Chair of Education Systems, D-MTEC, ETH Zurich · Transcript · · Updated
Unit 4.2 – Transcript
Video by Chair of Education Systems, D-MTEC, ETH Zurich · Watch the original on YouTube
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- Many education reforms fail because actors across the system are not sufficiently engaged due to a lack of communication.
- Institutionalized communication strategies build shared vision and ownership, sustain momentum, expand networks, manage resistance, support inclusion, and allow continuous learning.
- Communication acts as a governance tool and risk mitigation strategy that holds the complex and non-linear reform process together over time.
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>> Welcome back and let's cover the next question. Communication strategy in VET. Previously we've been talking mentioning how communication important and now you can see on this slide we highlight an often underestimated factor in reform success and yes, it is communication and stakeholder engagement.
Many education reforms fail because the policy design is weak but not just because of this. In most cases because actors across the system are not sufficiently engaged, lack of communication.
Institutionalized communication strategies help address the challenge in several ways. First, they can help build a shared vision and ownership. among stakeholders.
Reform becomes something actors support rather than something imposed on them. Second, they help sustain momentum during long reform cycles which often last many years.
Third, communication activities expand network and partnership creating the critical mass needed for systemic change.
Fourth, they help manage resistance and political debate turning opposition into constructive dialogue which can help.
Fifth, they support equity and inclusion ensuring that different groups are involved. Finally, they allow systems to learn and adapt continuously during the reform process.
In short, communication is not just dissemination. It is a governance tool for managing complex reform process. Here, you can see the six factors that influence each other at the same time.
At the center is institutionalized communication and event strategy. This is what connects and activates all elements. Each factor plays a specific role.
Shared vision, built ownership, momentum sustains progress, networks create scale, resistance management stabilizes the process, inclusion ensures legitimacy, and adaptive learning keeps the reform relevant relevant. So, the key message here can be these are not separate actions. They
work as a system. Weakness in one area will affect the other. This slide summarizes the core risks when communication and stakeholder engagement are missing in reform process.
Each factor we discuss is is not just desirable. It prevents a specific failure. Without shared vision, we will we will see resistance. Without momentum, reforms fade. Without network, they remain marginal.
And without learning, they quickly become obsolete. The key message is communication is not an add-on. It is a risk mitigation strategy. For those interested, you will find additional materials uploaded on the Moodle and can you can dive in deeper.
We have already talked about this complex slide. Let's come back one more time again. It is complex and shows the role of communication in a reform process. It is intentionally complex. It illustrates how reform evolves from isolated pilot project into coordinated system-wide transformation over time.
On the horizontal axis, we see time. On the vertical, increasing complexity and number of pilots. What starts small, individual pilots, gradually expands, overlaps, requires coordination, of course.
And the key message here is the continuous continuous role of communication, of course. You can see the communication is not a one-off activity.
It is institutionalized across the entire process to create momentum, enlarge network, and sustain engagement. At the same time, responsibilities here will evolve. Early stages focus on experimental and pilots. Then we move into preparation and alignment. Then we go finally into upscaling and system
integration. Importantly, this process requires constant constant risk Importantly, this process requires constant risk analysis and mitigation as complexity increases.
So, overall, this slide shows us reform is not linear. It becomes more complex over time and communication is the key mechanism that holds everything together. So, it's important.
Let's reflect about this topic. Have you ever experienced a situation in which communication was insufficient, unclear, did not reach the intended audience, resulting in new problems or conflicts?
And another question to reflect, what would you recommend to improve in communication in such cases? And the usual, you can reflect yourself or you can share your thoughts and reflections during live Q&A sessions. See you later. >>