How schools can communicate changing immigration policies to students, staff

Internal communications play a vital role.

Organizations of all kinds have been scrambling to respond and adapt to the flurry of executive orders the new presidential administration ordered.

Schools, usually the domain of local governments, are responding to federal action that rescinded a Biden-era administrative rule that forbade immigration enforcement actions in “sensitive areas,” including schools and houses of worship.

“Criminals will no longer be able to hide in America’s schools and churches to avoid arrest,” a statement from a Department of Homeland Security spokesperson read. “The Trump Administration will not tie the hands of our brave law enforcement and instead trusts them to use common sense.”

Rumors quickly ran rampant, with one Chicago school wrongly reporting that Immigration and Customs Enforcement officials tried to enter their campus; it was later revealed they were Secret Service agents.

In the wake of confusion, fear and misinformation, school communicators are being thrust into the spotlight, attempting to offer clear information to all stakeholders, from students and families to staff and the broader community.

“We as communicators have been just trying to stay more proactive versus being reactive,” advised Heidi Vega, director of communications at the Arizona School Board Association and president of the National School Public Relations Association.

Here’s what that looks like.

 

 

A focus on policy

Vega notes that the impact of these changed rules is not being felt consistently across the country. Those in border states such as her own Arizona will likely feel more pressure than those farther afield. But regardless of where a school is located, she advises stressing what won’t change. For instance, state and federal law already dictates who is allowed on campuses, what information can be shared and when law enforcement can speak with a child. These new policies do not change those existing practices.

“Sometimes there’s a misperception that just because something was heard on the news that we’re going to be doing this at the federal level, it’s going to be happening at the state level or in school districts,” Vega said. “But that doesn’t automatically mean it’s going to happen.”

Obviously, a close relationship with school district attorneys is necessary to understand what school districts must comply with. Communicators can then take that information and translate it to the public in ways they can understand.

For instance, the Fort Worth Independent School District sent a letter in FAQ format to families in both English and Spanish. It answered common questions such as how student information is safeguarded and what parents should do if they are concerned they may be detained while a child is at school.

Vega also highlighted the importance of avoiding polarizing words and phrases in communications and instead keeping the focus on what matters most: students.

“Ensure that this information is not in an ideological framework but that you’re really trying to focus on initiatives like academic outcomes or student wellbeing,” Vega said. “Maintain that transparency and that understanding within your all of your community, within your district.”

The importance of internal communications

The faculty and staff who make up schools are an equally important audience to students and their families, Vega said. They, after all, are often the ones ensuring policies are followed. Communicators must ensure this audience is kept just as up-to-date – which can also yield positive public relations outcomes.

“The majority of the public don’t call and say, ‘hey, I want to speak to the superintendent,’ or ‘who’s that board member?’” Vega said. “The majority of people are going to contact that teacher first because they have a some type of connection or relationship with the teachers.”

Communicators should prepare faculty and staff with a variety of materials both for their own use and that can be disseminated to the broader community.

“Getting an FAQ out to all of the staff providing them with talking points, even just templates that educators can insert their name and then send out to families as well is probably one of the most proactive strategies that communicators can do,” Vega said.

Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.

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