In today’s fast-paced media environment, schools and trusts have an opportunity like never before to proactively shape how they are seen by parents, pupils, staff and the wider community. Whether it’s celebrating pupil success, contributing to sector debate or showcasing innovation, the media can help schools be positioned as a trusted voice within their community and the sector, supporting pupil and staff recruitment as well as building positive reputations.

In this month’s Comms Classroom, we explore how school and trust leaders can build their media presence, from securing local news coverage in regional media outlets and crafting thought leadership for trade press, to speaking at sector events and sharing stories online through digital channels.

Tip 1: Local and regional PR, making headlines close to home

Every school has great stories to tell, it’s just about spotting, shaping and sharing them in the right way. Local and regional media outlets are often looking for positive, human-led education stories, so success depends on building genuine relationships and offering timely content that’s relevant and visual.

Ideas to try:

· Share press releases about pupil achievements, community initiatives or innovative projects, and don’t forget those all-important photos and quotes.

· Invite journalists in to visit your school during key moments such as results days, events or performances, so they feel part of your school community.

· Offer yourself or senior staff as commentators on local radio or TV when education topics hit the news.

Regular engagement builds familiarity, so when something exciting happens, they’ll already know your school and your history of offering quality stories and will be more likely to cover your positive developments.

Tip 2: Sector thought leadership, sharing your expertise

Beyond local press, schools and trusts can also raise their profile by sharing insights with the education sector. Thought leadership helps demonstrate your expertise, contribute to best practice and position your school or trust as an organisation that influences and innovates.

Ways to get involved:

· Write articles for education publications about what’s working in your classrooms or leadership approach.

· Respond to new government announcements with your reflections and practical examples.

· Collaborate with other schools, trusts or providers and suppliers to co-author insights and case studies.

This type of storytelling doesn’t just benefit your peers; it signals to staff, prospective staff, governors and other schools and trusts that your organisation is forward-thinking and committed to shaping the future of education. Where strong, it might also catch the eye of political decision makers, too.

Tip 3: Speaking opportunities, taking centre stage

Sector events, conferences and panels are great opportunities to extend your reach beyond print and digital media. Sharing your experiences and insights live, in-person or online, allows audiences to connect with your authenticity and expertise, bringing to life your enthusiasm and impact.

How to make the most of speaking opportunities:

· Apply to speak at sector events like regional leadership forums or larger education conferences.

· Host your own webinars to showcase expertise within your team.

· Repurpose event content for social media to reach audiences long after the event ends.

By combining speaking engagements with your media and digital activity, you amplify your visibility and credibility, reinforcing key messages through multiple channels.

Tip 4: Social media, turning visibility into voice

Social media is your most immediate way to share your story. It complements traditional media coverage and gives your community a direct window into daily life at your school or trust.

To make your social content work effectively:

· Share authentic, story-led and visual posts that bring your school’s ethos to life.

· Celebrate staff and pupil success stories regularly to build pride and a sense of belonging.

· Reshare local press coverage or event highlights.

· Tag journalists, sector partners and organisations to increase visibility and engagement.

Social channels work best when they reflect the values of your community, not just when content is posted for the sake of it.

The final frame

Building your media profile isn’t about chasing headlines, it’s about shaping your story. Every interaction, from a LinkedIn post to a radio interview, contributes to how your school or trust is perceived. When you communicate clearly, celebrate success and engage confidently and consistently with the media, you build lasting trust and credibility.

Whether you’re looking to strengthen local PR, develop thought leadership or align your media activity with recruitment and reputation goals, the PLMR team can help. We’ve supported schools and trusts across the UK to tell their stories, secure meaningful coverage and grow their influence in the education sector. You can read more about our work here and reach out to our team here.