Why No One Reads Your School Emails (And How to Fix It)

As school leaders, we’ve all been there—you send out an important email, post an announcement, or hand out a flyer, and yet, somehow, half your audience misses the message. Parents show up on the wrong day, staff feel out of the loop, and students don’t know about key opportunities. Frustrating, right? Strong communication is the backbone of a thriving school community, but too often, schools rely on outdated methods, inconsistent messaging, or one-way conversations that leave stakeholders feeling unheard.

To truly build a connected and engaged school environment, we must rethink communication—its systems, purpose, tools, and role in fostering belonging.

That’s where our Communication Impact Assessment comes in. Whether taking it for the first time or reflecting on your results, this guide will help you break down what strong communication looks like and how to build a system that works for everyone in your school community.

1. Communication Systems: Moving Beyond One-Way Messaging

A solid communication system ensures that information is timely, clear, and accessible to the right people. But an effective system isn’t just about sending messages—it’s about ensuring those messages land, spark action, and lead to meaningful conversations.

Ask yourself: ✅ Are we communicating often enough? Folks should know when and how to expect updates. ✅ Who is the sender? Are messages coming from leadership, teachers, or a mix? Who messages come from impacts trust and engagement.
✅ Is our communication two-way? Schools thrive when students, families, and staff can respond, ask questions, and contribute to the conversation. ✅ How do we evaluate impact? Schools must assess whether communication is achieving its goals—whether that’s attendance at events, increased engagement, or an improved vibe.

2. Communication Purpose: Why Are We Communicating?

Every message a school sends serves a purpose—but is that purpose clear? Schools should communicate in ways that inform, empower, and invite participation. Strong communication covers these core areas:

📌 Student Progress: Families need timely, clear updates on student learning—not just at report card time. Are families aware of academic expectations and support opportunities?
📌 Change at the School: School transitions, policy shifts, and new initiatives should never come as a surprise. Is your community informed and prepared?
📌 Family Decision-Making: Schools that involve families in decision-making build stronger trust and buy-in. Are there clear pathways for families to share input and participate in school governance? 📌 Staff Feedback: Educators and school staff also need a voice in shaping communication practices. Are staff surveys or listening sessions in place to capture their insights?

3. Communication Tools: Using the Right Platforms Effectively

Technology has revolutionized school communication, but tools alone won’t solve communication gaps—they must be used intentionally.

💡 Are our digital tools two-way? One-way announcements don’t cut it. Families and staff should be able to reply, ask questions, and engage in conversation. 💡 How often are tools being used? Irregular or inconsistent use of digital platforms leads to missed messages and disengagement (delete on sight). 💡 Are updates timely? If information is outdated or unclear, stakeholders stop paying attention. Consistency and clarity drive engagement.

4. Communication for Belonging: Strengthening School Culture

Beyond logistics and updates, communication is a tool for building community. Schools must use communication to celebrate, connect, and reduce barriers to engagement.

🎉 Highlighting Achievements: Are students, staff, and families recognized for their contributions and successes? 🌍 Engaging with the Broader Community: Schools don’t exist in isolation. Are partnerships and local community efforts being highlighted and leveraged? 🚧 Reducing Barriers: Language, accessibility, and technology gaps can exclude families from critical conversations. What’s being done to remove these barriers?

Next Steps: Take Action on School Communication

If your school struggles with engagement, miscommunication, or stakeholder trust, it’s time for a shift. The Communication Impact Assessment is a starting point for understanding where your school stands and how to create a more inclusive, effective communication strategy.

Are you ready to transform school communication? Take the assessment and start building a system that connects, empowers, and strengthens your school community. As always, if you would like a partner for this work, we are here to help.