Practical PR: Quality Communication is an Equity Initiative
By Jesse Chatz and Natalie A. Nash
In recent years, school districts across the country have made significant strides in acknowledging the importance of equity within their educational systems. Equity statements, often found in district policies, serve as declarations of intent to provide equality of opportunity for all students regardless of their background. However, merely drafting these statements is not enough; they must transcend the realm of performative gestures and evolve into actionable plans deeply rooted in stakeholder engagement, data analysis, accountability, and, most importantly, effective communication.
Recent data suggests that equity statements, even the most well-intentioned, often fall short of creating tangible change within school systems. For a statement to be truly effective, it must involve genuine engagement with students, parents, teachers, and community members. By including diverse voices and perspectives, school districts can gain valuable insights into the specific needs and challenges faced by various communities.
Providing open, welcoming, and transparent communication, sharing a message that everyone has a seat at the table, can create and accelerate engagement by those who will be directly affected by a school district’s decisions. Quality communication serves as the linchpin of any successful stakeholder engagement initiative. Here’s how it can empower your school community:
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Fostering Trust: Regular and honest communication fosters trust between school administrators, teachers, students, and parents/guardians. When stakeholders believe that their concerns are heard and respected, they are more likely to actively participate in the education system.
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Encouraging Inclusivity: Quality communication ensures that information is accessible to everyone, regardless of background or language proficiency. This inclusivity is vital for engaging diverse communities, including those with limited English proficiency or disabilities.
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Empowering Parents/Guardians as Partners: Parents/guardians play a crucial role in a child’s education. Clear communication channels empower adults to actively engage in their child’s learning journey, leading to a more supportive and enriching educational experience. School and district messaging should make it clear to parents how vital it is for them and their children to feel a sense of belonging to their school community.
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Amplifying Student Voices: Students, too, benefit from effective communication. When they are encouraged to express their thoughts and concerns, they feel valued and are more likely to actively participate in their education, leading to improved academic performance and personal development.
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Building a Sense of Community: Quality communication helps in building a sense of community within and around schools. When parents, teachers, and students feel connected and informed, they are more likely to collaborate on various initiatives, creating a positive and supportive learning environment. Actively listening to the concerns of your school community and creating mechanisms for feedback says that you are interested in establishing a meaningful dialogue.
When evaluating a school’s communication practices, it is important to consider all dimensions of diversity. Here is a non-exhaustive list of key questions that district leaders should ask themselves when communicating with their community:
Who am I communicating with? The message to families may sometimes be different than the message to stakeholders at large. Consider your audiences and tailor your communication to them. This helps to create a culture of belonging among the different groups.
Can our community understand this information? Does it need to be translated? Technology tools can be used to translate messages (and dialects) instantly for parents. It is worth the investment.
Is our tone of voice welcoming and open? Sometimes communicators get bogged down in jargon or just overwhelmed with synthesizing and sharing complex information or data. It is important to always consider tone and provide your stakeholders with clear, concise, and accessible information.
How do your stakeholders receive information? In the era of social media and 24-hour news, information is available at any time and anywhere. It is important to evaluate how your stakeholders want to receive their information. Do they need an app? Should you send a text message? Is your email too long? Do you have images to help with reading comprehension?
Who are we showcasing/highlighting and how often? Families need to see themselves, their children, and their peers in your school district to feel welcome and accepted. Are you only using images of a certain group of people? Do you measure who is being represented and how often? It is imperative for districts to provide windows and mirrors for their students, staff, and families.
Ultimately, no school district will ever achieve perfection when it comes to communicating with its stakeholders. However, to create lasting change and foster truly equitable learning environments, school districts must prioritize genuine engagement with stakeholders and implement quality communication strategies. By doing so, they can harness the collective wisdom, energy, and commitment of their communities, creating a shared vision of equity in education that is not just words on paper but a lived reality.
Jesse Chatz is the Director of Communications and Sustainability for Skokie SD 69 and Morton Grove SD 70. He serves as Co-Vice President of Equity for the Illinois Chapter of the National School Public Relations Association (INSPRA). Natalie A. Nash is the Director of Public Relations for the Illinois State Board of Education. She serves as Co-Vice President of Equity for the Illinois Chapter of the National School Public Relations Association (INSPRA) and is co-author of the book, The Communicating Principal: Practical Strategies for School Leaders.