COVID-19 might be leading school districts to communicate with parents and staff more than ever before. Mitigation plans. Differing opinions. Heated topics. Staying one step ahead is difficult.
Here are seven tips to consider for communicating in this complex environment:
- Messaging points in emails to families and staff should include more than facts. The emails should convey empathy, express a commitment to transparency and acknowledge challenges and complexities. Also, don’t simply share school district decisions. Clearly explain the rationale behind those decisions.
- School districts might draft several letters to prepare for various scenarios. Share these drafts as securely as possible. Anything employees put in writing could potentially leak to the news media.
- Send messages with new information to families and staff as quickly as possible.
- Point out the district will be sharing additional information soon. Explain how parents and staff can provide feedback and ask follow-up questions. Direct people to FAQs. Schedule a virtual meeting with employees, providing them an opportunity to air their concerns. Communicate as often as possible with staff. Some teachers are providing anonymous comments to the news media, sharing their fears about teaching in schools. Teachers need avenues to express their worries. You want staff to turn to leadership – not the news media – with their concerns. Don’t dismiss staff providing negative feedback as simply agitators. They are less likely to “cause trouble” if they feel their leadership is genuinely listening to them.
- Decide whether the district should create separate news releases for reporters or if simply sharing letters to parents with media outlets sufficiently relays information. The two types of documents often include the same information. Districts don’t need to regularly blast off separate news releases. On the flip side, having some prepared news releases could come in handy.
- COVID-19-related work is overwhelming school districts and forcing them to constantly extinguish fires. Student and staff safety should be the top priority. However, don’t ignore news media requests particularly if reporters are sharing misinformation.
- If a reporter asks questions you don’t have an immediate answer for, explain you don’t have the information in front of you. Clarify the question. Reiterate your commitment to sharing accurate information and explain you will ask the correct person on staff about the topic. You will attempt to get back to the reporter before their deadline. Don’t speculate when you don’t know the answer.
Following these steps can help school districts take more control of their narratives and focus on what matters most: ensuring student and staff safety while delivering the best possible education in the midst of a pandemic.
