Communicating to Staff: Processing Change, Preserving Culture

Single module registration of the Strategic Communications Track of NSPRA Academy

Even well-intentioned change can create uncertainty, resistance, and culture challenges when employees do not understand how those changes affect them. This session examines how communication influences the way staff process change, interpret organizational decisions, and remain connected to the mission and values of their school system. Drawing on change management strategies, organizational communication research, and examples from both education and other sectors, participants will explore how effective communication can reduce uncertainty, build alignment, and preserve culture during times of transition. Through real-world scenarios and practical application, participants will consider how communicators can help staff move from confusion and concern toward understanding and engagement.

Speakers:

• Kenon Brown, Ph.D., Director, Institute for Communication and Information Research and Professor, Department of Advertising and Public Relations at the University of Alabama
• Kelly Avants, APR Chief Communications Officer | Clovis Unified School District (Calif.)