The Authentic Face – part I

Buzz Words

Buzzwords come and go. We could dismiss them as passing fashions or recognize that they reflect societal concerns. Last week at two different professional conferences I attended, the word that dominated all conversations was: authenticity.

In today’s politically charged climate, the thirst for authenticity is not surprising. As Purim and its themes of masks, unmasking and Jewish identity and survival approach, I invite you to consider how authenticity applies to your school.

That might seem strange. After all – how could you not be authentic if you are a Jewish school? Isn’t honesty a core value? Sure, but… from a messaging perspective, you might be surprised.

Let me “share.” During the past month I’ve spent too much time perusing “Jewish women’s” Facebook sites. The wildly divergent responses to posts inquiring about schools committed to specific priorities in specific areas shocked me. (Of course, as a person who has been labeled yeshivish, modern-machmir, and left wing orthodox on the same day, I know that labels are in the mind of the labeller.) Yet, it seems clear that, in an effort to be all things to all people, many schools are not getting a clear, authentic message out.

Click here to read The Authentic Face – part II

To learn more about compelling video marketing tools or any of my other day school marketing and development services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman