Determining the right mix of traditional and digital tools to best engage with parents and district stakeholders remains a primary challenge for district communications, according to a new report.

A large part of a school district’s ability to implement successful initiatives or pass bonds lies in its communications and its ability to connect with community members.

Now, a new report from Blackboard and Project Tomorrow outlines the different roles district communications officials play in today’s schools. The results reflect the increasingly important yet challenging role of communications in today’s K-12 districts.

Front lines of district communications officers” includes responses from 500,000 K-12 students, parents, educators and community members.

District communications officials said the three priorities that drive their strategic planning include nurturing their district’s brand and reputation and development (69 percent), engaging with the community (62 percent), and managing information dissemination (50 percent).

The report reveals that parents and communications officials place value on different traditional and digital communications tools.

Next page: What are parents’ and communications officials’ preferred digital communication tools?

About the Author:

Laura Ascione

Laura Ascione is the Managing Editor, Content Services at eSchool Media. She is a graduate of the University of Maryland's prestigious Philip Merrill College of Journalism. When she isn't wrangling her two children, Laura enjoys running, photography, home improvement, and rooting for the Terps. Find Laura on Twitter: @eSN_Laura http://twitter.com/eSN_Laura