Reputation in the Age of AI: What GEO Means for Independent Schoolsnn
Presenter: Angelica Flynn, APR, Vice President
Search as we know it is changing — and with it, how families, prospective students, and wider communities find and form perceptions of independent schools. Generative engines like ChatGPT and… Read more
Search as we know it is changing — and with it, how families, prospective students, and wider communities find and form perceptions of independent schools.
Generative engines like ChatGPT and Gemini are increasingly replacing traditional search, pulling content from credible news and high-authority sources to shape answers. This shift — known as Generative Engine Optimization (GEO) — has major implications for how independent schools are seen and understood.
In this 30-minute session, AKCG will unpack how AI has the power to impact reputation, why proactive storytelling is more valuable than ever, and what school leaders can do to ensure their institution’s value proposition is part of the narrative AI tells.
Register to WatchCredibility in the Age of Noise: Demonstrating Expertise Without Arrogance
Presenter: Leonard S. Greenberger, APR, Vice President
In an environment overloaded with opinions, outrage, and misinformation, expertise still matters – but only if it’s delivered in the right way. This final webinar in our four-part Recharge series… Read more
In an environment overloaded with opinions, outrage, and misinformation, expertise still matters – but only if it’s delivered in the right way.
This final webinar in our four-part Recharge series on the essential pillars of trust – Caring, Openness, Dedication, and Expertise – focuses on how independent school leaders can demonstrate Expertise with confidence, clarity, and humility.
We’ll begin with a brief recap of key lessons from our last session on communication under pressure. Then, AKCG Vice President Leonard S. Greenberger, APR, will explore how people judge expertise, why being right isn’t enough in difficult situations, and how independent school leaders can use expertise to boost their trustworthiness and credibility and effect reputational repair in the wake of a crisis.
Attendees will leave with practical tools for using expertise as a trust-building force – without ever crossing the line into defensiveness or condescension.
Register to WatchWhy Your Head of School is Your School’s Competitive Edge
Presenter: Chris Lukach, APR, CEO and Angelica Flynn, APR, Vice President
Your school’s mission, culture and programming may be unique in practice. However, to prospective families, these values can blur together with those of other independent schools. What sets your school… Read more
Your school’s mission, culture and programming may be unique in practice. However, to prospective families, these values can blur together with those of other independent schools.
What sets your school apart is the head of school – a leader who brings a unique resume of experience and welcoming presence that influences the way students, faculty, families and alumni experience the school. Cultivating your head of school’s voice is crucial to building the reputation of your school, which has the power to move the needle on bottom-line goals.
Learn how leveraging your head of school’s voice is both mission-aligned and a super boost for school reputation in a crowded marketplace. Walk away with practical tips for growing your head of school into a thought leader through media relations and beyond. This session is for newly appointed or seasoned heads of school who need to differentiate their school from the pack.
Register to WatchCommunication Under Pressure: The Role of Openness and Dedication
Presenter: Leonard S. Greenberger, APR, Vice President
In times of crisis, being right isn’t enough. Independent school leaders must earn credibility with audiences who are anxious, upset, or under intense pressure – and certain “special rules” apply… Read more
In times of crisis, being right isn’t enough. Independent school leaders must earn credibility with audiences who are anxious, upset, or under intense pressure – and certain “special rules” apply when every word counts.
This webinar – the third in our four-part Recharge series on the essential pillars of trust: Caring, Openness, Dedication, and Expertise – focuses on how Openness and Dedication empower leaders to communicate effectively under stress. After a quick recap of key takeaways from sessions one and two, Leonard S. Greenberger, APR, will:
• Demonstrate how to be open and honest, even when facts are still emerging.
• Show how to convey dedication and commitment – not just through words, but through deliberate actions and follow-through.
• Share real-world examples of leaders who maintained trust by combining transparency with unwavering resolve.
• Preview our fourth and final session on harnessing Expertise to reinforce everything you’ve learned.
By the end of this hour, you’ll have practical techniques for staying credible and consistent under pressure – building on the foundations of empathy and heart you’ve already explored.
Register to Watch10 Communication Considerations for Independent Schools
Presenter: Angelica Flynn, APR, Vice President and Colby Gallagher, Vice President
A new school year approaches and it’s full of possibility. From the start to end of the academic year, you’ll encounter opportunities to build your school’s positive reputation – but… Read more
A new school year approaches and it’s full of possibility. From the start to end of the academic year, you’ll encounter opportunities to build your school’s positive reputation – but you also might meet a challenge with potential to erode your well-earned trust.
