I moved from Austin to San Antonio, Texas, almost two weeks ago (and yes, I am still tired).

Like any big move, this did not just mean a change of address. It was the kind of move that requires you to open every drawer, sort every shelf, and decide what is worth packing. When everything has to go into a box, you see it differently. You notice what you use, what you forgot you had, and what has simply been sitting there because it was easier to leave it alone.

If you think about it, that kind of process—or more specifically, the need to go through it—can be applied very effectively to internal communications in schools.

Most communication systems do not become complicated overnight. They grow gradually. A new platform is added to solve an immediate need. A reminder is layered on top of an announcement. A division sends its own follow-up to ensure families saw the original message. None of these decisions are wrong. In fact, they are usually thoughtful and well-intentioned.

But over time, the accumulation becomes harder to manage.

Spring creates a natural moment to step back before the rush of year-end events and planning for next fall begins. It offers a simple question that moving forced me to ask again and again: if we were starting fresh, would we build it this way?

That is a powerful lens for internal communications.

If you are ready to take a fresh look at your own system, here are five practical steps to guide your internal communications audit.

Step 1: Clarify the “Why” Behind Your Audit

Before analyzing tools or reworking templates, define the goal of your audit. What exactly are you trying to improve—and for whom? Just as I could not decide what to pack until I knew what the new house needed, you cannot improve communication until you are clear on its purpose.

In schools, internal communication typically spans:

• School-to-Home – Updates sent to parents or guardians
• Leadership-to-Faculty/Staff – Strategic and operational messages
• Cross-Departmental – Inter-team collaboration and updates

Start Here

• List your key audiences (e.g., Lower School parents, admin team, part-time faculty).
• Write down 2–3 top pain points or communication “mysteries” per group.

Example: Parents often ask about events that were already published—why? Is the calendar tool confusing, or are reminders too late?

Guiding Questions

• Where does misalignment or confusion show up most often?
• Are certain messages missed or misunderstood repeatedly?
• Do some audiences feel “left out” of the loop?

When something repeatedly lands in the wrong place, whether it is a serving dish or a school update, it is usually a sign the system—not the people—is the problem.

Pro Tip: The more specific your “why,” the more useful your audit will be.

Step 2: Map Your Current Communications Channels

This step is where most audits fall short—but it’s also where the real insight lives.

Think of this as creating a communications “blueprint” for your school. You’re not just listing tools—you’re documenting what’s being used, how, and by whom.

How to Start Your Channel Audit

1. Create a Channel Inventory Spreadsheet – List all internal communication tools (and their purposes). Include:

• Email (individual, group, newsletters)
• Learning management systems (e.g., Google Classroom, Seesaw)
• Parent portals
• SMS/text systems
• Internal chat (e.g., Slack, Teams)
• Printed materials
• Staff meetings or weekly bulletins
• WhatsApp, Remind, or other messaging apps
• School apps (custom or third-party)

2. For Each Channel, Record:

• Audience (e.g., parents, teachers, admin)
• Type of Content Shared (e.g., announcements, reminders, documents)
• Owner (who creates/sends the message?)
• Frequency (daily, weekly, as-needed)
• Effectiveness Metrics (open rate, portal logins, anecdotal feedback)

What You’re Looking For

• Redundancy: Are multiple departments sending similar info through different channels?
• Overload: Are audiences receiving too many messages, too frequently?
• Under-communication: Are some teams or families not hearing critical updates?
• Clarity: Are messages clear, or full of jargon/assumptions?

Example:  If 3 departments are emailing parents separately about similar events, families may ignore them all—thinking they already read it.

In a move, duplication is easy to spot when you are holding two of the same thing in your hands. In communication systems, duplication is harder to see—but just as costly.

Pro Tip: Use color-coding or symbols to flag high-volume or high-friction channels.

Step 3: Ask the People Who Matter Most

You’ve examined your tools—now it’s time to listen.

Gather direct feedback from parents, staff, and faculty. Their experiences offer the clearest view of what’s working—and what’s not.

Feedback Collection Options

• Quick Surveys (Google Forms, Typeform)
  • Ask about clarity, frequency, and preferences
  • Keep it short (5–7 questions max)
    
• Focus Groups or Listening Sessions
  • Host sessions with parent volunteers, room reps, or faculty groups
  • Ask: “When do you feel most informed by the school?” or “Where do things fall through the cracks?“
    
• One-on-One Conversation
  • Especially useful with new families or faculty
  • Ask: “What was hardest to find or understand during your first month?“
    
• Engagement Data
  • Email open/click rates
  • Portal logins
  • Help desk or front office queries

Pro Tip: Include a few open-ended questions like “What’s one thing we could improve in how we communicate?“

Step 4: Spot the Static (a.k.a. Identify the Gaps)

Now it’s time to translate what you’ve gathered into patterns.

Look for:

• Conflicting info from different senders (e.g., athletics vs. division heads)
• Low engagement with certain messages or platforms
• Recurring confusion (e.g., “Where is the calendar again?”)

Create a Gaps & Opportunities Table

Issue	Likely Cause	Possible Fix
Parents miss weekly updates	Too many platforms used inconsistently	Introduce a weekly digest via a single channel
Faculty unaware of policy changes	Messages buried in long newsletters	Send key updates as standalone, clearly labeled emails
Redundant reminders	Lack of coordination between teams	Create shared messaging calendar

Pro Tip: Don’t aim for perfection—aim for clarity and simplicity first.

Step 5: Build (and Share) a Smarter Strategy

Once you’ve assessed and identified your challenges, it’s time to create a communications playbook.

This is the equivalent of unpacking with intention. After a move, you do not just put things back where they were. You decide what belongs in the new space and how it should function moving forward. Your communication strategy deserves the same level of thought.

It doesn’t have to be complicated. It just needs to be:

• Consistent (everyone knows what to expect)
• Centralized (one place to find info)
• Customized (tailored to your school community)

What to Include

• Audience Map – Who needs to know what, when, and how
• Channel Guide – Purpose and “rules” for each platform
• Message Calendar – Cadence for weekly, monthly, and as-needed updates
• Style Tips – Subject line guidelines, tone preferences, branded templates
• Ownership – Define who sends what (and who approves it)

Example: Introduce a “Monday Memo” to faculty with 3 bullet points + links. For parents, a “Friday Highlights” email summarizing key dates and announcements.

The goal is not to create more communication. It is to create a system that reduces friction and restores clarity.

Pro Tip: Share the plan! Staff and families are more likely to engage when they understand the system—and their role in it.

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The Hat Trick: 3 Key Takeaways

Ready to Rethink How Your School Communicates?

Spring is an invitation to reset.

Moving reminded me that clarity does not happen by accident. It requires stepping back, asking better questions, and being willing to let go of what no longer serves the space.

Internal communications deserve that same level of intention.

If your systems are feeling heavier than they should, it may be time for a fresh look.

At House of Hats Marketing, we partner with independent schools to bring clarity, structure, and cohesion to their communication strategies—so what is happening inside your school is understood clearly on the outside.

Let’s start the conversation.

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