Parents Demand Improved Communication on School Information Amid Declining Enrollments
In a recently conducted nationwide survey by GreatSchools.org, it has become increasingly evident that parents are yearning for not only clearer communication from their schools but also comprehensive and easily accessible information. This survey encompassed more than 1,000 parents of K-12 students and further unveiled a compelling correlation between the quality of school communication and parents’ overall satisfaction regarding their child’s educational experience. As enrollment in public schools continues to decline, the findings underscore the pressing need for educational institutions to adapt to the evolving demands of families.
One standout statistic from the survey indicated that an impressive 90% of parents who are likely to recommend their child’s school express satisfaction with the institution’s communication methods. In stark contrast, a mere 20% of parents who are not inclined to recommend their schools reported similar satisfaction levels. This stark difference highlights the importance of accessible and reliable information in shaping parents' perceptions of educational institutions.
Additionally, the quality of communication significantly impacts parents' perceptions concerning their child’s access to opportunities. Notably, among parents who are inclined to recommend their school, only 26% indicated that they missed a vital opportunity or deadline due to unclear communication. This is a striking contrast to 70% of those less likely to advocate for the school, signaling that the difference in information access could lead to substantial disparities in educational outcomes.
The survey also revealed that parents are increasingly seeking a more holistic view of their schools. They are looking beyond mere test scores and are eager for a full understanding of the academic programs, extracurricular activities, social supports available, and transparent explanations of public data regarding school performance. Perhaps most tellingly, parents from lower-income households expressed a particularly high interest in understanding the availability of essential supports, such as free meals and after-school care programs. This reflects a broader concern regarding equitable access to educational resources and support systems.
As families now face more school options than ever before, they depend on a multitude of sources to facilitate their decision-making process. The findings revealed that while 70% of parents still rely heavily on official school or district websites, as well as third-party platforms like GreatSchools.org, they frequently encounter inconsistencies in their search experiences for crucial information. This inconsistency often directly influences their willingness to recommend their child’s school, further emphasizing the need for improved communication strategies.
Dana Altemeyer, EdD, who serves as the Director of Communications at the Metropolitan School District of Lawrence Township in Indiana, stated, “Clear, consistent communication is the foundation of trust with our families. Parents need to understand how their child is performing, what their school offers, and how we are committed to supporting every student.” This sentiment encapsulates the core challenge facing educational institutions today: to ensure that parents receive the information they require to bolster confidence in their decision-making regarding their children’s education.
To address these expressed needs, GreatSchools is launching a new resource called Claim Your District. This innovative feature enables district leaders to verify and manage their district’s profile on GreatSchools.org. Once verified, districts can effectively highlight specific programs and student supports, adding context to published data, thereby delivering a more comprehensive picture of what their schools provide. This new tool supplements the existing school-level claiming feature that is already utilized by nearly one-third of schools across the nation, enhancing accessibility to pivotal information that families cherish.
Moreover, Jon Deane, CEO of GreatSchools, emphasizes the role of parent experiences as advocates for schools. He asserts, “When evaluating schools, families often rely on the experiences of other parents, making satisfied families some of a school’s strongest advocates. This survey showcases that clear communication plays a critical role in satisfaction levels.” The ultimate goal is to bridge the gap between schools and families by facilitating the dissemination of valuable information through GreatSchools.org, a trusted platform for numerous families already seeking knowledge about local schools.
The implications of these findings are significant as they indicate an urgent need for schools to refine their communication strategies to foster trust and satisfaction. For schools, adapting to the expectations of today’s parents is crucial not only for promoting parent engagement and satisfaction but also for ensuring that students receive the support they need to thrive academically. The new tools provided by GreatSchools could thus serve as a much-needed resource in this ongoing evolution of educational information dissemination.
One standout statistic from the survey indicated that an impressive 90% of parents who are likely to recommend their child’s school express satisfaction with the institution’s communication methods. In stark contrast, a mere 20% of parents who are not inclined to recommend their schools reported similar satisfaction levels. This stark difference highlights the importance of accessible and reliable information in shaping parents' perceptions of educational institutions.
Additionally, the quality of communication significantly impacts parents' perceptions concerning their child’s access to opportunities. Notably, among parents who are inclined to recommend their school, only 26% indicated that they missed a vital opportunity or deadline due to unclear communication. This is a striking contrast to 70% of those less likely to advocate for the school, signaling that the difference in information access could lead to substantial disparities in educational outcomes.
The survey also revealed that parents are increasingly seeking a more holistic view of their schools. They are looking beyond mere test scores and are eager for a full understanding of the academic programs, extracurricular activities, social supports available, and transparent explanations of public data regarding school performance. Perhaps most tellingly, parents from lower-income households expressed a particularly high interest in understanding the availability of essential supports, such as free meals and after-school care programs. This reflects a broader concern regarding equitable access to educational resources and support systems.
As families now face more school options than ever before, they depend on a multitude of sources to facilitate their decision-making process. The findings revealed that while 70% of parents still rely heavily on official school or district websites, as well as third-party platforms like GreatSchools.org, they frequently encounter inconsistencies in their search experiences for crucial information. This inconsistency often directly influences their willingness to recommend their child’s school, further emphasizing the need for improved communication strategies.
Dana Altemeyer, EdD, who serves as the Director of Communications at the Metropolitan School District of Lawrence Township in Indiana, stated, “Clear, consistent communication is the foundation of trust with our families. Parents need to understand how their child is performing, what their school offers, and how we are committed to supporting every student.” This sentiment encapsulates the core challenge facing educational institutions today: to ensure that parents receive the information they require to bolster confidence in their decision-making regarding their children’s education.
To address these expressed needs, GreatSchools is launching a new resource called Claim Your District. This innovative feature enables district leaders to verify and manage their district’s profile on GreatSchools.org. Once verified, districts can effectively highlight specific programs and student supports, adding context to published data, thereby delivering a more comprehensive picture of what their schools provide. This new tool supplements the existing school-level claiming feature that is already utilized by nearly one-third of schools across the nation, enhancing accessibility to pivotal information that families cherish.
Moreover, Jon Deane, CEO of GreatSchools, emphasizes the role of parent experiences as advocates for schools. He asserts, “When evaluating schools, families often rely on the experiences of other parents, making satisfied families some of a school’s strongest advocates. This survey showcases that clear communication plays a critical role in satisfaction levels.” The ultimate goal is to bridge the gap between schools and families by facilitating the dissemination of valuable information through GreatSchools.org, a trusted platform for numerous families already seeking knowledge about local schools.
The implications of these findings are significant as they indicate an urgent need for schools to refine their communication strategies to foster trust and satisfaction. For schools, adapting to the expectations of today’s parents is crucial not only for promoting parent engagement and satisfaction but also for ensuring that students receive the support they need to thrive academically. The new tools provided by GreatSchools could thus serve as a much-needed resource in this ongoing evolution of educational information dissemination.
Topics Policy & Public Interest）
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