School-Parent Communications in the Attendance Crisis

For those of us who work in and around the education sector, the recent report by Public First (https://www.publicfirst.co.uk/public-first-research-finds-parental-support-for-fulltime-schooling-has-collapsed.html) regarding the current school attendance crisis will have undoubtedly caught your attention and likely concerned you.  The report looks into the critical issue of attendance in schools and it provides ten key recommendations to address this challenge.  Notably, the very first recommendation in the report underscores the pivotal role of communication and messaging by schools.  At Glove Consulting, experts in strategy, communications, and marketing within the education sector, we wholeheartedly agree that how schools respond to and engage with parents is a key factor in addressing this issue.

 Effective communication benefits both schools and parents.  It is how trust is built and when parents trust the school, they are more likely to collaborate in addressing attendance issues and other educational concerns.

 It is important for schools to consider the frequency and accuracy of their communications.  The Public First report suggested, “there was widespread concern from parents across all social groups that communication from schools around attendance was excessive, confusing and not always accurate.”  Comments from the parents stated that they were uninterested in text messages and letters home, and they wanted a different form of communication from schools, but above all, for it to be accurate.

 While effective communication builds trust, it is the messaging that fosters engagement and the Public First report highlighted some examples of where previous messaging may no longer be working.  The report stated that, “’Every day matters’ is seen as hollow, and it is not engaging parents.”  Anyone working in education knows, understands and sees that every day matters, but if parents no longer believe the messaging a new approach is needed to reengage them. 

 The biggest challenge has understandably been brought about by the Covid pandemic which has led to a change in attitudes.  The extended period that UK schools’ gates were shut, the second longest in Europe, has led some parents to perceive that, “two weeks a year won’t make a massive difference”.  This, coupled with an increasing sympathetic view to taking holidays in term time means that schools face the challenge of influencing attitudes as well as behaviours.

 The Public First report states that, “schools cannot fix attendance on their own.”  The report’s recommendation around communication acknowledges that it is a review of how the wider education system communicates and the messaging it uses with parents, not just the schools themselves.  However, in beginning to tackle this crisis, schools need the support of parents and reviewing and improving communication, particularly around attendance, is the vital first step.

At Glove, we have over 20 years experience in the education sector and are experts in developing stakeholder communications, so if you want support in reviewing existing communications, or developing new messaging, get in touch today.