A PTA (Parents-Teachers Association) website, if there is a functioning one, can be a strategic communication and knowledge management tool for the PTA, parents, teachers, school administrators, and students, alike.
Attended the PTA AGM (Annual General Meeting) this whole morning. I must say, I wasn't very impressed with the discussions that took place. Except for the above sentiment being voiced by many attendees, the rest of the proceeding was full of bureaucratic protocols, very mundane issues were proposed and debated, and not much (or rather, none) of issues discussed were on the human/emotional and intellectual development sides of students. But that was an AGM, what more can one expect. But then, when or where else can parents voice out their concerns about their kids and the environment they are in, while at school. Still, there’s room for improvement for everyone. And this website can definitely serve that purpose – in an almost effortless manner, and very timely, too (considering the number of disciplinary issues that have been nagging school authorities and the PTA in recent years). All of us concerned needs to be on top of things (and in the know) regarding all issues faced by the PTA, the school, and the parents. Therefore, it is with great urgency that the PTA or the school administration appoints someone to lead the way in developing and managing this site (as a much-needed communication and info-sharing channel), and aggressively promoting it to all parents, so there’ll be more participation in future! The AGM did acknowledge this issue when raised in the meeting, but there is no clear-cut action plan, at the very least, strong intention and commitment, from the school or from the PTA CM (Committee Members) on addressing this issue.
One of the issues raised in the AGM was the lack of communication between the PTA CM and parents on a lot of things/issues. The need for the use of a website for PTA was mentioned but the response from the CM was that the site is already there but it was not updated (last update was in 2006), there are no moderators to manage the site, there are not enough contents to upload or someone to upload them. From the looks of it, I think this site really needs a lot of improvement works. A total revampment may be the appropriate words. Furthermore, it is my feeling that parents are not aware of the existence of this site, hence, no participation or concern from them. I came to know of this site just a few hours ago, and I am already concerned. So, please, PTA and school administrators of this site – develop this site earnestly, and promote aggressively to all parents of this school, so that, ALL PARENTS become participating members. Then only, can there be a reliable communication channel for the flow of information between the school, the PTA, parents, and students.
Attended the PTA AGM (Annual General Meeting) this whole morning. I must say, I wasn't very impressed with the discussions that took place. Except for the above sentiment being voiced by many attendees, the rest of the proceeding was full of bureaucratic protocols, very mundane issues were proposed and debated, and not much (or rather, none) of issues discussed were on the human/emotional and intellectual development sides of students. But that was an AGM, what more can one expect. But then, when or where else can parents voice out their concerns about their kids and the environment they are in, while at school. Still, there’s room for improvement for everyone. And this website can definitely serve that purpose – in an almost effortless manner, and very timely, too (considering the number of disciplinary issues that have been nagging school authorities and the PTA in recent years). All of us concerned needs to be on top of things (and in the know) regarding all issues faced by the PTA, the school, and the parents. Therefore, it is with great urgency that the PTA or the school administration appoints someone to lead the way in developing and managing this site (as a much-needed communication and info-sharing channel), and aggressively promoting it to all parents, so there’ll be more participation in future! The AGM did acknowledge this issue when raised in the meeting, but there is no clear-cut action plan, at the very least, strong intention and commitment, from the school or from the PTA CM (Committee Members) on addressing this issue.
One of the issues raised in the AGM was the lack of communication between the PTA CM and parents on a lot of things/issues. The need for the use of a website for PTA was mentioned but the response from the CM was that the site is already there but it was not updated (last update was in 2006), there are no moderators to manage the site, there are not enough contents to upload or someone to upload them. From the looks of it, I think this site really needs a lot of improvement works. A total revampment may be the appropriate words. Furthermore, it is my feeling that parents are not aware of the existence of this site, hence, no participation or concern from them. I came to know of this site just a few hours ago, and I am already concerned. So, please, PTA and school administrators of this site – develop this site earnestly, and promote aggressively to all parents of this school, so that, ALL PARENTS become participating members. Then only, can there be a reliable communication channel for the flow of information between the school, the PTA, parents, and students.
So how do you leverage this PTA Website as strategic tool for communication and knowledge management?
1) Admit that there is a problem in this area of communication
First, everyone (stakeholder) that has a stake (interest) in this school (meaning; the PTA, parents, teachers, administrators/workers, and even students) must admit that there is a lack of communication with everyone, in terms of, frequency and depth of communication, on many issues that affect everyone. The information flow is so slow and inadequately brief, and I suppose, most of the times, ineffective in bringing out the message intended. When there is critically slow or no information flow (eg. from the PTA CM), then there will be low or no awareness by the intended recipients of that information (eg. the parents) – and understandably, there will be low or no response/participation from the intended recipients (eg. parents). In short, there isn’t a systematic approach to communication, at least, at the PTA level. In industry terms, many organizations, unknowingly or ignorantly, do suffer from ineffective “infostructure”, where the communication system is virtually non-existent, or at the very least, ineffective in disseminating and sharing information with all concerned parties.
