What's Happening?
Public schools are being advised to rethink their communication strategies to better convey their value and priorities to communities, according to a new guide for district leaders. The guide, developed
by AASA, the School Superintendents Association, emphasizes the importance of highlighting partnerships between schools, families, and communities. It suggests that strong public schools are an investment in the country's future. The guide is part of AASA's 'Public Education Promise' campaign, which aims to help districts focus on student-centered learning and skill development in areas like problem-solving and digital literacy. The recommendations are based on surveys and focus groups conducted with parents, educators, administrators, and school board members. The guide stresses the need for schools to communicate their work without using language that may be perceived as political or partisan.
Why It's Important?
The guidance comes at a time when public schools face significant challenges, including declining enrollment and competition from private school choice programs. Additionally, the rise of social media and generative AI platforms has led to an increase in misinformation, which can fracture communities. By focusing on community partnerships and student success, schools can build trust and support among parents and stakeholders. This approach is crucial for maintaining public confidence in the education system and ensuring that schools can continue to provide valuable educational opportunities. The emphasis on clear communication and avoiding politically charged language is intended to help schools navigate the current fragmented media landscape and political climate.
What's Next?
District leaders are encouraged to prioritize frequent communication with their communities, using both online and face-to-face interactions to increase visibility and approachability. Superintendents are advised to establish themselves as trusted messengers who can effectively share successes and explain new programs. The focus should remain on what is best for children's futures, with success being described in various ways beyond standardized test scores. By opening more lines of communication and using accessible language, schools can build stronger relationships with parents and communities, ultimately supporting student success.
