Change Initiative: Communicating to Key Stakeholders
Know your audience
Just as a teacher conveys a lesson differently to students of varied ranges of abilities and age groups, a communicator of change must tailor the change message to the audience. What are his or her needs? Parents may be attracted to the idea of children gaining additional enrichment experiences that can help their children advance in life and get into college. Teachers might be excited by the possibility of giving additional input in how lessons are taught. The psychology and needs of the stakeholders will impact how the message will be shaped and which aspects will be emphasized.
Use different media
All too often, school districts merely deploy one means of communication when dealing with the public and employees. Merely having a meeting is not enough, as only the most interested and highly invested stakeholders will attend. Nor is sending out a flyer to parents or sending a memo to...
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