As school leaders, it’s easy to default to sharing updates: this week’s curriculum, upcoming events, a change in assessment. But parent engagement goes far deeper than announcements. It’s not just about telling parents what we’re doing. It’s about showing them why we’re doing it.
Today, parent engagement requires more than surface-level communication. Families are seeking insight. They want to understand how your school’s philosophy supports their child’s growth and wellbeing.
From Information to Insight
When you write a newsletter, do you just report activities? Or do you invite families into your thinking?
For example, noting that students studied the water cycle is helpful. But explaining that they explored it “as part of an inquiry into systems, building observation and scientific thinking skills” gives context. It connects the task to the purpose. And it helps parents see your intention, not just your content.
When families understand the ‘why’, they move from passive recipients of information to active partners in learning.
“Parents don’t just want to know what their child did today. They want to know why it matters.”
Why This Matters More Than Ever
Today’s educational language (ie agency, ATL skills, formative assessment) makes sense to educators. But to families, it often feels like jargon. Without translation, we risk misunderstanding and missed opportunities for collaboration.
If we want future-ready learning, we need future-ready parent engagement. That means:
- Explaining ideas, not just announcing them
- Making the invisible visible
- Using every channel (eg newsletters, videos, exhibitions0 to bring learning to life
Five Ways to Build Purpose Into Communication
1. Add Purpose to Every Update
Explain why learning matters. Go beyond the event to the concept, skill, or value it develops.
2. Share Teacher Thinking
Let teachers explain the decisions behind learning. A quick quote or short video builds trust and credibility.
3. Make Learning Visible
Use photos, student work, and short captions to show learning in action and explain what’s going on underneath.
4. Host Pedagogical Cafés
Run relaxed sessions for parents to explore key ideas like agency or inquiry. Keep the tone friendly and free of jargon.
5. Reconnect to Your Vision
Link updates to your school’s broader vision. When communication aligns with values, confidence grows.
Leading a Culture of Understanding
When we lead with purpose, we model thoughtful, reflective leadership. And we invite families to join us, not just as observers, but as collaborators.
Parent engagement isn’t about sending more messages. It’s about sending meaningful ones. Messages that build trust. Messages that explain purpose. Messages that create a shared story.
Reflection Prompt for Leaders:
What’s one programme or routine families know about but may not fully understand? How could you use your next communication to explain its deeper purpose?
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