PR & Media Outreach
Public relations (PR) and media outreach are powerful tools for elevating your school’s reputation in the community. When your school’s achievements, events, or programs are featured in local news, it builds credibility and visibility—not just with prospective families, but with community partners, funders, and civic leaders.
You don’t need to be a PR expert to get started. With the right story and a little outreach, your school can regularly appear in newspapers, online blogs, and even on TV or radio.
✅ Pros of PR & Media Outreach:
Builds credibility: Coverage by a local news outlet carries more weight than a paid ad.
Free exposure: Unlike advertising, PR placements typically cost nothing.
Long-term impact: A single article can live online for months or years and continue driving traffic.
🚫 Cons of PR & Media Outreach:
Not guaranteed: Just because you send a press release doesn’t mean it will be published.
Timing matters: News outlets are fast-paced—your story must be timely and relevant.
Less control: Reporters may edit or frame your story differently than expected.
🏫 When Should You Use PR & Media?
It’s a good time to pitch a story if:
A student, teacher, or team recently won an award or reached a milestone.
You’re launching a new program, opening a new campus, or expanding grade levels.
You’re hosting a major event that’s open to the public or newsworthy (STEM night, ribbon cutting, College Signing Day, etc.).
It’s best to hold off if:
You don’t have a clear “story” angle—routine updates are better for social media or newsletters.
You haven’t gathered a quote, photo, or point of contact for follow-up.
🛠️ Getting Started with PR & Media
Identify a Newsworthy Story:
Ask: “Would someone outside our school community care about this?”
Look for human interest, achievement, innovation, or community impact angles.
Write a Press Release:
Keep it to one page with a clear headline, 1–2 paragraphs of detail, a quote, and contact info.
Use plain language—don’t assume readers know education jargon.
Include a photo if available (student smiling, group shot, hands-on activity, etc.).
Consult your School Marketing Toolkit for more details on writing press releases, as well as your very own press release template.
Build a Local Media List:
Look up education or community reporters at local newspapers, online outlets, radio, and TV.
Include both traditional outlets and hyperlocal blogs or neighborhood sites.
Send and Follow Up:
Email your press release with a short message and strong subject line (e.g., “STEM Charter School Opens Robotics Lab”).
Follow up by phone or email 2–3 days later if you don’t hear back.
Share Any Coverage Widely:
Post links to your website, social channels, and in your newsletter.
Tag the news outlet when sharing to increase visibility and engagement.
💸 Budget Considerations:
PR outreach is typically free
Optional: $25–$50 to boost coverage on social media or print materials
📈 How to Measure Success:
Number of articles or media mentions your school receives
Website traffic or inquiries that spike after coverage is published
Recognition or feedback from parents, staff, or community members
⚠️ Common Mistakes to Avoid:
Pitching stories that aren’t newsworthy to outside audiences
Forgetting to include a quote or contact info in your release
Sending a press release too late—media often needs at least 3–5 days’ notice
Not promoting or sharing earned coverage with your audience
📝 Workspace & Notes:
Identify a story opportunity
What recent event or success could become a media pitch?
Draft your press release
Headline, summary, quote, contact info
Build or update your media list
Include names, emails, and outlet type
Send your pitch and follow up
Date sent: __________ Follow-up complete? Yes / No
Did the story get picked up?
Link to coverage or feedback:
Share it internally and online
Posted to social? Sent to Concept? Yes / No