When it comes to creating a thriving school community, relationships matter just as much as results. Building real chemistry with your parents and carers can instil an important sense of belonging, encourage them to become advocates for your school and create a partnership that’s constructive, collaborative and firmly focused on what’s best for pupils. 

However, the pandemic left many communities feeling disconnected, and for schools, that separation made it harder to keep parents closely engaged in daily school life. Now more than ever, there’s a need to reconnect to ensure families feel part of the journey, not just passengers along the way. This is especially important during periods of change, whether your school is on an improvement journey, experiencing a leadership transition, or rolling out a new strategy. 

When parents understand your school’s values, vision and direction, they are far more likely to champion and support you. So, in this month’s Comms Classroom, we’re sharing practical ways to help your relationships with parents and carers go from a tentative connection to a strong bond. 

Tip 1: Choose the right communication channels 

Just like in chemistry, the medium you use can determine the reaction you get, and that means choosing the right channels for your parents and carers. Start by considering where they already are and meet them there. For some communities, it’s all about a concise, well-crafted monthly newsletter; for others, it’s positive news on social media or updates via Parent Mail.  

Once you’ve chosen the right channels, think carefully about how you use them. Consistency is crucial – in message, tone, and format – so that parents know what to expect and feel reassured by the familiarity. 

The same applies to frequency. If you commit to a monthly newsletter, stick to it. Reliability helps build trust and prevents a communication void, where parents are left wondering what’s going on.  

By aligning your communication methods with your parents’ preferences and using them consistently, you’ll make it easier for them to stay informed, engaged and ready to support. And remember, a multi-channel approach often works best, giving people the choice to connect in the way that suits them, but each channel must have a clear purpose to prevent information overload. 

Tip 2: Understand your audience 

Taking the time to understand your parents and carers – their priorities, concerns, and the information they most value – will help you shape communications that truly connect. For some families, academic outcomes are key; for others, it might be pastoral care, SEND provision, or how you prepare pupils for life beyond school. 

This understanding should inform not just what you say, but when you say it. Knowing your audience helps you identify when to proactively communicate and when there’s no pressing need, avoiding overload and keeping your messages timely and relevant. 

A quick survey, a focus group, or even informal chats at the school gate can reveal insights that help you tailor your communications and ensure every message resonates. You might also tailor certain updates to specific groups, for example, new joiners or exam-year parents, so that every message feels purposeful. 

By using audience insight to guide your content, timing, and targeting, you’ll strengthen trust, encourage engagement and build a true partnership between school and home. 

Tip 3: Be visible 

Parents are far more likely to trust and champion a school when they feel they know its people. Senior leaders and teachers being visible at events, drop-offs, and pick-ups, as well as through your written communications, makes a big difference. Small conversations, even just a few minutes long, can leave a lasting impression and help when more challenging conversations need to be had. 

This visibility is especially vital during change or challenge, as it helps to reassure parents, shows your values in action and builds a personal connection that strengthens the whole school community. 

Tip 4: Ensure collaboration 

Strong bonds aren’t built through one-way announcements; they grow through dialogue. Provide opportunities for parents and carers to share their views, ask questions and work alongside you. This could include parent forums, PTA committees, co-produced events or feedback sessions on new initiatives. 

These spaces are more than just a courtesy; they’re a valuable way to build trust, spot emerging concerns early and ensure your school’s values and vision are clearly understood and supported. Listening actively and responding to feedback shows you value your parents’ input, which in turn makes them more likely to champion your decisions and advocate for your school. 

Bringing all the elements together  

Just like in the science lab, the right combination of elements leads to the best results when it comes to communicating with parents and carers. By choosing the right channels, understanding your audience, being visible, encouraging collaboration and focusing on what matters most, you can create a bond with your families that’s strong and lasting. 

If you’re exploring how to strengthen your school’s communications strategy and bring your community along on the journey, get in touch with our team here. 

That’s all we have time for this lesson – join us next month for ‘Lesson in English: Communicating with impact’ or brush up on last month’s ‘A Lesson in Maths: How to help your pupil numbers ‘add-up’