Issue 257

Just rolled back into town from the Enrollment Management Association's annual conference in Austin, and I'm still processing what feels like a revelation disguised as a simple truth: We need to be in rooms together.

I know, I know. In our world of perfectly curated Zoom backgrounds and AI-powered everything, suggesting that we schlep ourselves to conferences might sound quaint. Maybe even inefficient. But here's what hit me somewhere between the opening keynote and my third Diet Pepsi (because that's all the hotel had):

Digital connection is connection-lite. It's the skim milk of human interaction when what we really need is whole milk. (And if you know, you know. 😉)

There's something that happens when school professionals gather in person that our best technology still can't capture. It's in the sidebar conversations that turn into breakthrough ideas—the impromptu problem-solving session at the hotel bar that actually solves the problem.

We engage differently. Teach differently. Learn differently. We even celebrate and play differently when we're sharing actual space instead of screen space.

Here's my challenge to you: Look at your professional development budget (I know it's small, but stay with me). Find something – a regional gathering, a city meetup, even that big national conference you've been eyeing. Make the case. Book the trip.

Yes, it's easier to click "Join Meeting." Yes, virtual events don't require explaining to your board why you need three days out of the office. But some investments pay dividends that don't show up in immediate ROI spreadsheets.

In an age where AI can write our press releases and automation handles our social media, the most radical thing we can do might just be showing up in person. Being fully present. Having conversations that meander and surprise us. Building relationships that sustain us through the tough November board meetings and the May graduation marathon.

Austin reminded me that while our work lives in the digital space, we don't. We're still wonderfully, messily, inspiringly human. And humans, it turns out, still need to be in the same room sometimes.

So here's to less efficient, more effective professional development. Here's to hotels that only stock Diet Pepsi. Here's to being there.

Thanks, and with appreciation,
Brendan

If you're a school MarCom professional feeling stuck between bureaucratic red tape and shrinking budgets, Joe Pulizzi's 'Burn the Playbook' offers a different path. You already know how to communicate with audiences, build trust, and work magic with limited resources – skills that are pure gold in the entrepreneurial world. This book shows you how to turn your expertise into a content-driven business you actually own, instead of spending your best years fighting systems that weren't built for your success.

PURCHASE THE BOOK TODAY

Crisis communication preparedness doesn’t have to be overwhelming. Learn the simple steps you can take this week to make your school more resilient. You’ll get tools and checklists to help you strengthen your communications for good days as well as tough times.

About Our Speaker

Myra McGovern is the founder and principal of The Polaris Collaborative, a strategic communications and risk management firm serving independent schools and other nonprofits. 

Myra worked for the National Association of Independent Schools (NAIS) for more than two decades before launching The Polaris Collaborative. Most recently, she was the Vice President of External Relations, where her team handled media and public relations, advocacy and public affairs communications, and executive communications. Before that, she served as the Vice President of Media for eight years, overseeing the team responsible for book publishing, Independent School magazine, multiple websites, video content, and social media.

RSVP today: https://community.marcomsociety.org/c/guest-experts-e2f31b/are-you-ready-simple-steps-to-help-your-school-survive-any-crisis

Fractional Digital Marketer Program: Our flagship consulting program, where we help you get more inquiries by implementing inbound marketing, Google Ads, Meta Ads, SEO, Reputation Management, and blogging for you! Learn more.

School Marketing The Right Way: Purchase my new book about school marketing. It was the book that I wished existed when I started my journey with marketing a school. Purchase.

SchoolMarketingCRM: My new marketing software for schools. This is the software I wish I had when I worked in schools. It handles all of your marketing functions, including landing pages, email automation, reputation management, appointment scheduling, and much more. Learn more.

The MarCom Society: Join other school marketing and communication professionals in my membership community, which is designed to help you become a better MarCom professional through training, support, and community. Learn more.

Sponsor This Newsletter: Promote yourself to 5,000+ subscribers by sponsoring this newsletter. Learn more.