Anyone working in or with school systems understands that creating systems of consistent communication is a tremendous challenge. I recently read an article in The Atlantic about the amazing possibility of plants communicating with each other but was really struck by the author’s assertion that “one key problem is that there is no agreed-upon definition of communication, not even in animals.”
This assertion got my own mind thinking. Do communications require response or is just sending enough? What about intention? What does the sender want and what does the interpretation of the message by the recipient result in?
These are thought-provoking questions for school leaders to ponder as they head back into a new school year with new initiatives; new information systems, processes and edtech tools; new staff or staff in new roles; and a need to convey intentions and expected outcomes while fostering a sense of community and shared purpose.
The good news is that effective communication doesn’t need to be overly complex. Some districts have the luxury of a communication coordinator or have developed communication plans, which can help ensure streamlining and clarity. For the rest of us, it can be as simple as this: Be deliberate in the structure, purpose and engagement of your communication efforts. Here are a few ideas:
Structuring communication
Clarify the “communication path!” What is your communication hierarchy? Consider it from your central office through schools and then down into the classroom. Are the players and roles defined and do all stakeholders understand their role? Do these roles vary based on what is communicated?
If responsibility for communicating about safety procedures, education technology, curriculum and instructional programs and professional development are managed by different people, how do all stakeholders at each level understand these roles and who is in them?
Know your systems! What are the communication systems in place (or needed) in your district? Do all necessary stakeholders have access and the right permissions? Are users aware of available systems and trained in their use? Are different systems used for different types of communication and how is that information shared? Can your community easily find information they might have missed?
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Be predictable! Develop a standard format with a regular cadence that is seen as the authoritative source for information. Messaging might look different coming from a superintendent, principal or service director. By sticking to a standard format and cadence, recipients can rely on the messaging. Additionally, consider using common text features such as boxes for certain messages or using headers such as Important Updates, Time-Sensitive Information, Good to Know, Coming Soon or even TLDR (Too Long Didn’t Read) summaries.
Purpose
Include the why! So often communication is sent without specific information explaining why, or even if, it’s important. For example, when a district acquires a new edtech tool, consider including in your standard-formatted and regularly-sent communication these elements:
- What’s the benefit? This is what you’re getting or This is how this helps you
- Training or professional development being provided
- Expectations of use (a required program, a great multimedia resource that supports all types of learners’ needs, or both)
This clarity helps educators understand the WHY of the communication and the provision of the resource. Many educators have shared with me that they’re overwhelmed with the number of digital tools available to them, they don’t receive training, and they aren’t informed of why something was purchased or how it will help them or make their lives easier. This leads to a very critical element…
Engagement
Know your audience! We are all aware of the challenges facing schools, administrators and educators (and families!) today. Leverage those emotional intelligence skills and consider this in your messaging! When sharing that something new is coming, think about how that information might affect the recipient and try to incorporate important details such as impact on their already full plates, how will you or your team support them, what does this change or keep the same, what is the timeframe?
In other words, if you were getting the information, what questions would you have and then translate that to the role of the recipients.
Personalize! We’re all human and life is short. Consider adding light-hearted humor or whimsy to your messaging. Lighten the tone, the message, and the burden.
Incentivize! If isn’t read, internalized, understood or acted upon… did it even happen? Communication might not always be critical, but it’s usually important, and you can be creative in ensuring the message was received.
Of course, anything with a specifically measurable response—such as a survey or form completion would speak for itself. But consider hiding easter eggs for your readers. In my former role as an administrator of a school district, I would sometimes embed a link to a survey within the body of a message. The survey might consist of two questions: Did you read my message? Would you prefer chocolate or taffy or a nonfood reward?
I delivered rewards to the schools/educators along with silly “certificates.” The word got out that my messages were worth reading. Of course, depending on the size of your system, you’ll need to scale your offerings. Consider raffles, offer coffee talk time or even a school visit… or make it a contest! Challenge educators learning about a new system to log in (trackable), use the tool and share at a meeting or on social media about their experience and the impact of the new system in their classroom.
Of course, none of this happens overnight or in a vacuum. Depending on the size of your school system you might need to form a communication committee or develop a communication protocol. Involving team members from every level of the system will ensure appropriate representation of perspectives. Keep it as simple as possible and celebrate and share the results. You might even start with one area and test a model before applying it to others.
With clear structure and purpose and a focus on engagement, you can improve communication, which is vital but not the only benefit. Improving communication is also a way to build culture in your school community, develop informed stakeholders and support programs of innovation and change with fewer surprises or uninformed parties.
