Note: I wrote this blog post a couple of years ago but it sat unpublished and moved down the lists of posts on my site. Rather than delete it (it is a little old) I decided to hit publish in the hope that somebody finds it useful.
It doesn’t matter whether you are a teacher in a small school or part of a large department in a huge school. Relationships with parents are important and can make or break a school. The principles of communicating with parents remain the same whether you are running a page on behalf of a school, a department or a class.
A huge part of building that relationship is getting your message out to parents. There are positive messages and negative messages, both need communicating but in different ways.
Positive messages usually celebrate success or things that have gone well. Good work, competition wins and good results are all examples of successes that should be shared with parents and the wider community. Personal experience tells me that parents don’t visit the main school website unless they are looking for a school place, and so you have to take the message to the places they are – on social media.
Setting up a school Facebook or Twitter feed is not something that should be done without the express permission of your school leadership team and clear policies in place. Find examples of schools that use social media well and show them to your leadership team and governors. Pick trusted members of staff who will be responsible for posting to these sites and monitoring them for feedback from parents. By using a service like WordPress or IFTTT.com, news articles on your website can be syndicated to Facebook or Twitter with the minimum of effort (as long as it has an RSS feed)
Using social media is a bit like gardening. A good school page needs nurturing, it needs pruning and weeding if you are going to get the best out of it. Posts that get the best responses will typically include a photograph and information about school students. If you are posting information posts, try to make sure these aren’t the only kind of post you make otherwise parents quickly lose interest.
Text messages are an amazing resource and one of the best ways of communicating a short message either to an individual or group of parents. We use a system integrated into SIMS and stores messages in communication logs etc. An example of when I use text messages is to send reminders to parents, for example, a reminder about celebration assemblies and performances at the end of term (attendance is typically higher following a text reminder) Text messages sent in this way tend to be restricted to senior staff (because of the cost) but emails can be sent through the same system for free.
Phone calls are a good way of passing on bad news as they are less likely to be misinterpreted. They are also an excellent way to pass on good news, a phone call home is worth a dozen stickers in a school planner. Think of a phone call as putting fertiliser on the garden, you don’t see the benefit for a long time. With some parents, it is best to have an exit strategy before you call, for example, call just before the lesson change bell goes so you have an excuse to hang up. My great Dragon’s Den idea was an app for teachers to play various sounds (fire alarm, smashing glass, screaming) which could be played down the phone as an excuse to end a call.
Of course, these are just the mechanisms with which you communicate with parents. What you say to them is more important than how they are delivered. An unanswered email or an unreturned phone call gives an extremely bad impression, whoever it is from. These tools have the potential to work wonders with parents, but if not used well can have the opposite effect.
I’ve worked in a school where parents had a negative impression of the school and shared it freely. By following the strategies in this blog post we were able to change the opinion of parents so they actively recommended the school to other parents.