During big initiatives or major changes, many leaders’ first instinct is to focus on external communications, crafting newsletters, social media posts, or press releases aimed at families and the broader community. But when it comes to building trust and maintaining strong relationships, our internal audiences—teachers, principals, classified staff—should always come first.
Research we’ve conducted for over 30 school districts, regions/ESDs, and across Washington state shows that school staff are your most trusted messengers. They answer questions in the pickup line, hear hallway conversations, and field concerns in line at the grocery store. If they learn critical updates from a parent or see breaking news about their workplace on Facebook before hearing from district leadership, it can erode trust from within.
Start with Staff, Every Time
Make internal communications the start of your workflow. When a big announcement is on the horizon, whether it’s a leadership change, a bond measure, a safety update, or new curriculum guidelines, your first question should be: “What is our staff communication strategy?” By looping staff in early, you empower them to be informed advocates for your district, and school building staff often bring insights central office may not have thought to consider.
Strategies That Build Trust
- Pre-brief before public release: Send internal messages 15–30 minutes before you post externally. A short email that says, “Here’s what’s going out publicly in a few minutes” helps staff feel informed—not blindsided.
- Use plain language and answer the obvious questions: Don’t bury key info in jargon. Think: “What would I want to know if I worked at a school site?” Be clear, concise, and empathetic.
- Leverage principals and supervisors: Give building leaders talking points or a script they can share in staff meetings or emails. The goal is for frontline staff to hear directly from someone they know and trust—not just from the central office.
- Create space for feedback and questions: Even if you don’t have all the answers yet, invite dialogue. Provide a point of contact or hold a Q&A session. Acknowledging uncertainty while maintaining transparency builds credibility.
- Say thank you—often: Especially during rapid change or high-stress moments, your staff needs to hear that they’re appreciated. A well-timed message of gratitude can go a long way.
How We Help
As you’re planning any summer professional development, consider enhancing your internal communications tools and tactics.
The Strategies 360 Education team partners with school districts to make internal communication intentional, timely, and effective. We help you:
- Develop internal communications plans that align with your priorities.
- Create toolkits with consistent messaging for principals and department leads.
- Provide crisis-communications support to inform internal staff.