Founding Partner
The Donovan Group
Public schools have never faced a greater need or opportunity to communicate clearly, consistently, and strategically.
Families, staff, taxpayers, business leaders, and prospective employees are making decisions about schools based not only on their direct experiences, but also on the information and narratives they encounter every day. In this environment, communication is no longer simply about sharing announcements or responding to challenges. It is a core leadership function.
Effective school communication often relies on two complementary approaches: informational campaigns and storytelling campaigns.
While they serve different purposes, both are essential to building understanding, trust, and engagement within school communities.
Informational Campaigns: Building Clarity and Confidence
Informational campaigns focus on helping constituents understand the facts.
These efforts communicate important topics such as strategic plans, referendums, academic programs, budget priorities, safety initiatives, enrollment procedures, policy changes, or district goals. They answer questions, explain processes, and provide the context needed for informed decisions.
Strong informational campaigns are proactive rather than reactive. They anticipate what audiences may need to know and communicate early, clearly, and repeatedly through multiple channels.
For district leaders, this work matters because confusion can quickly create frustration, misinformation, or distrust. Clear communication helps establish transparency and reinforces confidence in district leadership and decision making.
Successful informational campaigns often include:
- Clear, audience-friendly messaging
- Consistent communication across platforms
- Frequently asked questions and explanatory resources
- Visual aids, timelines, or infographics
- Opportunities for feedback and dialogue
Storytelling Campaigns: Bringing the Mission to Life
If informational campaigns provide the facts, storytelling campaigns provide the meaning.
Schools generate remarkable stories every day. There are students overcoming challenges, teachers innovating in classrooms, partnerships strengthening communities, alumni making an impact, and staff members changing lives in ways that may never appear in a data report.
These stories are not simply “feel-good content.” They are powerful communication tools that help share the human impact of public education.
Storytelling helps districts connect their mission, values, and strategic priorities to real experiences. It reinforces a district identity, strengthens community pride, and creates an emotional connection.
Importantly, storytelling is not limited to celebrations or successes. Authentic stories can also illustrate growth, resilience, problem solving, and continuous improvement.
Effective storytelling campaigns often:
- Highlight students, staff, and community voices
- Connect stories to district goals and priorities
- Use photos, video, quotes, and firsthand experiences
- Showcase learning, innovation, and belonging
- Maintain authenticity rather than polished perfection
Why Districts Need Both
Informational campaigns provide the foundation of transparency and understanding. Storytelling campaigns create connection and context.
Together, they help districts:
- Build public trust and credibility
- Strengthen staff and family engagement
- Support recruitment and retention efforts
- Increase community understanding of district priorities
- Create a more accurate and complete picture of public education
When school districts commit to both informational and storytelling campaigns, their communication becomes a strategic asset that strengthens relationships, reinforces purpose, and supports long-term success.
Joe Donovan is the founding partner of the Donovan Group, an award-winning school district communication, marketing, and public relations firm that focuses exclusively on public education. The Donovan Group provides 24/7 crisis communications services to MASA members free of charge. Learn more at https://www.mnasa.org/crisis-communications-services.