Communicate with Parents
Choice isn’t really choice if you don't know you have it or don’t know how to exercise it. If information about school
choice only reaches or is understood by a portion of eligible families, then the system is inherently inequitable. Thus, any
district embarking on or expanding a choice program must put careful thought into how to reach and successfully communicate
the options to its target audience. In deciding what strategies to pursue, it is important to assess the communication
needs of local families and consider the available time and budget. Then, use that data to guide communications decisions.
Build Awareness
Districts must develop an effective communication campaign to inform parents of the choice options in the district. This includes assessing community communication needs, determining the budget for communication, and creating parent-friendly materials.
Assist Parents
Districts with successful school choice programs understand that they must help parents make decisions for their children’s education. Districts have created help lines, resource centers, and school kiosks to provide parents with detailed information to aid their decisionmaking.
Engage Community Organizations
Many districts have learned that parents are more likely to receive and act on information they receive from trusted community sources. Partnering with local churches, the YMCA, and chapters of the NAACP has helped districts expand their reach and communicate with parents about school choice options.
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