The document discusses the importance of principals using digital communications and social media to increase parental and community engagement. It notes that research shows student achievement is higher when parents and community members are more involved with the local school. To effectively communicate, principals must understand different generations' preferences, like using websites, emails and social media to share information in real-time with parents. Principals are accountable for school performance and student growth, so strong communication skills are important to represent the school's achievements and goals to various stakeholders.

1. 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

2. 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?

3. 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).

4. Theoretical Frameworks
• Epstein (2011) Overlapping
Spheres of Influence
• Vygotsky (1978) Activity
Theory

5. Activity Theory – Grujanac (2011)

6. Understanding Communications
1. Define “communications”
2. Brainstorm ways you communicate
3. Consider how you build relationships
4. What are your strategies for making connections?
5. How do you build community?
6. What activities or events create culture at your
school?

7. Why does it matter?
AVID Postsecondary Strategies for Success
Oral 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)

8. 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

9. 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).

10. 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

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

13.  Bill Strauss and Neil Howe, social historians
Understanding Generations

14. 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

15. Marking the text
Pages 13 – 23
• Circle key terms and
essential words
• Underline author claims,
facts, descriptions,
relationships
• Use post-its as desired

16. Marking the text
At your tables:
• Share new learnings
• Share new questions
• Make connections:
 Text to self
 Text to text
 Text to world

17. Social Media Revolution 2015

18. 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?

19. As a leader . . .
• What will you do yourself?
• How can others help you?
• What will you delegate?
• Oversee, manage, micromanage