With the start of the new academic year in full flow, there are so many messages that schools, colleges and multi academy trusts (MATs) need to communicate with their stakeholders. This academic year proves no different, especially with the introduction of Benedict’s Law.
The allergy safety framework surrounding Benedict’s Law came into effect across all state-schools in England at the start of September. The new law requires schools to:
The way in which leaders disseminate, manage and monitor this type of communication to stakeholders is crucial.
When an important message needs communicating it can be tempting, especially given limited time and capacity, for schools, colleges and MATs to post the same message across their social media channels, upload a news item to their website, and send an email or text to stakeholders, and think ‘job done’.
But the job being complete is very rarely the case when so much content is being sent to individuals. Messages can be diluted or missed, which is why it is important for leaders to ask:
When communicating important messages like Benedict’s Law to multiple stakeholders consisting of staff, governors, parents and carers, and students, considering ‘who?’, ‘what?’, ‘where?’ and ‘how?’ will support meaningful, purposeful and impactful engagement.
The main message to communicate is compliance and taking urgent action in the event of an emergency. Following staff training, it is beneficial to reinforce learning and emergency steps using infographics such as flow-charts and quick-reference guides as opposed to sharing a 10-page document. These could be printed out for staff to have on desks, created as staff-only screensavers and emailed across to them.
The focus for governors is to provide clear oversight of any changes made, so that they can ensure policies are compliant and aligned to the law. Clear, executive-level summaries could be emailed across to governors, utilising clear visuals and charts to draw attention if required.
Reassurance is the key message to share with parents and carers which will reinforce a relationship of trust. Proactively informing them of updated policies with key changes highlighted and the inclusion of a clear call to action to request their child’s allergy information is kept up to date is essential for turning compliance into trust. This should be shared using the school’s method of communication which is guaranteed to reach all parents and carers – whether that’s via the school app, sent via text or both. Utilising website functionality to include pop-ups on the school’s homepage for a fixed period is also another way to ensure messages are seen by the majority.
Students are equally important to consider in important policy changes. When sharing news relating to Benedict’s Law it is vital they are made aware of the importance and feel empowered to raise an alarm if needed. Alongside face-to-face communications within assemblies, updating digital screens around the school and in canteens with age-appropriate reminders about not sharing lunches and symptom recognition provides a direct way of reinforcing crucial messages.
With all of the above examples, it is vital that leaders manage and monitor the impact of the communications. The schools that have the best stakeholder communications are the ones that are purposefully touching base with stakeholders, reaching them where they are and monitoring impact all year round.
CPMM Media Group has extensive experience in supporting schools, colleges and multi academy trusts (MATs) to cut through the noise and deliver impactful internal and external stakeholder communications. For more information, email enquiries@cpmmmedia.com.