Strategies to Accelerate Family Engagement

With all its challenges, the pandemic brought to light the need to either rethink or improve various aspects of practice.  When it comes to leadership, the importance of effective communication skills to engage and empower families moved to the forefront.  There are many reasons for this, but the most pressing was the need for information related to COVID-19, especially during the early months of the outbreak.  The move to remote learning, then a hybrid model, and frequent back-and-forth changes necessitated the need for timely and accessible information. 

Over time the emphasis shifted to getting messages to families that student engagement had become a critical issue as the pandemic raged on, even with the approval of two vaccines.  Headline after headline acknowledged that tens of thousands of students had yet to log on to any remote classes during the school year.  Overall attendance was a major issue as concerns over increasing learning gaps grew. If things weren’t challenging enough, the added stress of a lack of engagement by remote learners on video calls compounded things further.  As I write this post, leaders are still currently dealing with these issues. 

There is a need to embrace an all-hands-on-deck approach to engaging families right now.  A focus on solely traditional methods will not cut it, unfortunately.  The same old thinking typically leads to the same old results. Right now, time is of the essence, which is why leaders need to critically reflect on their actions in order to improve the outcomes of any messaging strategy.  Below is a quick list of ideas to consider:

• Social media
• Video streaming (i.e., Facebook Live)
• Notifications (SIS, email, Remind, LMS)
• Virtual events
• Games
• Flyers 
• Infomercials and public service announcements
• Yard signs
• Town Halls
• Testimonials

In Digital Leadership, I wrote about the fundamental need to meet stakeholders where they are and engage them where they are using a multi-faceted approach.  Herein lies why social media has to be a critical component of any strategy. However, leaders must also look beyond Twitter and Facebook and begin to utilize more popular tools now being used by families such as TikTok, Snapchat, Instagram, and Pinterest.  Each of these has the ability to harness the power of images and videos to capture attention while delivering powerful messages. Any tool with video capacity can be used to push out infomercials that highlight both positive aspects of current school culture or pain points.  Consider having students help you create these. Many leaders have turned to live video to not only get information out but to engage families on a weekly basis through the facilitation of town halls where questions are answered. 

Testimonials from students and parents on successful remote or hybrid learning practices can also be shared using social media. With virtual events, leaders can provide insight into how remote and hybrid learning is just as meaningful and challenging as face-to-face. Consider using this strategy as an open house of sorts. Another tried, and true technology option is messages sent through both your student information system (SIS) and learning management system (LMS) as well as Remind. Each can be set up to send out both email and text messages. Back when I was a principal, we embedded critical information on student report cards using our SIS. 

The list above also includes some non-tech options to engage families. It is important to note that digital equity is still an issue, and we cannot assume that everyone can be reached using email or social media.  Paper flyers still have value. Sending them through the mail is always an option, but those whose students continue to either not attend school or be disengaged try taping them to the front door. I know this might seem a bit unconventional and a hassle. However, the fact remains that all options need to be on the table. Some schools have gone as far as installing yard signs to hammer the point home that kids need to attend classes and complete schoolwork. Another idea is to use games such as bingo with incentives such as school swag for families that participate. The example below could be adapted in such away. 

The list I provided outlines a variety of strategies leaders can use at any time to improve family engagement.  Keep in mind the importance of creating messages that resonate. In BrandED, we outlined the importance of promise, result, and image when developing an engagement strategy.

PROMISE

... A compelling core connection to the value we guarantee to our community

RESULT

...A consistent reason to believe by our community 

IMAGE

...Identity that grows awareness of the good we accomplish 

As you work to craft both a communications and public relations plan that includes the above elements remember to use the power of stories. Storytelling impacts the brain in ways that make it easier to remember critical messages by tapping into emotions. It also aids in getting important information out to diverse audiences. Beyond the emotional connectivity, strategic thinking about messages shared enables leaders to set measurable goals that establish and ensure long-term trust. Without trust, there is no relationship. Without relationships, no real learning occurs. There is no better time than now to become the storyteller-in-chief!

As I work with leaders across the globe, family engagement is consistently one of the top challenges that they face.  The ideas in this piece are only suggestions.  When it is all said and done, it’s how these and other practical ideas are put into practice and lead to success.  For more strategies, consider getting your hands on both Digital Leadership and BrandED. 

A Picture is Worth a Thousand Words

In the past, I have written about my journey from digital nomad and detractor to leader. The catalyst for this transformation came in part from Twitter. My experiences in this social space forced me to take a critical lens to my professional practice as well as that of my staff in my school.  Over time my primary use of social media shifted from communicator to learner. It was this shift that got me thinking about how tools could be used to amplify the fantastic work of my teachers, administrators, and students to showcase efficacy in improving school culture. It all comes down to this. If you don’t tell your story, then someone else will. I learned quickly that it was in our best interests to be proactive in this endeavor.

My strategy was to implement a multi-faceted approach that utilized a variety of tools beyond just Twitter and single media sources with the ultimate goal of sharing and engaging more with stakeholders. The digital world allows all educators to become the storyteller-in-chief, something that I first discussed in detail in Digital Leadership years ago.  In both BrandED and Learning Transformed, the concept of building better relationships as a result of improved community engagement was discussed through both a research and innovative practice lens. Along with video, pictures were one of the most potent artifacts that I used to tell our story through greater context. Apparently, there was a reason for this. Take a look at the visuals below, and you will see very quickly why my first inclination was to capture an image and then share using a variety of options.

