The principal as an effective communicator: Increasing parental and community engagement through the use of digital communications and social media Brian Fox Northwest Nazarene University

Essential Questions

•How am I ensuring that our school communication interacts with a comprehensive audience?•How will I maximize our efficiency?•How will I build capacity in others?

To begin with . . .

•Research provides clear evidence for the relationship between student achievement and the engagement of parents and community members with their local schools through meaningful involvement of parents, families, and members of the community (Curtis, 2013; Epstein, Galindo, & Sheldon, 2011; French, 2014; Hill & Taylor, 2004; Grujanac, 2011; Hoover-Dempsey, Walker, & Sandler, 2005; Jeynes, 2012; O’Donnell & Kirkner, 2014; Sonnenschein, Stapleton, & Metzger, 2014; Topor, Keane, Shelton, & Calkins, 2010).

Theoretical Frameworks

•Epstein (2011) Overlapping Spheres of Influence

•Vygotsky (1978) Activity Theory

Activity Theory – Grujanac (2011)

Understanding Communications

1. Define “communications”2. Brainstorm ways you communicate3. Consider how you build relationships4. What are your strategies for making

connections?5. How do you build community?6. What activities or events create culture at

your school?

Why does it matter?

AVID Postsecondary Strategies for SuccessOral and written communication is a key to academic success and it opens doors to social and professional opportunities and accolades.

Proficiency and facility with writing and speaking provides all students with a “place to stand.”(2011, p. 25)

As a leader . . .

• Expected to be able to communicate well• Articulate building goals and plans for improvement• Facilitate collaboration and build culture• Cognitively coach others• Effectively understand point of view• Concisely represent student achievement, staff

accomplishment, parent interests, district goals and initiatives• Part of evaluation

Association of Washington School Principals Leadership Framework“Student achievement in a performance-based school is a shared responsibility involving the student, family, educators and the community. The principal’s leadership is essential. As leader, the principal is accountable for the continuous growth of individual students and increased school performance . . . Pivotal to the success of this shift is a new type of principal leadership” (AWSP Leadership Framework, 2013, p. 2).

Why care about communications?

•Be in control of our own story•Represent student achievement with more than test scores and media accounts•Our communications reflect upon our students, staff, and district as a whole•Communication tools and methods have radically changed over time

The Principal as Effective Communicator•Accountability due to educational reform•Waivers and school choice - marketing•Communications and demographics

Bill Strauss and Neil Howe, social historians

Understanding Generations

Gen Xer and Millennial stakeholders want to be connected, and they want information while it’s going on. Brochures and newsletters don’t work for these parents.- Post information on websites

in real time- Update information and send

tweets during the day- Provide student progress

online and correspond via email

- Because they are less trusting of institutions in general, we will earn their trust through persistence

- Millennials, in particular, want to collaborate, so get them involved

Marking the textPages 13 – 23

• Circle key terms and essential words

• Underline author claims, facts, descriptions, relationships

• Use post-its as desired

Marking the text

At your tables:

• Share new learnings• Share new questions• Make connections:

Text to self Text to text Text to world

Social Media Revolution 2015

Essential Questions

•How am I ensuring that our school communication interacts with a comprehensive audience?•How will I maximize our efficiency?•How will I build capacity in others?

As a leader . . .

•What will you do yourself?•How can others help you?•What will you delegate?•Oversee, manage, micromanage