Page 22 - Mini-Module 4

Which Strategy is Best for My School?

Three Key Questions underlying strategic communication

In school communities, school leaders and teachers operate in a
multidimensional landscape populated by various groups with different
beliefs, values, emotions and desires. Like road builders they need to
thoroughly understand their territory before proceeding. In particular
they need to ‘do their research’ and prepare strategically for
communication. One simple framework for such preparation is to find
the answers to the following questions about your community.

CEV Framework
□ What are their key beliefs and values? (cognitive)
□ What is their emotional state? (emotional)
□ What are they willing to do? (volitional)

By answering these questions (or at least trying to) school leaders can
ascertain important commonalities and differences between various
groups in their community/ communities, and strategically prepare for
effective communications.

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