PARENTAL ENGAGEMENT
Transforming tensions: proactive complaints management for schools
Education Today hears from TIFFANY BECK OBE, Head of Education at PLMR, and EMMA HUGHES, Partner and Head of Education HR at Browne Jacobson Tiffany Beck
T
ensions between parents and school staff are rising, with a significant increase in vexatious complaints from parents and carers reported by 56% of school leaders and 40% of teachers. Not only that, Browne Jacobson’s own School Leaders Survey for spring 2024 found that 90% of school leaders believe complaints-handling is having a detrimental impact on staff wellbeing.
Emma Hughes
“As complaints grow in volume and intensity, schools must develop more effective and strategic responses. In addition to refining reactive approaches, a proactive approach to complaints management is essential to safeguard staff wellbeing, maintain positive school cultures and ensure stronger parent-school relationships.
The root cause
At the heart of many complaints lies miscommunication, unmet expectations or lack of clarity, creating issues that lead to significant stress for both educators and parents. These problems arise when parents feel unheard, not consulted or misinformed. In such cases, tensions naturally escalate, with issues that could have
32
www.education-today.co.uk
been resolved earlier or avoided altogether. Proactive communication is the first line of defence against complaints. This can ensure parents are informed and engaged whilst safeguarding staff wellbeing. Taking the time to communicate well up front saves time, stress and ill-will in the long run, as you’re reducing frustrations that may otherwise lead to formal complaints.
Effective communication isn’t just about responding well when things go wrong; it’s about preventing complaints in the first place. Schools can take several proactive measures to ensure parents feel informed, supported and heard. Comprehensive communications strategies should encompass stakeholder management and positive PR to bring people along for the journey, shape perceptions and prevent complaints, plus effective crisis communications and complaints responses to manage the narrative when complaints do arise.
Comms should also be human – expressing empathy and understanding and resonating with parents. Schools must make an effort to listen attentively to parents’ concerns, validate their feelings and reassure them that their child’s wellbeing is a priority. This is not just a matter
February 2025
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44
