No organisation can succeed without a clear communications strategy. And ensuring that it is carried out.
This is not just about selling or marketing, it is about telling your story - because if you do not, others will.
Each person's reality is in fact a conglomeration of bits of many stories, often heard and passed into memory without any error checking mechanism. With social media (if not just e-mail), stories can take a life of their own and become the reality for many. The inaccurate and distorted story will then be the reality for your client/parent/community member.
It is necessary to listen too. Not just because you might have to act to ensure the correct version is communicated, but you can also learn and then be able to improve what you do.
This particularly applies to schools, but it also applies to large international organisations too. I am pleased that the International Baccalaureate is improving their communications and congratulate Drew Deutsch, Director for IB Americas, for producing a personal message on Vimeo.This is more like it IBO!
I have been in the audience for many an excellent presentation from IB personnel - but have had to be there in person. Could we hope for other video presentations about the IB programme changes, for example? This is an excellent medium for getting the IB story out to those who implement the programme.
And using blogs, video and social media are great opportunities to listen, too.