Telling
your story
through video
by Michael Kelly
If a picture is worth a thousand words, a video could very
well be worth a million. The numbers speak for them-
selves. In the world of social media, video generates 12
times more shares than text and images combined. There
are more than 4 billion daily video views on YouTube.
And more than 85 percent of the U.S. internet audience
watches videos online. Simply put, video is everywhere.
It’s one thing to make a video. It’s another thing to make a
video that engages your audience. That is where storytell-
ing comes into play. When done right, storytelling makes
your message more engaging and more impactful. Stories
are a shared experience. It’s a primal form of communi-
cation. They allow us to engage more deeply with others
while building a sense of connection and collaboration.
So how do you share the story of your school or school
district? For a long time, we relied on the media to do it for
us. And while that’s still a viable option, it’s not the only
option. The issue with allowing an outsider to tell your
story is you no longer control the narrative. By working
with your district’s communications department or seek-
ing outside help from groups like ACSA, you are able to
make sure your story is both authentic and engaging. You
are able to project the voice of the educator as opposed
to hoping a member of the media will do it for you.
There is no shortage of positive stories in our public
schools. We watch educators impact the lives of students
on a daily basis. That work deserves to be recognized and
shared with members of the community. Visual storytell-
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Leadership
ing creates a sense of trust. Parents are more likely to give
of their time and their money if they know it will go to good
use. And community members are more likely to vote for
educational taxes and vouchers if they see the positive
impact a school has on its students.
The best stories engage all of the senses. They make
us laugh. They make us cry. They make us sympathize.
They make us feel. In 2014, ACSA launched the Every
Student Succeeding video series, honoring 21 California
students who have overcome tremendous adversity to
get to where they are today. In many of these in of these
stories, an educator played a positive role in the child’s
success. From the librarian-turned-principal who taught
a boy to read to the homeless student who credits his
principal for saving his life, these stories have garnered
international praise.
Everyone has a story. Especially in education. The key
now is to tell that story and build your brand. A creative
and compelling video can change the hearts and minds
of the viewers. By telling the story of our districts, schools
and classrooms, we allow people to see the immeasur-
able and wide-ranging positive impacts of education. And
that alone is a story worth sharing.
Michael Kelly works for ACSA’s Communications Department and
is the producer, editor and reporter for ACSA’s Emmy-nominated
Every Student Succeeding video series.