It’s the question on every school leader’s mind, and every day the answer becomes more crucial. For decades now, the growing impact of school choice has forced schools to compete for enrollment. Under the incoming presidential administration, this trend is likely to intensify. If public districts are to hold their own against a multitude of alternative educational options, they must understand and deliver on what matters most to parents.
But while your relationships with parents and families have never been more pivotal, they may feel more fractured than ever. In a 2022 study by researchers at UCLA, nearly 70% of public school principals reported “substantial political conflict” with parents or community members over hot button issues like school library books and critical race theory. And even if your district’s conflicts aren’t political in nature, parents are more stressed than ever—and tensions are running high. The American Psychological Association found in 2023 that parents reported significantly higher levels of stress than their peers without children.
Why are parents so stressed? Why are they storming into your offices to complain about curriculum? What do they really want? These questions share a deceptively simple answer: Parents want their kids to thrive.
This simple fact is the subtext of nearly every interaction families have with their schools. Parents want to send their kids to top-notch schools, to be engaged in their child’s learning, to know what’s happening in the classroom—all because they want to ensure their children’s health, safety and happiness. To build their trust, you need to show them that you want the same things, too. We believe strong, positive communication can help you do just that—and in fact, we have the data to back it up.
In our newest study, aptly titled “What Parents Want,” we surveyed more than 1,400 U.S. parents about their preferences for school communication. Our favorite finding? When parents frequently receive positive, relevant communication, they’re more likely to trust their districts. We’re bolstering that research with more resources that will help you change how parents think and feel about your schools. How can you honor all your families’ unique cultures and languages? How can you make sure your district’s conversations aren’t one-sided? How can you diffuse tense situations with families? In these articles, we’ll answer all those questions and more.
It’s the question on every school leader’s mind, and every day the answer becomes more crucial. For decades now, the growing impact of school choice has forced schools to compete for enrollment. Under the incoming presidential administration, this trend is likely to intensify. If public districts are to hold their own against a multitude of alternative educational options, they must understand and deliver on what matters most to parents.
But while your relationships with parents and families have never been more pivotal, they may feel more fractured than ever. In a 2022 study by researchers at UCLA, nearly 70% of public school principals reported “substantial political conflict” with parents or community members over hot button issues like school library books and critical race theory. And even if your district’s conflicts aren’t political in nature, parents are more stressed than ever—and tensions are running high. The American Psychological Association found in 2023 that parents reported significantly higher levels of stress than their peers without children.
Why are parents so stressed? Why are they storming into your offices to complain about curriculum? What do they really want? These questions share a deceptively simple answer: Parents want their kids to thrive.
This simple fact is the subtext of nearly every interaction families have with their schools. Parents want to send their kids to top-notch schools, to be engaged in their child’s learning, to know what’s happening in the classroom—all because they want to ensure their children’s health, safety and happiness. To build their trust, you need to show them that you want the same things, too. We believe strong, positive communication can help you do just that—and in fact, we have the data to back it up.
In our newest study, aptly titled “What Parents Want,” we surveyed more than 1,400 U.S. parents about their preferences for school communication. Our favorite finding? When parents frequently receive positive, relevant communication, they’re more likely to trust their districts. We’re bolstering that research with more resources that will help you change how parents think and feel about your schools. How can you honor all your families’ unique cultures and languages? How can you make sure your district’s conversations aren’t one-sided? How can you diffuse tense situations with families? In these articles, we’ll answer all those questions and more.