Public relations professionals know that effective communication helps build trust between an organization and its stakeholders. Time is invested and spent conducting research, strategizing, creating communications plans and materials, and measuring success. In many ways, school administrators should feel empowered to carry the communications torch as well, into schools and communities where front-line employees have the power to influence the reputation of schools, staff and students. Every school leader should be aware of the tools they can use to help them and their staff become ambassadors for their schools and school districts.
Every time school leaders communicate, they shape public opinion about themselves, their role, their school, their school board and public/private education. This is a huge responsibility and one that needs to be considered, especially in the school administrator role.
Be collaborative
Sometimes communications is more about listening than responding or sharing. Collaboration is about more than just working well with others; it’s about genuinely listening, caring and responding to the needs of the individuals we work with and for. Sounds a lot like empathic listening: listening and responding with both the heart and mind to understand the speaker’s words, intent and feelings. In education, our work is both hard work AND heart work.
Being an empathic listener can be challenging because usually we want to give advice and solve problems quickly. It takes practice to learn to listen with the intention of understanding rather than with the intention of responding. But, if we have a genuine interest in the perspective of others, we can achieve more success through empathy and collaboration.
To develop truly collaborate relationships with staff, parents and students, school administrators should:
- Be visible.
- Practice active listening – encourage, clarify, restate, reflect, summarize and validate what is shared (Source: OPC Resource Alternative Dispute Resolution).
- Be available.
- Be responsive, but avoid knee-jerk negative responses.
- Take ownership and assign ownership.
- Value all voices.
- Be genuine.
- Don’t take yourself too seriously.
- Never underestimate the importance of open and transparent communication.
Working with staff
Before you look to build external relationships with your school community, ensure you have positive working relationships with your staff. Your internal audience should never be neglected and should hear about school news from you first. This helps to build trust and goes a long way to building collaborative teams within the school that are focused on supporting student success.
Always provide complete, accurate information to staff in a timely manner. Seek input from them and ensure staff feel like they’re able to come to you with their concerns, issues and ideas. As you develop any public relations initiative at your school, make sure staff have the opportunity to provide input and are able to help shape the plan.
Two-way communication is always appreciated in a school leader, especially when communication is shared with all staff. Often, school administrators communicate most frequently with teaching staff. Consider including the following members of your school community in your communications outreach, as applicable:
- board staff
- bus driver(s)
- computer/technology technicians
- centrally-assigned itinerant staff
- crossing guard
- custodial staff
- early childhood educators
- early years staff
- food service personnel
- library technicians
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- lunchroom supervisors
- occasional teachers
- office administrative team
- on-site child care staff
- school board Communications department staff
- settlement workers
- student teachers
- teaching assistants and
- trustee(s).
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Working with families
When building a school communications plan, you should always seek input from parents. By including them, they will feel that you have their children’s best interests at heart, because you do. To gather this input, you may choose to use:
- informal discussion
- brief, online surveys – anonymous responses are recommended (higher response rates)
- suggestion box placed in high-traffic areas or using the school’s social media tools
- return tear-off forms/letters
- consultation at parent nights and
- consultation with School Council.
Working with students
Students need to feel valued and respected; they need to feel that they have a voice and that their opinions matter. Don’t leave them out of important decisions. Consult with them and empower student leaders to be your advocate amongst their peers. In honouring their voice, and really listening, you will build a collaborative school environment where communication will thrive.
Working with diverse communities
Collaboration requires the suspension of judgment and the celebration of differences. For most of us, cultural understanding is superficial, often based on what foods and celebrations are traditional. We need to go deeper and aim for cultural competency.
Here are a few ways that school leaders can familiarize themselves with the cultures in their schools:
- Develop a basic understanding of the cultural groups at your school.
- Don’t be afraid to probe for understanding. This demonstrates a genuine commitment, on your part, to working together in a way that feels safe, caring and welcoming.
- Recognize that, in addition to gaining information from direct questioning, you can learn a great deal from observation, e.g. what languages are being spoken by parents who come into the school?
- Do not make assumptions and avoid stereotyping.
- Introduce yourself to and work with local community and faith leaders. Don’t wait for them to come to you, go to them.
- Always listen to, empathize with and be understanding of families.
- Learn about your school community before you arrive. Developing relationships in this way demonstrates and openness and willingness to work together before you’ve even started in the role.
Some school boards have community relations staff who may be able to support you in developing meaningful relationships with diverse members of your school community. Seek support and resources from them with the goal of making sure everyone feels respected and included in the school environment.