The importance of clear and consistent messaging

The concept of VUCA — volatility, uncertainty, complexity and ambiguity — was the focus of the April 2025 Governance Corner article. There is ample evidence that the volatility and complexity in education and other areas is likely to continue. As governing boards navigate the impacts of this volatility on their school systems, it may be helpful to recall how turbulent times impact the effectiveness of communication.

In their meta-analysis of 69 studies on school level leadership, the Mid-continent Research for Education and Learning’s Balanced Leadership Framework found that some leadership attributes were negatively correlated with second-order change (i.e., deep change), including communication. While the current volatility and ambiguity was not initiated by our school systems, it is certainly impacting them.

Volatility and uncertainty create stress and anxiety among community members, and this alters the lens through which they perceive communication. So, even if the communication processes in your local educational agency have not changed, the audience may have. During times like these, it should not be surprising that messages may be missed or misunderstood.

Governing boards can work with superintendents to ensure that communication to students, parents and staff provides the assurance and clarity needed to help them navigate disruption and anxiety. The importance of reinforcing core beliefs and values should not be underestimated. Providing a clear and consistent message about the response to external challenges can help ensure the community is fully and accurately informed. Reiterating these messages more often than normal may be essential. Although it feels repetitive, leaders should consistently and clearly stay on message.

Summer board meetings may be an excellent time to request a staff briefing on communication practices or processes. For a more in-depth study, CSBA’s Governance Consulting Services can facilitate a board study session on communications. These sessions give the board an opportunity to explore an issue more fully, and to clarify important questions.

Examples include:

• Clarification: What challenges are the board and LEA facing?
• Values: How do our values, vision and priorities apply to the matters at hand?
• Policies: What communication policies do we have in place?
• Resources: In what ways can our communication system be more supported?
• Roles: Who are the designated spokespersons?
• Messaging: What are our key messages in response to current issues? How are our responses aligned with the LEA’s values, vision and priorities?

Providing clarity regarding the LEA’s values, policies, resources and roles is fundamental practice under normal conditions. During times of unrest, achieving clarity and cohesion is a critical governing responsibility.