Founding Partner
The Donovan Group
Elections have a powerful impact on any community. The months leading up to election day can be full of emotion, as heated political rhetoric can create division, stir anxieties, and cultivate uncertainty.
On election day itself, there’s a palpable sense of anticipatory energy. The days afterward can often feel exhausting or overwhelming.
On November 5, our country voted on important initiatives at the local, state, and federal levels. In many communities, there were school referenda or similar measures on the ballot. While the election results were good news to some, they may be troubling for others.
Regardless of outcomes and feelings, as district leaders and educators, we must put our own opinions aside and prioritize what truly matters: the education and wellbeing of our students. With this in mind, we would like to outline some best practices to guide your post-election communications. This advice is rooted in focusing on students while being mindful of the emotions involved and promoting a sense of community.
Acknowledge the emotional & mental impact
It’s crucial to recognize the outcome of the election can affect students’ emotional wellbeing in various ways. While some may appear indifferent, others may be experiencing heightened stress or struggling to cope with the results. Providing access to counselors can be helpful in these situations.
Even if students do not opt to work with a counselor, knowing this resource is available reinforces the idea of a safe and inclusive learning environment.
Focus on the shared interests and mission
No matter our political beliefs, there is one principle we can all agree on: We want the best for our kids. Strive to continuously re-center communications on the mission of the school district and its core purpose—serving students.
Additionally, look for ways to bring people together around shared interests. For instance, is there an upcoming event that folks can get excited about? What positive news and stories are happening within the district? Seek opportunities to foster camaraderie while keeping students at the heart of the conversation.
Reinforce the “3Ps”: Policy, Process, Procedure
You may encounter community members seeking quick action on items of particular interest during election season. To lower the temperature on matters that may spark community members’ passion, speak to how policy, process, and procedure influence change within the district. Concentrating on the “3Ps” can steer the dialogue away from defensiveness and facilitate a more proactive discussion.
Also, encourage all to participate in the district’s improvement efforts. Share ways to get involved, such as the board’s upcoming meeting schedule or a link to an upcoming community survey. Highlighting these resources can reassure the community that the district values feedback and provides channels for their voices to be heard.
Keep emotions in check
The post-election landscape can be riddled with challenges. Due to our love of country, state, and community, it can be difficult to rise above the strife and resist the urge to engage in political debates.
It’s important not to meet emotion with more emotion. Responding in kind to an emotionally intense situation only amplifies feelings and escalates the circumstances at hand. Instead, remain calm, actively listen, and react rationally to promote respect and help defuse the situation.
Look forward and keep learning
As Robert Frost reminds us, “The only way out is through.” This sentiment rings true in the wake of an election—we must face the results and be ready to take the potentially challenging journey ahead in stride. While it’s impossible to manage all communications with flawless grace and textbook precision, keeping these guidelines in mind can help your district’s communication efforts remain focused and aligned with the overarching mission of putting students first.
We hope this advice helps support your 2024 post-election communications and serves as a tool to navigate what can be a challenging time.
Additional post-election communication resources and templates are available here through MASA’s partnership with the Donovan Group, a school communications firm.
Joe Donovan is the founding partner of the Donovan Group, an award-winning school district communication, marketing, and public relations firm that focuses exclusively on public education. The Donovan Group provides 24/7 crisis communications services to MASA members free of charge. Learn more at www.mnasa.org/crisis-communication-services.
