Effective communication is critical for schools, but it’s equally important to ensure that all communications comply with legal guidelines. Schools must navigate privacy laws and ethical standards to protect students, staff, and the school community. In this cheatsheet, we’ll cover key legal guidelines for school communication and privacy, helping school PR professionals stay compliant.

FERPA and Student Privacy

The Family Educational Rights and Privacy Act (FERPA) protects students’ educational records and ensures their privacy. Schools must understand what can and cannot be shared in communications.

• What Can Be Shared: General, non-identifiable information, school events, and public achievements such as awards.
• What Cannot Be Shared: Personally identifiable information (PII) without explicit parental consent. This includes grades, health records, disciplinary actions, and other sensitive student data.

Media Consent and Student Images

When it comes to sharing images of students, obtaining consent is crucial. Schools must take proactive steps to ensure that student privacy is protected, especially in online communications.

• Guidelines for Consent: Schools must ensure that photo releases are signed by parents or guardians before sharing any student images. These releases should clearly specify how images may be used, whether on the website, social media, or printed publications.
• Classroom and Event Photos: Avoid sharing images of students without parental consent. In cases where consent is not given, use group photos where individual students are not easily identifiable.

Staff and Personnel Issues

Schools also need to be cautious when communicating about staff and personnel matters. There are strict legal requirements surrounding the confidentiality of these issues.

• Confidentiality of Personal Matters: Schools should never disclose personal matters, such as staff investigations, disciplinary actions, or internal conflicts.
• What Can Be Shared: General updates on staff promotions, retirements, or new hires can be shared publicly, as long as personal and sensitive information is not included.

Crisis Communication

During a crisis, clear and timely communication is essential, but it must be handled with care to avoid violating privacy laws or escalating the situation.

• Dos and Don’ts: Ensure that all communications during a crisis prioritize legal compliance and student privacy. Provide clear, factual information without sharing unnecessary details.
• Safety First: Focus on protecting student safety by offering resources and updates while safeguarding confidential information.

Communicating Through Social Media

Social media offers a powerful tool for school communication, but it comes with its own set of legal challenges. Ensuring compliance with laws like FERPA is critical when communicating online.

• Best Practices: Avoid posting any content that could violate student privacy. Always assume that once something is posted online, it can be accessed and shared widely.
• Monitoring and Moderating: Schools must establish procedures to monitor and moderate social media accounts. This helps prevent oversharing or accidental violations of privacy.

Correct School Communication

Effective school communication must always strike a balance between transparency and privacy. By adhering to legal guidelines and understanding the limitations of what can be shared, schools can protect their students, staff, and overall community. Regularly reviewing your school’s communication policies and consulting legal counsel when needed will ensure compliance and help you navigate complex communication challenges with confidence.

Looking to streamline and enhance school communication efforts? Discover the K12Press AI Communication Director, a powerful tool designed to automate and optimize your school’s communication strategy. Learn more here.