Communication
breakdowns inside organizations often don’t happen because people didn’t hear the message. They happen because people interpret the message differently. In schools, staff and leaders often create
their own explanations for what’s really going on — what organizational researchers call the “second story.” These interpretations can quickly shape reactions, conversations and trust. This session
explores how school communicators can help leaders surface those interpretations through intentional staff listening. Participants will learn how different listening approaches — from informal
conversations and surveys to targeted focus and advisory groups — reveal different insights and answer different questions. Through examples and practical guidance, this session will help you move
beyond collecting input to selecting structured listening strategies that surface authentic perspectives, strengthen messaging and inform better decisions.
Presenters:
Jessica Scheckton, APR, PMP, NSPRA Communications Research Specialist, and Alyssa Teribury, NSPRA Communication Research Manager