Knowledge and Resource Hub
09 December 2019

Talking about parenting: Why a radical communications shift is needed to drive better outcomes for children 2019

This article from AIFS discusses the importance of understanding how parents think about parenting in order to communicate more effectively with them. Common messages such as 'all parents struggle at times' or 'being a parent is hard' are counterproductive. Parents have been found to be much more responsive to messages that talk about parenting in the context of what is good for children. It is best to avoid talking to parents about statistics or evidence. Using metaphors can be helpful and the metaphor that works best with parents is one of 'navigating waters'. This describes parenting as a journey where one may encounter smooth or rough seas, and where safe harbours and lighthouses offer respite.