Podcast Summary: Managing the Message: Communicating Through School Crises
Podcast Information:
- Title: School Business Insider
- Host: John Brucato
- Guest: Melissa Bram, Associate Director of the National School Public Relations Association (NSPRA)
- Episode Title: Managing the Message: Communicating Through School Crises
- Release Date: December 10, 2024
Introduction to Effective Communication in School Leadership
In this episode of School Business Insider, host John Brucato delves into the crucial role of effective communication within school districts, especially during crises. Joining him is Melissa Bram, the Associate Director of the National School Public Relations Association (NSPRA), who brings over a decade of experience in school communications. The discussion centers around developing robust communication strategies, handling crises of varying scales, financial challenges, and building trust with the community.
Guest Background and Role at NSPRA
Melissa Bram shares her extensive background in school district communications, highlighting her passion for making financial data relatable. As the Associate Director at NSPRA, she oversees research services, collaborates with chapters, and manages programming for annual conferences. Melissa emphasizes the intersection of numbers and communication, stating:
"A lot of people who go into communications do not consider themselves numbers people...I love trying to build that relationship and get those people together because it's an important relationship."
— Melissa Bram [01:36]
The Vital Importance of Communication in School Districts
Melissa underscores that effective communication is foundational in building relationships and fostering understanding within school communities. It bridges the gap between managing finances and addressing the core concern of the community: their children.
"Communications, really, when it's done well, it builds relationships, it brings people together, or if they don't come together, they at least understand each other."
— Melissa Bram [03:11]
She elaborates on NSPRA's role in providing professional development through webinars, online communities, resources, and awards, ensuring communicators stay abreast of the latest practices and feel supported.
Professional Development for Communications Specialists
Discussing professional development (PD), Melissa explains that PD for communications specialists varies based on career stages. Early-career professionals focus on tactical skills like social media engagement and video storytelling, while mid-career individuals engage in strategic thinking and managing teams.
"If I'm trying to increase engagement on my Instagram or my Facebook pages...we provide mini labs where it's very technical."
— Melissa Bram [05:23]
Integrating Artificial Intelligence in Communication Strategies
John raises the topic of Artificial Intelligence (AI) in communications, to which Melissa responds affirmatively. NSPRA has been proactive in integrating AI into their strategies, moving from overcoming initial fears to leveraging AI for efficiency.
"We are inviting content... how do we use it to increase efficiency in our teams... it's letting me accomplish more work with the time that I have."
— Melissa Bram [07:36]
She anticipates further exploration of AI policies and custom systems at upcoming seminars, emphasizing AI's potential to enhance productivity.
Collaboration Between ASBO and NSPRA
Melissa recounts the collaborative efforts between ASBO and NSPRA over the past three years, including joint webinars, conference booths, and sessions focused on communication best practices. She highlights the mutual benefits of sharing resources and expertise to strengthen communication within school districts.
"We had a working together webinar where we had communication professionals and SBOs in their district talking about that relationship."
— Melissa Bram [09:26]
Key Components of Effective Communication
Melissa outlines several pillars of effective communication:
-
Two-Way Communication: Engaging in both information sharing and active listening.
"When we think about two way, we're both sharing information and we're also listening."
— Melissa Bram [11:23] -
Research-Driven Strategies: Understanding the communication needs and preferences of the audience through surveys, focus groups, and communication audits.
"Research into the communication needs, barriers and priorities of our audiences and use that to refine our practices."
— Melissa Bram [11:23] -
Transparency: Building trust by sharing important information and showing the human side of the administration.
"Transparency, a commitment to transparency is really important to effective communication."
— Melissa Bram [11:23]
Navigating Two-Way Communication and Managing Bandwidth
John inquires about the challenges of maintaining two-way communication without overwhelming staff. Melissa advises setting realistic expectations and utilizing technology like chatbots to handle common queries.
"Modify your desire for it with your ability to react to it... you can set standards to let people know they can expect a response within 48 hours."
— Melissa Bram [15:54]
She emphasizes the importance of demonstrating responsiveness to build and maintain trust.
The Role of Social Media in Modern School Communications
Melissa discusses the fragmented nature of audiences across various social media platforms and the necessity for school districts to adopt a diversified communication approach. She advises focusing on where the community is most active and tailoring the district’s online personality accordingly.
"Social media is where people talk, they engage, they have conversations."
— Melissa Bram [20:19]
She highlights the challenge of algorithm changes and stresses the importance of purposeful content tailored to each platform's unique audience.
Crisis Communication Strategies
Addressing crisis communication, Melissa outlines the importance of having a comprehensive plan that includes clear roles, pre-prepared statements, and designated communication channels like email and text messages over social media for urgent situations.
"Be the first and best source of information about your own organization."
— Melissa Bram [29:01]
She shares a case study where a school dealt effectively with an incident involving students releasing mice, emphasizing the focus on local community engagement and transparent communication.
Protecting Student Mental Welfare
Melissa touches on the challenges of protecting students' mental well-being in the digital age, advocating for advocacy with legislators and platforms to create safer online environments for students.
"It's a real challenge and not one that's been solved yet, unfortunately."
— Melissa Bram [41:01]
Communicating Financial Challenges
When discussing financial issues, Melissa advises districts to communicate transparently and consistently throughout the year to build trust. She recommends using storytelling to make financial data relatable and reduce fear.
"Familiarity breeds trust... share financial Information in brief snippets throughout the year."
— Melissa Bram [42:56]
She emphasizes translating complex financial terms into layperson language and connecting numbers to individual stories to foster emotional engagement.
Building and Rebuilding Trust with the Community
Melissa outlines strategies for building trust, including in-person community engagement, active listening, and personalized communication. For districts needing to rebuild trust after missteps, she advises acknowledging mistakes, explaining them transparently, and committing to future improvements.
"Acknowledge the seriousness of what happened... explain what happened... promise, what are we going to do better in the future."
— Melissa Bram [48:56]
She highlights the importance of empathy and ownership in repairing damaged relationships.
Managing Overcommunication and Personalization
To prevent overwhelming the community with information, Melissa suggests leveraging personalized communication tools that allow recipients to choose their preferred content and communication channels.
"Find ways to make this more personalized... give our recipients choice about what they receive and when they receive it."
— Melissa Bram [57:05]
This approach ensures that communication remains effective without causing fatigue among the audience.
Engaging a Disengaged Community
When addressing a community that feels excluded or uninterested in attending board meetings, Melissa recommends reframing the communication to highlight topics that resonate personally with community members.
"If you could reframe that... what does a person care about... make the information directly relatable."
— Melissa Bram [58:30]
She advises focusing on how decisions impact individual families and students to spark interest and participation.
Conclusion and Key Takeaways
The episode concludes with John appreciating Melissa's insights on effective communication strategies within school districts. The conversation underscores the importance of proactive, transparent, and personalized communication in building and maintaining trust, especially during crises and financial challenges.
Notable Quotes:
- "Communications, really, when it's done well, it builds relationships..." — Melissa Bram [03:11]
- "Transparency, a commitment to transparency is really important..." — Melissa Bram [11:23]
- "Familiarity breeds trust... share financial Information in brief snippets throughout the year." — Melissa Bram [42:56]
This episode is a must-listen for school business professionals seeking to enhance their communication strategies, navigate crises effectively, and build enduring trust with their communities.