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

FoundationResearch 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).

Research Questions1. In what ways do building administrators use digital

communications and social media tools to communicate with and engage parents, and community members?

2. Is there a significant relationship between communication efforts of the building administrator and the level of parental and community engagement in individual schools?

3. Is there a significant relationship between the strategic communications and marketing strategies of a building administrator and the resulting image and reputation of the school?

Theoretical FrameworksEpstein (2011) Overlapping Spheres of Influence

Engeström (2015) Structure of Human Activity

Note. Used with permission from Engeström (2015). Learning by Expanding. Second edition. New York, NY: Cambridge University Press.

Note. Adapted with permission from Epstein, J. L. (2011). School, family, and community partnerships: Preparing educators and improving schools. Second edition. Boulder, CO: Westview Press.

To answer the question, “Why?”

Note. Adapted with permission from Epstein, J. L. (2011). School, family, and community partnerships: Preparing educators and improving schools. Second edition. Boulder, CO: Westview Press.

Significance of the studyFew studies have been done with a focus on educators and their use of advanced technology such as digital communication and social media

Little research, if any, exists which measures the parental and community response to the communication efforts of principals using technology

Focus Group Interviews

•Two groups of six•One hour in length•Five open-ended questions•Redundant recordings and live transcriber•Challenging to be quiet

Conversation Analysis

Rapley (2001) maintains the data produced during an interview is done collaboratively due to the interactional nature of conversation.

Participants

•Two school districts•12 building administrators•Eight female and four male•Seven elementary, three junior high, two high school•810 parents or community members

“I have learned a lot from you today. I think now I am going to work harder.”

“I personally have learned a lot about what is going on in your own buildings by following you.”

Data Analysis

•Organized•Coded•Themed

Data Analysis•Organized•Coded•Themed

Data Analysis

•Organized•Coded•Themed•22•17•7•3+

Themes• Awarenesso Changing demographicso Realizing growing useo Considered purpose of tools – differentiationo Professional development – generational preferences

Themes• Strategic useo Intentionally guiding parents and studentso The power of pictureso Create transparency and accuracyo Control over reputation-building

Sub-theme• Analyticso Results drive new strategieso Concrete data for measuring effectivenesso Performance data

Themes• Increased involvemento Principals perceive increased participationo Partnerships within the communityo Non-traditional engagemento New perspective

Parent and Community Survey Results• Participantso Communication preferenceso Levels of engagemento Perception of local school

Parent and Community Survey Results• Participantso 841 began, 823 provided consent, 810 understood worko 83% rank local school as “very good” or “excellent”

“Americans form their opinion about their local schools through their own contact with the schools and what their children are saying. What they experience more personally, they tend to have more favorable views about.”

Bushaw & Calderson, 2015, p. 23

Parent and Community Survey Results• When looking for information:o Website (40%)o Newsletters (21%)o Social media (18%)

Parent and Community Survey Results• Involvement at school:o Classroom volunteer every week (12%)o Classroom volunteer every month (10%)o Special event once each month (37%)o Special event once a year (65%)

Hopes and LimitationsIt was believed that by gathering examples of the many creative ways principals facilitate communication with stakeholders, and celebrate the resulting collaboration and convergence of the spheres of influence, one might advance the study of principals as effective communicators.

Hopes and Limitations• Participation target: several school districts• Actual: two school districts (10/12 from one district)• Without diversity, results are heavily skewed• Replication of results less likely• Intentional work of one district measured

Further research• As technology advances tools will change• Communication preferences of stakeholders• Apprehension by some building administratorso Expansive learning (Engeström, 2015) o Human dynamics during change

Administrators Meeting – May 11, 2016

Communications GoalConsistently and effectively provide stakeholders in the Puyallup community with current and relevant information about the work of students and staff in the Puyallup School District.

Reputation GoalConsistently and effectively promote the Puyallup School District as the best education choice for students and parents, an asset within the community, and a responsible steward of taxpayers’ money.

Engagement GoalConsistently and effectively engage members of the community in support of students and staff in the Puyallup School District.

•Communications – current and relevant•Reputation – best choice, asset, responsible•Engagement - involvement

How can online tools be used to communicate, promote reputation, and engage?

Digital Citizenship• Digital life is public• Digital life brands (you and

the district)• Public Records Requests

are filed nearly every week

Brian FoxChief Communications and Arts OfficerPuyallup School Districtfoxbd@Puyallup.k12.wa.us253-841-8703