This initiative, free-of-charge, is directed by Cristian Calderón, Professor of the Pontifical Catholic University of Chile, communication consultant for the CIL Province, who claims that the course seeks a paradigm shift: conceiving communication within decision-making processes. "The idea is to work on a positioning strategy, where each school strengthens its image in the community in which it is inserted, thus building a Salesian identity," he said.
The course lasts one month, develops via Facebook in an asynchronous way, that is, with lessons that the student can start when he or she is most comfortable. The first group of school directors who followed the course were of the northern and southern areas of the country, in July; the second group, of the southern and central areas, begins this month of August.
Rosa Carcamo, director of the Salesian high school "San José" of Punta Arenas, who participated in the course, believes that it poses a necessary challenge to the management teams, which is to "rethink a re-elaboration of our institutional communication plans, taking care to ensure maximum coherence between what is seen and perceived externally and what is done within our educational institution."
For Carlos Darwit, administrator of the Salesian school "Domenico Savio" in San Ramón, "as Directors, it is essential to maintain the image of what we say and do. This is why it is important to be in permanent contact with the users of our services, students, parents, internal and external personnel linked to our work, to be updated on the perception and congruence of our actions."