Prepare for the new year with AKCG by joining us for a webinar on ten communication considerations you need to know to build and preserve your positive reputation.
You'll walk away with key strategies for protecting your school’s reputation and responding to challenges, as well as practical tips for amplifying your brand through earned media coverage, owned channels and social media.
Register to WatchThe Trust Dividend: Why Caring is Important, But Not Enough
Presenter: Leonard S. Greenberger, APR, Vice President
In today’s fast-paced and unpredictable environment, trust is the foundation for effective communication – especially during difficult moments. But trust is fragile, easily lost, and increasingly difficult to rebuild once… Read more
In today’s fast-paced and unpredictable environment, trust is the foundation for effective communication – especially during difficult moments. But trust is fragile, easily lost, and increasingly difficult to rebuild once broken.
This webinar – the second in a four-part Recharge series examining the essential pillars of trust: Caring, Openness, Dedication, and Expertise – explores how leaders build credibility by leading with heart. Drawing on real-world examples from the independent school world, we’ll look at how empathy, compassion, and emotional presence can lay the groundwork for lasting trust.
We’ll also examine the emotional trap that even the most well-intentioned leaders can fall into: failing to pair empathy with clear, decisive action. This session will help leaders understand how caring must be supported by openness, dedication, and expertise – pillars we’ll explore more fully in the sessions ahead.
Register to WatchCommunicating Successfully in Today’s Media Landscape: Inside the Mind of Your Audience
Presenter: Katelyn Schroeder, Media Analyst
Organizations have their work cut out for them in the new media landscape. Media consumers (including PR professionals!) are swimming in endless news and content, creating new challenges for communicators… Read more
Organizations have their work cut out for them in the new media landscape. Media consumers (including PR professionals!) are swimming in endless news and content, creating new challenges for communicators trying to get messages to audiences efficiently and effectively.
Understanding your audiences — and what drives them and scares them — is key to crafting effective communications. But in today's high-speed, oversaturated media landscape, anticipating stakeholders' responses is increasingly difficult. In this webinar, get a glimpse inside 'your mind on media' and learn public relations professionals' strategies for communicating through the noise in today's media. We'll explore how media institutions are adapting to consumers' shifting mindsets and what tactics can break down the walls between you and your audience.
Register to WatchUsing Summer Break to Build an Earned Media Strategy
Presenter: Angelica Flynn, APR, Vice President and Hannah Merschen, Senior Account Manager
For independent schools, once the school year is underway, media relations efforts often take a back seat to more immediate priorities. That’s why summer is the ideal time to focus… Read more
For independent schools, once the school year is underway, media relations efforts often take a back seat to more immediate priorities. That’s why summer is the ideal time to focus on strategy and investing in the right resources to set your team up for success. In this webinar, you'll hear from two media relations professionals who partner closely with schools to secure meaningful, mission-aligned media coverage.
Register to WatchBetween Values and Visibility: Managing Reputational Risk in DEI Messaging
Presenter: Tom Logue, APR, Associate Vice President
Across the country, perceptions around diversity, equity, and inclusion (DEI) are shifting—and independent schools are feeling the pressure. In this webinar, designed for Heads of School, Board Chairs and communications… Read more
Across the country, perceptions around diversity, equity, and inclusion (DEI) are shifting—and independent schools are feeling the pressure. In this webinar, designed for Heads of School, Board Chairs and communications leaders, we’ll explore how schools can navigate this evolving landscape thoughtfully and strategically. We’ll examine the reputational risks of missteps, the consequences of silence, and how to craft DEI-related communications that reflect a school’s mission, audience, and community values. Whether your school is reassessing language, responding to criticism, or recommitting to DEI goals, this session will help you align your message with your identity—while protecting institutional trust and reputation.
Register to WatchEmpathy at the Helm: The Role of Caring and Credibility in Reputation Management
Presenter: Leonard Greenberger, APR, Vice President
Crises are inevitable for independent schools. But how leaders respond—and more importantly, how they recover—can mean the difference between ongoing reputational damage and the quick re-establishment of trust, credibility and… Read more
Crises are inevitable for independent schools. But how leaders respond—and more importantly, how they recover—can mean the difference between ongoing reputational damage and the quick re-establishment of trust, credibility and confidence. In this session, Leonard S. Greenberger, APR, of AKCG introduces the firm’s proprietary CODE Score Assessment™, a diagnostic tool that bridges the gap between crisis response and sustainable brand recovery. He’ll explore why caring and empathy aren’t just “soft” traits—they’re strategic imperatives—and offer practical guidance on how leaders can demonstrate them consistently to restore and reinforce reputational capital.
