Communications within the Education Sector have become more complex than ever. Policy changes have shifted the educational landscape, as has the digital age and related attitudes, meaning an increasing number of institutions are realising the value of an effective PR Director.
From student safeguarding, curriculum and budget concerns to well-being issues and media relations, this job entails constant challenge. A good PR Director should strive to create a trusted support team and utilise every time-saving online tool at their disposal (first stop, your institution’s website) to distribute messages quickly and efficiently.
Crisis Communications
An effective school PR director should help you create headlines and help you stay out of them. Crisis communications and reputation management is an ongoing challenge which can encompass everything from student safety and cyberbullying to online communications by students and school departments or faculties.
When it comes to managing a school crisis, any event that threatens student safety must be addressed swiftly. Your words and messages will often be the only way that parents can be accurately informed on the safety of their children, so a good school PR must separate the fact from the ‘fake news’ fast. As soon as established, communicating known updates and information to students, staff, parents and through effective media relations is essential. Be mindful that, in their sense of urgency, the media can convey unconfirmed information so established the facts early on and let them know as a priority.
Community Support
Schools and colleges have always been interconnected with their surrounding communities. However, in the face of educational cuts, the need for state-run institutions to connect with and gain support from the wider community for fundraising initiatives is greater than ever. Private schools also still need to attract new students from their surrounding communities.
Your PR process should be instrumental in achieving this. A PR Director can be extremely effective in building relationships with local press to establish and reinforce your school’s reputation. Optimise your online presence via social media sharing and messaging, with blogs and news pieces to be featured on your school website. Distribute regular positive messages about your institution through sharing school achievements, successes and positive stories with the wider community via media outlets so that readers will be encouraged to become pro-active in helping your cause.
News Travels Fast
No school or educational setting would want to court controversy. However, an ill-judged statement via social networks has an almost limitless reach which can be disastrous in terms of school PR. In such cases, manage the story and its impact before it’s let loose to the public. Whether you’re dealing with a risk to student security, a finance issue or staff or student behavioural concerns, it’s your responsibility to control damage limitations and to prevent long-lasting harm to your school or college’s standing in the community.
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