The Importance of Internal and External Communication in the Image Crisis in a School Organization

Abstract

The school is not only a learning space, but also an organization that constantly interacts both internally, with teachers, students and auxiliary staff, and externally, with parents, the local community and authorities. In this sense, internal and external communication becomes essential for the smooth running of the activity and for maintaining a positive image among the public. However, school institutions can also be exposed to image crises generated by internal conflicts, misunderstandings with parents, isolated incidents or lack of transparency in communication. And in rural areas, these situations can have a greater impact, because the school is often the center of the community, and its reputation directly influences the level of trust of parents and students.

This paper aims to analyze how a rural secondary school manages internal and external communication in situations of image crisis by identifying dysfunctions, strengths and possible solutions for improvement.

Research objectives

1. Identifying the particularities of internal and external communication at Răcăciuni Middle School.
2. Assessing the efficiency of communication channels and strategies used in general and to resolve a specific crisis situation.
3. Formulating proposals for improving the institutional communication process.

The research starts from the following hypotheses:

1. Poor internal communication contributes to the amplification of image crises in rural schools.
2. The lack of a coherent external communication strategy affects the trust of parents and the community.
3. Transparent and prompt communication, both internal and external, can prevent or reduce the impact of an image crisis.

The research uses qualitative-descriptive research methods and is based on a case study conducted in Răcăciuni Middle School, Răcăciuni commune, Bacău.