Communication is the key

Communication helps an organization to be solid. It is also essential for all members of a community to know, take ownership, and contribute to the achievement of objectives. "For Deutsche Schule Medellín, communication is a fundamental axis of our educational project," says Carola Windmüller, Administrative and Financial Director of the School. She adds that it is also an articulating process that "promotes a good atmosphere among peers and fosters clarity in all areas."

Beyond creating a master document, "for us, communication begins with understanding all our audiences very well," says Carolina Marín, Head of Communications at the School. For her, understanding the information needs of each person who is part of the Educational Community is not to be taken lightly. "Our goal is for each of our audiences to receive what they need, whether it is getting to know the School for the first time, understanding academic processes, or knowing how things work," she adds.

Another challenge is to generate messages that are understood by each of these audiences. "We try to find different ways and means to convey the same news to our entire Community," explains the Administrative and Financial Director of the School. This is why we have a robust system of internal and external media, which aims to provide information in a clear and transparent manner to contribute to the sustainability of the School. "Communicating everything that happens in the School is important: the students and their families are our reason for being. And they have placed all their trust in our educational project. Efficient and effective communication demonstrates that we have clear objectives, that we are a School with an organized project, and it provides peace of mind to all our stakeholders," confirms Carolina Marín. Additionally, communication is fundamental for promoting a healthy organizational culture.

From the Strategic Communications Plan, audiences have been defined, including students, families, teachers, employees, alumni, future families, members of “Corporación Colegio Alemán”, regional media, associations, among others. Each of these audiences has a responsible person within the School who leads communication with them. "For example, for alumni, there is the Alumni Office; for future families, the Admissions Office...," explains Carolina Marín. In addition, channels and media that impact the entire community have been defined.

The School currently has the Noti, which has versions for the Educational Community, corporates, alumni, and admitted families. There is also the DSM newspaper, in its print and digital versions, which aims to reach the Educational Community, families interested in the School, and the general community. There is a digital media platform consisting of the website, with institutional information available to those interested; social media platforms such as Facebook, Instagram, LinkedIn, and Twitter, which showcase daily life and enhance the employer brand; and digital billboards. Finally, there are tools such as the institutional calendar, which includes key dates for the organization along with student artwork, and the yearbook, which provides a summary of each academic year.