#SchoolPR Insights Blog

At first glance, communicating seems pretty straightforward: write up your message, then send it to the people. But what students, teachers, staff and families (and many administrators) don’t realize is that great communication is the product of goal setting—including fleshing out an effective schedule.

Mindful communication starts long before your audience receives the message. The dawn of a new school year lets administrators know it’s time to review old communication goals and draw up new ones. A comprehensive plan will help you share the right information with the right audience, at the right time.

Set communication goals and objectives

Every message should have a goal behind it. What’s the purpose of your communication? Before reaching out to your audience, figure out what you want to accomplish. For instance, you might aim to increase parent involvement at an event, or make sure families understand new policies. Whatever the purpose, establish a specific, well-defined goal—then, create messaging in pursuit of that goal.

Your communication goals might also serve to reach broader objectives. For example, you might want to share the benefits of a new curriculum or address specific challenges from previous school years. Even if it’s just for reinforcement, align every message with your school’s mission and values so there’s a clear connection between the message and the objective behind it.

Tip: Create audience-specific goals. Students, parents, teachers and support staff all require different types of information. Sending out relevant, timely messages tailored to each group’s concerns can help everyone start the year with confidence.

Develop a content calendar

Communication goes beyond crafting the right message. Your team needs to decide who the message is for, where to disseminate it and when to publish it. That’s a lot to keep track of! A content calendar can help you organize all the components of your back-to-school communication plan.

Keep these tips in mind as you create your content calendar:

• Identify key milestones. Mark important dates like registration deadlines, orientation days, professional development opportunities and the first day of school.
• Work backwards. From each key date, plan when to send out reminders to your audience. You can slate reminders for days, weeks or even months in advance, depending on the nature of the content.
• Divide the calendar. Tackle your communication plan one phase at a time. These phases will likely include the late summer, the week before school starts, the first day of classes and several weeks into the fall semester.
• Include the whole community. Make sure your calendar covers communications for all relevant audiences, including students, parents, teachers and staff.

Remember: a solid plan leads to great execution! Before putting pen to paper, spend some time mapping out what you will say, who you’ll say it to, how you’ll say it and when.

Choose effective communication channels

Not everyone receives information the same way. A multi-channel approach will keep your message both accessible and engaging for diverse audience groups. Keep these popular channels in mind as you communicate with your audience:

Traditional methods

Never underestimate the power of the printed word! Letters, flyers and newsletters are still valuable forms of communication—especially for families with limited access to technology. For instance, you could send back-to-school packets via mail or schedule phone calls and open houses to connect directly with families.

Digital platforms

Your school website is the central hub for information. Be sure to update it regularly with resources and back-to-school events. Email is great for broader communications, and parent portals allow for more personalized messages. Social media platforms like Facebook, Twitter/X and Instagram are the best at sharing quick updates and fostering community engagement.

Mobile apps and text messages

For instant, school-wide communication, set up a mobile app or use existing platforms like Remind or ClassDojo—or your school’s app, if you have one. Text messaging systems can also help you send urgent notifications or quick reminders. Make sure these tools are user-friendly and available for free on all mobile devices.

Strategies for reaching the student population

During the first weeks of class, many students struggle to transition from a summer mindset into a learning mindset. Administrators have to communicate early, and they have to communicate often. That way, students can feel school-ready by the time Fall arrives.

These communication strategies will help ease students back into school:

Build the habit of checking for messages

Students need to build healthy habits before school starts. Your team can help by communicating regularly prior to the first day of school. Whether you communicate daily, weekly or monthly, the important thing is that you’re consistent. Over time, students will learn to anticipate your messages, which gears them up for the year ahead.

Answer questions before they come up

The beginning of school can bring up many questions. When are soccer tryouts? Where do students pick up their parking passes? Help students feel less confused by predicting their questions and answering them well in advance. In other words, provide information before they ask for it.

Quick tip: Review frequently-asked questions from last year. Students will likely have the same questions this year!

Centralize the information students need

Make it as easy as possible for students to find important information. Try to avoid communicating through a single channel, as this can make your message harder to find. Post updates where students are likely to go searching for them, whether that’s Facebook, Instagram, online portals, mobile apps or text messaging systems.

How to engage parents, guardians and relatives

Back-to-school season isn’t just for students—it’s for parents and families, too. Timely messaging can help your school build strong partnerships with families that, in turn, support student success.

Consider these tips for effectively engaging parents, guardians and relatives:

• Host family-friendly events. Organize both in-person and virtual orientation sessions, as well as meet-and-greet opportunities like open houses or informal receptions.
• Provide resource guides. Create easily accessible handbooks or online portals with essential information on school policies, curriculum options, support services and contact details for key staff members.
• Establish regular communication channels. For broad announcements, consider releasing a weekly or bi-weekly newsletter. Emails and text messaging systems can keep parents informed about their children’s progress or urgent, school-specific updates.
• Offer multiple ways to connect. Provide different options and mediums for parents to reach teachers and staff. Make sure they know about dedicated office hours and upcoming parent-teacher conferences.
• Encourage families to participate. Create opportunities for parents to volunteer or join committees, so they can take part in their children’s academic journey.

Best practices for communicating with staff

Effective messaging helps both certified and support staff feel well-informed and prepared for the year ahead. They’re the frontline representatives of your school, and their preparedness directly impacts the success of students as they enter another school year.

First and foremost, make sure all staff knows about key dates and any relevant policy changes. Use briefing sessions to address questions and concerns proactively, as well as let staff know that you value their feedback.

It’s also important to touch base with your team beyond the back-to-school season. Create opportunities for staff to share insights from their interactions with students and parents. Open lines of communication help address staff needs in a timely manner and build a more cohesive, more connected team.

Communication starts with a solid plan

For school administrators, a working communications plan begins long before a message reaches its audience. An effective message involves more than stringing the right words together. Administrators need to consider who’s reading the message, where they’ll read it and when they’ll read it—all of which requires a well laid-out communication plan.

Spend time creating a solid, thoughtful plan, and your messages will fall right into place.