In today’s fast-paced, digital world, communication happens in real time, and school leaders must adapt. With parents, students and staff increasingly connected through social media, email and other digital platforms, school leaders are expected to respond rapidly and effectively. Managing communication strategies in this environment requires a thoughtful, structured approach that balances responsiveness with qualitative measures.
Be proactive, not reactive
Stay ahead of the curve. Some issues warrant a reaction, but where we can control the narrative, school leaders should take proactive steps to communicate regularly and transparently. This can be done through:
- Weekly newsletters: Highlight upcoming events, student achievements and relevant updates. This keeps parents and staff informed and reduces the likelihood of surprises.
- Regular social media updates: Use accessible communication systems to share real-time information and positive school stories.
Proactive communication fosters trust and helps prevent misunderstandings. This lays the groundwork for what Barnard called the zone of indifference. That is, the trust that is built can be borrowed from later when it is needed most.
Set clear expectations for response time
Instant feedback demands quick responses, but that doesn’t mean you should feel pressured to react immediately to every message. Doing so may cause you to react too quickly. A response that is better delivered goes a long way. Set clear expectations for response times. I inform my school community that a one-school-day turnaround time is reasonable, barring emergencies. I refer to this as a prompt, if not an immediate response.
For instance, a 24-hour window for email replies allows you to uphold expectations. I once had a parent demand that if he didn’t hear from me within 10 minutes, he was calling the superintendent. I held strong and informed him I would call back as soon as possible, but I was supervising children, and that came first.
Use a reliable method to reach your school community
Parents, staff, and students all have different preferences regarding how they receive information. I have developed a three-pronged approach, which has been foolproof.
- A parent newsletter is best for announcements, changes or important updates. This method allows parents to receive consolidated information in one weekly space. The newsletters can be posted on the school website for future reference.
- Email and text systems: These allow for direct communication with parents and students via text, which is often the most immediate and effective way to reach them.
- School website: Your school’s website should always be up to date. It is the central hub for important information, and links and files are easily accessible here.
Listen and reflect before responding
Since questions and concerns can surge within minutes, it’s easy to feel overwhelmed and rushed to respond. However, listening carefully and reflecting before crafting a response is essential, especially when dealing with sensitive issues.
- Acknowledge the feedback: If you can’t address it immediately, let the person know you’ve received their message and will respond. This will buy you time and demonstrate acknowledgment.
- Consider the context: Not all feedback requires immediate action. For example, a parent’s frustration about a policy change might be an opportunity for a phone call or a face-to-face meeting.
- Stay calm and objective: Some feedback may be emotional in the heat of the moment. It’s critical to remain neutral, thoughtful and composed in your response to de-escalate situations and ensure the conversation remains constructive.
- Reply Only Twice: We can appear defensive, setting up an unproductive ongoing back-and-forth. Reply Only Twice promotes effective communication in schools by addressing online conflicts in a prescriptive manner, redirecting energy toward student-focused solutions. Acknowledging and offering solutions, we discontinue online correspondence if the responder is not seeking resolution but is simply looking to amplify an issue illogically. School leaders can maintain a reasonable and caring message while avoiding counterproductive exchanges.
Empower staff to handle communication
As much as school leaders want to be responsive, it’s illogical to manage all communication. Empower your staff to address specific issues so that the burden doesn’t fall entirely on you.
- Train staff on communication best practices. Ensure they understand how to engage with parents and students professionally and respectfully, both in person and online.
- Delegate responsibility: Assign communication roles, such as a designated staff member to manage the school’s social media accounts or a point person for handling specific inquiries (e.g., attendance issues, curriculum questions).
- Provide a consistent message: Ensure staff are aligned on the school’s key messages so everyone shares the same information and reinforces the same values.
Go analog! When faced with unfair or inaccurate criticism, teachers should remain objective and avoid defensive responses, recognizing that most claims are unfounded. Instead, opt for in-person conversations, which are 93% more effective than email, to resolve issues and clarify concerns. This allows a focus on the core mission of helping children.
By building a team approach to communication, school leaders can maintain a high standard of responsiveness without becoming overwhelmed.
Follow up and follow through
The most critical aspect of communication is follow-up. Once you’ve received feedback and taken action, you must circle back and let people know what has been done. This shows that you take feedback seriously and are committed to continuous improvement.
- Report back on actions: If a parent raises a concern about school safety, for example, follow up with them after steps have been taken to address it.
- Keep the community informed: Leverage your newsletters to share how feedback is incorporated into school improvements.
- Show appreciation for feedback: Encourage open dialogue by thanking stakeholders for their input, even when it’s critical. This fosters a culture of collaboration and shared responsibility.
By closing the loop on communication, we build trust and ensure that feedback doesn’t fall into a void.
In the age of instant feedback, school leaders face the challenge of managing communication with speed, transparency and care. School leaders foster a positive, responsive environment that builds trust and supports the school community by being proactive, using multiple communication channels and listening before responding. With the right strategies, managing communication effectively becomes less about reacting and more about leading with intention.
Opinions expressed by SmartBrief contributors are their own.
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