What Does Good Communication Look Like?

Effective communication is the cornerstone of successful school communities, fostering trust, inclusivity and engagement. In this article, Justin Smith explains what ‘good’ should look like

Let’s be honest, getting communication ‘right’ in schools is crucial, but increasingly hard to achieve. How do we know we’ve got the frequency and method of delivery spot on? How do we know if our tone and approach lands in the right way?

It’s worth remembering that if there’s a communication vacuum, then someone else will fill that vacuum, often to suit their own needs or agenda. Effective marketing, especially communications, is all about being proactive, being on the front foot and controlling the agenda. You can’t do that unless you have a grasp on school communications.

Keep Messages Clear and Consistent

There’s nothing worse than mixed messages. Schools need to make sure everyone understands what’s being said and the reasons behind the decisions that are made.

Having a consistent approach is key – you don’t want different stakeholder groups (staff, pupils, parents) distributing (or believing) conflicting information. Most schools use a mix of emails, newsletters and social media to get their messages across. When everyone’s singing from the same hymn sheet, things run much more smoothly.

Be Honest and Transparent

Nobody likes being kept in the dark. Schools that share information openly tend to build trust with everyone involved. Staff should be in the loop about what’s happening in their workplace and why – after all, they’re the ones we expect to deliver our strategy.

As for parents, they really appreciate knowing what’s going on. Whether it’s new initiatives or how the school is handling challenges (remember all those COVID updates?), being upfront about everything helps avoid misunderstandings and builds trust.

Use the Right Tools

It’s important to use communication methods that work for everyone. When it comes to reaching parents, you’ve got to think broader:

School Websites

The school website is often their first stop for information and serves as a key marketing tool. To be effective, it must be easy to navigate, mobile-friendly, regularly updated and well-organised, with clear sections for parents, pupils, recruitment and fundraising.

Social Media Channels

A cost-effective way of keeping parents in the loop with day-to-day school life and for reinforcing your values and messages. Different platforms work best for different things and whilst I’ve taken some liberty with generalisation, this is a brief overview:

Facebook is ideal for building an online community, where you can share photos from events, create pages for school fairs or sports days and even host parent discussion groups. It’s a versatile platform for fostering engagement.

X (formerly Twitter) works well for reinforcing school values and celebrating pupil achievements. It’s perfect for quick, urgent announcements and sharing links to longer articles on your website, keeping parents informed and in the loop.

Instagram offers a visual showcase, ideal for featuring pupil artwork, projects and behind-the-scenes glimpses of school activities. It’s a great way to visually engage parents with the creativity and vibrancy of school life.

LinkedIn is increasingly popular, especially as a recruitment tool, and of course TikTok is growing in use too. The takeaway here is that trends vary all the time, so keep listening to your stakeholders to understand what they are using. Policies establish boundaries and response protocols when needed.

Not everyone uses social media, so it shouldn’t be the only way important information goes out. Parents may expect digital updates through apps or emails, but many welcome traditional letters or opportunities to engage face-to-face. The trick is to understand your audience, know what communications method they prefer and adapt your offering, so nobody misses out on important news.

Make Sure Everyone Gets a Say

Good communication isn’t just about talking – it’s about listening too. Schools need to give staff plenty of chances to speak up about what’s working and what isn’t. Regular catchups, staff meetings and anonymous suggestion boxes can work wonders.

The same goes for parents. Whether it’s through the PTA, forums, or online surveys, they should feel their voices matter. Schools that genuinely listen and act on feedback have much happier communities. Focus group meetings held in advance of a new initiative for example, can help avoid unnecessary faux pas, whilst ‘myth buster’ sessions are an effective way of dealing with a lingering issue.

Interestingly, research shows parents value school communications and pupil voice over Ofsted or academic outcomes so it’s worth spending time on getting this right.

Get the Timing Right

Nobody likes being the last to know. Getting information out at the right time is crucial. Staff need to know about changes before they happen, not after. And parents need updates about important stuff straight away – especially in emergencies.

Having a proper plan for when to send out different types of messages helps keep everyone happy and prevents any unnecessary worry or confusion.

Everyone’s Different: Understanding and Meeting Diverse Needs

Schools are wonderfully diverse places, and that means we need to think carefully about how different people prefer to receive and share information. Before rushing into any communication plans, it’s worth doing a bit of homework about who you’re trying to reach.

Parents and carers may face unique challenges, from limited internet access and language barriers to visual or hearing impairments. Many juggle multiple children across different year groups, and cultural factors like religious observances might affect when and how they engage with school communications. Ensuring inclusivity and flexibility is key to reaching them effectively.

Staff have varying needs as well; teaching staff might prefer updates during planning periods, while support staff may benefit from information in different formats. Part-time staff need to stay informed even when they’re off-site, and some may prefer face-to-face updates over written communication.

Tailoring communication based on role ensures everyone gets the right level of detail in a format that suits them best. Remember, getting this right isn’t just about ticking boxes – it’s about making sure everyone in your school community feels valued and included. When people feel their needs are understood and met, they’re much more likely to engage positively with the school.

To wrap up, getting communication right in schools isn’t rocket science, but it does need proper attention. When schools nail these basics – being clear, honest, inclusive and respectful – everyone benefits. It creates a much better environment for learning and working together, which is what schools are all about!