Over the weekend Sarah Palin confused the world of politics by resigning as governor of Alaska. While taking that action might have left confusion in its wake, what has made it more interesting but possibly worse for her is that her intent is so unclear. Much has been made of her speech and pundits have parsed it to try to figure out what she really meant. While fun for them, this is clearly something to be avoided in your communications.
The challenge with communicating to your stakeholders and to the wider community is that you know what you mean and you know the back-story that brought you here to this point. Your words have a specific intent. What you cannot know is how those words are heard and interpreted by anyone else. Large schools with communications professionals carefully craft those messages and still sometimes wonder at how what seems so clear can become so muddy. Small schools without the luxury of communications specialists are often at greater risk if they do not at least try out the message with someone who has not known the story before.
In spite of all precautions, however, messages go awry. Especially those messages that have difficult news. So, learning a lesson again - this time from Governor Palin - say exactly what you mean and no more. Be clear about your intent. What you don't know can be communicated as clearly as what you do. Your words will be parsed, especially if they have to do with topics around change. Keep communicating honestly and clearly and stay on message. You may not get heard, you may be misunderstood by some, you may be misquoted by others. However, if you are consistent and repetitive, most of your constituents will hear and grasp the essence of what you say and your honesty in saying it.
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