Summer break is a welcome respite for students, educators, and administrators alike. It is also an opportunity for forward-thinking school leaders to begin laying the groundwork for programs, initiatives, and announcements for the coming school year.
Whether highlighting a major gift, promoting the opening of a new facility, or announcing an academic initiative, it is important to think through the nuances of each and what makes them newsworthy in your own community and beyond. This includes thinking about various stakeholders and identifying the most appropriate touchpoints for each, crafting compelling messages and storylines, and developing unique approaches to garner attention, media, or otherwise.
Examples of School Announcements
The following examples showcase our thinking on several major institutional announcements and may prove helpful in the months ahead:
1. Gift Announcement
Highlighting philanthropic giving from influential donors or school alumni can be a powerful way to show the commitment of key stakeholders. In recent years, we have developed strategic PR plans around multimillion dollar gifts for things like athletic facilities, wellness centers and mental health initiatives.
One key to a successful pitch for this kind of announcement is highlighting more than just a dollar amount. Giving money generally is great for your school but not always newsworthy in and of itself. A record-setting gift amount, money from a well-known public person, or funding given to a specific building or cause meaningful to the school community? Still great—and more newsworthy.
These types of stories can often be pitched to outlets not only in the school’s geographic area but also in regions where a particular donor may be well known. It may also be an opportunity to pair the announcement with thought leadership, like an op-ed or blog post from a donor, illustrating from a person of influence why a gift will impact the school for generations to come.
2. Topping Off Ceremony/Groundbreaking/Ribbon Cutting
Celebrating moments around the opening of new facilities can be a great way to build interest and community excitement. It’s always helpful to 1) think about what creative moments can help draw the most time and attention from media and 2) what aspects will help connect and resonate within your own community.
For example, when pitching an arts high school’s topping-off ceremony (placement of a final beam in the construction of a new facility), we focused on the fantastic artwork and student drawings created on the beam itself. We also helped set up interviews with students whose artwork adorned the new building. In this way, an exciting moment becomes more intertwined with the school, its students, and what sets it apart.
3. New Academic Initiative
Introducing a unique course offering, curriculum, or other academic initiative is another opportunity for public engagement. We have worked on a number of these announcements, including a long-term strategy for a private school whose head led a nationwide task force that created a framework to help secondary schools deal with questions around controversial topics in education.
When working on projects of this kind, media relations is often just one part of a multi-pronged PR strategy. We often work to build out associated content such as website FAQs, op-eds, and talking points for school leaders. In many cases, schools are just as influenced by what they hear from their peers (teachers, administrators, heads of school) as they are by media, making a full communications strategy vital when announcing a new academic initiative or curriculum.
Make the Most Out of Your Educational Institution’s Announcement
The core principles of sound PR—understanding your audience, highlighting the most newsworthy parts of an announcement, and identifying partners who can support your message—are as true in the academic setting as they are in the corporate world. But education is also a unique landscape with publicity opportunities that differ from other industries. With a strong communications strategy, schools can maximize their news—because, just like in a classroom full of students, it’s all about finding the best and most effective—ways to grip and maintain a captive audience.
Looking for help sharing a major story or building a communications strategy for your school or institution?
Our public relations team is here to help. Check out our services here.