As school district leaders navigate the complex landscape of stakeholder questions and media inquiries, the strategic use of talking points and bridging statements has become a valuable tool in their toolbox.
When it comes to media messaging, particularly during politically charged times, the importance of clear, concise and consistent messaging cannot be overstated. District leaders are often tasked with providing reassuring and authentic responses, even in the face of difficult questions.
One way school leaders can prepare is by creating a set of pre-prepared responses that can be relied upon in challenging situations. These talking points and bridging statements allow leaders to stay on message and redirect the conversation to the district’s core values and priorities.
Talking points are the key messages you want to get across. Bridging statements are phrases that one can use to shift the conversation from topics you don’t want to talk about to those you do.
See more on bridging statements.
The most effective approach is to ground these responses in the district’s mission and value statements. For example, a leader might say, “In our district, we value that all students are treated fairly. We believe that all students should have access to high-quality instruction.”
By tying their messages to the district’s guiding principles, leaders can provide a consistent and trustworthy narrative, even when faced with unexpected questions or incidents.
It’s important to keep these talking points concise and memorable. The recommendation is to limit responses to what can be contained on an index card or postcard. If the message cannot be conveyed in a succinct manner, it may not be tight enough to be truly effective.
This strategy can be leveraged not only by superintendents but also by board members and other key stakeholders. By providing pre-crafted talking points and bridging statements, district leaders can ensure a unified and consistent message, even in the face of challenging situations.
Mastering the art of talking points and bridging statements can position school districts for success, ensuring that their message is clear, compelling and aligned with their core values. This strategic approach can be a powerful tool in navigating the complex and ever-changing landscape of public education.
