Month: September 2024

Whether you’re focusing on enrollment, celebrating student achievements, or navigating community relations, your local media can be a powerful ally in spreading your school’s story. A well-placed article, TV segment, or social media mention by a trusted journalist can elevate your school’s profile, build credibility, and help attract new families. Media coverage offers external validation that can carry more weight than your school’s website, brochures, or even social media channels. It shows the broader community that your school is making an impact and provides a powerful endorsement that can boost your reputation and reach.

However, like any relationship, fostering a positive connection with local media requires time, effort, and intentionality. It’s not just about reaching out when you have a big announcement or need damage control during a crisis. Building a strong, proactive relationship with local journalists means positioning your school as a reliable and consistent source of positive stories. Journalists want to tell stories that resonate with their readers or viewers—stories that highlight the critical work happening in your school and how it connects with the broader community.

Understanding how to approach media outreach is crucial for school leaders. It requires knowing when and how to share news and learning how to make your school’s mission relevant to a broader audience. Developing a media strategy isn’t just about sending out press releases at the right moments; it’s about regularly engaging with your local press in a way that builds trust and interest over time. This consistent communication will make your school top-of-mind for reporters, increasing your chances of getting positive coverage when the opportunity arises.

Below are some tips you can use to effectively leverage the power of local media to amplify your school’s story in ways that resonate with both journalists and your broader community.

Build Relationships Early

Don’t wait for a crisis or major event to reach out to the media. Begin the school year by proactively sharing good news, such as enrollment milestones, new programs, or noteworthy events. The idea is to establish a positive relationship before you need one. Reporters are much more likely to tell your story if they know you and understand your school’s mission. Plus, when they receive information from you regularly, it positions your school as a reliable source for potential stories in the future.

Proactive PR How To Leverage Local Media For School Success 3
Use Email as Your Primary Outreach Tool

While phone calls have their place, most journalists today prefer email. It allows them to review your message at their convenience, and for you, it provides an opportunity to craft your pitch thoughtfully. You can take the time to clearly highlight why your story matters and how it connects with their audience. Plus, with email, you avoid the pressure of thinking on the spot or worrying about forgetting a crucial point.

Remember, persistence is key. Media professionals receive pitches daily, so don’t be discouraged if you don’t hear back immediately. A single email might not get a response, but regular updates can help build a long-term relationship. Even if they don’t run your story immediately, your school stays on their radar for future opportunities.

Align Your School’s Story with Community Interests

To capture media attention, think about how your school’s story fits into the broader context of what’s happening in your community. Reporters are often looking for timely, relevant stories that connect with local or even national trends. Is your school involved in a community-wide event? Are your students participating in a project that supports a local cause? Maybe your school’s new program ties into a current hot topic in education, health, or technology.

Understanding what’s important to your community and how your school contributes to those priorities is key. Reporters will be more likely to pick up your story if it aligns with broader issues their readers or viewers care about.

Proactive PR How To Leverage Local Media For School Success 1
Don’t Be Shy About Sharing Wins

Celebrate your successes! Whether receiving a new grant, achieving academic excellence, hosting a well-known guest speaker, or even reaching a milestone in your school’s growth, these are all newsworthy moments worth sharing. A press release or direct email to local reporters can help get your story out to a wider audience. Don’t hesitate to reach out and invite reporters to cover events like assemblies, award ceremonies, or community partnerships.

By sharing your wins regularly, you create a steady flow of positive news about your school. This keeps your school in the public eye and helps control the narrative when less favorable stories come out. The more positive stories you share, the more likely people will see your school in a balanced, favorable light.

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Leverage Visual Opportunities

Reporters, especially those from television or online platforms, always look for strong visuals to accompany their stories. Think about what you can capture on film that would make an engaging and compelling story. Whether it’s a hands-on science experiment, a sporting event, or a lively classroom activity, having strong visuals can make your story more attractive to media outlets.

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By building strong relationships and sharing your school’s accomplishments, you can ensure that when people hear about your school, it’s not just through your website or social media—but from trusted local media sources. This third-party endorsement adds weight to your message and helps to establish your school as a cornerstone of the community.

About the Author
Jean Fleming Headshot

Jean Shields Fleming is a global communications consultant – but a teacher at heart. She started her career teaching middle school reading, and went on to lead communications for NWEA and Scholastic. She has worked with a diverse range of large and small organizations including Nike, Estee Lauder, Nikon and the Pan African Sanctuary Alliance. A two-time winner of awards from the Interactive Marketing Association for content and social media programs, she is also founder and editor at Certain Age Magazine. Learn more at WorldChangingCommunications.com. 

