How Effective Communication Builds Trust in Schools

By: Kaitlin Witzberger, Impact Group Account Lead & Manager of Marketing

Parents have more options than ever for their children’s education. With school choice on the rise and funding increasingly tied to enrollment, districts must work harder to retain and engage families, and, ultimately, improve trust.

As communication experts, we know that trust isn’t just built on academic success—it’s also shaped by how well a school district communicates with its families.

A recent SchoolCEO study with over 1,400 responses offers valuable insights into parents’ expectations for school communication. The findings confirm what we’ve long believed at The Impact Group: effective communication builds trust.

An important insight from the SchoolCEO study is just how much parents trust teachers compared to other school representatives. A significant 58% of parents rank teachers as their most trusted source of information, far outpacing principals (24%) and district communication directors (13%).

This trust positions teachers as crucial messengers who shape how families perceive the district because trust and communication go hand in hand. Schools can capitalize on this by equipping teachers with tools and strategies for effective communication. Here’s how:

• Provide User-Friendly Tools: Simplify communication for teachers by offering pre-designed templates in platforms like Canva. These tools ensure classroom updates align with the district’s branding while remaining easy for teachers to use.
• Train on Strategic Messaging: For district-level initiatives such as curriculum updates or facilities projects, provide teachers with clear talking points using a structured framework like the 3-30-3 messaging strategy. This empowers teachers to communicate with confidence and clarity.
• Celebrate Teacher Contributions: Highlight teachers’ efforts through social media posts, newsletters, or district updates. Encourage them to share classroom stories, photos, or videos to foster pride and momentum.

By supporting teachers in their communication efforts, districts enhance their role as trusted messengers while improving overall consistency in messaging.

Knowing how parents prefer to receive information is key to communication success. According to the SchoolCEO study, families clearly prioritize certain channels based on the type of information being shared:

• School Building or District Websites: 24% of parents rely on these as their primary source for first-time, non-emergency updates, such as academic calendars, policies, or announcements.
• Text Messages: 16% of parents prefer this channel for urgent notifications, including school closures and last-minute updates.
• Emails or Newsletters: 15% look to these for in-depth details like superintendent messages or board updates.
• School Apps: 13% regularly use apps for tracking event dates, student progress, or curriculum insights.

Interestingly, social media ranked low, with just 2% of parents selecting it as their primary method for receiving essential updates. Yet, it holds significant value elsewhere.

While social media is not the go-to source for school information among parents, it remains critical for reaching audiences beyond them, including alumni, voters, and community members. Social media thrives as a storytelling platform, one that showcases the district’s character and accomplishments. For example:

• Celebrate Student Success: Share posts highlighting classroom innovations, extracurricular achievements, or athletic wins.
• Showcase Community Engagement: Post about events, from fundraisers to volunteer activities, to highlight district collaborations with the community.
• Reconnect with Alumni: Engage former students with nostalgic throwbacks, alumni spotlights, or updates on key school improvement projects.

By using social media to foster pride and connection, districts can strengthen relationships with schools’ broader communities. While social platforms shouldn’t carry urgent updates, they’re instrumental in shaping perceptions and building long-term support.

Actionable Takeaways

• Use websites and newsletters for comprehensive details and general updates.
• Reserve text messages exclusively for urgent or time-sensitive matters.
• Leverage social media for storytelling, brand-building, and engaging non-parent audiences.
• Implement cross-platform promotion (or sharing across platforms) to ensure messages are shared consistently across channels while tailored to each audience or platform, reinforcing key themes multiple times to boost understanding and recall.

While the SchoolCEO study offers valuable insights into communication preferences, every district is different. Tailoring your strategy starts with listening to your own community. This direct feedback ensures your approach aligns with your district’s specific needs.

Here are steps to get started:

• Surveys: Conduct district-wide surveys to learn what families value most in communication and how they’d like to receive it.
• Feedback Links: Include simple feedback links in newsletters or emails, allowing parents to share their thoughts at any time.
• Focus Groups: Host in-person or virtual forums to give families an open platform to voice ideas and concerns.

For instance, while 24% of parents in the SchoolCEO study preferred websites for non-urgent updates, your district might discover many parents rely more heavily on apps or emails. Gathering input ensures your communication approach remains relevant and impactful.

Even the most frequent communication can falter if it lacks consistency. Parents often cite frustration over conflicting messages from teachers, principals, and district leaders. Redundant or misaligned updates confuse families and erode trust.

A unified communication strategy resolves this by ensuring clarity and alignment across all levels of the school system. For instance:

• Classroom-Level Updates: Teachers provide weekly updates via email or a school app.
• Building-Level Updates: Principals share monthly newsletters summarizing key school news and achievements.
• District-Level Alerts: Central offices handle urgent or district-wide notifications through text messages or automated calls.

When families receive streamlined and cohesive updates, they’re reassured that the district is organized, responsive, and transparent.

In an era where trust is essential, school districts must view communication as a strategic priority. Investing in clear, consistent, and parent-centered communication fosters stronger relationships with families and builds a foundation for long-term success.

By structuring your communication strategy around trust, preferred channels, and consistent messaging, your district can build a foundation of confidence and loyalty with your community. Trust grows when families feel heard, informed, and aligned with your mission.

At The Impact Group, we help schools develop strategic communication plans that foster trust and build lasting connections with families. If you’re ready to refine your district’s approach, contact us today—because strong communication leads to stronger schools.