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.
Modules of the Strategic Communication Track of NSPRA Academy are facilitated by Kenon
Brown, Ph.D., a professor of advertising and public relations at the University of Alabama and director of the university's Institute for Communication and Information
Research.