Image credit

Each picture provided a more detailed look at how our learners were purposefully using technology to either support or enhance learning.  They also were used to showcase how my staff was effectively integrating innovative practices to improve learning outcomes.  In other cases, images painted a picture of how our students were serving others in the local community and beyond.  Contrary to popular belief, Twitter was not my preferred storytelling tool as a principal.  This designation went to Instagram. With this tool, I could quickly snap a picture, add a caption or context, and then not only share here but also to Twitter and Facebook. Hashtags were used to amplify locally, nationally, and globally. With Instagram having over one billion users it makes perfect sense that this platform should be at the center of all sharing efforts. On a side note, you can check out my Instagram account HERE.

One of the most important decisions I made early on during our digital transformation was to get into classrooms more to conduct observations, walk-throughs, and provide better feedback to my teachers. A commitment to instructional leadership helped pave the way to improving learning outcomes across the school. I quickly seized on the opportunity of being in classrooms more by talking to learners and taking pictures of their work. In a matter of seconds after leaving a room, I was able to share the pictures on social media. Many of these became the catalyst for more detailed blog posts that illustrated how theory and research were being implemented in a way that led to evidence of better results.

Regardless of your position, you can use pictures to showcase the greatness that happens in classrooms, schools, and districts across the globe.  I took pictures of everything, including plaques hanging in our hallways that celebrated impressive accomplishments relating to student achievement. Below is a quick list that can guide your image taking and sharing strategy:

• Innovative practices: These can be pedagogical or even learning spaces. The key is to add context as to how these practices are leading to improvements in outcomes.
• Artifacts: As a job-embedded coach I am always taking pictures of student work across all disciplines, assessments, what kids are doing on devices, and any tangible item that illustrates good practice.
• Student achievement gains: It is important to share all types of success, including this. Plaques, banners, newspaper articles all make for powerful pictures that can be quickly shared.
• Culture: Everything that falls between, around, or outside classrooms and school that depicts how the needs of the whole child are being met make for compelling pictures. Pep rallies, staff comradery, service projects, internship experiences, capstone projects, and field trips are just a small sampling of what can be shared to illustrate a thriving school culture.

As the title of this post implies, a picture is worth a thousand words and our brain loves them. How good is your current strategy at taking advantage of this?

Change the Narrative

No matter our level of digital proficiency, educators grapple with the rough-and-tumble pace that professional connectivity demands in our new age.  A change of thinking is in order if we are to face a hyperlinked world of education.  We facilitate learning and lead schools today, preparing our digitally and socially savvy students for success as adults in a future where many of their jobs haven't been created yet. To do this successfully we have to take a critical lens to our work and determine what can be done differently.  

In these changing times, opening the door to sharing and the transparency it brings in a digital age may make you pause. Let's be honest. The old-school one-way messaging behavior for leading a school doesn't jibe with our engaged, digital communication environment. A paradigm shift is in play. It is important to recognize and lean into it: Our community of stakeholders wants us to engage with them-starting with our students and ending with the world beyond our school. In this ever-evolving world of digital communication, a world where information arrives at our digital doorstep without being invited, we have to reset traditional thinking. Our stakeholders' lives are now about exchange powered by inbound social and digital forces. As outlined in BrandED, a new educator mindset is in order: one that calls for the clear, connective, engaging concept of storytelling to build trust and powerful relationships. The bottom line is that if you don't tell your story someone else will. 

Image credit: whitealliesintraining.com/2015/10/05/big-idea-change-narrative/

In today's engaging, digitally empowered school setting, questions arise as to whether schools are best suited for educating their learners. We have to do a better job of communicating what we do and showing how we do it. We must be part of the exchange. It gives us the best chance at connecting with current and potential stakeholders in order to win support for schools. Today's educators who embrace the power of storytelling don't need to be humble. In the noisy digital world, educators must proudly use stories of their classrooms and schools to convey a consistent message about who they are, how results are achieved, what they stand for. The importance of embracing a brandED mindset to become the storyteller-in-chief can't be overstated. 

I cannot overstate the importance of telling good stories to develop a new narrative in the education space.  Science has shown how storytelling impacts the brain and aids in getting an important message across to diverse audiences.  An article by Jonathan Gottschall in Fast Company sums it up well:

"Humans live in a storm of stories. We live in stories all day long, and dream in stories all night long. We communicate through stories and learn from them. We collapse gratefully into stories after a long day at work. Without personal life stories to organize our experience, our own lives would lack coherence and meaning."

Today's schools exist in a digital town square where people meet daily. School value is one of the most discussed topics online. People, both with and without children, search the Internet and consult online real estate sites to find data about their prospective local school. Educators need to be cognizant of this fact and leverage the inherent power of their work to create a narrative that conveys value that speaks in an authentic voice to an audience. Adopting this strategy to benefit kids helps you attain a synthesizing view, preparing you to communicate with the varied segments of stakeholders who will research, observe, and engage with your work online on a daily basis. Today's digital world is driven by mobile content in short form and long form, in text and video just waiting to be taken advantage of. 

When adapted by all educators, the message of all the positive that takes place in classrooms on a daily basis becomes a beacon - the touchstone of why we act the way we do as a school, why we teach and learn the way we do, and how success is measured by so much more beyond a test score. Beyond the emotional connectivity, strategic thinking about messages shared enables educators to set measurable goals that ensure long-term trust. Without trust, there is no relationship. Without relationships, no real learning occurs. 

Change begins with each and every one of us. Together let's use our collective voices to change the narrative to one that clearly depicts all the amazing work that happens in classrooms, schools, and districts across the globe.  

Our Work is Our Message

The following post is adapted from BrandED: Tell Your Story, Build Relationships, and Empower Learning. 

