5 Tips for Communicating During COVID-19 Pandemic

As you well know, communicating with your families and other key stakeholders during crisis situations is absolutely essential. Now that we find ourselves smack dab in the middle of such a crisis, you need to ensure you share information out in a timely, consistent manner. So here are some things to think about as we navigate through these uncharted waters:

• Survey your stakeholders: If you have never done so, put together a brief survey asking parents/guardians how they prefer to receive communications from you. Staying abreast of the most up-to-date information is critical right now, and if you are posting regularly on a communication platform that people aren't checking, you are doing yourself and your customer a disservice. First of all, you're wasting your precious time by using a tool nobody is checking. Second, your families aren't getting regular updates with the most current information, putting them at a disadvantage, especially if action on their part is needed.
• Schedule regular updates: Decide how often it is necessary to update your stakeholders, and then inform them when and through which channels they can expect to receive news from you. That way, they can be checking their email, your Facebook page or any other outlets you use to disseminate information. Providing them these expectations will also help remind you to consistently share out news. Just make sure you remain consistent during the crisis and beyond. NOTE: This does NOT mean those standard times are the only times you should send out info. Of course emergencies or breaking news will occur, necessitating an unscheduled message. Regular updates just keep everybody informed as to when they should receive communications from you.
• Assign 1 contact to receive questions: Of course parents may wish to contact their child's principal or a specific teacher for answers to a question, but make sure you publish your or your designee's contact info on your communication channels so people know where they can send any district-level question. From there, you or the designee can assign the question to the appropriate staff member, but this will help lessen the chances of emails, voice messages and the like getting lost in the shuffle. You may also want to start a spreadsheet that lists the person's name, contact info, what the question was, to whom it was assigned and the date when a response was sent so you can keep track. Google Sheets would be perfect for this because multiple people can edit it live, and you don't have to worry about multiple document versions floating around.
• Keep it simple: Fact: everyone is overwhelmed with information about COVID-19 right now. If possible, keep your messages short and direct. People don't have the time or patience right now to read long, confusing messages, and you won't have time to answer all their questions when they reach out needing clarity.
• Don't beat yourself up: The communications you share with families and stakeholders will inevitably be criticized. And just like during any other time, you will not have 100% support. Yes--there will be those who are upset with a decision you've made or information you have provided--we're human, and that will happen. Please don't beat yourself up about it. Your goal with all communications is to show transparency and build trust with your community. That doesn't mean they have to agree with you, but these regular communications will show you are doing the very best you can to keep people informed and keep your staff and students safe. People will always have differing opinions. Accept that, and do your best not to take it personally. Offer to talk one-on-one (virtually, of course) with those who are unhappy about a situation.

Through it all, remember that just as you are anxious and scared, so are your families. It's much more common for people to lash out in stressful times just because things are so uncertain, and none of us can be sure what's coming next. Because of this, it's even more important than ever we be kind to one another and show we are doing our best despite the circumstances. Compassion and empathy are crucial right now. Showing you care and that you have their children's best interest at heart can help relieve some of your families' worries.

Need guidance in any of your communication efforts? Reach out--I'm here to help.