Register to WatchReputation Restoration: Bridging to Normalcy After Chaos and Disruption
Presenter: Chris Lukach, APR, CEO and Colby Gallagher, Vice President
In today’s independent school landscape, crisis situations are inevitable. How we recover from them after the initial impact, though, is what positions a school for long-term success or peril. In… Read more
In today’s independent school landscape, crisis situations are inevitable. How we recover from them after the initial impact, though, is what positions a school for long-term success or peril. In this session, AKCG’s Chris Lukach and Colby Gallagher review tried-and-true methods for combating allegations of mission drift, rebuilding trust between leadership and stakeholders, expanding the school’s position in a competitive landscape and re-embracing and promoting a sense of joy-based normalcy.
Register to WatchDisciplinary Communication Strategies: Maintaining Trust and Privacy in School Communities
Presenter: Tom Logue, APR, Associate Vice President
This webinar discusses striking the right balance between transparency and privacy in communications when disciplinary challenges arise. When addressing student misconduct, rumors and misinformation can exaggerate misbehavior or rightfully amplify… Read more
This webinar discusses striking the right balance between transparency and privacy in communications when disciplinary challenges arise. When addressing student misconduct, rumors and misinformation can exaggerate misbehavior or rightfully amplify community concerns. This can challenge independent schools to share just enough detail to demonstrate accountability without compromising student privacy. This session, designed for Heads of School and communications directors, will explore best practices for balancing schools’ promises for transparency and obligations toward privacy when handling public or problematic behavior incidents. In this session, we will explore strategies that maintain trust and clarity in even the most sensitive situations.
Register to WatchSix Factors Shaping Reputation
Presenter: Chris Lukach, APR, CEO
Today’s communication landscape is shaped by more than just new communication methods. Changing trends in audience behavior—from shrinking attention spans to validation-seeking behavior replacing education-seeking behavior to uncharted levels of… Read more
Today’s communication landscape is shaped by more than just new communication methods. Changing trends in audience behavior—from shrinking attention spans to validation-seeking behavior replacing education-seeking behavior to uncharted levels of compassion fatigue—are forcing communicators to prioritize disruptive forms of communication that penetrate the noise and break down cynicism. This webinar explores these trends and how they challenge traditional Reputation Management principles, offering practical techniques for overcoming the communication barriers of the 'attention-deficit age.
Register to WatchBuilding Your Voice as a New (or “Sort Of” New) Head of School
Presenter: Chris Lukach, APR, CEO and Angelica Flynn, APR, Vice President
The start of the academic year is around the corner and with that, new heads of school face persistent challenges – and opportunities – in shaping a mission-aligned voice. How… Read more
The start of the academic year is around the corner and with that, new heads of school face persistent challenges – and opportunities – in shaping a mission-aligned voice. How can new heads of school leverage their voice to unify a fractured school community while bolstering the school’s reputation, market position and admissions picture? This webinar is designed specifically for new (and “sort-of” new) independent school heads and their communications leads. Attendees will gain practical knowledge on leveraging their voice, developing advocacy positions and carving out their niche to firmly establish themselves as credible and trusted leaders. Additionally, attendees will discover effective strategies for using earned media to accelerate your message and undergird your school’s reputational foundation.
Register to WatchGet Your School in the News: Steps for Securing Positive Press
Presenter: Angelica Flynn, APR, Vice President
When your school has a great story, positive media coverage can help your story reach target audiences while amplifying your school's reputation. But how do you get the media interested?… Read more
When your school has a great story, positive media coverage can help your story reach target audiences while amplifying your school's reputation. But how do you get the media interested? In this session, you'll learn how to make a story newsworthy to reporters and best practices for working with media in today's evolving media landscape. Independent school leaders will leave with practical steps for generating valuable media coverage that enhances their school's brand image.
Register to WatchNavigating the Crisis Communications Minefield
Presenter: Chris Lukach, APR, CEO
This session reviews the practical ways in which schools are transforming their communications programs to deepen engagement during times of upheaval and share tips for rebuilding weakened bonds in the… Read more
This session reviews the practical ways in which schools are transforming their communications programs to deepen engagement during times of upheaval and share tips for rebuilding weakened bonds in the months and years to come.
Register to Watch