In an ever-evolving educational landscape, digitalization is reshaping how schools communicate, operate, and connect with their communities. At the heart of this transformation is Lingli, External Communication & Marketing Officer at the Lycée Français de Shanghai (LFS), who shares her insights and experiences from within a rapidly shifting profession.
A Role in Transformation Within a Dynamic Environment
Having joined LFS a year and a half ago, Lingli quickly witnessed a significant evolution in her role.
“Communication has become more strategic, more reactive, and more focused on educational marketing,” she explains.
From the early days of her career, digital tools and social media have taken a central place in her daily work.
Her current responsibilities reflect this shift: managing the website, sharing content on social media, implementing a mixed media/press/KOL strategy, improving SEO, and organizing offline promotional events for the school. Communication is no longer just about disseminating information — it’s now a strategic driver of visibility and engagement.
Digital Tools as a Catalyst for Efficiency
In her day-to-day work, Lingli relies on a wide range of digital tools, with a clear preference for artificial intelligence.
“ChatGPT saves me valuable time every day. It helps me write clear messages, find inspiration for different types of content (posts, articles, slogans), and quickly translate or edit texts,” she explains.
Far from replacing her thought process, the AI supports her during the creative phase. She also uses Deepseek, Canva, and 文言一心 (a Chinese generative AI tool).
These tools have brought a noticeable improvement in efficiency.
“Scheduling and publishing content on social media takes just a few clicks. Managing online advertising is smoother and better targeted. Translation tools save time and improve linguistic quality — which is crucial in a multicultural environment like ours. And analytics tools help us monitor impact and adapt our strategies in real time,” she adds.
AI as a Creative Partner
One concrete example of how digital tools have changed her approach was during the preparation of a school event campaign.
“I was able to quickly generate messaging ideas, catchy headlines for social media, and content tailored to different audiences. I also use ChatGPT to rephrase or translate messages, which ensures smooth and professional communication in both French and English,” she says.
This enables her to focus more on strategy and creativity rather than repetitive tasks.
Today, she could hardly do without her digital toolkit — especially ChatGPT, Deepseek, Canva, and 文言一心 — which she considers essential to her productivity.
A New Way to Communicate With the School Community
Beyond content creation, digital tools have transformed internal communication and the way the school connects with families.
“With colleagues, WeChat groups make communication easier. For parents, emails and newsletters allow fast and effective communication, while platforms like Eduka, Seesaw, and Pronote strengthen ties with the school community,” Lingli explains.
Digital tools also help support students and their families more effectively.
“They provide easier access to information, make communication more interactive, and streamline administrative processes. They also allow for more personalized learning and help parents stay engaged by tracking their child’s progress in real time.”
Benefits and Limits of Digitalization
Lingli is also aware of the potential downsides of over-reliance on technology.
“Digital tools can create dependency and make direct interaction more difficult. Some families may have trouble accessing digital platforms. There’s also the challenge of information overload, which can make communication harder to manage.”
These limitations highlight the importance of inclusive, user-friendly tools and continuous support for the school community’s digital journey.
Looking Ahead: Finding the Human-Digital Balance
Looking toward the future, Lingli is confident that digital tools will continue to transform her profession. She sees a need for more advanced analytics tools to measure impact, track engagement, and better understand outreach — especially in collaborations with media partners and influencers.
Nevertheless, she believes the human element remains vital.
“Digital is a support system, but human connection is still essential. The key is to use digital tools efficiently without losing the personal touch in relationships,” she affirms.
To colleagues hesitant to adopt digital tools, her message is reassuring:
“These tools are here to make our lives easier, not more complicated. With a bit of practice, they help save time, improve collaboration, and strengthen our connection with the school community.”
Evolving Expectations From Families
Finally, Lingli has observed changing expectations from families.
“Parents now expect smoother, more real-time communication. Platforms like Eduka, Seesaw, and Pronote partly meet these needs, but we must remain clear and accessible for everyone,” she emphasizes.
For Lingli, digital transformation in education is not just about adopting new tools — it’s about rethinking how schools communicate, collaborate, and engage in an increasingly connected world.
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