IT

Real-time realpolitik

When reviewing school-to-parent communications, it is important to choose a system that addresses eventualities in a synchronised way, writes Peter May

There are three key forms of communications with parents:
• crisis and emergency communication;
• last-minute changes to the school day; and
• planned communications, such as the weekly newsletter.

Crisis and emergency communication
Fast, reliable communication with parents is essential to prevent an incident becoming a crisis. A school’s reputation is at stake when communication with parents is poor. Whether it is a serious whole school emergency, such as a power failure or a burst water main requiring the school to close, or restricted to a small group on an outing, parents must be contacted immediately and given clear, accurate instructions.

Last-minute changes to the school day
Even the most efficient plans can be thrown into disarray, with disrupted travel arrangements, or cancelled sports fixtures. Conventional procedures for notifying parents of changes with an immediate impact cannot be effectively communicated by website, telephone tree or letter when time is of the essence.

Planned communications
Schools can save money by emailing a planned newsletter or notice as an attachment or, better still, by emailing a hyperlink that diverts the parent to the school website. This approach has great marketing potential. An ever-increasing number of parents prefer to receive information such as newsletters in electronic format, for storing and retrieving for future use or simply for forwarding to grandparents or relatives overseas.

All options
A multi-modal approach to communication is the most effective mechanism. Finding a system that is ubiquitous to school stakeholders is key.

There are four leading technologies that address the ubiquity criteria: text (SMS), speech (voicemail), email and web (ie school site and managed portals). Any of these approaches will enhance communications. All are relatively easy to implement as standalone options, with strengths and weaknesses, and all require a low cost to operate.

The key to success is integrating existing MIS (pupil/parent database), spreadsheet or paper-based processes, so that data is only ever entered once, preferably automatically updated, and is easy for staff to manage, whether on or offsite.

A word of caution: none of these individual technologies, no matter how well managed into existing school working practices, can in their own right address all the needs of urgent, non-urgent, and detailed group communication. On the other hand, a blended portfolio provides a comprehensive, cost-effective and cohesive service for all stakeholders. Building a system that combines all communications briefs is possible.

Old methods of communication are rapidly being replaced by digital media. Ever-increasing expectations from parents mean that schools must be prepared to provide information to them at any time, anywhere.

Peter May is the managing director of ClarionCall Ltd. Peter can be contacted on 0870 446 5000.  

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