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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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