Using Key Words at Key Times

Communicate to Build Trust

Communication is foundational to our interactions with one another. Without effective communication, our relationships will begin to deteriorate. We use key words at key times to intentionally connect the dots for people. This creates a more positive relationship and reduces anxiety for the receiver, which generates trust. Key words help to strengthen relationships with teams, employees, students, friends, and family. When we consistently communicate messages with key words in mind, we build the alignment necessary to accelerate our district or organization’s performance.

Focus on the Outcome

Using key words at key times means delivering the right message to the right person, at the perfect moment, and in the most impactful way. By choosing specific words and phrases carefully, we create messages that serve a clear purpose, resonate with the audience, and drive meaningful results. These targeted words help us convey essential information effectively, aligning our communication with the audience’s needs and focusing on achieving desired outcomes. For example:

Leaders can repeat the following steps to create messages that appeal to the listeners:

1. Determine the outcome you want to achieve and the most important information listeners need to know.
2. Consider the best language to use to achieve the desired outcome. What word choices may be better than others? What messages may have a negative connotation? How can we avoid those?
3. Follow the why-what-how communication sequence. Always start by explaining why this information is important to the audience.
4. Plan to allow listeners to ask questions and demonstrate the information was understood as intended.

When Do We Use Key Words at Key Times?

In every communication—whether in meetings, emails, one-on-one conversations, or social media—education leaders can use key words to build clarity and trust. By choosing words thoughtfully, leaders can address staff, parent, and student complaints, diffuse tension, and prevent rumors from spreading. This intentional language helps leaders communicate effectively, ensuring messages resonate, reducing misunderstandings, and keeping everyone focused on shared goals.

Key Opportunities for Leaders to Practice Using Key Words at Key Times

When making decisions, leaders can build confidence by using key words that clearly and transparently explain the decision-making process, fostering support and trust.

During times of disruption or uncertainty, staff and students look to leaders for stability and strength; choosing reassuring words can provide much-needed guidance.

When resilience is needed, particularly in high-stress situations, well-chosen words align teams and reduce anxiety through clear, focused communication.

While rolling out results to employees, parents, or community stakeholders, leaders can emphasize key messages to share results that highlight growth and the purpose behind needed changes.

By intentionally adjusting language, leaders can make a lasting impact, amplifying the power and clarity of their messages.

Communication is the Real Work of Leadership

Good communication transforms confusion into clarity. For education leaders, crafting well-structured messages is essential to building trust and reducing uncertainty. While we may not always have all the answers, we can still make a powerful impact by focusing on what matters most to our staff, students, stakeholders, and community members. Effective communicators bridge the gaps, helping others understand the big picture and move toward shared goals. The foundation for hardwired communication execution lies in three core principles: accountability, reliability, and consistency. By embodying these, leaders enhance understanding and guide their teams toward successful outcomes.