Bridging the gap between what you say, what they hear and what you wish they heard
Effective communication relies on a connection between what the sender is disseminating, what topics interest the receiver of the information, and whether it was delivered via his or her preferred communications channel.
For example, if you, as a school district, want to pump up your attendance at Grandparents Day at your elementary schools, the clipped tone required for Twitter probably makes that a bad choice – not to mention the question about how many grandparents would even see the information there.
However, if you wanted to let parents know about the “Before-the-first-home-football-game tailgate” at the high school, you’ll want to be all over social media.
Patron Insight’s Communication Audit process pinpoints the gaps in how your messaging is being received, and details actionable strategies and tactics to close them.
It begins with a thorough review of your outbound content: A sample of social media posts, news releases, newsletters and other communications to determine what your district is emphasizing in its communications – all of this and much more is reviewed to better understand the key topics and messages being sent out by the district from the perspective of third-party communications professionals.
This is followed by a random dial telephone survey of area residents to determine what qualities they attribute to your district – and why – paired with one-on-one interviews with Key Opinion Leaders in your community. This helps to create a clearer picture of what is actually being heard by those who matter to your district’s success.
Finally, one-on-one interviews are conducted with Board members, District leaders and Cabinet members to find out what they would like key stakeholders to be thinking about, when they think about your school district.
The finished Communications Audit puts the pieces of the puzzle together, with precise recommendations for next steps to help close the gaps that are making communications with constituents less productive than they can be.