The single most important outreach tool for school reopening – SmartBrief

The single most important outreach tool for school reopening – SmartBrief

Our teachers are going on strike. The only sport that students can participate in is swimming. Parents will have to lead instruction on Tuesdays and Thursdays. 

My goodness. The rumor mill has been churning, and it is only picking up speed. Much like the coronavirus pandemic at large, the ever-evolving nature of school reopening leads to speculation, anxiety and assumptions.

For school district leaders, clear communication and community outreach has never been more critical. And yet, most school districts are missing one key ingredient — a single element that would make their public relations efforts effective and increase trust and stability among constituents.

Consistency.

Humans are creatures of habit. We like what’s predictable and familiar. And in the middle of a global crisis when nothing feels easy or normal, we like it even more. In fact, a study by McKinsey & Company found that a consistent customer experience across the entire customer journey increases customer satisfaction, builds trust and boosts loyalty.

So what does a focus on consistency look like for school districts right now? Well, first it means creating a set of set talking points and sticking to them. Repetition is your friend, because as the old marketing adage “rule of seven” tells us, it takes people hearing something seven times  to finally remember it. Just when you are sick of sharing the details of your district’s reopening plans is right when your community is finally starting to hear it.

Next, it means tackling internal communications.
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