By listening and reaching out to students and their families, schools can increase engagement and improve outcomes for their entire community.
Growing up in a low-income neighborhood, I learned the value of education early. My grandparents, who were migrant workers in Arizona, labored tirelessly to provide for their families. Education was highly respected in our community, yet very few made it past middle school. I was determined to break that cycle and became the first in my family to graduate from college. The journey wasn’t easy, but it taught me something invaluable: Connection is everything. The relationships we build, the support we offer one another, and the sense of belonging we create can change lives.
As a Latina, I’ve experienced the transformative power of connection. This understanding has helped shape my approach over the nearly 20 years I’ve spent as a communications director for school districts and education associations, and now as president of the National School Public Relations Association. I’ve seen firsthand how connections created through family engagement and effective school communications can elevate the success of students and communities alike.
I’ve also encountered many families who feel disconnected from their child’s education due to language barriers, financial struggles, or simply a lack of understanding of the school system. It’s only when schools take time to understand the unique needs of the communities they serve that the gap between home and school can be bridged. While there is no one-size-fits-all model for school communications, there are ways that both families and schools can take an active role in strengthening engagement.
Schools, whether in rural towns, big cities, Indigenous land, or border areas, must connect deeply with their communities. When they do, they become more than educational institutions; they turn into pillars of support and empowerment.
Foster an inclusive environment
One example from my work involved a school that implemented “Cafecitos,” morning coffee gatherings that encouraged Spanish-speaking parents to engage with school leaders where an interpreter was provided to ensure that language wasn’t a barrier. The organic and important conversations that took place at these gatherings built trust by giving parents a voice in their child’s education and helped the school form stronger bonds with the community.
In another instance, a principal noticed a group of students who regularly gathered at a local convenience store after school, often getting into trouble due to a lack of supervision or structured activities while waiting for their parents to return home from work.
Recognizing the need for engagement, the school partnered with local businesses to create an after-school photography class. This creative program not only kept students engaged and out of trouble, but it also helped them develop new skills while strengthening their connection to both the school and the broader community. It’s a clear example of how schools can foster lasting relationships and support student success when they proactively connect with families.
Listen to and celebrate all families
However, true family engagement goes beyond outreach; it requires listening. Schools must create environments where families feel heard and valued, regardless of their circumstances.
One powerful example was a school that held a recognition ceremony for students who had struggled academically. These students, many from refugee families or with limited English skills, were celebrated for their progress. Families, many of whom had never been inside the school before, were invited to share in the pride of their children’s achievements. The event not only helped students build confidence but also forged a deeper connection between the families and the school.
Celebrating the progress of students whose achievements may be otherwise overlooked can transform how their families view the school system. It also creates opportunities to listen to families and builds trust in an environment where everyone feels valued.
Leverage resources to overcome barriers
I’ve seen firsthand how cultural differences can act as barriers between schools and families. These and other challenges that our diverse families face — whether language barriers, transportation issues, or balancing work schedules — can make it difficult for them to engage with schools. However, I’ve also seen how those barriers can be broken down through thoughtful, culturally sensitive communications and engagement efforts.
Offering virtual meetings, holding meetings after school hours, providing transportation, translating invitations and presentations, and arranging childcare during school events are just a few ways schools can support families in overcoming obstacles to engagement. At its core, family engagement is about building a connection between home and school. Every family, regardless of their background, deserves to feel connected to their child’s education. When schools engage deeply with their communities, they create support systems that lead to greater success — not just for students but for the entire community.
My work as a school communication and engagement professional remains focused on ensuring that every school builds those connections. As I’ve seen firsthand, when families feel seen, heard, and supported, everything is possible.
