44 Approaches and media. One of the major challenges in developing and executing communication plans is to select the best medium for delivering messages both internally and externally. When selecting the best communication medium, Chapter Leaders may consider factors such as timing, location, and message. The timing of the information may be imperative, such as in emergency situations (i.e., issues on campus or immediate changes to resources or VA education benefits that directly impact members). Chapter Members’ locations may affect this selection. Are all Chapter Members on one campus or at multiple sites? Message is driven by Chapter and campus culture. Chapter Leaders have many options for communications mediums, including newsletters, town hall meetings, e-mails, surveys, stories, social media, messaging apps, a post on campus, and others. Newsletters are used to communicate new information about the Chapter, its events and services, and its members. Newsletters today are generally delivered electronically, though some are mailed, and may be published on a regular basis—whether weekly, monthly, quarterly—or whenever the Chapter has news to report. Town hall meetings are an option to gather the Chapter together to share news, celebrate successes or communicate impactful information, that should be done in-person. These meetings are most effective when Chapter Members are physically located in one geographic area. Alternatively, town hall meetings may be held electronically via teleconferencing services for those whose members are geographically dispersed. Electronic communication is a fast and easy way to reach many Chapter Members at once. It may be best used when information is important, such as in changes in VA Benefits. E-mail communication presents some difficulties because tone of voice and inflection are absent, making an ironic or sarcastic remark appear rude or harsh, which may not be the intended message. Two-way communication is vital to any effective communication strategy and developing formal tactics to listen to Chapter Members is essential. Chapter Leaders can elicit fast feedback through surveys and polls about specific issues, such as event or programming ideas, or general concerns. Storytelling creates a picture through words so that the message becomes memorable. Storytelling can be used as a powerful tool to impart Chapter culture, to create a Chapter brand, and to build trust and loyalty among Chapter Members and partners. Social media platforms like Twitter, Instagram, LinkedIn, and Facebook have become ubiquitous on campus, for personal updates, and as an organizational communication tool. Social media can help spread news about the Chapter or capture new members by affiliating with the larger university social media account. Messaging applications such as SMS texting, Facebook Messenger, GroupMe, and WhatsApp are excellent options to coordinate with one or more Chapter Members. Campuses with a centralized office for student veterans and military-connected students may have a place to post Chapter communications. If not managed by Chapter Leaders, permission should be granted before posting Chapter information. Types of messages. The type of message sent is a major factor in choosing the appropriate communication channel. General Chapter updates may be communicated through newsletters, e-mails or town hall meetings or in small group huddles. Chapter Leaders should consider using several different means to announce and update Chapter Members when the Chapter is facing challenges or when impactful information needs to be communicated to everyone. Talking Points Before Chapter Leaders tell the world about the Chapter, it is important to think about key messages. These talking points can help guide conversations with potential members, reporters, community partners, university administration, etc. All Chapter Officers—and even Chapter Leaders or Members—
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