First, a quick word on what we mean by ‘everybody.’ Our tips are about your reputation: among your neighbours, local businesses, and other organisations with which you may link up. We are also thinking about your staff, parents, and families. We are not including your pupils - although our tips will hopefully warm them to you indirectly - or your key professional relationships such as Ofsted or the local authority.

Staff

Employee relations is a huge area in itself and one that you probably already invest substantial resources but here are some simple practices that many employers forget.

1. Tell your staff first. Got an announcement to make: a change, a mistake or success? Tell your staff first and if it is in any way complex or controversial, allow time to answer questions. That way, staff hear the right message and have time to digest information before being approached by parents. Having well informed staff presents a professional, joined-up image and shows staff they are important.

2. Regular information flows that work for all can save time and avoid misunderstanding so avoid making staff communications a rushed add-on. A single source of information, such as a weekly meeting won’t work for everyone. Instead, factor in the working patterns of your part-time staff and be prepared to be flexible by supplementing a meeting with an email or one-to-one conversations. Whatever you choose, make it a routine so that staff can rely on it.

3. Relevant but not restricted information. Busy staff will expect you to target information that is relevant to them but don’t assume that they will only be interested in news specific to their role. Hearing about what other teams do can help staff see where their role fits in and encourage a wider team spirit. Keep it brief with the option to find out more if they want.

Neighbours

Strengthen and deepen the relationship you have with your immediate neighbours.

4. Blocked driveways, litter, trampled lawns and noise are potential downsides to living near a school. Your neighbours can be a source of support to you so show you are part of the neighbourhood by building a relationship with them.

5. Schools don’t park inconsiderately or drop litter; individuals do but as a school you can help tackle these problems. Do all you can to encourage parents and children to be considerate to your neighbours. Don’t wait for neighbours to complain. Issue regular reminders in your newsletter to parents about parking, noise etc.

6. Talk to pupils in assemblies or citizenship lessons about being a good neighbour using examples relevant to your school.

7. Communicate: drop an occasional note around to your near neighbours, particularly to notify them of any major events that could affect them, such as open days or parents’ evenings. If you are aware of specific issues, acknowledge them and state what you do to address them.

8.If you are looking for volunteers, such as adult reading helpers, extend the invitation to neighbours too. Being nearby may make you a convenient option, it widens your pool of supporters and gives you an opportunity to show off the great things you do.

9. Invite neighbours to your events, with free entry to your school fete or end of year show. Consider offering ‘mates’ rates’ room hire for the clubs and societies they participate.

10. If you are planning building or landscaping work, notify neighbours in advance. Include an indication of likely disruption, what you are doing to minimise it, a projected timescale and explain the benefits of the work in terms of how it helps your students. Afterwards, invite neighbours for a tour or share some photographs and thank them for their patience.

11. For significant issues, having a named contact is good practice but beware of setting expectations that you can (or even should) solve every problem linked to your school. Just like them, you are entitled to have visitors, deliveries, building improvements etc - and even the occasional party!

Businesses

Nurturing relationships with the local business community will lead to new collaborations and opportunities.

12. Your pupils could be the future employees of your local businesses. Your students (or their parents) are also potential customers. Businesses are potential funders, donors and the source of real-world experience for your children. A good relationship between schools and businesses has benefits for both sides so make the most of it.

13. Volunteering opportunities in schools can support the personal development goals of local workers, for example by being on your board of governors, by mentoring at your school through a student mentoring programme or carrying out mock interviews to help prepare students for university or employment interviews.  

14. Where you can, consider buying local. Use local suppliers and tradespeople where that is possible.

15. Offer low-cost advertising opportunities to local businesses, e.g. by inviting sponsorship of your school newsletter, sponsoring a stand at your school fundraising event or the costumes and props at your school production. Agree the exposure that their brand will receive and be ready to provide information about the numbers of people they will reach.

16. Local businesses can be a great source of donations for prizes but bear in mind you are probably not the only school to ask. Give them plenty of notice, thank them afterwards and acknowledge their generosity in your event promotion.

17. Build a professional relationship. Say thank you to all the businesses who support you: mention them in your school newsletter or social media, include them on your Christmas card list.

18. Looking for businesses to participate in a careers event or work experience opportunities. Reach out to the businesses you have contact with already and find out what would help them participate.

Parents and carers

Build trust, reputation and partnerships with purposeful communications.

19. Having parents on board with your aims and helping them understand your systems can help your school run smoothly. While you can’t please everyone all of the time, doing what you can to have a positive relationship with most people, most of the time can avoid misunderstandings and unrealistic expectations.

20. Whether you opt for a newsletter, email, an online portal, make it clear how and when you will provide information and stick to it.

21. Just like you, parents are busy people with lots going on so they appreciate relevant, clear, succinct messages that they can read quickly, plus clear direction and adequate notice of any action they need to take. (Read our download, ‘Communications habits adopted by successful schools’ for how to do this.)

22. Help parents understand the best ways to communicate with the school, such as how to contact teachers and the amount of time they have available to engage with parents. Set a realistic time frame to respond to phone messages or emails and publicise it on your voicemail, auto-responses etc.

23. Your website is a fantastic information resource for parents which can save them and you time - but only if it is well organised and up to date. If parents know they can find the answer to their question online, they are unlikely to call you but today’s web users are impatient; if they cannot find what they want quickly and easily, they are unlikely to persevere and will pick up the phone instead. If you think your website is good but parents tell you otherwise, take it on board and think about how to improve it. Focus groups and useability testing provide invaluable information.

We hope you found these tips helpful and that you can take one or two on board to improve your communications.

Email us if you would like a copy of our next guide called ‘Communications habits adopted by successful schools’.