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Exceptional communication is one of the most reliable indicators of effective athletic leadership. Research in organizational psychology shows that teams with clear communication structures tend to perform up to 25 percent better in collaboration, morale, and decision-making. For athletic directors, this translates into smoother operations, stronger relationships, and a more cohesive athletic culture.
Here are seven communication strategies that make a measurable difference:
- Hold Regular Stakeholder Meetings
- Use a Unified Communication Platform
- Create a Monthly AD Newsletter
- Develop a Clear Chain of Communication
- Practice Active Listening
- Use Video for Key Messages
- Practice an Open-Door Policy
1: Hold Regular Stakeholder Meetings
Frequent meetings increase clarity and reduce surprises. Weekly or bi-weekly check-ins with coaches, student-athletes, and support groups help surface concerns early, set shared expectations, and keep everyone focused on the mission. When handled consistently, these touchpoints encourage honest feedback and reduce the emotional noise that comes from uncertainty.
“When people are shielded from friction and disagreement, they become more fragile, not stronger. Exposure to challenges is what helps individuals and communities grow more capable, not less.”
– Greg Lukianoff & Jonathan Haidt in The Coddling of the American Mind
2: Use a Unified Communication Platform
Cognitive load theory suggests that people can only process a limited number of information streams effectively. When communication is spread across multiple apps and emails, decision fatigue sets in. Using a single, centralized communication tool keeps everyone on the same page and reduces friction.
When communication is spread across too many apps, details get lost and decision fatigue creeps in. A single, unified system makes it easier for everyone to focus on what matters most.
3: Create a Monthly AD Newsletter
The brain is highly responsive to visual content. According to cognitive science, people process visuals 60,000 times faster than text. A short, skimmable newsletter with key updates, athlete highlights, and event reminders keeps families and staff informed without overwhelming them.
Quick updates with a clear structure and strong visuals go a long way toward keeping families and staff engaged. The key is delivering just enough information in a format they’ll actually read.
4: Develop a Clear Chain of Communication
Behavioral research confirms that clear protocols help people act with confidence. When everyone knows who to contact and when—such as having student-athletes speak to coaches before escalating issues—it reduces confusion and speeds up problem resolution.
When people understand who to contact and how to escalate issues, it reduces hesitation and helps problems get solved faster. Clarity creates confidence.
“Clarity about expectations is perhaps the most powerful insight we can gain in improving relationships. When people know what’s expected of them, they perform better and trust grows.”
– Stephen Covey in The 7 Habits of Highly Effective People
5: Practice Active Listening
Neuroscience shows that being heard activates the brain's reward centers, much like receiving praise or recognition. Listening without interruption, reflecting back concerns, and seeking clarity can de-escalate tension and build long-term trust.
People need to feel heard before they’re willing to buy in. Active listening builds connection and makes your leadership more impactful.
6: Use Video for Key Messages
Video is significantly more engaging than plain text. People remember 95 percent of a message when they watch it, compared to just 10 percent when they read it. Sharing short video messages about playoffs, celebrations, or policy changes adds a personal and impactful touch to your communication.
7: Maintain an Open-Door Policy
According to Gallup, individuals who feel their leaders are accessible are 2.5 times more likely to be engaged. When coaches, athletes, and families know they can reach you directly, small issues can be addressed early, leading to stronger relationships and a more resilient program.
Be intentional.
Your program and the people you serve will thank you.
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