What is the foundation of a successful audit? Trust.

There is a strong connection between empathetic communication and a successful communication audit. The connective tissue is trust. A good communications audit leaves no stone unturned in determining the effectiveness of your organization’s communications. In addition to reviewing online and print materials, the audit digs deeper to unearth how all messages are transmitted and received.

‍

Your role in a successful audit

As a key communicator in your district, the school superintendent or other school administrator is an integral part of the communication channel. Your leadership can make or break effective communications at every level within your organization and throughout the public. And you won’t get the full picture of your district’s communications unless you establish a trusting relationship where people feel safe disclosing their opinions and feelings.

‍

Paradoxically, establishing a trusting culture in your district is both simple and challenging. It requires common empathy, but it also requires systemic focus on cultivating relationships. And it starts with you.

‍

Be what you want to see

As a district leader, it’s up to you to model the behavior you want to see in your staff and community. It’s about saying what you’re going to do and doing what you say. Your communications should be clear, concise, and consistent. This laser-focused and consistent approach fosters trust that what you say today is what you’ll say—and do—tomorrow.

‍

A cultural connection

Your communications audit will reflect the culture you’ve cultivated in your organization. If you provide good, productive feedback to others, you’re more likely to receive it in return. If there’s a lapse in trust by parents, staff, or your community, you’re less likely to receive frank, honest, and constructive feedback. Approaching your audit with a sense of curiosity, rather than defensiveness or judgment, can foster a deeper dialogue with the recipients of your communications.

‍

The result of this open-minded approach is a comprehensive understanding of what’s working and what isn’t hitting the mark in your organization. This level of understanding will help you hone your messaging for everything from the mundane to the complexities of financial communications and even getting the word out about a referendum.

‍

You don’t need to go it alone

While you can conduct a communications audit on your own, your results will likely be more comprehensive and balanced if conducted by an objective third party, like DehlerPR. “It’s not easy to see every opportunity and challenge when you’re in the middle of it,” states Jeff Dehler, president of DehlerPR. “Finding a partner can help bolster trust because it shows you take your public’s perspectives seriously.” In the end, Dehler says, “Community trust in your school district is cultivated in a culture of communications which starts with the leadership at the top of the organization.”

‍

‍

‍

This series on strategic communications in schools is provided as a service from Resource Training & Solutions to provide additional resources to busy school leaders.

‍

The author is Jayne Helgevold, an Account Manager at DehlerPR.