Dr. Fox on social media

1. 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

2. Foundation
Research 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).

3. Research Questions
1. 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?

4. Theoretical Frameworks
Epstein (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.

5. 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.

6. Significance of the study
Few 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

7. 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.

8. 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.”

9. Data Analysis
• Organized
• Coded
• Themed

10. Data Analysis
• Organized
• Coded
• Themed

11. Data Analysis
• Organized
• Coded
• Themed
• 22
• 17
• 7
• 3+

12. Themes
• Awareness
o Changing demographics
o Realizing growing use
o Considered purpose of tools – differentiation
o Professional development – generational preferences

13. Themes
• Strategic use
o Intentionally guiding parents and students
o The power of pictures
o Create transparency and accuracy
o Control over reputation-building

14. Sub-theme
• Analytics
o Results drive new strategies
o Concrete data for measuring effectiveness
o Performance data

15. Themes
• Increased involvement
o Principals perceive increased participation
o Partnerships within the community
o Non-traditional engagement
o New perspective

16. Parent and Community Survey Results
• Participants
o Communication preferences
o Levels of engagement
o Perception of local school

17. Parent and Community Survey Results
• Participants
o 841 began, 823 provided consent, 810 understood work
o 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

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

19. 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%)

20. Hopes and Limitations
It 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.

21. 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

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

23. Administrators Meeting – May 11, 2016

24. Communications Goal
Consistently 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.

25. Reputation Goal
Consistently 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.

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

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

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

29. Digital Citizenship
• Digital life is public
• Digital life brands (you and the district)
• Public Records Requests are filed
nearly every week

33. Brian Fox
Chief Communications and Arts Officer
Puyallup School District
foxbd@Puyallup.k12.wa.us
253-841-8703