Independent schools in competitive markets are constantly marketing their brand. From website content to social media to prospective family events, marketing departments are busy “selling” the school.
In addition to brand-building marketing, independent school also need to communicate with their most important audiences – current and prospective students, families, faculty and staff members and the general community. Public relations and marketing oftentimes go hand-in-hand. And while PR can move the needle on bottom-line business goals, it also has the power to shape reputation by influencing how people feel and perceive the school, making it a powerful tool for independent schools.
So, when is an opportune moment to prioritize public relations and communications over traditional marketing and sales?
Milestone Moments
When your school is met with a significant moment, seize it. School communicators should mark milestones like anniversaries, ground breakings and “firsts/onlys” with intention. These moments can be leveraged as an opportunity for independent schools to illustrate their value propositions through active storytelling.
Be strategic and bold about celebrating progress and success by telling a story through earned media and owned media. Pitch a larger institutional story using the milestone as the news hook and double down with search engine and generative-AI optimized owned content. Whether it’s a major announcement, a positive story, or a long-awaited achievement, treat these moments as an opportunity to redefine your story and reinforce who you are in our market.
Exceptional People
At AKCG we’ve helped independent schools tell stories about exceptional students and faculty members who are the personification of the independent school’s vision and value proposition.
Independent school faculty members have front-row seats to a school’s mission in action through both their teaching and their presence with students. Teachers witness everyday examples of a school’s mission in motion. These examples can become some of your most authentic and persuasive narratives. And when told strategically through earned media coverage, these narratives can help prospective students imagine themselves at the school.
Institutional Evolution
Changes inside a school – whether that be a new program, updated amenity or refreshed facility – can spark conversation among an independent school community. But it also presents opportunity.
When evolutionary changes occur, own the narrative. Anchor every message about change in your mission and shared values. Use both owned channels and earned media to speak directly to stakeholders, demonstrating openness and continuity.
These evolutionary moments can also be an opportunity to advance efforts to position your head of school as a thought leader. Heads can be leveraged to speak on how the institutional changes reflect a larger ideological position or how the school is trending forward.
In a competitive education environment, marketing alone isn’t enough. Independent school communications and public relations offer a powerful way to elevate your reputation while helping move bottom line goals. By owning your narrative during milestone moments, celebrating exceptional people and leading during times of change, independent school leaders can shape how the world sees the school.
At AKCG – Public Relations Counselors, we partner with independent schools to develop strategic communications and PR programs that amplify messages, build trust, and help schools stand out in a crowded market. If you’re ready to take your school’s storytelling to the next level, we’re here to help.
