As professionals working in education, we know technology and communications, separately, can present their own set of challenges. Technology is integral to nearly every job and essential for staying current with industry trends. At the same time, effective communication is crucial for maintaining positive relationships with stakeholders and combatting any emerging issues. As we progress through this school year and as we approach certain events, milestones or historical moments, there is much to consider about developing convergences between technology and communications.
Beating the World Clock
In today’s fast-paced world, news travels instantly, and individuals feel more connected to global events. Social media platforms provide real-time updates, narrowing the time available to respond to incidents concerning our community with thoughtful and accurate information. During an escalation of the Israeli-Palestinian Conflict, we witnessed independent school communications teams race to craft timely responses to families seeking acknowledgment of the violence and actionable steps to address the pain it caused. Though many schools were cautious of using language that caused unintentional further pain, they crafted incredibly thoughtful messages consistent with their values. However, we also witnessed many educational institutions, including independent schools and universities, walk back statements as the conflict progressed.
The pressure to react quickly can make crisis management particularly challenging. Not responding fast enough can make institutions appear detached, while hasty communications can lead to a potential PR crisis. Developing a crisis communication strategy that includes a matrix to navigating global events can mitigate these challenges, ensuring that responses are timely and appropriately managed.
The Artificial Intelligence Era
The recent surge in Artificial Intelligence (AI) tools has also significantly impacted education. We know that AI has been a hot topic as it relates to learning and performance, and there is a common fear that this tool creates a plethora of concerns about student conduct. While much attention has been paid to how students use AI, there hasn’t been quite as much interest in the use of AI by school officials and administrators, specifically in generating communications materials. While AI promises efficiency in drafting communications, it raises concerns about authenticity and effectiveness. AI can generate text on various topics in a matter of seconds but can lack the sentiment and brand-specific voice that human writers provide. Moreover, missteps in proofreading or over-reliance on AI can lead to communications that stakeholders might perceive as impersonal, or worse, inaccurate.
What this tells us is that it is important to think about the risks of AI for students while also considering its risks for administrators. Before we fully embrace it as a method of generating communications, it’s worth evaluating how AI affects our ability to communicate in ways that are authentic and tailored to the needs of our communities. This awareness is vital in developing an effective crisis response plan and ensuring that any use of AI tools complements, rather than replaces, personal touch in communications.
The Viral Nature of Social Media
While we continue to seek genuine ways to reach our stakeholders, social media platforms like TikTok have transformed how quickly content can go viral, often sharing information with wide audiences within minutes. Due to growing concerns over social media, many schools have implemented social media policies to address potential risks associated with employee conduct online. However, the rapid spread of content on platforms like TikTok and the normalization of social media as a personal expression outlet presents a new set of challenges, making it increasingly difficult to determine what is and is not an appropriate use of an employee’s personal social media.
For instance, last academic year, several schools found themselves evaluating their media policies after a number of teachers went viral for expressing their frustrations with the state of education. While most teachers are well versed in protecting their identities or places of employment when on social media, videos such as these blur the lines between sharing a personal experience and disclosing too much information about school matters.
To manage such situations effectively, schools must build crisis communication strategies that prepare faculty and staff to navigate public platforms and the negative response that could come with it. This involves equipping them with the knowledge and tools to handle social media responsibly and professionally, especially when discussing school-related matters. How can your school incorporate crisis management training into professional development to help mitigate potential risks?
Balancing Advances in Technology and Communication Challenges
The rapid advancement of technology and our understanding of it continues to introduce new challenges in communications. As professionals in education, it is crucial to strike a balance between embracing technological innovations and limiting or addressing the difficulties they bear. Though these challenges are sure to become more apparent and diversified as new trends emerge, they also present opportunities to adapt communications strategies to better support stakeholders. This trend of newer, faster, and smarter technology is here to stay, and we must better prepare for it rather than fight it.
