One of the major issues that schools face is engaging with parents, community, and stakeholders. It is not about educational changes and innovative initiatives, but about the everyday work such as field trips, after-school programs, counseling, volunteering opportunities, sports events, snow days, drop-off and pick-up, fundraisers, and more. Education is an ever-changing and ever-evolving landscape, and communications is no different. The ways in which we communicate have evolved, and many new ways to communicate effectively have emerged and improved over time. The way we access information today is very different from the way we used to just a few years ago: we read our morning news from our smartphones, we look up restaurant menus online, we keep up with our friends through Facebook Live and Instagram Stories, and we seek customer support from companies on Twitter.
Stories are all around us. Researchers found that personal stories and gossip make up 65% of our conversation. Some stories are as small as 6 words or 280 characters, and others are the length of a book or a movie. Your best stories are told in multiple lengths and forms.
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It is important for schools and districts to remember that in our ever-evolving world, they now need to compete for students, administrative and teaching talents, and community perception. Like other competitive organizations, schools need to set themselves apart from other schools in the country.