June 12, 2013
The necessity to reexamine the channels our education systems use to communicate with students, parents, and community is exemplified in our own lives. Innovations in technology have produced myriad options for connecting with one-another and the world at-large. Rarely do we send snail-mail, or use our landlines for phone calls. These trends become stronger as time passes, and reemphasize the need for school districts to find creative ways to generate a higher level of parental and community investment in their institutions.
With the communications trend lines set, every school district has an imperative to adopt a communications strategy that uses contemporary technology to build a stronger relationship between their school and its supporting society. In our current economy, finding revenue is a nothing short of a challenge. But by taking the initiative and investing in a strategic communications plan, it is possible to persuade reach supporters and persuade interested parties with your message.
Education, like all industries, requires marketing to garner a positive image. Key to this demand is a dialogue between schools, parents, and the community. The benefits of keeping parents and the surrounding community constantly informed build trust in the competency and value of an institution. A school that initiates contact to outside sources can open up a trove of goodwill that can be used to their advantage. Modern social media platforms allow a school to tell the public about developments and publicize school events during the year, providing the community with a sense of engagement and enrichment through their support for the students that represent them.
A strategic communications plan is founded upon analysis of a district’s position in relation to the public, which leads to research that helps chart a course for them to follow. When the analysis has provided actionable insights, a district must formulate strategies based upon specified objectives that can be reached by bending communal support. At all stages of a communications rollout, school administrators must constantly evaluate and measure the strategy’s progress to goals.
A call to action is what the majority of school districts need. With dwindling state and federal support, this is the time to lean on our communities to invest in their children’s futures. The saying goes that “it takes a village to raise a child.” Through a strategic communications plan, let your community know that their help is needed.