informed and allow the opportunity for questions. Whenever possible, make sure your staff receives information first. This way when community members have questions, staff can support your messaging with facts. Once staff have the announcement, move on to parents/students, then the general public and media. This order helps to make sure key groups receive the information and that school leaders are the ones that frame the situation for each audience.
Finally, be available. Once you’ve spoken about the cuts that are being made, it is important that you keep your lines of communication open. Continue to provide regular updates; post a series of frequently asked questions on your website; monitor your social media channels, email and phone message accounts; and, when possible provide video updates so people can see the emotion and empathy that goes along with these difficult decisions.
Budget cuts are always challenging, but when schools are transparent, open and honest with their stakeholders it can help to make a difficult situation a little easier.