How can you communicate effectively with public school administrators to increase access?

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If you are passionate about social impact and want to improve the educational opportunities for marginalized students, you might face some challenges when communicating with public school administrators. They are often busy, stressed, and constrained by policies and budgets that limit their flexibility and autonomy. How can you communicate effectively with them to increase access and foster collaboration? Here are some tips based on communication skills for social justice.

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1 Know your audience

Before you approach a public school administrator, do some research on their background, role, goals, and challenges. Find out what they care about, what they are accountable for, and what they are struggling with. This will help you tailor your message to their needs and interests, and show that you respect their perspective and expertise. You can also use this information to identify common ground and shared values that you can emphasize in your communication.

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Debbie Zacarian, Ed.D.

Founder and CEO of ZacarianConsulting | Providing professional development & policy analyses to educators who work on behalf of culturally and linguistically diverse student and family populations
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Agree- It is especially important to know, value, and honor their preference for communicating (e.g., by text, email, etc.), how often they wish to communicate, and their best time to communicate.

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Kimberly Lifton

President, Wow Writing Workshop/ Wow is the go to college application essay training and outsourcing company for pros.
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This is good insight. I talk to many educators, but it takes time to build and nurture relationships. School admins are so busy, short-staffed, and have little time to respond to inquiries. Don't bombard them with sales calls or emails; find out what they need. We offer free workshops for school counselors in our county where the business is housed.

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OluwaTosin Adegbola, Ph.D.

Founder, I Love My HBCU? LLC | Dean, Clara I. Adams Honors College at Morgan State Uni.
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What I haven’t seen mentioned so far is ‘access.’ Often times when people approach public school administrators, it’s very well meaning but doesn’t allow both parties to define the relationship and that’s important.

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2 Build rapport and trust

Public school administrators are more likely to listen to and work with you if they trust you and feel comfortable with you. To build rapport and trust, you need to be respectful, empathetic, and authentic. Respect their time and authority, and avoid being confrontational or judgmental. Empathize with their challenges and frustrations, and acknowledge their achievements and efforts. Be authentic and transparent about your intentions, motivations, and expectations, and avoid making false promises or unrealistic demands.

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Al S.

Driving organizational growth through servant leadership, communication, and strategic planning
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In my experience, corporate influencers can get an "in" by participating as a sponsor at school or district event. It is important to do the research to know the audience and be able to provide on topic/on time information that will be of use to the audience. Of course then the follow up, either in person or by phone followed by personable email also is effective.

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Bryan L.

UPS Peak Team
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I agree. I would like to emphasize that one contact with them isn't going to be enough. They take children with the utmost importance. That being said, you will have to earn their respect by being involved. Positive and negative alike. It takes a village...

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3 Use clear and concise language

Public school administrators are often overloaded with information and have limited attention spans. To communicate effectively with them, you need to use clear and concise language that conveys your main points and benefits without being too vague or too detailed. Use simple and direct words, avoid jargon and acronyms, and structure your message with an introduction, a body, and a conclusion. Use examples, stories, and data to support your claims, but keep them relevant and brief. Use visual aids, such as charts, graphs, or images, to illustrate your message, but avoid cluttering or distracting from your message.

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Bryan L.

UPS Peak Team
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The mistake i see most is people tend to communicate and inject their own problems into the administrators. Your child is the only subject of matter and you both will have to work together for them to succeed. No different from work most of the time.

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4 Appeal to logic and emotion

Public school administrators are influenced by both logic and emotion when making decisions and taking actions. To communicate effectively with them, you need to appeal to both aspects of their thinking. Appeal to logic by providing evidence, facts, and data that support your message and show how it aligns with their goals and interests. Appeal to emotion by using stories, testimonials, and images that evoke positive feelings, such as hope, inspiration, or pride, or negative feelings, such as fear, anger, or guilt, that motivate them to act.

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5 Ask for feedback and follow up

Public school administrators are more likely to engage with you and support your cause if they feel that you value their feedback and follow up on your communication. Ask for feedback by inviting them to share their opinions, questions, concerns, or suggestions about your message and listening actively and respectfully. Follow up by thanking them for their time and attention, summarizing your main points and benefits, and reminding them of the next steps or actions that you expect from them or that you will take. Keep in touch with them until you achieve your desired outcome or reach a mutual agreement.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Bryan L.

UPS Peak Team
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I have five children, four honor students and we have lived in low income housing our entire lives. My kids have made it good so far, all teenagers and ready to change the world. I never sugarcoated life, people things.....ive always told them exactly how it is in that moment. Before the pandemic i ended up in court after going around with the school and they claimed i was "teaching them the world is a dangerous place". I won against the state and Covid did nothing but show cause .....they never came again. Without communication channels with parents they are quick to think the worst. We aren't though.

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How can you communicate effectively with public school administrators to increase access?

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1 Know your audience

2 Build rapport and trust

3 Use clear and concise language

4 Appeal to logic and emotion

5 Ask for feedback and follow up

6 Here’s what else to consider

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