Why do you think companies like Apple and Nike have such a
cult following? If you compare their products to their competitors, they are
very similar but these two companies are getting consumers to pay more for
their product than their competitors are. Why is that? I believe the number one
reason is, communication. These companies know how to communicate the
“greatness” of their products. From the iPhone to Air Jordan’s, we have been
told we can “Be like Mike”, and we can “Think
Different” just by lacing up
their sneakers and booting up their computers. In the world of education, we
can learn a thing or two from these companies on how we communicate with our
stakeholders. 
School leaders are the go-to person when students, parents,
staff and community members want to know what is going on inside the walls of
your school. It is their job to show their community first-hand how their
school is set apart from the average school out there. At the end of the day
you know more about your school than anyone else, so who better to tell your
school’s story? To help you on this endeavor, I am going to share 3 practical
easy ways that school leaders can communicate effectively the masses.
All Stakeholders
(Social Media)
As a school leader, you need to create a positive Social Media presence. More than likely, all of your stakeholders are on one or more forms of Social Media. They are scrolling on their phones looking to engage; as school leaders we have a great opportunity to meet them right there. Create a school page on Social Media and keep it current. Post what is going on as well as pictures and videos of awesome lessons or activities your staff and students are doing. Bring your school to the screen in the palm of your communities’ hands. It is an easy and powerful way to ensure you are telling your school’s story.
As a school leader, you need to create a positive Social Media presence. More than likely, all of your stakeholders are on one or more forms of Social Media. They are scrolling on their phones looking to engage; as school leaders we have a great opportunity to meet them right there. Create a school page on Social Media and keep it current. Post what is going on as well as pictures and videos of awesome lessons or activities your staff and students are doing. Bring your school to the screen in the palm of your communities’ hands. It is an easy and powerful way to ensure you are telling your school’s story.
Staff, Students
and Parents (Weekly Email Communications)
As lead communicators, administrators need to create an effective way to let staff know of school activities and how they can get plugged in. Every week, I send my staff a “Weekly Warrior”. In this document, I share important info such as: school activities, drills, and even my personal calendar. I also share a “teaching” piece (“From My Desk”) about what I learned from the current book I am reading and how it could be applied in the classroom. By doing this, I am modeling the need of ongoing learning to my staff. There is also a section (“Highlight of My Week”) where I share something that I witnessed that week that made me proud to be a leader in the building. From great things teachers are doing in and out of the classroom, to positive interactions I see between students, this is a great section to brag to and about our stakeholders. I take this communication one step further to reach the masses. I BCC the email with this document and a video “blog” that I record each week (Youtube: BMSWARRIORS67) to all of Central Office and every administrator in the district. I do this so everyone can see first-hand the great things we are doing and how amazing the staff at my school is. Adding those extra people to a communication that I am already sending, makes this communication even greater and more powerful without any extra effort.
As lead communicators, administrators need to create an effective way to let staff know of school activities and how they can get plugged in. Every week, I send my staff a “Weekly Warrior”. In this document, I share important info such as: school activities, drills, and even my personal calendar. I also share a “teaching” piece (“From My Desk”) about what I learned from the current book I am reading and how it could be applied in the classroom. By doing this, I am modeling the need of ongoing learning to my staff. There is also a section (“Highlight of My Week”) where I share something that I witnessed that week that made me proud to be a leader in the building. From great things teachers are doing in and out of the classroom, to positive interactions I see between students, this is a great section to brag to and about our stakeholders. I take this communication one step further to reach the masses. I BCC the email with this document and a video “blog” that I record each week (Youtube: BMSWARRIORS67) to all of Central Office and every administrator in the district. I do this so everyone can see first-hand the great things we are doing and how amazing the staff at my school is. Adding those extra people to a communication that I am already sending, makes this communication even greater and more powerful without any extra effort.
This year, we have also asked our staff members to send a
weekly email communication to their students and parents. We have seen huge
growth in our effort to bridge the gap between the classroom and home and
because of that our culture continues to move in a positive direction.
Students and
Parents (Personal Interactions)
As a leader, you can’t always speak from the comfort of our MacBook. There are times you have to lace up your Nike’s and connect with your students and parents in a more personal way. Two ways that have made the most impact for our school are after-school clubs and “principal chats”. Our school culture has grown leaps and bounds over the past few years because of the mindset that every student needs to connect; we will create any avenue possible to do so. When we get students plugged in and they become part of the positive culture, they themselves become a form of communication as they tell our story, through their own personal lense. Their own experiences get posted and snapped every day and because we are hooking students into the culture, the positive light of our school shines through them to a whole new audience.
As a leader, you can’t always speak from the comfort of our MacBook. There are times you have to lace up your Nike’s and connect with your students and parents in a more personal way. Two ways that have made the most impact for our school are after-school clubs and “principal chats”. Our school culture has grown leaps and bounds over the past few years because of the mindset that every student needs to connect; we will create any avenue possible to do so. When we get students plugged in and they become part of the positive culture, they themselves become a form of communication as they tell our story, through their own personal lense. Their own experiences get posted and snapped every day and because we are hooking students into the culture, the positive light of our school shines through them to a whole new audience.
With parents we try to be transparent and have multiple
“experiences” (PTO, Donuts with
Principals, orientation…) where they can come in and hear our story. You
would be surprised how great communication can be with one hand on a jelly
donut and the other greeting parents and welcoming their input. These
interactions are worth way more than the cost of a few dozen donuts. It is a
priceless investment all leaders need to make.
Communication is key if you want everyone to see your story.
The alternative of not telling your own story is that others will tell it for
you and let’s be honest,
So “just do it” and start taking your communication to the next level
and reach the masses.
How can you start
implementing new forms of communication to reach the masses?
Look at what you are doing now and truly take some time and evaluate and ask yourself, is this the most effective way to do this?
Who is telling your story, if you can’t answer with confidence, then ask yourself, “How can I take the wheel back and drive the communication to wear I want it to be?”
Look at what you are doing now and truly take some time and evaluate and ask yourself, is this the most effective way to do this?
Who is telling your story, if you can’t answer with confidence, then ask yourself, “How can I take the wheel back and drive the communication to wear I want it to be?”
If you would like tosee examples of how we engage parents at our school check out our Facebook page.
Roger Gurganus is an
Assistant Principal at Brownstown Middle School, a 6-7 building in Brownstown,
MI. He has a passion for children and education and strives to ensure that
every student is connected and feels part of the positive communities he
creates. Along with creating a culture of hope and love in his own middle
school, Roger also is committed to bringing hope, love and education to the
children of Uganda, Africa where each summer he travels in hope of making a
bigger difference in the lives of students who need it the most. Roger believes
that teaching is not a job, but rather a calling and hopes that through his
work, lives can be changed, dreams can become reality and mountains can be
moved.
Follow Roger Gurganus’ educational and leadership journey:
Twitter: @RogerGurganusII
Instagram: @RogerGurganusII
Youtube @BMSWARRIORS67
Twitter: @RogerGurganusII
Instagram: @RogerGurganusII
Youtube @BMSWARRIORS67
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