Branding matters in the changing world of learning, fueled by powerful digital resources (Sheninger, 2014). It’s time to make a choice – define or be defined. Telling a powerful school story and reaching an audience have never been more possible than in today’s digital world, and never more necessary for a leader to embrace in a new world of competition and choice. Early brand adopters such as Brad Currie, Robert Zywicki, Joe Sanfelippo, Tony Sinanis, Angela Maiers, Vicki Davis, and Gwyneth Jones, are already out ahead of the pack on digital media, and they are passionate about what they do. They are inspired by their initial success and have developed professionally in ways that make them unique compared to other leaders. A brandED mindset takes professionals to the next level, adding strategic thinking and action steps for brand sustainability.

School leaders build a positive brand presence in the name of school improvement, to advance better teaching, learning and leadership, and to develop stronger school communities. The work advanced in the area of servant leadership reinforces the importance of having a brandED strategy. Sipe and Frick (2009) identify the following seven pillars of servant leadership:

• Person of character
• Puts people first
• Skilled communicator
• Compassionate collaborator
• Has foresight
• Systems thinker
• Leads with moral authority

The pillars of servant leadership speak to the underlying mission of brandED leaders; they define leadership as something to be shared, distributed, transparent, and focused on success and happiness. BrandED does not rest on the shoulders of one person. It is a distributed, collaborative, service-oriented school improvement effort articulated through the power of storytelling. 

Image credit: wedesign.la/how-to-tell-your-brands-story/

The marketing principle that guides business brand is its drive to build relationships. BrandED educators focus strongly on that aspect. Successful school leadership in today’s digital world is fueled by connectivity. Aren’t educators always building, brokering, and sustaining relationships? Focusing on relationships is a cornerstone of any leadership effort and one that supports a brandED strategy. Relationship building is a never-ending process, and in education it is not a part of a “sales cycle” (Connick, 2012) but is instead a part of an “awareness cycle.” For any school leader, being relational is as important as being knowledgeable.

BrandED behavior strategically focuses on relationships forged and sustained through trust. Mutual trust is a core element of brand loyalty in business and in schools, thanks to the digital age. A great workplace is created through organizational credibility, respect, fairness, and a foundation of trust (Mineo, 2014). The work involved in brandED development relies on building welcoming access in real time and online so that people feel connected and happy in their work. Access is supported by people who know that the calendar isn’t just about scheduling the day’s appointments but also about making time for a ritual of building trust. Your purposeful strategic effort to create relationships is vital.

Image credit: hwww.digibutterfly.com/

As you begin to develop your own brandED mindset and strategy, especially through a time of innovation, the following focus areas are places in which to access new connectivity for your own brand and the school’s brand. In each area, work on building relationships that promote both your brand and the school’s.

• Student achievement. Standardized test scores are most often used to evaluate the overall effectiveness of a school. Public relations and communication efforts focused on evidence of growth in this area and in other academic and nonacademic areas can be conveyed through social media. Doing so will help create and strengthen a school’s brand presence and convey why the brand matters. It is important to remember that this cannot be your only focus, as achievement will never tell the whole story of success (see other pillars below).
• Quality of teachers and administrators. Student learning and achievement are directly linked to the quality of the school staff. Stakeholders are often more than willing to move to towns with higher taxes that attract the best and brightest educators. Utilizing social media to convey staff statistics can build the confidence of any community, which has a positive impact on a school’s brand. Hire, support, and retain the best while also consistently sharing their great work.
• Innovative instructional practices and programs. Course offerings, curricular decisions, unique programs, and innovative instructional practices play a key role in student engagement while also having a positive impact on student outcomes (Whitehurst, 2009). Unique course offerings, curricula, and programs make a school or district stand out. The publication and dissemination of this information sends a powerful message related to college and career readiness and the ability of students to follow their passions.
• Extracurricular activities. Extracurricular, nonacademic activities are a valued component of any school community and help develop well-rounded students. Leaders who use social media as part of a combined communications and public relations strategy spotlight these activities to gain the attention of stakeholders.

Narratives both large and small are valued as tangible evidence of the school’s worth.  Stories come in different sizes and hold different purposes, but simply said they keep the engagement going. Sharing through big and small ideas aligned to the focus areas above will result in greater transparency that will help to build better relationships, support, and admiration for your noble work. It's time to join the brandED conversation.

Connick, W. (2012). The seven stages of the sales cycle. National Association of Sales Professionals. Retrieved from     
     https://www.nasp.com/article/AE1B7061-3F39/the-seven-stages-of-thesales-cycle.html

Mineo, L. D. (2014). The importance of trust in leadership. Research Management Review, 20(1), 1–6.

Sheninger, E. (2014). Digital leadership: Changing paradigms for changing times. Thousand Oaks, CA: Corwin Press.

Sipe, J. W., & Frick, D. M. (2009). Seven pillars of servant leadership: Practicing the wisdom of leading by serving. New 
     York, NY: Paulist Press.

Whitehurst, G. J. (2009). Don’t forget curriculum. Washington, DC: Brookings. Retrieved from 
     www.brookings.edu/papers/2009/1014_curriculum_whitehurst.aspx

The BrandED Conversation

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou 

When I was asked a while back to write a book for Jossey-Bass, I was relatively non-committal.  I had just finished back-to-back projects that resulted in Digital Leadership and Uncommon Learning, which took up a great deal of my time.  In my mind I needed a break from writing and on top of that really had no clue what to write about. For me, the ultimate goal I establish when taking on a book project is to try to write a unique piece that either greatly enhances existing work in the education and leadership space or creates an entirely new niche. I’m not going to lie – in this bold new digital world this is extremely hard.

