Dealing With Less

These are tough times in which we currently live. Just today, for instance, it was reported in the national press that Wall Street suffered a trillion dollar loss in 2008. Further, many state budgets are being cut. Holiday shopping is dramatically less than what it was last year. Plus, the Christmas-New Year's season, which traditionally is a big movie-going time for Americans, is experiencing a drop in ticket sales. These are just a few of many examples of our country's current financial hardships. It is no wonder, then, that the great majority of American families are worried about their ability to meet their financial responsibilities and not suffer a serious decline in their lifestyles.

Is there a role for communication in these times in which so many people are affected? The answer is a definitive "yes," especially for those entities and individuals who are in positions of fiscal authority and are sources of pertinent information. In times of uncertainty, people need sources of information and guidance to better help them cope. Here's an example: The institutions of higher education in the commonwealth of Virginia recently had their budgets slashed as a result of a revenue shortfall in the state. As a result, people want to know if this means tuition is going to be raised and if there will be less financial aid available for them. The responsible parties - the colleges and state officials - should prepare pertinent information with which to share with their constituents. They need to begin addressing the possible concerns and questions of their constituents. Do not wait to be asked. Get out ahead of the inevitable inquiries and share what information is known at the moment.

Taking a proactive approach will not eliminate the concerns of families, but it will help ease their level of discomfort, fortify the connection or bridge that links the colleges and state government with the people, and possibly build on whatever support the families give their colleges and universities and elected representatives. Bottom line: people do not want to feel alone and uncared for when a crisis occurs. Open and proactive communication can help address the kind of fundamental mindset people share when they are feeling as vulnerable as they do now. Suppose, one might ask, the information is not positive or that there is no new information to share? Good question. Here is a good answer: The responsible entities can and should communicate that. This kind of initial communication effort can help people feel they are not alone as they attempt to cope with the financial challenges of the new year. People are aware that government and, in this case, the colleges and universities may not have all the answers, but they do want to be reassured that they are on the same side. Honest, straight forward and timely communication can help do that.