Schools and multi-academy trusts are now facing more scrutiny over their relationships with families and their local communities. Rising parent expectations, amplified by social media and messaging apps, mean communications can directly influence trust, reputation and workload. The recently published DfE guidance on parental complaints, developed with Parentkind and Ofsted, reflects this shift. Compelling communications is no longer a luxury. 

Communicating with impact in 2026 means sharing relevant information in ways that achieve your goals. This month, Comms Classroom gives you four useful tips to get it right. 

Understand your audience and tailor messages that resonate 

Identifying your key stakeholders and understanding their preferred communication methods is essential. This forms the foundation of an impactful communication strategy. Remember, parents, carers, staff, governors, and the wider community each have distinct needs and expectations. 

Start by auditing your audiences and communication channels. Use pulse surveys, informal focus groups and feedback from Parent Teacher Associations to learn: 

• Which audiences feel overwhelmed or left out of major updates? 

• What channels do your different audience groups actually use? 

Some families want face-to-face meetings while others may be more responsive to quick text alerts for urgent news. Conducting an audit will help uncover different stakeholder group’s communication preferences. Once completed, use this information to decide which channels to use for each audience. This increases the chance your messages will be read, understood, and acted upon. ​ 

Provide structured content 

Don’t underestimate the role of structure in your messages. Impactful communications are both well-written and thoughtfully organised. Whether it’s sending a termly letter from the headteacher or a time-sensitive update, use a simple, straightforward structure to organise your message: 

• Purpose: Why is this message being sent? 

• Key information: What does the audience need to know today? 

• What’s next: What specific actions are required? When are the deadlines? 

Avoid overloading your audiences with too much information, as this increases the risk of important details being missed. Parents and carers may become frustrated with unclear communications from their child’s school.   

​ 

Build trust with tone and transparency 

How you communicate matters as much as what you say. Build trust by showing families that your school values honesty, respect, and reliability as a partner in their child’s education. Use clear, empathic language, especially when sharing difficult news, to reinforce the school’s supportive role. 

• Be human: Write in plain, accessible language, avoiding jargon or ambiguity 

• Be clear and direct: share what you know and be honest about what you’re still working through 

Families appreciate transparency, especially during emotional or complex situations. Proactive, clear communication develops trust and reduces complaints. This approach also prevents frustrations from escalating on informal channels like social media. 

Strike the right balance between frequency and responsiveness 

The timing of your messages is critical. Too many updates can overwhelm your audience, while too few can leave them feeling uninformed and out of the loop. When and how you respond to follow-up questions can also shape relationships. To manage expectations, consider: 

• Scheduled updates: Commit to sending a weekly newsletter or termly reports. 

• Targeted alerts: Send urgent alerts only when necessary, for example, emergency changes to timetables 

• Defined feedback loops: Make clear how parents can ask questions and when to expect responses 

Set clear boundaries on response times, such as a 48-hour window during school days, to manage expectations, protect staff wellbeing, and ensure families feel listened to. Early, regular updates at key transition points, like the move from primary to secondary school, will build connection with parents, while eleventh-hour changes without explanation can erode confidence. 

Impactful communications as a strategic asset 

Compelling communication is not an add-on or an admin task. It is a strategic asset for schools. Thoughtful, transparent updates strengthen trust and parental engagement and help prevent complaints. They also reinforce a mutual purpose and support collaboration between schools and families. 

In a climate where expectations are evolving and information flows are constant, schools and MATs that invest in communication frameworks will be best placed to succeed. 

The PLMR team has supported schools and trusts across the UK to tell their stories, secure meaningful coverage and grow their influence in the education sector. For bespoke support with your communications strategy or a review of your current approach, get in touch with our team here or learn more about our work here.