The acquisitions editor at the time never gave up on me. This made me think hard and reflect on what topic I was truly passionate about. I eventually settled on branding in education, but not for the reason you might think. During my career as a principal branding became synonymous with the successful digital transformation that occurred at my former school. Using digital tools, we crafted a new narrative about the amazing work that was taking place that was backed by evidence of results.  We showed that embracing innovative practices aligned to a sound pedagogical foundation could create a learning culture rooted in meaningful learning and relationships. Efficacy, in part, was transparently integrated in our stories of struggle, systems change, and success. The power of telling our story galvanized and inspired us in ways we never could have imagined. 

The outcomes described above might never had come to pass had it not been for Trish Rubin.  In 2009 as I began my journey to becoming a digital leader, she relentlessly reached out to me and explained how I was incorporating branding principles in innovative ways.  Trish, a former educator turned business maven, helped me realize that a focus on telling, not selling, was creating unique value to my school community.  As a result we embarked on a journey to delve into how a brandED mindset could help promote, sustain, and amplify the great work taking place every day in schools across the world. We scratched the surface in 2013 as I worked with her to include a chapter on branding in Digital Leadership, which later came out early in 2014.  However, there was more to this story.

Order your copy TODAY!

As I reflected on my journey with Trish my mind became set on writing BrandED as a way to pay if forward with Trish and thank her for how she helped me as a leader. She opened my eyes to a concept that resonated not only with me, but also my stakeholders and countless educators across the world. She helped me address my own bias with a business only view of branding and together we worked to unlock the benefits of become the storyteller-in-chief.  To model this, we wrote the book using a conversational tone. Chapters have been re-titled conversations as we take readers on a journey through the history of brand and how a mindset shift can leverage powerful aspects resulting in an improved learning culture, expanded school performance, and increased resources. 

"If you want to change education, change the story being told." 

With change in education the brandED conversation is more important than ever.  As greatness occurs every single day it is imperative that we share in transparent ways to create a new status quo using brandED strategies. Quite simply, if you don’t tell your story someone else will.  Define before being defined. It is our hope that our book will lay the foundation for all educators to tell their story, empower learning, and build relationships. Relationships are built, in part, on feeling. BrandED illustrates to readers how feeling can be cultivated through image, promise, result, vision, belief, emotion, and value.  Below are some key takeaways:

• Leverage digital tools to become the storyteller-in-chief and build better community relationships
• Strengthen internal and external communications among students, teachers, parents, and other stakeholders
• Increase resources by establishing strategic partnerships and strengthening ties to key stakeholders
• Promote connectivity, transparency, and community to build a positive culture that extends beyond the schoolhouse door to build powerful relationships

As with all books BrandED has been a labor of love.  One thing that Trish and I emphasize throughout the book is how the strategies presented connect to research. Some other key aspects include reflective questions at the end of each conversation to help readers think critically about how to implement the strategies presented.  There are also practitioner stories throughout the book that illustrate how brandED thinking can positively impact learning and leadership. Finally, the book wraps up with numerous resources curated in an appendix including digital tools that can be implemented immediately to begin, sustain, or enhance your brandED journey. 

On behalf of Trish and I we really hope you enjoy reading this book as much as we enjoyed writing it. Grab your copy today and join the conversation on social media by using #brandEDU. Below are a few reviews.

"Branding instead of being branded. Defining instead of being defined. Innovative educators must stand up for their ideas and actions instead of being judged and branded by external agencies using standardized measures. Eric Sheninger and Trish Rubin present an excellent guide for educators and education leaders to tell their stories through BrandED."
—Yong Zhao, PhD, Foundation Distinguished Professor, School of Education, University of Kansas and author of Who's Afraid of the Big Bad Dragon?

"A great resource for educators who want to strengthen their connections with students, teachers, parents, and the wider community. These two innovative leaders don't just capture how to tell the story of a school—they show how to create it."
—Adam Grant, New York Times bestselling author of Originals and Give and Take

"Every day in every one of your schools, great things happen. How does your community know? Schools that are Future Ready boldly engage their community to build relationships and empower both students and families. Powerful yet practical, BrandED is the perfect resource to help your school share its story with the world."
—Thomas C. Murray, Director of Innovation, Future Ready Schools

"Eric and Trish demystify what it means to brand one's school by providing eight compelling conversations that not only lead to a deeper understanding of branding, but provide relevant ways for school leaders to frame their work… . In the vast sea of information in which we currently reside, using the BrandED Leadership methods described in this book will help school leaders reach their audiences in ways that create trusting relationships and loyalty."
—Dwight Carter, Principal, New Albany High School

"Disruption is the new normal. And the great disruptors of our time are shaping the culture itself in innovative ways. Eric and Trish's book BrandED sends a very compelling message to school leaders that developing and executing a smart, innovative brand strategy can disrupt the best practices' conventions of the existing school system. Like great disruptive brands from Apple to Uber, educators now have the ability to get the community engaged and immersed in the school's brand equity—and BrandED provides the roadmap for getting there." 
—Scott Kerr, Executive Director of Strategy and Insights, Time Inc.

Get the Good News Out

Let’s face it – great things occur in all schools on a daily basis. We see the fruits of our labor through our students as they show growth in learning over time. There is nothing more gratifying as a servant of education then when our passion translates into helping students of various ability levels accomplish tasks that they themselves never thought possible.  There are countless stories to be shared that illustrate how schools are meeting the diverse needs of learners today while preparing them for success in their future. Telling these stories adds another layer to initiatives and strategies developed to empower students and energize a community of stakeholders.

