Developing a communications strategy
In parent information sessions recently held across Scotland, parents were very clear about how they would like information from schools or local authorities to be presented.
A structured strategy for communication is needed to ensure accurate information is available to all parents. Understanding whom the communications are targeted at is crucial. In any school there will be parents with a wide range of interests, abilities and awareness and it is a challenge to meet all of these.
It is important to consider what information is important and useful for each parent to have and know and also what parents are expected to do with the information.
The information can have many different purposes: perhaps the parents should just note the information, respond in some way to the school, discuss it with their children or take some action.
If the information is targeted at all parents then it is important to provide the information in a range of formats so that it is accessible to all. Often this means presenting simple, brief messages that are attractively presented.
Communicating well
There can often be an overload of wordy information with no clear presentation style, which confuses parents and switches them off from developing a good relationship with the school. The table below provides some hints on how to best present information.
| Clear | Consider the font that is used in the communication, point size, colours of paper and print, and layout on the page, and leave some blank spaces to group ideas and issues together. |
| Concise | Use plain language with short sentences or bullet points. |
| Colourful | Think about how using pictures or illustrations can add to or improve the message you are trying to convey. |
| Accurate | Make sure that that you get all the facts right and give all the information that is needed. |
| Succinct | Avoid giving too much detail that is not important for the reader to know. Note where additional information on this area can be found for those people who want to know more. |
| Style and language | Use an informal style and language as this is less off-putting to some parents and is important in creating a sense of partnership. Do not use jargon. |