Voices from Campus
Q&A with Michael Hayes - Senior Associate Director of Communications & Marketing, Berkshire School
To get a clearer sense of how schools are thinking about storytelling today, we asked Michael to reflect on a few core questions… how stories are chosen, what makes them resonate, and where video fits into the mix.
1.What matters most to you when telling your school’s story, so it feels personal & real?
It has always been important for us to tell Berkshire’s story through our student’s
experience. That means asking students to share, in the most authentic way possible,
their journey.
2. How do you decide which stories are worth telling — and which ones aren’t?
We like to focus on the “things” that make Berkshire unique. That’s often our Mountain,
our unique academic programs, or the very real sense of community that our students
and faculty experience, together. Every student and every teacher has a unique
experience within that framework, it’s just a matter of getting them to share it!
3. Where does video succeed in ways other forms of communication don’t?
The emotion one feels watching a video is immediate, and therefore pure.
The visual of a beautiful campus, or happy students, or engaged teachers just can’t be
replicated in other forms. The connection of that emotion is immediate and tends to stick
with you longer because you’ve experienced it.
4. What’s one storytelling challenge your team is actively working through right now?
Our toughest challenge is to keep stories interesting. The school calendar, by nature, is
repetitive. So, we’re always after new ways to tell the same story.
5. What’s one small, practical content idea you’d encourage other schools to try?
We’ve found great success with our Campus Loop videos. Basically, they’re one-take,
rapid fire-style interviews with faculty and staff, hosted by a member of the faculty.
They’re full of personality, and our families love them!