#SchoolPR Insights Blog

AI is becoming more commonplace in our day-to-day lives. Many times, we don’t even notice it’s there! AI is the reason we have smartphones, home security systems, search engines, even the internet itself.

Some fields have gotten by without AI, such as school district communications. However, “getting by” isn’t how you want to describe your approach! You can continue creating messages without AI, or you can uncover what this fascinating technology has to offer.

Ready to dive into AI? Here are a few tips to get you started.

1. Understand the “why” behind AI

Before experimenting with AI, school administrators must first ask themselves, “Why am I using AI in the first place?”

AI has the potential to improve school communications in many ways. It can automate text alerts and emails, allowing administrators to focus on more important matters. It can generate simple messages instantaneously, which saves time and energy for your team.

However you choose to use it, remember this: AI is no replacement for skill, will or effort. Rather than treating it like a shortcut, use AI as a tool to enhance communications while keeping the human voice intact.

2. Recognize that AI has limitations

AI can do a lot, but it can’t do everything. As you experiment with AI, be mindful of when it stops being helpful and starts being a hinderance. AI can whip up quick event reminders or announcements about school closures. But when speaking on sensitive matters that require empathy, sensitivity and compassion, the words should come from you.

3. Avoid the “cut and paste” method

AI almost never generates a finished product. Whether it’s website copy, an email or something as simple as a social media caption, everything needs to be reviewed by a human pair of eyes—and it will need to be revised.

Take what AI generates, then tweak it to meet your audience’s needs. You might have to break up lengthy paragraphs to improve readability. You might have to change a few words to keep the text consistent with your brand voice. AI offers a starting point; you create the finished product.

4. The human element comes from you

No one can talk like you better than you. AI is good at sounding human, but it can’t translate your thoughts into words (not yet, at least). Always double check what AI generates to make sure it still has heart. And if it doesn’t, go in and add that human element.

One other thing to note: while AI can sound human, it can also sound repetitive. AI will use the same tone, wording and sentence structure until you tell it not to. Repetition is a telltale sign of AI! There is no replacement for your personality and creativity.

5. Infuse messages with the school’s brand

You understand your school’s brand identity inside and out. It’s okay to communicate using AI as long as the messages reflect the mission, vision and values of your school. Read through AI-generated content, then ask yourself, “Are these words fit to represent our school community?”

AI defaults to speaking in a neutral, straightforward tone. It’s up to administrators to put that sense of identity back into the message.

6. Be less explicit and more euphemistic

AI might choose words that are too explicit for your audience. For instance, if you ask AI to speak on the topic of school safety, it might use emotionally-charged phrases like “school shootings” or “bomb threats.” This sort of language can incite fear or anger in your audience.

If you stumble across explicit words such as these, replace them with more palatable alternatives, like “safety concerns” or “urgent situations.” This keeps the tone positive, and in turn, the community’s response will be more positive.

7. Look out for (and remove) biased language

As mentioned above, AI might use language that’s too explicit or doesn’t align with your school’s identity. Along those same lines, language that’s potentially harmful or culturally offensive has been known to slip through.

Be on the lookout for words, phrases and expressions that could be interpreted as insensitive to groups of a certain race, religion, gender, ethnicity, disability or socio-economic background. Replace problematic words with language that promotes respect and inclusivity.

8. Fact check statistics and other information

Sometimes, AI can “hallucinate”—meaning it can generate information that’s misleading or entirely inaccurate. Always double check facts and statistics to make sure they are correct. One way to prevent this is by asking the AI model to incorporate information from a document, article or other piece of text you previously fact checked.

Just because something sounds real doesn’t mean it is real. Always check for errors!

9. Read it before you send it

Proofreading content is always important. However, proofreading becomes even more important when the content comes from AI. With AI-generated content, you’re not just looking for typos, grammatical errors and awkward sentence structure. You’re making sure the content is free from everything described above: repetitiveness, hallucinations and explicit, bland or offensive language.

10. Stay transparent with your audience

AI isn’t something you need to hide, and you don’t need to broadcast it, either. If the community asks, be open and honest about using AI in school communications. Don’t treat AI like it’s wrong or something to be ashamed of. Rather, speak to the technology’s potential and all the ways it can work to your school’s advantage.

AI is becoming more and more of a hot topic, and if AI keeps getting brought up in your school, don’t be afraid to address it. Post AI policies and guidelines on the district website to show that your team is using it responsibly. School leaders can also release statements to soothe people’s concerns about AI.

11. Conduct AI-related focus groups

As you experiment with AI, keep a finger on the pulse of your audience. Hear what they have to say about using AI in school communications. A great way to gather community feedback is by organizing AI-related focus groups, as this gives people a platform to voice their questions, concerns and input.

Hold these focus groups on a regular basis. Gather feedback from participants, then use it to improve communications. Hosting focus groups every few months allows your team to continually adjust their approach to AI.

12. Keep exploring the capabilities of AI

AI is always evolving. The version of AI you see today will be different than the version you see next week. While AI is getting smarter and more creative, changes to technology almost always come with a learning curve. AI adapts, and so should we.

Embrace playing around with AI. Try different approaches, and see what the tool is capable of. The more you unlock its potential, the more it will serve your needs.

Have you experimented with AI yet?

If you haven’t tried AI yet, this is your sign to take the leap. It’s normal to fear the unknown, to approach new technologies with caution. Don’t let this stop you from revolutionizing your school communications for the better! Once you get used to communicating through AI, you’ll realize it can do more than you even imagined.