A Guide to School Public Relations Programs: Best Practices
Public relations in schools is no longer a bonus — it is a must. The public’s perception of a school is often a reliable barometer of its future success or failure. This is particularly true for public charter schools, where parents have the ability to vote with their feet if not satisfied.
It is essential to understand what constitutes parental satisfaction. For charter school families, satisfaction is not dependent on academic performance. On numerous occasions, I have seen parents mobilize in full force to save their children’s charter school from revocation, despite abysmally low state test scores. This is because when it comes to public school choice, parents choose charter schools for many reasons, including safety, co-teaching classroom environments, smaller class sizes, and the school’s focus. And so, a charter school that is struggling with state test scores might rank high in satisfaction if it is meeting parents’ primary concerns.
Because perception plays a huge role in satisfaction, administrators must work to earn public understanding and support by engaging the school community and beyond through strategic communication. To that end, school leaders need to build a positive brand reputation by creating a plan and implementing it through their marketing and communications channels, a school “PR person,” or outside public relations professionals who will continuously promote the school’s narrative.
Adopting a comprehensive public relations strategy is more crucial than ever for public schools. Involving third parties, such as the press, social media influencers, and community leaders, is vital for building brand recognition, making valuable connections with stakeholders, improving two-way communication with key audiences, and promoting your school’s objectives.
Educational public relations programs managed by school communication professionals are essential for both today’s needs and those the future might bring. The more strategic outreach communicators conduct, the better positioned the school will be if negative news coverage occurs. Schools that are well-known for their missions, outcomes, and good reputation have a far better chance in weathering crises than those that lack structured media and public relations programs.
Sharing news stories, including student success stories and various announcements, regularly will help a school improve its relationships with the public and develop strong media relations. Done right, the end result will be a positive shift in public attitudes toward the school and its leadership.
To help your school succeed with the press and the public, we’ve compiled a comprehensive guide below on how to harness the power of public relations within schools.
What Is School Public Relations?
The National School Public Relations Association defines educational public relations as a strategic and organized management function to enhance an educational institution’s programs and services. This approach is based on a thorough two-way communication process that engages both internal and external stakeholders to convey a clear understanding of the school’s mission, goals, achievements, and requirements, as well as news about what’s happening around the building each day.
School public relations aims to establish and maintain mutually beneficial relationships between the school/district and its stakeholders, including parents, students, staff, community members, and local organizations.
Strategic communication efforts achieve this goal along with these:
1. Build trust and credibility
2. Develop understanding of educational programs and initiatives
3. Generate support for school activities and funding
4. Share student and staff achievements
5. Address concerns and misinformation proactively
6. Engage the community in educational decision-making
7. Promote transparency and accountability
8. Create a positive school image and reputation
9. Facilitate two-way communication between the school and its publics
10. Support the overall educational mission and goals of the institution
The ultimate goal is to create an informed, supportive environment that enhances student success and strengthens the educational community.
Why Schools Need PR Advocacy
Strategic school communication, along with public relations, plays a crucial role in enhancing a school’s reputation. Effective PR strategies can build positive relationships between schools and communities, ensuring that parents, students, and stakeholders are well-informed and engaged. By proactively communicating achievements, challenges, and initiatives, schools can build trust and transparency, which are essential for building community support and involvement. Moreover, a strong PR presence helps to showcase a school’s unique programs and successes, including student achievements.
And, the good thing about all this work is that media coverage can have a tremendous impact on school enrollment marketing. Prospective families will learn about the school and its mission and environment. Therefore, an effective public relations program will reduce student turnover by providing families with a clearer understanding of the school’s suitability for their children. The school’s public relations specialist can package media coverage to clearly communicate the school’s mission and other important aspects. Doing so will help attract families whose children will thrive as students.
Because perception can significantly influence enrollment numbers and funding opportunities, having a comprehensive PR strategy empowers schools to articulate their missions and values effectively, and it also ensures that they remain responsive and relevant to the needs of their communities. Ultimately, a school that engages in public relations invests in a holistic approach to communication, strengthening the bonds with its constituents and enhancing the educational experience for all involved.