With so little resources at everyone’s disposal (limited number of teachers and PTA CM members to run and manage the programs outlined, so little budget at PTA’s disposal, so little time to deploy the activities/programs planned, so little time and effort contributed by parents, so little time left for students to allocate for PTA activities/programs, and many more shortages), this PTA website can fill that gap, at almost-zero cost – and with speed. What’s needed from all concerned is only TIME to contribute ideas, thoughts, and effort in running and participating in this site. I’m surprised no one is taking this hint, or noticing this website at all, such that, this issue (lack of communication, and thus, a need for a website) was raised at the AGM. And I must say, the response to this issue raised, was rather pathetic, if not appalling. And to think that we take great pains in educating our kids on ICTL (Information-Communication Technology Learning), and out of school hours, some more!
Currently, the only communication for parents and the PTA (at least, for me) is a booklet for the AGM that briefly outlined the programs carried out by PTA (got it on the day of the AGM itself), infrequent (and far in between) correspondence from the school/PTA (only once in two months), minutes of PTA CM meeting (which is held once every 2 months or so), and the school’s bulletin board that does not provide relevant information for parents (for obvious reasons, of course – they are there, primarily, for students).
The PTA (and of course, everyone else who’s concerned about the students) must make a strong and committed change – at least in the area of communication, and that is, creating an easily-available, easily-accessible, easily-manageable, and very cost-effective communication system. No need to hire a consultant, no need to dish out a single cent, and no need to allocate a lot of time in developing this communication system. Start with developing a simple and free-hosted website. We may want to look at other school’s website, as comparison and reference! Once completed, the next immediate step is to leverage this site to the fullest. Everyone “concerned” must participate, get genuinely-involved in the forums/discussions and in knowledge-sharing and dissemination, and a whole lot more – just allocate time and put in some effort to get involved. We may be looking at a 3-6 month timeframe, but time must be expensed in this endeavor. For parents, there really is no recourse. There is no other effective alternative to the current communication woes parents face, and I suppose it has been an issue all this while.
It’s high time that the PTA make a strategic change from being accused of “lack of communication” to being lauded for “seamlessly-effective communication”. By now (after so many years in existence), the PTA must provide communication for all with a channel that provides;
a) continuity (no temporary/permanent disruption or discontinuation of information flow).
b) accessibility (available 24x7x365), affordability (zero-cost to the users), manageability (restrictive usage, upgradeability), and security (privacy, safety of information shared/disseminated).
c) variety (information caters to many needs of all concerned, and to all immediate and peripheral issues affecting everyone in this little “PTA” community of ours).
d) relevancy (up-to-date, latest, meaningful information, and depth of information – for fast decision-making and forward thinking/actions).
e) speed (immediate [with very minimal/negligible, acceptable delays] and fast dissemination and sharing of information – eg. distribution of minutes of meeting well ahead of time, continuous progress/status updates of activities/programs, etc.).
f) opportunities for parents (or anyone, for that matter) to offer their contribution (both formal & informal, and both direct & indirect), assistance, or help in any form (knowledge, advisories, time, effort, etc) to the PTA, the school, students, or other parents.
And there’s no easier way than to fully-leverage a well-managed PTA website. I just can’t over-emphasize enough - the need to make full use of a website with the above aims in mind.
2) Truly understand the basic needs for having an online presence
Everyone concerned, especially the PTA CM, must truly understand the real but basic needs of having and formally using a website, i.e. this PTA website, as the primary communication tool. With a well-designed website (of course, in time we’ll get there), the online/web presence established can provide real & immediate benefits, while helping/supporting to achieve many goals of any community, especially the PTA’s. Among these basic needs of an online/web presence include the need (in no order of priority);
a) for continuous updates on the status/progress/budget-utilization of on-going PTA activities/programs (plus with website’s tracking capability, the PTA can also consolidate all currently-deployed programs). This can serve as record-keeping purposes, too.
b) for sharing of the school’s achievements (reminding of the glorious past, and sharing of the new/present/current achievements). Everyone can use a bit of motivation every now and then.
c) to immediately address critical (and the not-so-critical) issues that are current (immediate/new), out-standing (previously unfinished/unaddressed), long-standing (recurring). And definitely, THESE ARE A LOT TO CONTEND WITH! Timely resolution of issues can only come about with the timely address of those issues (i.e. in capturing the issues and relaying them to the right person(s)).
d) for continuous awareness of, and thus, participation by parents in all programs/activities of the PTA, and school (that requires parents’ participation/contribution). There must be a consolidated approach to attract every parent to truly and continuously participate in all activities planned and deployed by the PTA. An online web presence can provide continuous awareness (with regular updates) for parents on all activities logged on the web. And with other supporting information elsewhere on the site, parents can be easily motivated to chip in more with their own contribution, at their own pace, and within their own time constraints.
e) for cost-effectiveness in the running and managing of all PTA activities and programs (minimizing the administration costs; eg. the use of paper, reducing costs of printing flyers/letters/invitations, etc.).
