How to generate free exposure in the media for your school (SBMAQ presentation)

Beating your own drum in the media

How to gain free exposure in the media

Presented by Sarah SloanPhD marketing candidate, Griffith University

SBMAQ Leadership Forum August 28th, 2015

• Ideas on how best to use public relations for your school• Practical advice on how to get your school exposure• How to put together a press article

What you will take away from this presentation

The challenge faced by schools…• Generate new enrolments each year• Undifferentiated environment• Parents often choose based on physical location and

convenience• How can your school stand out to parents?• Limited marketing budgets

We can use Public Relations to….• Increase the perception of your school• Attract new students• Build your reputation• Change people’s opinion of your school• Counteract bad publicity (reactive)

What is the desired image?

What are your goals?

How to achieve goals?

Receive publicity Achieve goals

SMART goals

Social MediaLocal CouncillorsSchool partnershipsLocal media (eg. local newspaper)

What do you want people to think about your school?

Eg. meet with journalistArticle gets published

5 steps to getting publicity

1. What is your desired image?• School motto• School logo• Values• What strengths does your school have over others (arts, academia,

sports)WHAT THINGS DO YOU WANT PEOPLE TO THINK ABOUT YOUR SCHOOL

Eg. ‘Thinking and learning together’ ‘Do different, today and every day’ ‘Motive, aspire, transform’ ‘Lifelong learning for all’ ‘Working together to enhance opportunities for all’

2. What are your goals?

• Eg. Increase student enrolments in Prep by 10 students in 2016• Eg. Increase positive perception of the school by 10% in 12 months

ONE GOAL YOU WANT TO ACHIEVE IN THE NEXT 6 MONTHS

3. How will you achieve your goals?• Social Media• Local Councillors• School partnerships• Local media (eg. local newspaper)

WHAT IS ONE WAY YOU CAN ACHIEVE THIS GOAL?

4. Take action• Write a press release• Send out an email to local journalists or councillor• Meet with journalist• Photographer attends the school• Interview is schedules• Article gets published

HOW WILL YOU ARRANGE THIS?

You want a news article published…• Write a news article yourself (or principle)• Engage your year 12 English students to write news articles – teacher

picks the best one (eg. a recap of your sports day)• Send out a press release (can be dot points)• Attach a copy of your most recent newsletter with extra details• Include images or links to videos • Invite journalists to upcoming events

What goes in a media release?• Title should read: MEDIA RELEASE FOR XXX SCHOOL• Headline (puns, catchy, alliteration)• Say it in the first sentence• Include direct quotes –

• Principle John Smith said “…..”• Year 12 student and school captain Claire Davies enjoyed the event and stated that “…..”

• Keep it short and sharp (1/2 to 1 page)• Short sentences. Get right to the point • Back it up with facts, avoid generalisations• Have it proofread by another person• Include your contact details (incl after hours)

Gaining the assistance of others• Phone/email your local councillor• Approach your local shopping center and ask if you can put up a

display of students work/advertisements/fundraiser banner• newspaper editors/journalists, politicians, business figures, local

dignitaries• Photographers• Past students/alumni

Work your

connections!

Shopping center Locations…

5. Evaluate your goals• Did you achieve your goal?• How can you improve for next time?• What could you do better?• What was effective?

HOW WILL YOU EVALUATE IF YOU ACHIEVED YOUR GOAL?

Steps to getting public attention in the media1. What is your image2. What is your goal3. How will you achieve your goal4. Take action5. Evaluate goals

Questions

Thank youhttps://sarahsloanbio.wordpress.com/

[email protected]

Tweet me @happy_chappy89

C Connect with me on LinkedIn