How the digital behaviors of parents should drive public school communication strategies
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A study of families with at least one child enrolled in a public high school district shows parents and guardians are using email, text messages, and social media on a weekly basis to access information from their district. They're dissatisfied with slow communication during an emergency, yet want to have accurate information that is consistent and to see more information communicated on multiple platforms. Specifically, this project studied how professional communicators can use families' digital behaviors to build trust among these stakeholders by understanding their digital behaviors. The literature review focuses on email, website, and social media communication between families, students and school staff in order to differentiate the variety of communication mediums needed. The findings suggest school districts can create an education campaign targeted at parents/guardians on the general process for how information is released.
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M.A.