What We’ve Learned: The Importance of Participant Communication
“To me, nothing is more important than building a robust communication strategy for participant and families.”
Each week at Cornerstone, we have the opportunity to discuss challenges and innovations with our community of travel and experiential education leaders. Together, we share and gather insight from like-organizations on best practices.
On one such occasion, Cornerstone Executive Director, Dave Dennis, sat down with members to discuss communication best practices during the pandemic. Read on to learn more about the importance of good communication and sample policies you can put in place now.
Dave Dennis - I recently had a conversation with one of the Cornerstone community members discussing "gut feelings" about Omicron and how this might impact the progress and optimism for international programming in 2022.
While there's no true answer to this question, it got me thinking about what we could and should be doing given our experiences over the past two years. To me, nothing is more important than building a robust communication strategy for your participants and families.
Why is this so important?
We know that ongoing and transparent communication with stakeholders is vital to building and retaining trust, particularly as we continue to navigate the ebbs and flows of the pandemic.
Sharing what we know today, acknowledging that fluctuations will continue to occur, and how your organization will/is pivoting with evolving information is critical.
This could relate to country entry requirements, adjustments to organizational COVID-19-related policies, local vaccine availability/mandates, and so forth. Remember, families and participants see us as the experts in our fields (which we are!), so it's important to keep them informed on what we know and what we're doing with this information.
How should information be shared?
This varies by organization and preference. Sometimes website updates, blogs, or written messages from organizational leadership are fine and fit your culture. Other times, hosting virtual "town halls" whereby organizations can share program-specific updates and answer questions/concerns in real-time is appropriate.
There may be times where having a third-party expert, like a Medical Director or a trusted risk management specialist, participate as a contributor or guest speaker adds value and comfort to your audience. Whatever feels right for you, be sure to prioritize these communications.
What should I share with my stakeholders?
Stick to the facts as they're known today. Link to information from trusted resources (government agencies, health agencies, safety/security experts, etc.) and try to avoid leaning into media updates as these can be divisive and political.
I also believe in sharing what can be expected to occur down the road, such as "We can expect continued adjustments with [your program/location/situation], and we will remain nimble and pivot as situations dictate. We promise to keep you informed of these updates".
Finally, remember that human connection is invaluable. Where reasonable and responsible, exercise vulnerability, remain transparent, and lead with integrity...these actions will strengthen your brand and reinforce why your participants and families should remain loyal to your organization.
