Marci McFadden is chief of communications and community engagement for the Monterey Peninsula Unified School District in California.

Effectively communicating with families has never been more important, but many districts are finding it increasingly difficult to connect with key stakeholders. There are several reasons for this, and most of them can be addressed through concise, targeted and engaging school communications.

It is important to remember school is usually one commitment out of many for busy families. As a result, communications can easily get buried among everyday responsibilities. And if schools and districts send uncoordinated messages from too many places and too often, it’s easy for parents and guardians to experience message fatigue and stop listening.