What is PR for schools? While many UK schools have understood the power of marketing in a competitive marketplace, many still seem unsure of the benefits of PR. It’s often little understood or seen through a negative frame of crisis communications (horrible things happen) or avoiding bad press (untrustworthy, scary journalists). But good, positive PR, handled expertly can reap untold rewards in establishing a schools’ reputation and those of its leaders, engaging the numerous stakeholder communities and recruiting and retaining students.
Here are five important PR rules for schools:
1. What do you want to say? What do you want your organisation to be known for? Establish and define this core message, make sure it is something you can evidence and then refine it into clear, concise language. And then share it and share again. Remember the Rule of 7 – an audience will need to hear a message seven times before they are willing to commit.
2. Who do you want to say it to? It is all about your audience. Schools have a multitude of different stakeholder groups; SLT, staff, parents, the local community (council, pressure groups, residents’ groups) and the wider public. Your PR message should be tweaked according to the audience you want to target – you wouldn’t approach a national newspaper editor in the same way you would a local parent. And remember, education PR doesn’t just mean stories for the press, schools should consider their relations with the public in a broader sense. Think about strategies for engaging with the community, open up your school to local stakeholders, build partnerships with neighbourhood businesses and share the story of your school.
3. A picture is worth a thousand words. A wise newspaperman once said that people read pictures and look at words. The right picture can do so much to enhance perceptions about your school. And the press is under resourced like never before so a brilliantly taken, well composed, hi-res photo landing on a stressed picture editor’s desk will be very welcome. And we’re not talking snaps taken on an iphone or ipad here – invest in a camera or even better a regular photo shoot and have the number of a good photographer in your back pocket to cover school events you want to publicise.
4. Is it interesting? Schools can sometimes be quite insular places. It is worth remembering that something which creates excitement internally might not engage the same level of interest externally. Take a step back and ask yourself if this story will excite a wider audience. Be your own tough critic or ask an expert who understands the media.
5. Content is king. Yes, sorry, but it’s true. In today’s digital age your channels, whether that be the school newsletter, your website, your social media platforms need to be populated with dynamic, relevant, up-to-date news and content. Don’t try and do everything but what you do, do it well. For example, get your Head to write a monthly blog and don’t just put it on the website and leave it at that; share it in the school newsletter, flag it on social media and use it to build reputation.
