The DfE has published a new guide for schools on how to effectively communicate with parents and carers about their child’s attendance.
Key learnings
Here are some of the findings the DfE shared from their focus group work into messaging about attendance:
- Messages about belonging, friendships and daily experience – when grounded in the child’s real experience at school work well.
- Tone needs to adapts to the situation – the child’s age, SEND need, and past attendance pattern.
- Academic outcomes, resilience and life skills become more relevant for older pupils.
- Parents/carers prefer personalised practical communication, not generic messages.
- Parents/carers respond well when there are clear routes to support, especially via a named contact.
- Messages that imply poor parenting, impart blame or prioritise school metrics over the child, push families away.
It’s also important to understand parents decision making processes behind non-attendance in school and their understanding of the impact of absences. For example the DfE explained that parents believe they are acting in their child’s best interests, with their child’s wellbeing and happiness being primary drivers of their decisions. Additionally, many parents underestimate how much school and learning is missed so explaining missed lessons, days and experiences resonates more than percentages. Also some parents, feel judged or misunderstood by schools so it’s important to consider this in communications.
The guide uses what it has learnt from parents and carers as well as schools to provide 9 guiding principles for communication with parents/carers: set clear expectations; build relationships; assume positive intent; share clear, relevant facts; understand what motivates parents; keep communication practical; match the tone to the situation; recognise effort and improvement; tailor communication for SEND and other vulnerable pupils.
What else is included?
- Communications checklist – points to consider to ensure effective communications such as deciding on the most appropriate messenger, thinking about the best communication method and considering the frequency of messaging.
- A stepped messaging approach – a guide to how schools can select the appropriate kind of method and messaging for the situation e.g. gentle nudges versus start-of-term communications.
- Tips for communication around formal processes – advice on communicating with parents/carers where their child is on an attendance plan, and when giving formal letters or sanctions.
- Planning messages across the year – to help avoid overwhelming parents and carers the DfE has a communications calendar schools can use to plan messages about attendance to be sent over the school year.
- Sources of inspiration – videos from attendance and behaviour hub schools to showcase examples of good practice.
- 10 top tips for communication about attendance – a summary of general tips for schools.
- Template resources and ready made assets – a selection of resources for schools including: template forms, policies, NHS guidance, tips for managing back to school worries, and more.
References
- DfE (2026) ‘A guide for schools on communicating with parents about attendance’. Available at: https://assets.publishing.service.gov.uk/media/6a284417f553ec111222183a/A_guide_for_schools_on_communicating_with_parents_about_attendance.pdf (Accessed: 15 June 2026)
