We live in a media-rich environment with smartphones and the internet providing information in an almost constant stream. PTAs used to be able to send home a newsletter with a brightly-colored front page and know that families would see it, but the “Backpack Express” is much less effective these days. So how can your PTA’s communication be heard in this constant clamor for attention? How can your PTA communicate effectively with your school community?
Building a PTA Community
When you think about your PTA community, who do you see? Is it just your members? Is it all the families in the school? Does your PTA community include teachers and administrators? What about those in the neighborhood around your school? What about grandparents who live in another state? An important part of effective PTA communications is building your PTA community. That means reaching out and engaging everyone in that community.
Fortunately, there are a number of resources available to PTAs to help engage your community. While newsletters may still be a part of your PTA communication plan, e-mail lists, websites, and social media provide additional tools to connect your PTA with those who care about the students at your school regardless of where they live.
Your PTA’s Communication Plan
There are a variety of reasons that PTAs need to communicate:
- To inform members about upcoming events
- To solicit volunteers
- To advocate
- To share their PTA’s successful events and programs
- To thank those who have helped out
All of these reasons have one common thread—to tell your PTA’s story. If you approach your PTA communications with this goal in mind, you are providing vibrant descriptions of how your audience can engage with your PTA and how your PTA is making a difference in your school and in your community. Your PTA communications become one of the most effective tools in bringing new members into your PTA.
To effectively tell your PTA’s story, you need a communications plan. A communications plan should include:
- All of the communication channels your PTA will be using (print, website, e-mail, social media, VolunteerSpot, etc.)
- Your PTA’s communication goals
- Your target audience(s)
- The frequency of communication on each channel
- The deadlines for submissions for each communication
- A list of who will be submitting content
- A budget for your communication tools (printing costs, domain registration, etc.)
- An evaluation plan to improve your communications over time
Georgia PTA has a useful video presentation on building your communications plan that can walk you through the process of creating a communication plan and the basics of implementing some communication channels. North Carolina PTA also has a video on creating and executing a PTA communications plan.
As you develop your plan, remember that a diverse school community needs a diverse array of communications to reach out to everyone. Consider how to connect with families of English language learners or those without internet access (or only through their phone). Think about how you can make those families unable to attend PTA programs and events at the school still feel connected to the PTA.
Your communications plan should also incorporate the rules and policies that your school or district may require. Be aware of photo restrictions, sharing children’s names, and other policies that might affect your PTA communications.
Many PTAs have given up on printed newsletters and PTA websites in favor of e-mail lists and social media. A Facebook organization page allows a PTA to share things that would have gone in a newsletter or on a website. Twitter allows a PTA to share timely, relevant information with its followers, link to Facebook or website posts, use hashtags for events, and share important reminders or quick photos at events. These and other social media tools provide a powerful way to get your PTA story out and to connect with a broad audience.
But as Spiderman taught us, with great power comes great responsibility. Be sure to have a social media policy in place specifying who has access to and responsibility for your PTA’s social media presence. Make sure that more than one person has the login information to your social media accounts. Ensure that those who will be posting to Facebook, tweeting, or using other social media are aware of any restrictions on sharing photos that your school district has. National PTA has a sample social media policy that you can use as a template for your PTA.
Blowing Your PTA’s Horn
Your PTA’s communication should not be restricted to just your school community. Be sure to share your PTA story to your community as a whole. Send out press releases announcing your upcoming PTA events. Many school districts have a public relations or communications person whose job is to submit press releases to the local media, and they may be willing to submit releases on your PTA’s behalf or can provide a list of media contacts. While you may not end up with a news story on your event, you may have a newspaper photographer stop by to take some pictures or have a TV station record some footage that will run under their closing credits.
By communicating with your broader community, you have the opportunity to make the public aware of the great things your PTA is doing to improve the lives of children. Remember, if your PTA isn’t telling its story and sharing its good news, no one else will either. And with increased awareness of the positive effect your PTA is having comes the opportunity to partner with businesses and other organizations in your community, whether through grants, co-promotion and cooperation on events, and the ability to spread your message to a wider audience through speaking opportunities, guest blog posts, and articles in non-PTA newsletters.
Communication Tools for Your PTA
A primary communication tool should be the Communications Quick Reference Guide, a part of the online PTA Back-to-School Kit. Here you will find information on PTA branding, newsletters, websites, social media, marketing and media relations, photography and videography, and much more. Be sure to also look for the Illinois PTA piece on the Role of a Membership Marketing Chairman, which includes a sample press release and social media guidelines.
For PTA e-mail communications, a simple free e-mail list from Google, Yahoo, or other provider might be all your PTA needs. However, Benchmark provides free e-mail marketing for PTAs, allowing you to send e-mails to 100,000 contacts up to seven times a month for free. In addition, your PTA would have access to all of the advanced functions, including segmented e-mail lists, real-time reports on who opened your e-mail or clicked on a link in it, surveys and polls, sign-up forms, and more. Illinois PTA currently uses Benchmark for its Weekend Update e-mail.
For signing up volunteers, Illinois PTA has partnered with VolunteerSpot to provide local PTAs, councils, districts, and regions with a free premium package upgrade (up to $300 in value). The premium package provides unlimited custom group pages and up to 15 assistant organizers (so one person doesn’t have to run sign-ups for every event), up to five custom registration fields (e.g., t-shirt size), and more. You also get the standard reminder and thank you e-mails to those who sign up as well. To take advantage of this member benefit, follow the directions on our member benefits page.