As school leaders, we are facing an unprecedented time of financial pressure, shifting enrollment patterns, and changing expectations from our communities. These challenges are not new, but they have intensified in the aftermath of the pandemic, forcing us to rethink how we lead, manage, and sustain our schools. Here’s my advice about how we can begin addressing some of these pressing issues.

1 Current Challenges Facing School Leaders Navigating Financial Pressures Enrollment And Culture

1. Run Your School Like a Business—Without Losing Heart

Education is—and always will be—about what’s best for kids. However, today’s school leaders need to think like CEOs, too. If we want to ensure our schools remain sustainable, we must take a business-minded approach to operations—budgeting, marketing, and planning—while keeping students and teachers at the heart of what we do.

A solid financial foundation is key. Without it, we can’t provide the programs, resources, or even the basic materials our students need to succeed. That means school leaders must be comfortable wearing many hats, from principal to operations manager, overseeing not only academics but also the business side of running a school.

But the solution isn’t knowing everything yourself. It’s about building a strong team around you—whether in finance, marketing, or HR—so you can focus on what you do best: leading the academic and cultural vision of your school. Partnering with experts in these areas will allow your school to function like a well-oiled machine, keeping your finances in check while ensuring that your students and teachers are thriving.

2 Current Challenges Facing School Leaders Navigating Financial Pressures Enrollment And Culture

2. Create a Unique School Brand and Enrollment Strategy

In today’s landscape, branding and enrollment are more critical than ever. We’ve seen families become more aware of their educational options, especially with the rise of charter schools, homeschooling, and virtual programs. For many families, school choice is no longer just about proximity but about value—what unique programming or opportunities does your school offer?

To stand out, you must first understand what your community needs. Is there a high demand for STEM education, career and technical programs, or advanced arts initiatives? Once you’ve identified your niche, build your brand around it. Make your school the best option by offering innovative programs and fostering a culture that’s attractive to both students and parents.

Enrollment doesn’t stop at attracting students—it’s about retaining them. Are your students happy? Are your teachers supported? Parents are quick to switch schools if their children aren’t getting the education they need or if teachers are overwhelmed. That’s why your culture, the backbone of your school, plays such a pivotal role in student retention.

3. Build a Culture of Collective Leadership

Culture is not something you can fake or force—it’s something that is cultivated over time. In a school setting, culture starts with leadership, but it is lived by everyone. I believe that collective leadership, where teachers, staff, and students are active participants in shaping the culture, is the key to success. When people feel included in the process, they are more likely to buy in and contribute positively.

One of the most significant gaps we’re facing today is the teacher shortage. Teachers are burned out, underpaid, and undervalued. If we want to change that, we need to prioritize the well-being of our educators. Transparency in decision-making—especially around budgets and resource allocation—is essential. When teachers feel that they have a say in the direction of the school, and when they see their needs being met, they are more likely to stay and contribute to a positive learning environment.

4. Financial Realities: How Do We Make It Work?

The financial situation for schools, particularly charter schools, is challenging. In many states, charter schools receive less funding than traditional public schools. In New York, for instance, charter schools often receive only a fraction of the per-pupil funding that traditional schools get. How can we expect to deliver quality education when we’re working with limited resources?

The key is to be resourceful and strategic with the funds we have.

3 Current Challenges Facing School Leaders Navigating Financial Pressures Enrollment And Culture

One option is to explore facility ownership rather than leasing. By owning your school building, you’re not only cutting costs in the long term, but you’re also investing in your school’s future. For example, we found a way to transition from leasing an expensive building to owning a larger, more affordable facility, which allowed us to reinvest in student programming—things like a music production studio, tech labs, and even a barbershop, which made our school more attractive to families.

5. Advocate and Mobilize for Fair Funding

At the heart of many of our financial challenges is the issue of fair funding. Charter schools nationwide are often underfunded, receiving only a portion of what traditional public schools receive, despite serving the same students. It’s critical that we, as school leaders, begin advocating for ourselves and our students. We need to engage parents, communities, and policymakers in understanding why equitable funding is necessary for all schools, regardless of their status.

We must unite, mobilize our communities, and push for change. Every child deserves access to quality education, and funding should follow the student, not the institution.

The Road Ahead

Leading a school today is no easy task. We are being asked to juggle financial responsibilities, manage a diverse range of expectations, and create a positive, results-driven school culture. The path forward is challenging, but with a strategic approach—rooted in business acumen, a strong school brand, and collective leadership—we can overcome these obstacles.

It’s time for school leaders to embrace their role as educational CEOs, ensuring that our schools are both financially sustainable and academically excellent.