f) for parents’/students’ early anticipation of the activities/programs planned, and hence, allow for their early preparation to participate in these activities/programs. In addition, early anticipation of issues will also likely lead to more time to mitigate those issues (more time to provide ideas/ways to resolve the issues) for everyone concerned.
g) for continuous knowledge discovery, development, management and dissemination. Knowledge-sharing is a two-way journey for everyone – there is the giving part, and the receiving part. And the use of existing technology definitely helps. All parties can participate in continuous knowledge-sharing using this PTA website – TODAY (and not some inconceivable time in future). Everyone has his/her own knowledge base – he/she just needs a platform to share it on. What better way than to use the always-available, easily-accessible, zero-cost, own-time-permitting, PTA website’s forum and bulletin board. Guided properly, a lot of new knowledge can be uploaded and downloaded at any time, by anyone, for anyone, and for any purpose. Of course, with this great ability comes even greater responsibility. But everyone (parents, PTA, teachers) is mature enough to guide everyone else (especially the students) on the ethical (and legal) use of the website for knowledge- and information-sharing. One must have positive attitude towards knowledge-deploying technology before reaping the benefits of having such. Positivity is key.
h) for nurturing a continuous and seamless (borderless) “learning environment” for students, teachers, and parents, alike. A long-term nurturing environment for students calls for the need to have a balanced-life (“study-play”, “religious-emphasis”, and “value-based”), learning improvement (and not just learning for exams), and academic progress. Achieving this, definitely, requires committed effort (the sacrifice of all parties, not the least, the students), and time. While parents, teachers, PTA and students are, generally, committed in their efforts, there remains the time-constraints faced by everyone. Using time-efficient technology (as only, a well-run website can achieve) to back this commitment, definitely, helps.
3) Adopt a forward-focused, values-based approach to developing our students
Admitting to our weakness (with respect to communication), and hence, establishing a web presence to eliminate this weakness, are just the first steps towards providing a nurturing learning environment for students. But such efforts may lose their long-term sustainability and momentum if the higher goal (in student development) is just to achieve 95% straight-As SPM students, for example. The real goal should be to develop our students to be forward-focus (hence, being resourceful and resilient are key) by adopting values-based approach to life (hence, leadership, creativity/innovativeness, ethical, and positivity as qualities, become predominantly critical). An online technology can definitely assist us in accelerating the achievement of this goal.
In this day and age of highly-paced technological advancement, economic uncertainties, moral degradation, and faith-challenging issues, students need to be equipped with values that can help them endure such pressures of their upcoming life as contributing adults in an aggressively more-competitive world. While performance (and hence, achievement) can be one of the many individual goals for success in this 21st-century world, it should not be the ultimate one. Success, in real terms, should be measured on how one carried oneself in the face of adversity (when everything is going against them) – and students definitely need more than just performance (or “achievement”) as their ultimate motivating factor. They also need these values (at the very least), so that they can sustain their momentum in striving to achieve their other goals in life (other than performance/achievement goals), especially when they are facing difficulties in trying to fit in with their “work-life” and the industry norms and behaviors required of them. And exposure to such values early and with a higher frequency while these students are still in our cradles (the school), is key, if not critical, in developing students to be resilient and resourceful in their more challenging world.
The PTA, definitely, can help here (notwithstanding the already numerous activities burdened on the PTA and the school). These needs call for the PTA/school to more frequently expose students to programs that bring out and promote these values, among others. While the school’s budget will always remain tightly-constraint, teachers/PTAs/parents need to find innovative ways to implant these values through other means. One such means is through the use of the website, either to conduct online values-based programs, or to make available the intellectual literatures or resources that deal with these programs or subject. Either way, it’s the students who should be benefitting most, and with little effort, time or money expensed towards acquiring such knowledge from everyone concerned.
The school, the PTA and all its programs for the students must also be “forward-focus”. While performance-orientation and discipline are the school’s/PTA’s continuous endeavors, the softer side of management must also be addressed – that is, the emotional development of students; the ethics of teaching, school-PTA management and student interactions; the human capital development of teachers/PTA/parents; the adoption of a more balanced, values-based strategies and plans; and a balanced work-life and home-life for everyone, to name a few. And some (if not, all) of these endeavors can be channeled through the existing PTA website for awareness, feedback, contribution, participation, and much more, so that everyone can participate, especially, the “out-of-touch” parents.
4) The next steps
What’s needed next is to just get a team going in developing and managing the website. We can request parents to contribute their expertise in this area. Personally, I certainly would like to be a part of this effort. Maybe then, what’s next is the participation of parents, the PTA, and the teachers to contribute the contents, and more important, to start formally using this technology to efficiently resolve all issues, and to effectively implement all planned programs, with the continuous and committed participation of all concerned.
I can’t over-emphasize enough the benefits that can be derived from using a website to assist communities to run programs effectively and expediently. As time progresses, feature upgrades of this site can lead to more seamless communication and knowledge-sharing between every individual in this community – a “one-stop center of knowledge” for the this school’s community. And definitely, the students - our children, will be the ultimate beneficiaries.