School is in session, and social media feeds are filled with first day-of-school posts. In a single scroll, you might see students from a variety of schools – each certainly different, but next to competitors, may look similar.
Prospective families researching independent school options may encounter identical selling points that blur together. Many schools have state-of-the-art facilities, impressive curricula and beautiful campuses. However, one key differentiator is the head of school, whose voice and perspective can’t be replicated.
Heads of School Are Your Competitive Edge
To truly stand out, schools need more than a strong website presence, active social media profiles and open houses. Standing out is a business imperative, not a vanity project. Schools must differentiate themselves from the pack to support enrollment, advancement and other bottom-line driven goals.
A head of school can be leveraged as a thought leader to help schools strategically differentiate from competitors while building the school’s reputation and moving the needle on business goals.
The head of school has the power and influence to set the tone for the school community. Their relationships with stakeholders, from faculty to board members to the larger community, make this person a trusted figure. Heads of school are the embodiment of the school’s mission, values and culture, shaping the reputation of the independent school by the very nature of their role.
Transforming a head of school into a thought leader can have tangible impacts in the business office. But how do independent schools do it?
Take A Stand
To be a thought leader, a head of school must be willing to take a stand. Do they advocate for increased access to early STEM education? Do they commit to incorporating civics into academics? Are they known to champion an innovative approach to teaching? Given the mission-driven nature of independent schools, the thought leadership platform should align with the school’s vision. Whatever thought leadership position is adopted, the head of school must have a sharp point of view and be an informed advocate.
Target Diverse Channels
A media relations program tailored for thought leaders targets various outlets. AKCG media relations specialists are hyper-focused on securing media opportunities that demonstrate the thought leader’s expertise, ultimately in service of moving the school’s business goals forward. The outlets chosen depend on the goal, the audience whose attitudes and opinions we want to shape, and the stand the thought leader wants to take.
For example, an article in a local or regional editorial outlet helps a head of school establish presence in front of prospective families. Appearing on an education podcast helps build authority for the head and the school. Long-form LinkedIn posts enhance a head’s personability while reaching a school’s prospective partners, staff members and more. And all of this can be re-packaged for a school’s marketing department to use across social media, newsletters and websites.
Master the Message
Heads of school master communicating with their stakeholders. They practice this often in written forms like emails or letters, but also verbally in presentations and speeches. Spokesperson training prepares heads of school for these engagements. Media opportunities have similar elements as these venues, but with a distinct difference: heads of school engaging in media are spreading their message through a channel the school does not own. This should not dissuade heads of school from engaging in media relations. There is enormous reputational benefit in third-party credibility from being published in a news outlet.
Heads of school ready to embark on a media campaign should ensure any spokesperson training they undergo incorporates media training. That layer of knowledge and specific preparation will help heads of school feel confident when engaging with the media.
When to Kick off Thought Leadership Campaigns
The catalyst for kickstarting a thought leadership campaign is typically when a school needs to differentiate from the competition. Finding yourself at this juncture? Reach out to AKCG’s media relations team today to learn more about our media relations programs for thought leaders.
