Nothing’s Changed But the Weather

130214 Weather-01In a recent discussion with a client, I recommended collaborating with the superintendent on an op-ed that would add context to a critical dialogue the superintendent was having with resident taxpayers and parents of district students.

My client paused to consider how much this idea interested him. After a moment, the question came back, “Isn’t that a little old-fashioned? Seems like a lot of work for one article in one paper.”

My short reply was “No.” But you deserve a longer explanation.

Consider the following: A new study at Kansas State University found that between 60-80% of the time people spend on the internet at work has nothing to do with their jobs — which is described as cyberloafing.” (I won’t even get into employee engagement right now.)

So what does this mean for taxpayers and parents?

Every day, people have the time and ability to use the internet to find information that interests them. Because news stories and op-eds live longer online than they do in actual print, a well-written, properly placed communication can influence a conversation well after it’s published.

Now consider the broader effect of also placing the same written piece on your district website, Facebook page, Twitter feed or blog.

While an op-ed may no longer actually appear “opposite the editorial page,” the impact of a well-written, well-placed opinion piece can shape the conversation by continually drawing the public’s attention to the vital issues facing our education system

Author: Kevin D. Scott

Relationship Manager

1 thought on “Nothing’s Changed But the Weather”

  1. Its interesting that I came across this post one day after having a similar conversation with a principal in our district. We, too, are looking for ways to reach out and initiate communication with our staff, families, and other stakeholders in a way that is less hit-or-miss. Yes, there are postings on the website, but those tend to be more informational than inspiring. To combat that, we are expanding our Twitter comfort zone and making it a priority to Tweet what is going on in our classrooms (including pictures) in order to show the community what we are really doing! We look forward to placing the communication out there in a way that leads to further transparency.

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