About the Author

Dr Paul Miller

Currently, Dr. Miller is doing whatever it takes to help support charter schools achieve results as CEO of Charter Champions. Additionally, he is an Author, Educational Consultant, and Motivational Speaker. As the former CEO and Principal for Green Tech Charter Schools (GTH) he designs systems that work for Black and Brown youth, averaging graduation rates hovering at 95%, yearly. Dr. Miller holds an Ed.D in Executive Leadership and a Master’s of Education Administration, both from St. John Fisher College. He also has a Bachelor’s of Science in Physical Education and a Teacher Certificate from SUNY Brockport. Dr. Miller has 25+ years in the urban public education system, specializing in school redesign and reform, creating effective change for schools through collaborative missions, visions, and teamwork.

For inquiries, contact Dr. Miller at pmiller@Charterchampions.org

Featured Article

Webinar Recap: Ready, Set, Grow: The Three Essentials of Sustainable School Growth

Charter school leaders gathered for the webinar Ready, Set, Grow: The Three Essentials of Sustainable School Growth, which explored invaluable insights on navigating the complexities of school growth, especially during challenging economic times. The focus was on three key elements necessary for sustainable growth: securing the funding to run your school, the financing to buy […]

Featured Article

Tuesday Tips: Marketing Your School at All Stages of Growth

In this session, Michael Barber and Ashley MacQuarrie discussed how to market your school at all stages of growth: the start-up stage, the growth stage, and the sustainable maturity stage. They discuss how, at the start-up stage, awareness is key. In the growth stage, it’s time to prioritize building out your website and utilizing the […]

Charter school leaders gathered for the webinar Ready, Set, Grow: The Three Essentials of Sustainable School Growth, which explored invaluable insights on navigating the complexities of school growth, especially during challenging economic times. The focus was on three key elements necessary for sustainable growth: securing the funding to run your school, the financing to buy your school, and driving enrollment to fill your school. You can watch the full webinar on-demand here or read the recap below.

Screenshot 2024 09 11 At 10 57 46 AM

Key Takeaways from the Webinar

  • Leveraging Funding for Operational Needs

Dr. Paul Miller opened the session by discussing the current financial challenges faced by charter schools, particularly declining enrollment. With funding tied directly to enrollment numbers, schools must find creative ways to stabilize revenue streams. The key, he emphasized, is utilizing available resources effectively to serve both operational needs and the school’s mission. He urged leaders to be strategic with budgeting, focusing on areas that directly impact student outcomes.

  • Enrollment and Retention Strategies

Ashley and Kimberly addressed the pressing issue of declining enrollment across many charter schools. They discussed how schools of choice need to actively market themselves to be “chosen.” The team emphasized the importance of conducting an Enrollment Marketing Audit—analyzing current recruitment strategies, refining messaging, and hosting impactful events to engage the community. Kimberly shared that events are particularly effective, as they offer opportunities for families to experience the school firsthand, building trust and connection.

  • Autonomy Over Your School Building

Jonathan’s presentation highlighted the importance of having control over your school’s physical space. As charter schools grow, the ability to expand and accommodate more students becomes crucial. Jonathan encouraged school leaders to “dream big,” considering not only their current needs but future aspirations as well. He underscored how owning a building can give schools the flexibility to adjust grade levels, increase enrollment capacity, and design facilities aligned with their mission.

This webinar underscored the importance of having a comprehensive plan in place to manage funding, facilities, and enrollment. By implementing these three essentials—securing financial stability, owning a flexible space, and driving strong enrollment—charter schools can position themselves for sustainable growth, even in uncertain times.

Ready to Learn More? For those who couldn’t attend, you can watch the full webinar replay here and browse more resources below.

Featured Article

3 Things Charter Schools Can Do for Website Search Engine Optimization (SEO) 

The search bar is where it all begins. SEO, or search engine optimization, is a key component to designing your charter school website. In short, good SEO means your website is easy to find. When done right, SEO leads to lots of “organic” traffic to your site—if a parent in your city is looking for a […]

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4 Best Practices for School Construction Projects

Are you renovating or expanding your school facility? Whether you’re looking to add a gymnasium, basketball court, library, science laboratory, or need additional classrooms to accommodate growing enrollment, the construction process presents an opportunity to further your school’s mission and enrich the educational experience for your students. Here’s how to set your project up for success from […]

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5 Key Features of a Charter School Budget

According to an article from The Center for Education Reform, 42% of charter school closures are due to funding. It’s well known that charter schools face unique financial challenges, so it’s important to get ahead of these issues as schools grow. Making sure your school has the money to meet operational costs, pay teachers and staff […]

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3 Tips for Data-Driven Enrollment Marketing

Search data show that families start looking for schools between January and April. This marks a critical time for you to showcase your school—and ensure your content and ads are getting in front of families. This foresight avoids last-minute scrambling as the enrollment season approaches in June, July, and August. Here are some data-driven strategies […]