Communication

Drawing on mass communication theory and school communication research, each 5-minute Ignite presentation highlights an important aspect of evaluating and preparing to effectively communicate. Videos are shown in the recommended order, but can be viewed independently. Click the download button to access a copy of each video.

School Communication Overview

Quality communication practices ensure equity, share values, and build community. This video sets the stage for why quality school communication is important to improving school outcomes.

Audience

Communication theory is based on what the messenger wants to convey, how the audience receives and interprets the message, and how recipients construct meaning. The audience is the foundation of all quality communication.

Content

Messages can build or reduce trust through their wording and content. Know your goal, the root causes behind why people ignore or push back on your message, and making sure your message is the right content, at the right time.

Medium

The choice of media will impact the message content, design, timing, and can impact audience perception and effectiveness as well. McLuhan went so far as to assert, “The medium is the message”.

Design

Design is the visual elements of a message, including page layout and non-textual elements. Design facilitates accessibility, communicates climate and culture, and is highly subjective.

Timing

Time is immediacy, frequency, repetition, an element of media planning, imparts culture and implies values, denotes newsworthiness, and changes when crisis occur.

Planning

Planning requires attention to the audience, content, design, medium, timing, and overall media mix and fit within the broader school calendar. Thoughtful planning leads to more effective messaging.

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