This KnowledgeBase archive includes content and external links that were accurate and relevant as of September 30, 2019.
The Strategic Communications KnowledgeBase is an online resource to aid those leading or supporting communications in education in understanding the history, value, framework, planning, and execution of effective Strategic Communications to nurture and build strong relationships in education. Strategic Communications is essential to engage stakeholders and achieve goals at the state level. The elements, activities, and tasks in this KnowledgeBase are designed to better prepare communications professionals within state education agencies (SEAs) to plan for and respond to communication challenges and support implementation of education policy.
Task 1: Identify your audiences and understand perspectives of various audiences toward education policy
Guideline: SEAs serve many audiences or sets of stakeholders. These audiences include students; educators; parents and families; community members; legislators, governors, mayors, boards of education, and other policymakers; business leaders; and other state agencies. Identifying each audience is the first step to developing a Strategic Communications approach that will engage and meet the needs of these various stakeholders.
Audience members have distinctive perspectives on various education policies. Since Strategic Communications endeavors to support development and implementation of education policy through targeted communication efforts, it is vital to research the perspectives of key audiences on each potential policy.
Resources in this task provide practical tips on understanding and classifying stakeholder groups based on their level of support, interest, and knowledge of particular topics, as well as influence on other audiences.