Point of View Christina Courson, Lockhart ISD shares her views

CERTAINTY IN UNCERTAINTY by Christina Courson Executive Director of Communications & Community Services Lockhart Independent School District

Ifound an empty oversized leather chair in the district hoped to accomplish with this message. lower lobby next to the semi-circular staircase. We wanted to assure people we were on top of It was far enough away from the crowds at the developments and would prioritize the health and TSPRA conference but close enough that I could safety of our students and staff. return to the sessions as soon as I finished.

“We are aware. We are on it. We will

Nearby, fellow TSPRAns typed on their laptops, update you frequently.” and others paced the halls with their cell phones, providing guidance to leaders back home. In situations of uncertainty, we can overcome The Centers for Disease Control and Prevention instead on the things of which we are certain. just finished a press conference announcing sigThese are steps we already know to take, but in nificant developments about the novel coronavithe moment, it is easy to forget. Here are three rus in the United States. Everything was about to thoughts to hold fast if you need help getting change. With this breaking national news, it was unstuck. just a matter of time before local media would seek examples of potential local impact. Parents and staff would soon ask what we were doing “We are aware.” about it in Lockhart ISD. Acknowledge the challenge. In a time of instant In our supportive environment of fellow TSPRAns, we regularly lean on each other and ask for examples of letters on any given subject for inspiration, but on February 25, 2020, there wasn’t a ready example COVID-19 letter because this was completely new territory.

How could I describe how we were going to keep people safe from something about which we knew very little?

I began typing, then deleting. I struggled to find the words.

I took a deep breath and tried a different approach. I reframed and asked myself what the paralysis in the moment by pivoting and focusing

access to information through social media, plement additional measures as we learn more.” push notifications, and email alerts, people are Identify a gateway for questions and concerns. well-connected. As communication professionals, Letting people know whom to contact provides a we face greater pressure because of the speed gateway for questions and concerns, encouraging of information. This means there is often not two-way communication and building trust. as much time as we would hope to develop a “If you have any questions or concerns, please message that rises to the occasion. The longer it feel free to contact your child’s school nurse or takes for us to craft and share our message, the our LISD Health Services and Wellness Coordinasilence becomes quickly filled with rumors and tor Shelly Weber at Shelly.Weber@lockhart.txed. reactions--things that are difficult to untangle. net.”

Even when we do not have the answers, we can begin by acknowledging the challenge before us.

“As you know, the Centers for Disease Control and Prevention has recently shared information about the concerns for public health within the United States due to the novel coronavirus. Understandably, it is an issue for which we are all concerned and are following closely. ”

“We are on it.”

“Health experts continue to study the virus to understand the full nature of its transmission and best practices for prevention, and we are in contact with our local health department to ensure we are learning as much as possible as information becomes available on how we can keep our Lions and our staff safe. Here are some of the preemptive measures we are currently taking to help control the spread of flu and other potential viruses…” Share what the district will do. In cases when we are unsure of the long-term, reassure parents and staff by sharing what the district will do in the short-term. This provides confidence that we are taking the matter seriously while also working towards better solutions. “We will continue monitoring recommendations by the CDC and local health department and im

“We will update you frequently.”

Communicate frequently--even when you don’t have anything new to share. Since the first letters in February, districts across Texas continue to navigate so much uncertainty related to COVID-19. In spite of not having all the answers, by continuing to communicate, we demonstrate we are thinking of the people we serve, seeking new information, and maintaining transparency

Share what the district is doing right now. While “Last week, I shared with you in a video message new to COVID-19, Lockhart ISD was not new that we expected to receive guidance from the to best practices in disinfecting and cleaning to Texas Education Agency regarding the reopenprevent the spread of other viruses. I shared what ing of schools this fall. I received notification TEA the district was already doing, providing what was would not release that information today as was certain until we could learn more. anticipated.

throughout the process. Thank you for your patience. We will update you as soon as the Governor and TEA release guidance for the upcoming school year, and will continue to track updates related to COVID-19 activity in our area.”

There remains a great deal of uncertainty ahead. TSPRAns will continue to meet the challenges together, as we always do, but if you find you are feeling a moment of paralysis, remind yourself to pivot and focus on communicating the things that are certain in the uncertainty.

Christina Courson is the executive director of communications and community services for Lockhart Independent School District in Central Texas. In that role, she spearheads the district’s communication program, cultivates community support and trust, leads the community education department, and provides counsel to district and campus leaders in change management.