Using The Power of Public Relations to Show Uniqueness
Because of so much competition, it is crucial for schools to demonstrate their uniqueness. This is especially true for public charter schools, as, by law, they must offer an innovative model. Moreover, parents tend to exercise public school choice with considerable care. Parents often look for alternative schools because the school districts can or will not meet their children’s needs.
An effective school communicator will develop a rich narrative that highlights its unique strengths and qualities. A well-crafted PR strategy will aim to elevate a school’s profile by showcasing its achievements, innovative programs, and values-driven mission. By leveraging diverse communication channels—such as social media, local news outlets, and community events—schools can engage meaningfully with their audience, building relationships grounded in trust and transparency.
Storytelling is a powerful tool, as schools share testimonials from alumni, spotlight exceptional faculty, and celebrate student successes. A tailored PR approach empowers schools to promptly address challenges and reinforce their commitment to educational excellence, thereby creating a resilient and positive brand image. Ultimately, a robust public relations program enhances a school’s visibility and cultivates a distinct identity that resonates with the community, encouraging enrollment and resulting in long-term loyalty among stakeholders.
A well-thought-out public relations strategy will give your school a competitive edge.
Best Practices For School PR Efforts
Developing an effective public relations program for your school involves a strategic blend of audience engagement, communication channels, and community involvement.
1. Identify Your Audience: It is crucial to understand your stakeholders—students, parents, teachers, local community members, and media outlets—and tailor your messages to address the specific interests and needs of each group.
2. Develop Clear Objectives: Outline what you want to achieve with your public relations program. Whether enhancing school pride, improving community relations, or increasing enrollment, having clear goals will guide your efforts.
3. Create a Strong Brand Identity: Establish a consistent and positive image for your school. This includes a logo, slogan, and messaging that reflect your school’s values and mission. Ensure that this branding is used across all communication platforms.
4. Use Multiple Communication Channels: Diversify how you communicate with your audience. Use newsletters, social media, the school website, and local media to reach your community. Regular updates and engaging content will keep your stakeholders informed and involved.
5. Engage with the Community: Foster relationships with community organizations, local businesses, and parents. Host events, invite community members to school activities, and encourage collaboration to strengthen ties and support.
6. Highlight Achievements and Successes: Showcase the accomplishments of students, faculty, and the school. Celebrate academic achievements, sports victories, and extracurricular activities through press releases, social media posts, and newsletters.
7. Encourage Input: Create avenues for stakeholders to share their thoughts and opinions. Surveys, suggestion boxes, and open forums can help you understand the community’s concerns and ideas, allowing for continuous improvement.
8. Crisis Communication Planning: PR can serve as a vital tool in crisis communication, empowering schools to navigate challenges effectively, maintain public confidence, and manage their reputations. Prepare for unexpected situations by developing a crisis communication plan. Outline how you will inform stakeholders during emergencies and ensure that the message remains clear and consistent.
9. Train Staff and Students: Equip staff and students with the skills to represent the school positively. Such activities could include media training for student representatives and workshops for staff on effective communication strategies.
10. *Evaluate and Adjust: Regularly assess the effectiveness of your public relations efforts. Collect data, analyze feedback, and make necessary adjustments to continuously improve your program.
By following these best practices, your school can build a robust public relations program that enhances its reputation, fosters community support, and contributes to a positive educational environment.
Plan Your School Public Relations Strategy with a PR Agency
Do you need more resources than your school’s staff can provide? Consider working with an experienced school PR agency to create a strategy, develop a plan, build brand awareness, forge beneficial relationships, and refine messaging to achieve your school’s public relations goals.
Sylvia Marketing & Public Relations is an education PR and content marketing agency that assists charter schools, Christian schools, and private schools in identifying opportunities, achieving their goals, cultivating brand champions, and developing thought leaders who are frequently featured in the news media, podcasts, and blogs. Contact us today to discuss how your school can benefit from a public relations strategy.