The Right Medium for the Message

Trying to engage with the typical parent requires breaking through the clutter and static in today’s media and communications landscape. When I was considering this challenge, I looked around my desk to see my office phone, desktop PC, laptop (currently streaming iTunes radio) and smartphone, all bombarding me with texts, emails, IMs  and, my personal favorite, tweets.

As an avid sports fan, I use Twitter to help me stay connected with ‘critical’ developments: A-Rod’s MRI results, Tom Coughlin’s contract extension or Team USA’s performance in the Olympics. But the shortcomings of a 140-character burst are just as evident.

My favorite illustration of this is a tongue-in-cheek effort to encapsulate Shakespearean classics into the format of this brave new world, with Macbeth summarized thusly: “Lady Macbeth encourages her husband to be more aggressive in pursuing career options.”

Sadly, we are all susceptible to information overload. The challenge is to find the appropriate medium for the message you’re trying to drive forward with your audience. If it’s a snow day, then automated phone calls, text messages, tweets and Facebook updates may be ideal. Want to float a trial balloon for a new program with your most engaged citizens? A blog may be ideal, as exemplified by two clients — M Mike Nagler, Ed.D., who writes Mineola NY’s Nagler’s Notions, and Jeanne Collins, who writes Burlington, VT’s Superintendent’s Blog.

When it’s time for you to reach out to your stakeholders and engage in a more comprehensive and rich dialogue, the right medium is a K12 Insight-designed and administered project. Our professionally written pre-survey and post-survey communications, reports and analysis will crystalize the district’s message in the context of meaningful data to support your district’s mission and deliver positive outcomes.

Learn more about What We Do.

Author: Todd Keffer

Relationship Manager

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