You and your community should be able to see a direct correlation between what you've set as targets in your improvement plan and your school's results. Provide the context for achievement. Report on other factors such as parent involvement, student readiness to learn, mobility rate, participation in activities, etc. Tell the good, the bad and the ugly. Everyone knows no one is perfect.
Schools are no exception.
But if you only tell the good news, your messages will soon lose credibility. If you are the first one to tell your community where your weak areas are and then describe how you plan to address them, your community will be more understanding. They have to feel like you are telling them the whole story in order to build confidence in you. After telling your community about how you plan to address weak areas, the key is to follow up later and report your progress. Being able to deliver on issues like this will boost public confidence in your schools.