November/December 2025

The Keys to Community Engagement

Compiled by Theresa Kelly Gegen

To gain perspectives on community engagement from those who practice it every day, the Journal asked two questions to members of INSPRA, the Illinois chapter of the National School Public Relations Association. Thanks to the five respondents for sharing their time.

What is the key to effective community engagement?
The three Cs: Consistency, clarity and connections. Consistency: The community needs to be able to count on having consistent, ongoing outreach from and giving valued, actionable input to the school district — not only when there is a need or an issue. Clarity: Communication from the district must be clear — direct, without eduspeak and other jargon, with a respectful and caring tone, and in inclusive formats. Connections: A school district is the hub of the community, but it needs strong and close partnerships and shared messaging with the other public, civic, municipal and business entities.
Making sure communication feels two-way to your community.
Strategic planning, that is, purposefully participating in the larger community and strategically taking steps to ensure that the community is aware of the District and its schools. For example

• Several of our administrators serve on Chamber committees, village commissions, and more.
• Our printed newsletter mailing list includes a list of 50+ local leaders, from electeds to municipal, park, and library executive directors.
• Our strategic planning process included a number of community members.
• We make a point of coordinating visits from elected officials, from Members of Congress to township board chairs, to our schools each year.
• We hold a winter card design contest and send the winning designs out to 150-plus local partners and leaders.

And that’s just a small sampling.
The key to effective community engagement is reaching out to the community and meeting them where they are, both physically and relationally. Truly engaging goes beyond information sharing; it requires understanding, listening, and engaging in opportunities for a meaningful connection. This is unique in every community, yet it accentuates respect for time and priorities when focusing on the needs of those we serve. Along the same lines as meeting them where they are, we also have to ensure that communication is accessible to all. This includes being inclusive and culturally responsive so that all are valued. Engagement is a two-way exchange. This means providing clear opportunities for discussion, feedback, and collaboration. Ultimately effective communication is built upon trust. When a community sees that its input is valued and shapes decisions, a stronger sense of belonging develops.
Meeting people where they are, turns engagement from an obligation to a shared relation-ship focused on commitment and growth.
The key to effective community engagement is building trust and creating true two-way com-munication. Trust is earned over time, and it begins with showing up consistently, listening with intent, and being transparent about both successes and challenges. When people believe their voices matter, they are more willing to collaborate and invest in shared goals.
Two-way communication is what makes engagement authentic. It is not enough to simply send information out; the community must also have accessible, meaningful ways to respond and be heard. That can happen through formal avenues, such as surveys, advisory groups, or town halls, but it also happens in everyday interactions — whether a phone call, a quick conversation at a school event, or a response to a social media comment.
When an organization balances trust with open dialogue, engagement shifts from being transactional to being relational. The community stops feeling like an audience and instead becomes a partner. That partnership builds momentum, strengthens collaboration, and leads to more thoughtful decisions. In short, trust creates the foundation, and two-way communication makes it grow.
Why does community engagement make a difference in your district?
In District 109, community engagement makes a difference because it is inclusive and genuine. We actively provide opportunities to hear from our community about what we’re doing well, and what we need to do better, to serve our staff, students, families, and community.
I cover 40 school districts with very different family populations, so it is vital that everyone has what they need equitably.
When we need a partner or a resource locally, the lines of communication are already open. And, those in our community serve as positive messengers about our district, spreading the word about the quality of our schools and educators.
In Troy 30C community engagement makes a difference because it strengthens the partner-ship between our schools, families, and community. We have created a supportive network that ensures every student feels valued and connected. When our community is engaged, our students thrive.
In West Aurora USD 129, community engagement makes a difference because it creates a true sense of belonging. When families feel included, listened to, and respected, they know their children are safe and cared for. Engagement builds trust, reminding families that we are partners in helping every child thrive.

Theresa Kelly Gegen is Editor of the Illinois School Board Journal. INSPRA, the Illinois Chapter of the National School Public Relations Association, provides its members with valuable tools and resources to deal proactively with issues and situations impacting schools and communities and supports school communicators with professional development opportunities, guidance on challenges affecting schools each day, and information related to national and local education trends.