1. WHO is your audience?
While some messages may be intended for the entire school community, most are targeted to a specific subset. Clarify who your intended recipients are and ensure your message is tailored for their scope of knowledge and level of understanding.
As in the classroom, teach according to your learners’ styles. In a school board meeting, for example, board members will want to be able to focus on the facts that illustrate the district’s position without having to wade through oceans of data. Staff members, on the other hand, will need all the necessary details to do their jobs well, including the ability to reach out for further clarification.
2. WHAT is your point?
Begin with an outline to clarify the message you want to convey. Establish a topic sentence, list supporting points, and create a summarizing closing statement. With these pieces in place, you can add, organize, and edit your way to a finished missive.
Once you are clear on your intended message and audience, decide how much contextual information the main point requires and whether there are any related concerns that need to be addressed.
Sometimes you can’t control the timing around a necessary message; so be sure it is clear, complete, and confidently delivered.
3. WHY are you composing this message?
Identify your goal. Messages might inform, update, persuade, summarize, or explain. Some issues might require a combination—or all—of these approaches.
A problem, such as a boiler failure in a school, will first require informing students and parents of the school's closure. It will be necessary to keep school personnel updated on repairs and possibly persuade the board to invest in new equipment, while providing sufficient information for a decision on how to fund it. Finally, a summary of the problem, the steps taken to address it, and its impact on district finances will be necessary as you move forward.
4. WHEN is the best time for this message?
Particularly with major financial announcements, timing is key. Be aware of tax deadlines, annual salary publications, or any local factors that will affect how people receive your message.
Sometimes you can’t control the timing around a necessary message; so be sure it is clear, complete, and confidently delivered.
5. WHERE will this message be most effective?
The medium matters. Direct individual contact is the most powerful way to deliver a clear and complete message. Utilize the school’s website and email systems to provide educators, students, and parents with necessary information, and use social media to share accurate and informative “sound bites.”
When conveying financial information in presentations, utilize visual aids, handouts, and engaged or invested audience members who can help provide examples and details. Consider informing members of the press when appropriate; summarize your most important points and offer to answer any questions.
6. HOW am I using my available tools?
Use the avenues of communication at your disposal to ensure stakeholders are aware of your school business team’s accomplishments and how you are solving problems when they arise. Knowing and making the most of your available “storytelling tools” will keep you and your district credible, respected, and responsive to the ever-changing environment of public education.