The good news doesn’t stop there.  Teachers, administrators, and parents go above and beyond to serve kids and the profession. Each story told helps to establish a new reality instead of one that historically has been dominated by perception.  As I have been writing since 2009, if you don’t tell your story someone else will. When someone else controls the narrative, chances are it might not paint an accurate picture of what is truly happening in your classroom, school, or district. Embracing a storyteller-in-chief mindset should no longer be optional, but instead a decision grounded in the benefits of being transparent and building powerful relationships with stakeholders (parents, media, businesses, community members, etc.). This is the premise behind brandED leadership.

To get the good news out you don’t have to continue to wait patiently for the mainstream media to cover your stories. It also doesn’t have to result in a drain on your time.  By working smarter, not harder, you can begin the process of curating and then sharing powerful learning success stories that will help to establish a new, better identity in a digital world. One strategy I developed as a principal was to create a template for my staff to easily share all the amazing work they were engaged in both with students and their own learning. This template was used to create the monthly Principal’s Report as I called it. The categories included the following:

• Guest speakers
• Innovative practices
• Student honors
• Field trips
• Guidance news
• Professional learning
• Theater arts
• Facility updates
• Other

The categories above are what I used and provide a frame of reference to create your own template. Each month I would send the template out and ask my teachers to share any pertinent work. Everything was then curated into a final document, edited twice, and then sent out to my stakeholders using Twitter, Facebook, LinkedIn, Google+, Remind, our school app, and an email blast. The final product was nothing fancy, but loaded with valuable news and insights to show everyone in our community the great work happening inside and outside the walls of our building. Check out an example HERE. Want to share content like this across multiple social media platforms with one tool to save time? If so check out IFTTT. Want to program specific times to send out tweets and other social media messages? Well there are tools for that as well. Check out Buffer and Hootsuite. 

The report became an invaluable resource for me to pull content into other digital channels and further amplify the work taking place at my school.  With my teachers permission I copied and pasted excerpts and worked the content into more elaborate blog posts.  You could even apply the same concept to Smore.  I also began to incorporate the ideas, strategies, and innovative practices into presentations I was delivering both at the local and state level. When video and pictures are incorporated you ultimately develop a digital leadership strategy that not only gets the good news out, but does so in a way that builds a positive brand presence. 

Keep in mind this simple equation to consistently get the good news out:

Communications + Public Relations = Brand presence

For more tips and ideas on how this equation can help you get the good news out click HERE. What other ways are you leveraging to get the good news out on your classroom, school, or district?

Blended Family Engagement

To this day I still remember the article that I read about Twitter in the Staten Island Advance one cold Sunday in March of 2009.  As someone who was totally against the use of social media for both personal and professional reasons, that article was intriguing to read as it essentially reinforced my negative perception. However, as I neared the end of the piece a light bulb went on.  Finally, I saw a professional connection as to how I could use social media to be a better communicator and engage more stakeholders in everything that was happening at my school. This was the beginning of my digital leadership journey that started with the simple goal of building better relationships with families in the community. 

Developing the means to communicate more effectively and better engage families was one of the main goals of our Twitter strategy that evolved from the article I read.  We were still using traditional means of communication such as memos, on-site events such as our annual Back to School Night, PTO meetings, email blasts, and face-to-face conferences when needed. We also instituted a positive referral system that combined a paper note sent home and a phone call.  I am not saying that we were awful at engaging our families, but in a rapidly evolving digital world we were not meeting them where they were at, let alone giving them a choice as to how they wanted to engage with us. It was time to transform our communications for a digital world.

Image credit

The fact of the matter was that many of our parents and students were disconnected from the school.  Many parents worked multiple jobs and just didn’t have the time to attend events and meetings on-site or even read an email or memo.  In terms of our students, we were pretty much clueless as to the tools and means they were using to communicate.  With Twitter as a starting point, my goal was to engage just a few more parents and students and if I did then that was a success.  I still remember getting so giddy when parents would tell me that they read my tweet or a student would comment on a news item I shared. These little morale boosters helped me to develop a more comprehensive digital strategy, which integrated more and more tools.

Over time we learned that the real key to success was meeting these key stakeholder groups where they were at and engaging them in two-way communications using a blended approach. I was all about getting rid of paper, but we soon realized that this was still an effective way to get information out. Some families did not have Internet access or were not on social media. Thus, I still communicated using these tried and true methods. Over time I began to integrate a variety of tools in addition to Twitter such as Flickr, Instagram, YouTube, Facebook, Google+, Google Docs, Google Voice, and a school app for push notifications.  Email messages were still blasted out, but instead of just all text, I began inserting video messages using YouTube to make my message more personal. 

The blended approach served our school community well as we provided numerous choices as to how parents and students wanted to interact with our school.  We embraced the storyteller-in-chief mindset to unleash the positive energy embedded in the great work that was taking place in our school on a daily basis. The lesson learned here was how we could create an image and identity for our school through transparency that would forge greater trust and support from our stakeholders. Thus, our concerted strategy of consistent communications and taking control of public relations resulted in the creation of a positive brand presence.  Going forward the brandED strategy was all about better engaging our families while building relationships in the process.

Engaging families goes well beyond just sending out information whether it is through traditional or digital means. Communication, in general, tends to be impersonal even if video is used.  As part of our engagement strategy, we made improved efforts to interact with families face-to-face.  In addition to the annual Back-to-School night, we began hosting more interactive events to educate parents on our emerging innovative practices. Parents and students were invited to sit on interview committees for new teachers and administrators.  When we changed homework practices as a district, parents, and students were invited to be part of the entire process, including reviewing synthesized research.  

