In today’s fast-paced world, capturing and keeping attention is more challenging than ever. That’s where the duo of public relations and storytelling comes in. Public relations is the art of managing the narrative and building a positive image, while storytelling is the mode by which we turn information into captivating stories. Together, they are an unstoppable force that has the power to transform the education landscape.
Why Do Schools Need Public Relations?
In today’s crowded education landscape, standing out has never been more critical for schools—public, private, charter, and online. This is where public relations comes into play, as schools need to spotlight their unique identity, strengths, achievements, and values.
Public relations can help highlight student achievements, from academic to athletic, as well as faculty and staff news and successes. Knowing what is happening with the school and the community fosters trust and transparency, keeping parents and community members informed and engaged. A well-told success story can inspire generosity, turning community support into tangible resources for your institution. Moreover, stories like these can boost morale by celebrating the hard work of students and staff, creating a motivated and supportive school environment.
Good News Storytelling: A Powerful PR Tool for Schools
Schools are uniquely positioned to tell positive and inspiring stories that resonate with their stakeholders using owned channels and media engagement. A school’s platforms—website, social media profiles, newsletters, and blogs—allow for direct connection to internal stakeholders, including students, parents, faculty, staff, donors, and more. Engaging media will help amplify these same messages, spreading good news further and generating greater awareness for the school, its people, and its success. Castle has been fortunate to work with an incredible array of schools to help them identify creative ways to highlight student achievements, faculty/staff expertise, community service initiatives, and successful events. We’ve found that proactive PR enhances the school’s reputation, attracts prospective families and staff, bolsters internal morale, increases giving, and helps consistently reinforce mission, vision, and values.
Public Relations Ideas & Examples for Schools
1. Student Success Stories
Sharing unique student stories, experiences, and achievements uplifts the school community and creates pride. Blog, web, and social media posts are valuable ways to highlight such accomplishments and demonstrate the school’s dedication to its students and community. Schools may also opt to elevate compelling student stories to the media.
For example, while working with a local city’s only public high school for visual and performing arts, Castle was able to help our client identify an opportunity to highlight a story of a family whose two children finally found an educational environment that fit their needs through the emphasis on artistic expression. In finding ways like this to generate greater awareness of student satisfaction, the school realized a higher rate of giving. Over time, these donations helped fund a new facility.
2. Faculty/Staff Expertise
Uplifting the expertise of faculty, staff, and administrators is another impactful storytelling avenue. These stories can demonstrate the high caliber of educators with whom students will interact and learn.
For example, following a string of consequential Supreme Court decisions on topics relating to race-conscious admissions, Castle secured numerous media opportunities for a newly inaugurated college president to speak with local and national media. These efforts resulted in a sustained relationship between the president and a highly regarded national broadcast show and, in turn, demonstrated the institution’s academic prowess.
3. Community Service Initiatives
It is vital that schools maintain relationships with the local community, in addition to prospective students, families, and employees. Community service projects provide timely opportunities for good news stories. For example, over the past eight years, Castle has helped a high school highlight various initiatives within its own community and beyond, focusing intently on student-led service projects.
One example is a weekly project where students gather to prepare and distribute healthy meals for residents struggling with homelessness, hunger, and poverty while engaging them in conversation. These programs foster valuable skills in students and elevate the school’s standing with internal and external audiences.
4. Signature Events and Programming
Over time, each school develops traditions and signature events that often help define the student’s experience. Social media posts and newsletters provide excellent internal opportunities. However, increasing event awareness to people outside a school’s immediate community is a fun and impactful way to tell a good news story.
Each year, a local charter school client serving students in grades 5-12 hosts a Pi Day celebration on March 14. Students who recite the most digits of pi are allowed to throw pies in their teachers’ faces. Students and teachers look forward to the celebration, which has seen repeated media coverage. Who doesn’t love some good educational fun?
Positive Storytelling: The Power of Public Relations in Schools
Implementing positive storytelling in school environments can transform how the community sees you, creating a ripple effect of goodwill and engagement. Here’s how to make it happen.
1. Assign content gatherers
First, establish a dedicated team to identify and gather these stories. Teams can include marketing and communications staff, students, teachers, and administrators. Look for moments of triumph, innovation, and inspiration.
2. Determine storytelling medium
Choose your storytelling channels wisely—what medium best fits the story? Your school’s website, social media pages, newsletters, and blogs are powerful tools to ensure stories are shared directly with your audience. However, it’s important to remember that local, regional, national, or industry-specific media is essential to expand awareness and help build a positive brand reputation. If your school is making an announcement, hosting an important event, or wants to highlight innovation and achievement, loop in the right journalists to help amplify the message.
3. Encourage sharing
Lastly, encourage and empower your community to be storyteller ambassadors. Students, parents, teachers, and alums can be vital conduits for sharing experiences and successes. Their participation can also contribute to a vibrant, authentic community of narratives that mirror the heart of your school.
How Can Castle Help your Educational Institution’s PR Efforts?
Check out our education public relations services to learn how Castle can help your school with good news storytelling.
