There are many people and organisations asking for all sorts of information from the school and it is easy to just communicate with those who come to you - or even just with those who are the loudest! If you do this though you are almost certainly missing out some important people!
One way of analysing which stakeholders are most important to your school is to use the diagram on the left. There are two axes - one focuses on who is important to the success of your school, the other looks at how interested they are - perhaps best viewed by how regularly they contact the school (if at all).
It's worth getting a few senior leaders together to work on this. The process starts by asking them to create a list of everyone who is connected to your school. When I've used this tool, I've then just handed out a pile of Post-It notes and asked people to suggest where they fit in the diagram. Disagreements are good - they show how different people perceive different communities and usually lead to views changing!
Once you've plotted your stakeholders the simplest use of this tool is to divide them into three groups:
1) Those are very interested in the school (often parents and students!) - you need to actively use their interest and enable them to communicate positive messages to their communities.
2) Those who are important but not in touch (often prospective parents and also local employers) - who need to be targeted
3) Those who are less important but may be interested, where the challenge is communicating key details with as little effort as possible!
You can then target your communication efforts in the right direction, and unlock some new and (in my experience) highly rewarding contacts!
The stakeholder analysis tool is explained in more detail on pp.17-19 of 'An Introduction to Marketing for Schools'.