Schools are vying for their families’ attention in an increasingly cluttered, information-saturated digital space. It’s common to overhear grumblings from parents about downloading another app, missing emails or getting too many messages from school. 

At the same time, schools have important information to share with their families, so the question becomes, “How do schools cut through the noise in today’s ever-changing digital world to communicate effectively with their community?”

Districts have endless options when it comes to robust tools that promise a single, unified solution to their communication challenges. But these tools, which can blast a message to all the district’s channels by simply clicking “send,” can create more problems than they solve. It’s not the tool itself, but how the tool is used that measures its success.

If schools don’t consider audience expectations, the promise from a tool in streamlining communication between district buildings, classrooms, students and families quickly falls apart.

When used well, a mass notification system boosts school communication

Districts can quickly send emergency information with instant communication. Emergency delays or closure notices are pushed directly to families. Important events and last minute reminders can also be sent instantly, as long as “important” is an agreed upon standard among administrators. For example, if it’s a text message pushed out, it’s critical for families to know instantly. The message is concise, within the character limit, and doesn’t require families to read details in an email.

Communication is convenient and time-saving, often just a click away with features like mobile apps, text messaging and web-based browser interfaces. Centralizing emails and phone calls is another feature. These systems also make it convenient for parents and caregivers to communicate with teachers about their child’s progress and receive reminders and classroom updates directly from teachers.
Families can also decide how and when they receive messages, with customization features for emails, phone calls and texts, as well as selecting how frequently they’re notified, and their preferred language(s). The seamless communication between school and home, by integrating with student management systems, eliminates the need to maintain phone lists and email addresses in multiple locations.

Creating a positive user experience in your school district

If you’re committed to building relationships with stakeholders and using the tools at your fingertips effectively, it’s crucial to make thoughtful use of these advanced systems. Adhere to the the following guidelines for a better user experience:

Avoid information overload 

Constant, unmanaged notifications coming from school can be overwhelming and lead to frustration. Searching through dozens of messages for the details of an event or deadline takes time, and too many messages can lead to “tuning out” when something really important lands in a recipient’s inbox.

Unsure? Pause before hitting “Send”

Once a message is sent, it cannot be recalled. If you’re second guessing whether to send a message out, or you’re uncertain you’re targeting the correct audiences, pause and make sure you get it right before hitting the send button.

Consider the timing

Your audience’s experiences and expectations are valuable to your success. Choose days and times when families are more likely to receive and read what you’re sending. Also, be wary of using scheduling tools as posts may become outdated or appear inappropriate if conditions change. A reminder about the school musical coming minutes after a lockdown emergency may give the appearance that the school threat is not being taken seriously.

Be mindful of technology barriers

Introducing new technology can be a challenge, and moving an entire community to a new system takes time. Holding training sessions with faculty and staff to ensure they can use the tool correctly can reduce their uncertainty, avoidance and misuse of the tool. Some school districts also create how-to’s and tutorials for their families to expand the likelihood of use and successful adoption of the new technology.

Assemble a team of savvy staff

Create a team of staff who can answer questions from families and employees. Give thought to establishing a dedicated email address (e.g., ParentSquareHelp@yourdistrict.org) to provide an easy way to field and respond to questions and troubleshooting.

Monitor usability and user satisfaction

When a district’s call to action for families is to sign up for a new mass notification system, issues can come in rapidly. A simple information collection form can provide an efficient way to track pain points and common problems, and allow technology staff to respond quickly to users’ issues.

Ensure access for all

Keep in mind that not all families are connected digitally. Limited internet access or lack of technology resources can hinder your efforts to connect to everyone. Districts with higher transient populations can also make connecting a challenge. Remember these audiences and make a plan for connecting with them, even if it means continuing to make personalized phone calls or sending home paper letters and notices.

Effective communication comes down to strategy

Mass notification systems are meant to foster effective communication between schools, students and families, but the true test of success hinges on the intentional integration into a well-considered communication strategy. By using these platforms thoughtfully and purposefully, school districts can enhance the quality of district communications, and fundamentally strengthen the connections within their communities.