GEDA 567Effective Communication

Effective Communication in a Transparent World

Educate you about the many communication challenges we face

Create an understanding of the transparency movement and increasing accountability

Outline internal communication tips that will assist you moving forward

Outline external communication tips that will assist you when dealing with the news media

Goals for Presentation

Who do you communicate with

during the course of your work day?

What do you communicate?

Now think about how you receive communication

during the course of your day

Communication Overload!

Greater accountability

Transparency movement

Media hype

Changing public perceptions about education

What is changing in education?

Demand for improved test scores

Leaner budgets

Doing more with less

Greater Accountability

Allowing the public to have complete access inside your school/district

Opening yourselves up to the scrutiny of the general public/tax payers

What is Transparency in Education?

Media Scrutiny‣ School spending‣ Drop-out rates‣ Test scores‣ Weapons found ‣ in school‣ Sexual predators‣ Bomb threats‣ Background checks on staff (teachers, custodians, bus drivers, etc.)‣ School access‣ Teacher contracts/union activity

Changing public perceptions

about education

“We are not in Kansas anymore!”

How do you achieve Effective Communication in a

changing, more complex world?

Info source Transmitter Receiver Destination

Noise Source

Message

Message

How you communicate determines how the message will be delivered

How busy you are determines how the message will be received

Channel

Before you create the message:

‣ What are you trying to achieve?

‣ What are your goals?

‣ What is your communication strategy?

Effective Communication

Who are you communicating with?

‣ How wide is the gap between what you know and what they know?

Effective Communication

What is the best way to deliver the message?

‣ Email‣ Letter‣ Face to face in a meeting‣ Text message

Effective Communication

How do you know if your message is reaching your audience?

How do you know that they are fully understanding what you are communicating?

Effective Communication

Follow-up with your communication

‣ Face-to-face rounding

‣ Ask for a response from the recipient

‣ Surveys

Effective Communication

Communication problems that can lead to a breakdown in the process:

‣ Failing to understand a particular point of view

‣ Delivering information poorly

Verbal‣ Opportunity to ask questions‣ Opportunity to seek clarification‣ Two-way

Written‣ Minimizes any ambiguities‣ Can be saved for future reference

Methods of Communication

To be successful you need a combination of both!

Verbal and Written

‣ Is the information understood by the receiver?

‣ Did you reach the right person?

‣ Did the receiver follow-through if the communication required an action?

Challenges

Verbal Team meetings

Group meetings

One-on-one meetings

Voice mail box – listen only

Written Intranet

Memo

Newsletter

Summary sheets

Communication boards

Communication Methods

Communicate assertively without seeming pushy

Finesse touchy situations with tact and diplomacy

Listen!!!

Persuade others to your way of thinking and gain their cooperation

Be prepared to reach a compromise

Communicate with greater authority and credibility

Helpful Communication Tips

Always maintain composure with difficult people

Speak up confidently if you do not agree

Get to the point in all written communication

Follow-Up, follow-up, follow-up!

Helpful Communication Tips

Students/Parents/Community Leaders

‣ Open lines of communication

‣ Be factual and sincerely concerned

‣ Ease their situation by addressing logistical/other needs

External Audiences

Employees & School Board

‣ To extent incident know, talked about, consider holding meetings to brief employees/associates on status

‣ As statements given to media, share with employees/associates

‣ In a crisis, forward all media calls to designated person

Internal Audiences

Don’t lose sight of public's concern

‣ Credibility is your greatest asset

‣ Guard your reputation

‣ Underscore commitment to doing the right thing in all procedures, policies & practices

The Public’s Concerns?

Fast paced Constant deadlines Quick decisions with limited information Competitive – want to be #1! Hard news will always be first Accuracy matters Becoming more transparent Decisions are made by a small group of

people

Newsroom Culture

Two choices‣ Abdicate story and let critics tell it

‣ Engage media in hope of creating balance and perspective

Don’t assume that truth will triumph without you

Communication Strategy

Be prepared when the media call!