A clear example of this haphazard communication is with my boys' school (we'll call it Woodbridge Academy). In the first year the school opened, communication was simple: they had a website. While communication wasn't stellar, any information (albeit, limited) was on the school site.
Fast forward six years. Vast communications outlets (including social media channels) coupled with no central communications staff person at the school = communication diarrhea. No other way to say it: it's messy.
Currently we have the external website anyone can see, a login required site for the school community, an e-mail newsletter, e-mail updates, a family council website (with its own newsletter), a newly formed PTO website (which I believe is replacing the family council website), a fundraising website (separate from the school), a booster club website (again, not affiliated with the school), a Facebook page for parents (general topics, started by one parent) and a Facebook page for the PTO. I suspect there may be separate Facebook pages for other groups at the school, but haven't bothered to seek them out. Finally, there's an independent website for the hot lunch program and a special site that coordinates all of the volunteer efforts and opportunities. Exhausted yet? I am.You should see me scrambling at 6:30 on the Monday morning of Spirit Week, trying to figure out what the heck my kids are supposed to wear for the day!
It boggles the mind how many times people equate more communication channels to better communication. While often it is nice to have some different types of channels for customers who have varying access to information, the information needs to be consistent. I want one place where I can find everything I need to know. Instead, I have about a dozen places where something "could be," and I have to start accessing all these various channels to find the specific piece of information I need. On any given day, I have no way of knowing if the updated football schedule is going to be found on the booster club's external site for football or on the internal school site under the "athletics" tab. Often I find three or more different versions of schedules, notices and policies, depending on where I look.
Communication is not just about writing messages and spreading information. A large part of a communicator's role is in evaluating the channels of communication and determining if they are appropriate. A communicator must have a hand in all channels of communication to make sure the messaging is consistent across the board. A communicator must be able to look at redundancies and determine when there are too many sources for communication. Is it better to have 5 different Facebook pages for specific groups or interests at the school, each generating and audience of a few dozen parents, or is it better to encourage all groups to post on the parent page where there is a larger audience of 600?
Every few months a parent at the school posts on the (main) Facebook parent page saying they want to create another page for something more specific (family council, PTO, fund-raising, etc.). I'm always perceived as the negative Nelly when I (nicely) suggest that we should keep all the school information on the one page (where the largest audience will see it). I really don't have the time to be monitoring two dozen spin-off websites and Facebook pages for information relating to the school.
As a communications professional, a lesson can be learned from the above situation. Organizations need someone to take ownership of communications efforts. Without accountability, it's easy for communications to develop into what happened at this school. Communication wasn't any person's specific job, so it became the job of anyone (and everyone) who had any kind of interest in publicizing information. At this point, when the school does get around to hiring someone in this position, it will be a daunting task to untangle all these communications channels and shut a few of the redundant sites down (especially difficult since so many of them are now parent-driven and not official school channels).
As you all know, communication is essential. We just need to be careful that our main channel is not being diluted by so many others with different information. Often, with too many channels to pay attention to, people aren't really paying attention to any of them.
Now, where's the remote?
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