Elevating a school’s presence through educational public relations (PR) is a crucial strategy in today’s competitive and dynamic educational landscape. Effective PR not only enhances the school’s image but also fosters trust and engagement with key stakeholders, including students, parents / carers, staff, alumni and, perhaps crucially, the broader community. By leveraging various PR tactics, schools can position themselves as leaders in education, attract prospective students, staff and governors and build a positive reputation that supports their long-term goals.
Developing a clear brand identity
The foundation of any successful PR strategy is a well-defined brand identity. A school must first identify its core values, mission and unique strengths. This might include its vision for every learner, academic achievements, enrichment programmes, community involvement or innovative teaching methods. Clearly articulating these elements helps differentiate the school from competitors and ensures consistency in communication. Once the brand identity is established, all PR efforts should align with and reinforce this identity. A strong, consistent brand helps the school stand out from the crowd and creates a positive and lasting impression in the minds of stakeholders.
Building relationships with the media
Media relations play a central role in educational PR. Cultivating strong relationships with local and regional journalists, as well as education-specific media outlets, can help ensure that the school is regularly featured in positive news stories. This might involve pitching stories about student achievements, innovative teaching practices, staff wellbeing strategies or community service projects. When newsworthy events or milestones occur, such as winning academic awards or launching new programs, the school should actively engage the media to share these successes. Providing well-prepared press releases, organising media events and making school leaders available for interviews and comments can enhance media coverage and build credibility for the institution.
Engaging with the community
Schools should position themselves as integral parts of their communities by actively participating in and contributing to local events. Hosting community events, charity fundraising or cultural celebrations, invites the public to engage with the school in meaningful ways. Community involvement not only boosts the school’s visibility but also strengthens ties with parents / carers and local organisations. Schools can also collaborate with local businesses, civic leaders and nonprofits to further amplify their presence and demonstrate their commitment to community improvement. This collaboration can lead to partnerships that offer students real-world learning opportunities and can be promoted through PR channels.
Leveraging social media and digital platforms
We keep hearing about potential downturns in the popularity of social media, but these platforms remain as impactful as ever. In the digital age, social media and online platforms are indispensable tools for elevating a school’s presence and connecting with stakeholders. Schools should have an active and engaging presence on platforms such as Facebook, Instagram, X and LinkedIn. Posting regular updates about school events, student accomplishments and educational insights helps build a positive image and fosters a sense of community. Moreover, using digital platforms for real-time communication with parents / carers and students, such as sharing announcements or live-streaming events, enhances transparency and accessibility. A well-maintained website that showcases the school’s achievements, staff and programmes is also essential for making a strong online impression.
Showcasing student success and teacher excellence
Highlighting student success and teacher excellence is a powerful PR strategy. Profiles of students who excel academically or in extracurricular activities, as well as stories about dedicated and innovative teachers, humanise the school and make it more relatable. These success stories can be shared through newsletters, social media and media outlets, showcasing the school as a place of opportunity and achievement. Testimonials from alumni can further reinforce this message, as they provide credible endorsements from individuals who have firsthand experience with the institution.
Crisis management and transparency
A well-prepared crisis management plan is another key component of effective PR. Schools must be ready to handle negative situations—whether it’s an emergency, a disciplinary issue or bad press—by responding quickly and transparently. Clear and timely communication during a crisis helps maintain trust with the community and minimises damage to the school’s reputation. Schools should ensure that key stakeholders are informed about the steps being taken to address the situation and demonstrate a commitment to resolving the issue responsibly.
It’s all about that presence
By developing a strategic educational PR approach, schools can significantly elevate their presence and reputation. A combination of strong branding, media engagement, community involvement, digital outreach and transparent communication can create a lasting positive impact, ensuring the school remains top of mind for parents / carers, students and the broader community. Ultimately, effective PR not only builds a school’s image but also reinforces its role as a leader in education, committed to student success and community engagement.
Schools that don’t have a powerful presence within their community need to take their PR efforts more seriously. Here at Rose Media Group, we have the experience, the knowledge and the concepts that can raise the profile of all types of educational establishment, and our friendly team is ready and waiting to discuss your needs in greater detail. Simply call 01444 241 341 or drop us a line at hello@rosemediagroup.co.uk today.
October is a crucial time of year for parents / carers to make decisions about their child’s next step in education, so there’s never been a better moment to make changes to your brand presence. We look forward to hearing from you soon.