With an ever-increasing desire for schools to boost enrollment numbers, there is a noticeable trend among educational institutions that understand and utilize PR programs to enhance and support their image.
This includes just about every type of school out there: private colleges and universities; public universities, school districts and on-line schools; as well as individual, faith-based and emphasized-curriculum schools and vocational centers.
In the past two weeks alone, we have answered RFPs for school districts in both the Phoenix and Tucson areas after wrapping up a year contract with a district in central Arizona. Over the last year, that number of RFPs multiplies quickly.
Their basic needs are similar: tell their stories.
Whether it’s the results of an academic competition or publicizing an educational event, announcing an anniversary or special honor, or calling attention to scholarship winners or a new campus, schools have information they should get in front of their stakeholders. 
Schools are also turning to social media as way of connecting with their students, parents, teachers, neighbors and community leaders, with Facebook the current, most-popular vehicle of choice. It allows the schools to develop and showcase their own personalities through the accomplishments and activities of their students, faculty and staff. It also helps them connect and interact with their alumni.
Pretty smart that these academics are adding a new meaning to “publish or perish.”
With how closely tied a community is to its schools and the amount of great stories that every single school is capable of sharing, it’s no surprise they want to hire PR pros help them tell those stories.
Competition among school districts is ever-increasing…open enrollment, charter schools, private schools, home-schooling. So many options for parents these days.
I wonder how they would grade themselves when it comes to effectively communicating their messages?