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Want Better Newsletters Next Year?

Publishers publish and educators educate, but when it comes time to put out the school newsletter, school officials would be wise to keep a foot in both of these worlds.

For many, it can be an intimidating task. This is a publication that serves as one of the primary means of informing parents and staff of the goings-on at the school, yet too often the newsletter goes unread. The reasons for this are varied, but avoidable. Living by the following five rules will almost certainly boost readership, which in turn will build parents’ connection to the school.

  1. Write it for Grownups – While you do work in a facility designed to speak to children, the school newsletter is one product that is not designed for them. You are writing to adults, and while there is ample room for light-hearted copy, the primary goal of the newsletter is to get serious information into the hands of parents. So eschew any attempts at alliteration, or new word creation like the Easter-themed “egg-stravaganza.” Also limit your use of exclamation points and cutesy fonts like Comic Sans. While these tactics may play well with the younger crowd, they can turn off an older audience.
  2. Limit Your Content – There is just too much going on at a school to dedicate the amount of coverage it all commands. Between student activities, athletics, school board, PTO, bus routes, lunches, etc. a newsletter would have to rival “War and Peace” in terms of length to cover everything. Prioritize the most important things and events that are coming up in the short-term and give them the prime real estate. Longer-term events and issues can be included as bullet points in a roundup section so that parents are aware of them and can look for more info in future editions.
  3. Use Photographs – The school newsletter does not have the circulation of USA Today or Sports Illustrated, but you can still use these publications’ techniques to engage your school’s readers. Decent digital cameras are practically free, and the pictures they produce are easy to import even into a program as simple as Word. So when you’re putting together the info on the bake sale, include a picture of the students prepping for the event, rather than the juvenile-looking clipart of the apple pie. Parents love to see their kids in print, so this can only increase readership.
  4. Shine a Spotlight – Keeping parents up to speed on school happenings is the primary focus of the newsletter. That doesn’t mean you can’t do a little self-promotion by using it to highlight a teacher who’s gone the extra mile, or class that’s doing some really great work. Try including a “Teacher Spotlight” or “Top Class” feature in the newsletters. The feature should be in the same place in every newsletter and should be a regular feature for the entire year. Parents will like it when their child’s teacher or class is featured, and the faculty will love that their hard work is being recognized.
  5. Leave Them Wanting More – You can’t cover everything you want in a single newsletter, so entice your readers with an “In Our Next Issue…” feature. You already know what will be going on next month, so offering parents a taste will have them looking forward to the next issue. It may even prompt some to seek more info about teased topics. Make sure you end the newsletter with this feature, because you don’t want it to get lost among the other content. Also, provide a date when the next issue will be available, and stick to that deadline.

Related resources

Is Your Parent Newsletter All it Can Be?


Article by Jason Tomaszewski, EducationWorld Associate Editor
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Copyright © 2011 Education World