A public school division initiated a formal review which would determine the future of a small public school, requiring a communications approach that balanced transparency, compassion and political sensitivity. The process involved engaging families, staff and the broader community in discussions about the potential closure of a Pre‑K to Grade 6 school—an issue with deep emotional and community impact.
Melissa served as the communications lead for the project, working closely with the engagement lead to ensure a cohesive, integrated approach. She provided strategic communications leadership to support a clear, accessible, trust‑building process aligned with provincial policy requirements and the Division’s commitment to meaningful engagement.
Melissa is a trusted partner whose communications expertise strengthens every engagement process we deliver. She quickly distills key issues, develops accessible messaging, and produces materials that support meaningful dialogue. Her collaborative approach and ability to anticipate what both the project team and the public will need make her invaluable.
The review explored the potential closure of a long‑standing community school—a decision with significant emotional, political, and operational implications. Melissa applied a readiness‑focused communications approach to ensure families, staff, and community members were informed, supported, and prepared for each stage of the
review.
Her work required planning and facilitating communications for internal and external audiences, including families, school staff, senior administration, and elected officials. She provided strategic advisory support to leadership, identifying risks, sensitivities, and messaging considerations to maintain transparency and trust.
Role
Melissa led communications planning and initial execution for the school closure review, providing strategic guidance, coaching, and senior‑level advisory support to the Division’s leadership and communications staff. Her role included:
- Developing the full communications strategy to support engagement with families, staff, and the community.
- Crafting clear, empathetic, and politically aware messaging that acknowledged strong emotions while maintaining transparency and trust.
- Creating foundational communications materials, including letters to families and staff, frequently asked questions, and website content.
- Advising senior administration on communications risks, sensitivities, and broader considerations related to the review.
- Coaching internal communications staff on messaging, tone, approach, and implementation of the overall strategy.
- Ensuring alignment between communications and the engagement plan.
Approach
Melissa’s approach emphasized clarity, compassion, and accessibility — essential qualities for a process involving potential school closure. A detailed situational analysis helped to improve understandig of the political, emotional and community context related to the project. The communications strategy aligned organizational values and priorities with the planned phases for engagement and requirements set out in Division and provincial policies. Messaging frameworks balanced honesty with care with a goal to ensure families felt respected and informed throughout the process
Melissa prepared initial communications materials that would support early notification and set expectations for the engagement process. These materials were customized to each audience, ensuring messaging addressed their personal concerns and anticipated questions. Further, coaching was delivered to internal staff to ensure consistent, supportive and responsive communications across all channels. This approach was designed to ensure communications were not only accurate and timely, but also sensitive to the lived experiences of families and staff.
Deliverables
For this project, Melissa delivered a comprehensive communications strategy aligned with engagement planning, including a comprehensive messaging framework and tone guidance for all communications. She also delivered written materials including draft letters to families, staff and community members, draft website content to create a dedicated information hub, and a comprehensive FAQ document customized to internal and external audiences to support clarity and reduce uncertainty.
For this project, Melissa delivered a comprehensive communications strategy aligned with engagement planning, including a comprehensive messaging framework and tone guidance for all communications. She also delivered written materials including draft letters to families, staff and community members, draft website content to create a dedicated information hub, and a comprehensive FAQ document customized to internal and external audiences to support clarity and reduce uncertainty.
She also provided advisory support for senior administration and project team members to assess risks, sensitivies and communications considerations, as well as developing a well-rounded approach to mitigate risks where possible. Support also included coaching and guidance for internal communications staff, ensuring they were prepared to manage the nuanced details of the project
Outcomes
The communications approach supported a transparent, respectful, and community‑informed review process. Families and staff received clear, timely information, reducing uncertainty and supporting constructive participation in engagement activities. Leadership was equipped with the messaging, tools, and advisory support needed to navigate a politically sensitive and emotionally charged process with confidence