A predictable touch point with families builds trust with them. The same frequency (e.g.Every Sunday at 6 pm) creates a structure and reassures families that they have the most current information. Multiple platforms (e.g. text, email, notification, social media) broadens the audience. Make it public too. Weekly messages also reduce phone and other communication traffic for the following week.
Regarding message content, follow the TIPS strategy: Transparent, Informative, Positive, and Sensitive. Families are experiencing the pandemic in deeply personal ways. Acknowledging the challenges while still encouraging and supporting forward movement is the objective...and of course giving them a reason to read next week's message.
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