All in all, we looked for more opportunities to give families a greater sense of involvement in the school community. As partnerships were formed near and far, we always looked for ways to make the connection to an improved school culture. Involvement, either active or passive, was one of our goals. However, the major goal was to build better relationships with families by showing them how much we cared about the success of their kids and the pride we had as a school in the local community. 

Get Your Brag On

That’s right, folks; I just stated that you need to brag more. However, it might not be in the context that you think. Bragging has been notoriously frowned upon by society for ages.  The Free Dictionary defines bragging as to talk or write about oneself in a proud or self-impressed way. This can, and most often does, backfire, as Susan Kraus Whitbourne writes:

"Almost no one likes a show-off but almost everyone likes to show off, at least a little.  Some showing off happens by accident and some in a deliberate attempt to manipulate others. In either case, though, you run the risk of looking a bit too satisfied with yourself if not downright conceited. The best way to brag about yourself to others is probably not to brag at all."

No one likes a person who brags excessively and just about all of us have been guilty of this at some point or another.  Alina Tugend highlights some of these in an article on the etiquette of bragging:

"Susan A. Speer, an associate professor of psychology at the University of Manchester in England, has found that “self-praise” is still considered largely unacceptable. Speer looked at a variety of data, from psychiatric interventions to everyday conversations, that involved self-praise. In her study, published in Social Psychology Quarterly, Speer discovered that in almost every case, indirectly or directly praising oneself seemed to violate social norms. People responded to self-praise negatively, she said, or, more subtly, with a long silence or a roll of the eyes."

So if bragging is so bad, why am I telling you to do more of it? The bottom line is that schools do not brag enough about the great work happening every day, and as a result, they pay a steep price.  With a growing negative education reform rhetoric led by politicians and special interest groups and media outlets determined to cover mostly negative issues, the cards are stacked against schools.  As I have stated for years, if you don’t tell your story, someone else will. If you let this happen, then the majority of the time, the story that is told about your school is not even close to the realities that are taking place.  

Schools and educators don’t brag enough about the positive impact they are having. My call to action is for all schools and educators to brag more. Whether you believe it or not, your work matters. Actually, it really matters. As opposed to theory and talk, educators are constantly implementing ideas and strategies while finding success in the classroom. This work matters and in itself is a story worth sharing as they can not only provide needed support for others who are looking for successful ways to improve teaching, learning, and leadership, but also inspire a pursuit of innovative change. Being humble during a challenging period for public education will get you nowhere fast.  Thus, you can sit by idly while a narrative is created for you, or you can choose to be proactive by tactfully bragging about the work of your school.  

Don’t stop with what is going on at your school or in your district.  I also want you to brag about your own powerful work and how it is impacting kids.  There should be no shame at all in sharing and promoting your own accomplishments.  I totally understand that the ultimate reward for an educator is the impact that he or she has on students.  However, I also feel educators work way too hard and are never appropriately acknowledged for all the awesome work they do. Thus, it is quite ok to give yourself a public pat on the back once and a while. 

Here are some quick tips that will help you brag appropriately so that stakeholders positively perceive it:

• Be tactical by proactively sharing your school’s success stories. If you are sharing your own successes, do it in a way that does not involve heavy self-promotion.
• Know when to promote success. As far as your school goes, this should happen often as there are always amazing things happening on a daily basis.  In terms of your own work, think about how the accomplishment will move the profession and others forward. 
• Success is never a solo act.  Discuss achievements in a team-centered way. 
• Give compliments to others at your school and over-share their accomplishments. There is nothing better than bragging about the work others are doing at your school to enhance learning and positively impact the life of a child. 
• Make goals for improvement. When the time arises to get your brag on, always follow up your stories and statements with areas for growth and improvement. 
• Focus on the voices and work of colleagues and other educators. Social media provides the means to share the awesomeness of your face-to-face colleagues as well as members of your Personal Learning Network (PLN). 
• Build on your positive attributes. We are more inclined to praise others than ourselves. Never be afraid to celebrate the positive aspects that define your school and own work.

Share until it hurts (in a positive way), but be careful not to cross the line where the message is conveyed in a boastful way.  Education needs more positive stories to move from perception to reality. It is time to get your brag on.

Leading With Video

There is no denying the power of video in society.  In a 2014 Forbes article, Richard Tiland makes some significant points when it comes to video and leadership. For example:

The use of video is so ubiquitous in our everyday lives; it has become part of our subconscious. We don’t even realize how much we know and learn from video—news, commercials, documentaries, even YouTube.  

As Tiland continues to explain, the use of video in society extends well beyond entertainment:

It has become a critical component in business, politics, communication, social media and even in music.   We need video to market and sell products, promote new ideas and share beliefs.

This paradigm shift has resulted in one of the most powerful tools available to leaders across the globe as explained by Tiland:

Ultimately, therein lies the power of video—the ability to effectively share beliefs and impact audiences worldwide from the comfort of their homes to the screens of their smart phones 24 hours per day, 7 days per week!

