Embracing ORGANIC Communication in Schools
Where Schools Fail...
In today's hyperconnected world, communication has evolved far beyond the traditional channels of letters, phone calls, and formal meetings. Social media, email, and video platforms have revolutionized how we interact, share information, and build relationships. This shift has not left schools untouched. School leaders, too, are grappling with the demands of this new communication landscape.
Traditional school communication, often characterized by jargon, formality, and a top-down approach, must be more in sync with how people communicate today. This disconnect leads to declining engagement and trust in the eyes of the community when consuming content from local school leaders. They are saying we are FAKE! Because they do not see other influencers communicating like most school leaders these days.
To address this challenge, K12 Media is introducing the concept of Organic Communication for schools. Organic communication is about connecting with your audience genuinely, authentically, and relatable. It's about using language and imagery that resonates with your community and sharing stories that inspire and connect.
Our most recent analytics tell us the more professional acting school leaders are in their daily communication, the more anger appears to rise among community members
Some Questions to Think About
Do any of these influencers say "stakeholders" or "equity" regularly when communicating?
Do they call their leadership team cabinet?
How do they dress?
Do they act like professional politicians?
Why Organic Communication Matters
Research has shown that organic communication can significantly impact engagement, trust, and a sense of community. For example, a study by the Content Marketing Institute found that 70% of consumers really connect when they are provided personal relevant content. Additionally, a study by Edelman found that 80% of people trust transparent and authentic businesses. Would this be different for schools? We are dealing with their children, so of course our research has proven that it is even more critical for public education.
Organic communication can also help to break down the divide between different subgroups and coltures within the school community. When school leaders communicate in a way that is relatable, it can foster a sense of shared purpose and collaboration.
How to Embrace Organic Communication
Here are some tips for school leaders who want to embrace organic communication:
Start with a personal touch. Instead of sending generic emails, take the time to personalize your messages. Share a personal anecdote, ask a question, or express your gratitude.
User video and social media as much as possible.
Use relatable language. Avoid using jargon and technical terms that your audience may not understand. Use language that is clear, concise, and easy to understand.
Tell stories. People connect with stories more than they do with facts and figures. Share stories about your school, your students, and your teachers.
Be authentic. Don't try to be someone you're not. Be genuine and let your personality shine through in your communication.
Use visuals. Images and videos capture attention and convey your message more effectively.
Be active on social media. Social media is a great way to connect with your community and share your school's story. But make sure to post press releases and announcements. Use social media to share exciting stories, engage in conversations, and build relationships.
Watch Organic Communication in Action
Here are some examples of how school leaders can use organic communication to connect with their community:
The school principal starts her weekly newsletter with a story about her childhood and how it inspired her to become an educator.
The school superintendent uses social media to share photos and videos, including themselves, with students and teachers engaged in learning activities.
School leaders can create a more connected, engaged, and supportive school community by embracing organic communication.
Organic Communication: A New Approach to School Communication
Organic communication is not about abandoning traditional communication channels. It's about using all available tools to communicate in a way that is authentic, relatable, and effective.
By embracing organic communication, school leaders can build stronger relationships with their community, foster a sense of shared purpose, and create a more positive and productive school environment.