Schools need to develop positive relations with the media as part of their school marketing strategy.

Having the media work for you is a real advantage.

Having the media not work against you is another advantage.

Most media outlets want to work with schools to portray positive stories to their readers concerning schools. These are the feel-good stories, which sell newspapers, television and radio time. This builds the media’s advertising base, hence profits. They are also seen as good community advocates.

This positive relationship doesn’t just happen. The School Marketing Manager (SMM), in particular, needs to develop this relationship in a number of ways. These include contact with journalists, good media releases, advertising with them and the availability of the SMM to the media outlet.

Schools need to develop positive relations with the media as part of their school marketing plan written by Bryan Foster.