Image credit: http://success8760.com/wp-content/uploads/2013/11/Power-of-video-infograph.png

Digital leaders know full well the power of video. As principal I routinely used video tools to improve communications, enhance public relations, and create a positive brand presence.  Leaders today can harness mainstay video tools to build better connections and relationships with all stakeholders while telling the story of their school/district in a way that was never possible. Video tools can also be used as pivotal learning tools that save precious time and money.  Below I break down four main categories of digital tools:

Archived video (moderate/long length)

YouTube has long been the video tool of choice for digital leaders. Principal Tony Sinanis has used it as a communication tool for years by having his elementary students deliver morning announcements.  As principal I used a tool called ZippSlip where I could record video messages to my parents that were then embedded as YouTube videos right into the email.  Using YouTube as a public relations and branding tool is a seamless shift when leaders record and then share school events focusing on students such as art shows, concerts, athletic events, and award ceremonies.  For videos longer than fifteen minutes leaders can take advantage of Vimeo for free.  Want to learn something new? Check out YouTube EDU.

Archived video (short length)

Tools such Instagram have revolutionized the way leaders can share innovative practices in brevity.  With less than fifteen seconds, tools like this can capture short highlights that demonstrate the awesomeness occurring in our schools every day. These short video clips go a long way towards building a brand presence that extends well beyond a local school or district.  With such a short window to record, the excuses not to use these tools quickly fades. Want to use short video to support your learning? Well the popular walkie talkie app Voxer has you covered.  Voxer now allows users to take and share videos up to fifteen seconds in length.

Live video

Ustream set the standard for streaming video live, even in HD. When my New Milford HS students engaged in a book discussion on Drive with Dan Pink, I streamed the session live using this free tool and archived it to share with my superintendent and BOE.  The latest rage is Periscope, a free, live video streaming app for iOS and Android device.   As a “live video streaming platform”, educators can transmit live recordings of themselves to Persicope and Twitter followers.  Since Periscope is owned by Twitter it automatically links to your Twitter account.  Users get a notification anytime the educators you’re following do a live transmission. Periscope is great for catching glimpses of live presentations at conferences or sharing knowledge instantly using the power of video. You can re-watch any video from your followers for 24 hours after the live broadcast, but after that they disappear and are not permanently archived. For more information on Periscope check out these great resources:

• Periscope: top tips for using Twitter’s latest app
• The Scoop on Periscope: Broadcast Live Video to the World
• Periscope the School

Videoconferencing

Free applications such as Skype and Google Hangouts allow leaders to easily connect with both experts and practitioners. We used videoconferencing in my district to make better use of our precious time. In lieu of face-to-face meetings where we had to leave our buildings, I suggested to all of the building leaders across all schools to meet via Google Hangouts. The free group video chat feature was a game-changer for us.

Great leaders always strive to continuously improve professional practice.  Don't neglect the power of video to become a better communicator, learn on the go at times convenient for you, become the storyteller-in chief, and construct a school/district brand that will build greater support and appreciation from all stakeholders.

The BrandED Difference

When I first dipped my toe into the social media waters in March 2009 I really did not know what to expect. My sole purpose for embarking into this uncharted territory was to improve my professional practice by becoming a better communicator.  This was a natural connection to my work as a high school principal as you will not find an effective leader who is not an effective communicator.  So there I was churning out tweets about everything going on at New Milford High School. Little did I know that my tweeting would lead to a feature story on CBS Channel 2 NYC during November 2009 and in the process catch the eye of business maven Trish Rubin.  It was at this point in time that I was exposed to the concept of branding in education.

Image credit

Now when Trish contacted me out of the blue I was really caught off guard. She passionately explained that what I was doing was creating a brand presence for my school as well as me professionally.  At first, I wasn’t buying it, but after some more time speaking with Trish and analyzing how I was strategically using social media in my role as a school leader it began to make perfect sense.  On the surface, I always thought a brand in a traditional sense was a term specific to the corporate world and revolved around selling.  I later learned that a brand promises value through the evolution of a unique identifier that relates to a specific audience or stakeholder group. Value can be defined in many ways. Some brands promise durability, health, style, safety, taste, convenience, or savings. Brands are designed to stand out and ultimately influence the consumer in a fashion that builds trust in the product. Sustaining a sense of trust is an integral component of a brand’s ability to promise value. 

The definition above provided clarity, but it was still missing some integral components in order to make the concepts of branding more applicable to the education world.  Trish recently provided a fantastic synopsis:

"BrandED tenets are about trust, loyalty, promise, and creating better offerings and innovations that distinguish the educational brand experience for every user including kids, parents, teachers and community.  A brand isn't a short-term fix or a fad, but a way to strategically build a school's assets in a transparent digital world. No more Ivory Towers.  BrandED is about a genuine personality that can impact school culture, achievement and resources."

The statement above clearly identifies the importance and power of establishing a positive brand presence in education.  In the field of education, schools are considered a brand. They promise value to residents of the district in terms of academic preparation to succeed in society. Many families will choose to reside in a specific district if the schools have a track record of academic success. Specific variables that are ultimately embedded in an educational institution’s brand are state test scores, curriculum, teacher/administrator quality, number of AP courses, college acceptances, and extracurricular activities. By establishing a school’s identity or brand, leaders and other stakeholders can develop a strategic awareness of how to continually improve pedagogical and management practices that promise, as well as deliver, a quality education to all students. More detail on this is provided in Chapter 7 of Digital Leadership: Changing Paradigms for Changing Times discusses this in detail

As a high school principal, I felt that it was my responsibility to continually develop and enhance my school’s brand through innovation, risk-taking, the building of relationships (students, teachers, parents, community stakeholders, institutions of higher education, businesses/corporations, etc.) and a commitment to the community. In my opinion, this vision can assist all educators in establishing a brand for their respective schools that not only promises but also delivers value to residents of the district.

