U.S. politics have become incredibly divisive; it’s no surprise. But increasingly, political divisions and the charged rhetoric associated with them have become substantially disruptive for communications and reputations within the independent school space.
How are Elections Disruptive to Independent Schools?
When we think about a school’s reputation, we should think of trust, goodwill and relationships with individual families and stakeholders, first and foremost. Those elements are the foundation of reputation management for any organization, and this holds true for independent schools, as well. While every school’s mission, history and community dynamics are unique, each of our schools – by and large – relies on a closely knit community of families, faculty, alumni, trustees, donors and other stakeholders who believe in a shared mission. And, whereas other education institutions are constantly vying for the attention and focus of similar audiences, our stakeholders are often highly attentive to and engaged with everything happening in our school – big or small. This means every touchpoint is an opportunity to strengthen or chip away at the trust and goodwill stakeholders hold with your school.
Enter: politics.
Today’s political landscape is one that invites polarization, villainization or, at best, defensiveness. Increasingly gerrymandered voting districts favor candidates who embrace the extremes of the political spectrum, so, in many regions, primary elections become as important or more than general elections. This means the election season, the ads, and the charged rhetoric that accompanies them starts sooner than you may think.
With such informed, engaged and passionate stakeholders, these themes inevitably bleed into our independent school communities. And if a parent, teacher or trustee learns of a schoolyard interaction or classroom discussion they feel is a coded statement of political advocacy, or a sign that the school is drifting away from its stated mission, they’ll appeal to us (school leaders) to take a stand or make a statement. Importantly, such moments don’t need to be earth shattering to have a profound and lasting impact on the relationships we hold dear. In fact, they can seem small at first glance:
- A teacher’s lesson plan is mistaken as endorsing a particular candidate or issue
- A student’s Taylor Swift concert apparel is viewed as political speech because of her support for voter engagement
- Two parents exchange words at a school event over their political ideologies
- A teacher displays a bumper sticker on their car expressing their position on abortion
- A handful of alumni and donors call for the school to denounce a candidate’s stance on immigration, abortion or the election itself
- A guest speaker advocates for social or political views families feel are extreme
Moments like these can be disruptive to the calm sanctuary many families hope, fairly or unfairly, for their independent school community to be. While few of these examples warrant a sweeping letter from the head of school, they all merit thoughtful communication and reputation management in one form or another.
Where Does Communications Come Into Play?
Understandably, most institutions fear running afoul of divisive social and political topics. When confronted with these topics, some feel paralyzed, delaying and searching for the “right” thing to say to the loudest stakeholders within the community. Others fall into a trap of overcommunication, furiously trading letters and emails that advocate for or against a position or – paradoxically – messages reaffirming that a given moment or issue is not detracting from the school’s mission. Others, still, aim to draw a line in the sand and cease altogether commenting on divisive topics. As with many things, the clearest path forward lies somewhere in the middle.
How Can We Navigate These Disruptions and Communicate in These Moments?
So often, schools find themselves stuck in a cycle of reactivity – issuing proclamations simply because we’re asked and each one strengthening the case for another. We should shake the habit of reactive communications, but still be ready to act swiftly and decisively when called upon. Admittedly, that’s easier said than done. But here are a few tips school leaders can follow to navigate these disruptions effectively and lead effective reputation management.
- Ask, “how does this topic or issue align with our school’s mission?” While we and our stakeholders can disagree on a great many things, our shared mission remains the constant thread unifying our community. Matters that impact that mission are unequivocally worthy of our time, attention and communication. Matters separate from that mission provide far less sturdy ground to stand on when communicating publicly.
- Rather than guessing what our community wants to hear from us, consider what they need to hear from us. In moments of frustration and division, trying to advocate for the “right” side, or even toeing the line in the middle, can enflame tensions or alienate individuals in our community. Instead, think about what role we have as educators in this moment and what substance our message should provide. Are we directing students to counseling resources? Will students be exposed to information they may need to process at home with parents? Is this impacting student experiences across classes, grade levels or divisions?
- Wean ourselves off letters. Written communication has its time and place, but it does little to temper emotions or convey empathy and understanding. We can be far more effective at disarming charged and divisive moments one-on-one. When you receive an angry email, get a cryptic text message or see a charged social post from a parent, circumvent expectations and talk face to face. Leverage existing opportunities, events and programs for in-person conversations and relationship building. Pick up the phone and reach out personally to affected families, student affinity groups or alumni organizations. While daunting, the payoff is well worth the time and effort.
It’s unreasonable to think we could remove politics, altogether, from the idyllic communities we hope to maintain. But we can and should be ready to address these disruptive moments consistently and thoughtfully, as they arise.
To learn more about reputation management, crisis communication and crisis response, click here.
So cool