Section summary

Creating strong centralized communication is a key element of implementing change. In this section, you will learn about characteristics of effective communication, and how to create strategic messaging to communicate changes as a result of WIOA to adult education stakeholders. You also will learn a process for developing a communication strategy and determine how to narrow message to your audience.

By the end of this section you will

• learn elements of effective communication,
• develop a strategic communication plan, and
• create an effective message for relevant stakeholders

Effective communication

We all communicate daily. The better we communicate our goals and plan for change, the more people will understand the vision and be likely to support the change efforts. Strategy is important: Who, why, and how? Communication should focus on programmatic goals. Plans for communication should be practical and doable. There are multiple aspects to consider when planning for communication:

• Simplicity: Complicating the message with unnecessary details confuses the message and makes it difficult for the audience to understand. Keeping the messaging to the point will ensure your message is what the audience hears and understands.
• Clarity: Be specific in your details. The audience shouldn’t have to decipher what you are trying to say or “read between the lines.”
• Consistency: Make sure you are telling the same thing to multiple audiences. Your message should also be consistent across various platforms.
• Multiple forums: You want to be consistent about sharing your message, but you also want to be able to reach as many stakeholders as possible. Multiple platforms such as newsletters, meetings, webinars ensure your message reaches the right people.
• Repetition: Messaging needs to be reinforces multiple times to take root. It can take time for people to process what is happening and their role in it. Repetition give this time.
• Explanation of seeming inconsistencies: Messaging should be correct when information is shared, and if it is a clear message, there should not be inconsistencies; however, different people may interpret the message in different ways. Leadership should think about how to answer questions that may arise and deal with them directly.
• Give and take: Sharing a message opens up the opportunity for questions from stakeholders. Good communication allows for a response and opportunity for input from the audience, whether the input is accepted or not.

If your communication has these characteristics can make sure you are communicating in the most effective way. It takes time and effort, but practicing effective communication while going through a period of change can boost productivity, get staff buy-in for the efforts, and make for a smoother transition.

Activity

Communicating in your state

Change requires communication that is tailored for various stakeholders, consistent, and clear. This is a high level thought exercise to get staff thinking about how they currently communicate and highlight where they can improve. During this activity, participants will have the opportunity to reflect on current practices around communication, as well as share effective strategies with the group. They will respond to these prompts: (1) List effective ways that you currently communicate with local program staff, (2) List other key stakeholders and effective ways in which you currently communicate with them, and (3) Share one successful strategy with the room.

Adaptations

For use with local program staff: Have staff think about current communication with teachers and students. Consider what works or not, and how targeting communication and messaging could affect success of tracking students after exit.

Steps for Creating a Communication Message

To be effective, communication also should be strategic, and that takes planning. In the training, we talked about a four-step process for creating a communication:

• Purpose: Consider your audience, their concerns, and what you want them to know, feel or do.
• Particulars: Decide the key points of the message.
• Package: Select the best way to communicate the message (i.e., method).
• Plan (and deliver): Craft the message.

We can break down these steps further and make it easier to craft your message effectively. When thinking about the purpose, separate out the goal and audience. Clearly define each one up front. This will guide your message development. You should determine the particulars only after you have these. This includes key points you want to cover, dates, times, and specific actions you want people to take. Packaging the message may not seem important, but if you select the wrong method or form for sharing your message, it may not be received well. Part of packaging also includes whether other information or materials are needed and the visual appeal of the message where appropriate.

Once you have answers for the steps described, you need to begin creating a plan for rolling out the communication. First, consider whether what you are doing is practical and something that can be accomplished. You also want to have clear lines of authority and roles for who is going to actually write and disseminate the message. Consider whether you have what you need to share your message. Do you have the technical aspects needed to deliver your message (i.e., webinar software, contact information)? You also may need a plan for rolling out the message. Consider whether you have a timeline for getting your message out. Also, if your communication has multiple parts, key dates, or events that you need to coordinate with, and other time-based factors.

Communication isn’t over after the message is sent. Consider ways to determine if your message was received and how it was understood by the audience. Like many things you should also determine a way to evaluate the communication’s effectiveness at accomplishing your goals. Make sure there is a method for receiving feedback from the audience and use this information to learn from the process and adjust your approach for the next communication, if necessary.

Activities

Creating communication (Purpose, Particulars, Package, Plan, or PPPP exercise)

Teams have priority areas. Now they need to communicate to local programs what the state plan is and how it will affect them. Creating an effective communication follows four steps: purpose, particulars, package and plan. Teams will be guided through a facilitated planning time to respond to prompts regarding their priority area to prepare for the development of a communication for a stakeholder.

Adaptations

For use with local program staff: Local programs can use this brainstorming method to focus their communication about local changes to their stakeholders.

Crafting your message

Using the communication process outlined and the ideas generated in the previous activity, teams will begin crafting their message. Once teams have crafted their message, they will review it considering the different leadership change style preferences and their preferred methods of communication. Teams can revise their message so it is composed in a way that is digestible and appropriate for the largest audience.

Adaptations

For use with local program staff: Communication skills are useful for more than just management or state-level staff. Local programs may need to communicate changes to students, community members, or business partners. Use this activity as is to help local staff identify their messaging and craft an appropriate communication to reach these audiences.

Additional resources

• The 7 Cs of Communication
  https://www.mindtools.com/pages/article/newCS_85.htm
• Ten Common Communication Mistakes
  https://www.mindtools.com/pages/article/common-communication-mistakes.htm