Toward Authentic, Intentional Engagement

President's Corner

School leaders often consider parent communication and engagement to be a nice-to-have — something that’s positive but not a priority. Yet proactive communication and authentic engagement are crucial for the success of school/family relationships and the school community overall.

Family engagement goes beyond mere updates. It’s a genuine partnership that builds relationships and strengthens student success. To be effective, it must be intentional, authentic and inclusive of all families. Intentionality and transparency breed trust and support.

Communication should be clear, timely and transparent to build sustainable relationships of trust with families. Consider these points.

Address concerns directly. When sensitive incidents occur, such as safety issues, inform parents directly and openly. This builds credibility and minimizes misinformation.

Communicate key decisions. If the district is making important decisions that affect families, inform them of what’s being considered, the decision-making process and timelines, then offer regular updates to keep them in the loop.

Clarify changes. Even routine variations, like occasional scheduled early dismissals, should be communicated. Don’t assume families are already aware, even if something is done the same way every year.

Proactive outgoing communication, including traditional methods such as school newsletters and websites, is essential but not sufficient to foster engagement. Two-way communication is necessary to create authentic connections. Consider the following strategies.

Explore diverse communication platforms and venues to support two-way engagement and meet parents where they already are congregating, whether that’s social media networks, hyperlocal news sites or faith services held in their home language.

Tailor communications to meet the needs of families of all backgrounds. Ensure information is accessible in all relevant languages. Use multiple channels such as phone calls and face-to-face meetings to broaden your reach and bring in more diverse voices.

Take appropriate opportunities to solicit and gather input, then share what input was received and how it was used. When this feedback loop is missed, families may think the invitation to provide input was nothing more than a checkbox checked and then forgotten.

Invite families to connect through various means beyond parent-teacher conferences, such as home visits, volunteer tasks and listening sessions. For example, I hold monthly coffee chats, where anyone can drop in and share their thoughts, questions and concerns.

Engage families as partners in the education process. Outreach through group events and individual conversations helps connect families with the school. Online portals let parents track their child’s attendance, assignments and areas of growth. Advisory committees offer more formal opportunities to engage and provide valuable feedback on issues and programs.

Apply an equity lens to assess engagement programs and acknowledge the barriers families may face. Supports such as language interpreters, transportation and a meal can garner involvement by a broader group of families.

Conduct annual surveys to assess family engagement and update strategies to ensure diverse voices, being aware that some families are more comfortable with phone calls or in-person meetings than online surveys.

When parents feel they’re well informed and their voices are heard and valued, they become advocates for the school and district. This trust can be crucial in times of change or challenge.

Family engagement is not a one-time event, but an ongoing effort. Building authentic parent connections takes time and effort, but it’s an investment that pays dividends in engaged families, empowered educators, successful students and a stronger school community.

 

Gustavo Balderas is AASA president in 2024-25.