By developing and enhancing one’s school and professional brand we move past a developed perception of our admirable work by providing a necessary reality for all stakeholders to embrace and celebrate.  Thus, a brand in education has nothing to do with selling, but showcasing work of students, staff, and leaders in an effort to become more transparent.  Digital leaders understand the importance of branding in their work and by leaders I mean any and all educators who take action to improve learning opportunities for their students and themselves.  A positive brand presence is developed with consistent attention to the following Pillars of Digital Leadership:

• Communications – We must begin to meet stakeholders where they are at by employing a multifaceted approach to engage them in two-way communications. Digital and non-digital strategies are used to not only communicate important information but also become more transparent.
• Public Relations – If you don’t tell your story, someone else will. When you roll the dice and take this gamble it typically results in a negative story being told.  In education, we do not brag enough and as a result, we pay the price dearly.  By becoming the storyteller-in-chief you can turn this tide and take control of public relations for good.  There is so much power in stories and we must do a better job of sharing them. 

When it is all said and done, the most important and crucial outcome of a brand presence in education is the building of powerful relationships with all stakeholders in ways that were not possible before social media. The end result will be a greater appreciation for the work you and your students are doing in your district, school, and classroom. Let your amazing work and that of your students turn perception into reality by developing a BrandED mindset.  

To learn more get your hands on a copy of BrandED on Amazon today! 

Become the Storyteller-in-Chief

The new school year has begun for many educators across the country, with others soon to follow after Labor Day.  With the new year comes a renewed focus on initiatives aimed at enhancing learning and improving student achievement. Administrators and teachers alike will work to establish a shared vision and a subsequent plan of action to drive meaningful change and, ideally, cultural transformation. Schedules will be finalized, lessons developed, assessments graded, observations completed, meetings attended, and this basic routine, in a slightly altered format, will continue throughout the year.  During this time of excitement and euphoria, the focus shifts to mandates and directives issued at the state level. This is quite often the most deflating part of the new year, as the real reason for education is temporarily masked by a misguided emphasis on elements that do not equate to real learning.   Regardless of a school’s or district’s particular cycle of activities and response to mandates, one thing will remain the same: students, staff, and administrators will experience success.

In the face of adversity, right off the bat, the seeds for innovation will be planted and students will begin to create amazing artifacts of learning to demonstrate conceptual mastery.  Teachers will develop authentic learning activities that allow students to construct new knowledge while applying diverse skill sets that the global job market demands.  They will also create differentiated assessments in order to provide students with valuable feedback as to the progress being made towards defined learning goals and outcomes. Administrators will conduct countless observations and walk-throughs while spearheading larger change initiatives to improve achievement and school culture.  

Here is the problem though. The mainstream media rarely shares the impactful work in schools that are actually making a difference in the lives of students.  Countless innovative practices that showcase student learning are never covered by the news. Specific achievements of staff and students might at best get a small sound bite in a local newspaper.  As a principal nothing frustrated me more than watching the media latch on to any negative education story and run with it while ignoring so much amazing work taking place in schools each day.  If you do not tell your story someone else will.  More often then not, I would say nine out of ten times, when someone else tells your story it is not the one that you want to be told.  My call to action this school year to all educators is to become the storyteller-in-chief.  

This is not a relatively hard thing to do. Social media allows us to take sole control of our public relations and tell our school stories consistently, accurately, and transparently. Educators are making a difference every day and these success stories resonate with local, national, and even international stakeholders.  Telling stories of student successes and staff accomplishments help to combat and drown out the negative rhetoric that has become rampant in the education profession. It does not have to be a time sap either. So much time and energy get put into traditional newsletters and websites even though the impact is fairly minimal.  Here are some quick ways to harness the power of social media in your respective role to take control of your public relations and become the storyteller-in-chief:

1. Blogs – By far a blog is your most powerful public relations tool. In my opinion, there is no better medium to share innovative strategies, ideas, and success stories related to learning and accomplishments.  A blog is the 21st Century newsletter that gives that function as a two-way engagement tool with the added benefit of adding multimedia content to make your story really pop. Give Google Blogger of Wordpress a try this year to capture the greatness in your classroom, school, or district.
2. Pictures – There might be no better way to capture and share student work, facility enhancements, and accomplishments.  Instagram was my go-to tool of choice. During classroom observations, I would regularly snap a photo of a student project.  On other occasions, I would take photos of plaques representing school-wide achievement.  Once a picture was taken I could then easily share it across other major social media accounts such as Twitter and Facebook.  This process takes literally seconds.
3. Video – Creating a YouTube channel for your classroom and/or school allows you to capture your story with more detail.  Tools like Periscope and Ustream allow you to share live events such as concerts, athletic contests, art shows, etc.
4. Twitter – The microblogging platform allows any educators to share their story in 140 characters or less.  These tweets can be a dynamic combination of text, pictures, videos, and links to websites.  By creating a unique hashtag for your school, a threaded conversation can be shared with stakeholders or easily discovered during a search.  You can also use established hashtags to increase exposure of your stories.
5. Facebook – This social media tool really become our storytelling hub at New Milford High School.  All of the tools above can be integrated or shared on a Facebook page.  

Educators work extremely hard.  We now have the means and tools to tell the real story of what takes places inside and outside the walls of our schools.  Take the time to integrate at least one new strategy that enhances your public relations by meeting your stakeholders where they are.  By becoming the storyteller-in-chief you will not only build a greater appreciation for your amazing work but also catch the eye of the mainstream media who will then look to you for positive story ideas. Never underestimate the power of your stories.

Image credit: http://socialbrandinglab.files.wordpress.com/2014/07/storytelling.jpeg?w=593&h=445