Section 2: Media Relations

Today’s principals have more opportunities than ever to share their school’s story and advocate for students, staff, and public education. While traditional media remains an important tool, it is no longer the only way to reach your community.

Understanding the different types of media can help you choose the most effective channel for your message and audience.

There are three primary types of media that principals can use for advocacy:

1. Social Media
2. Owned Media
3. Earned Media
   • Community Media
   • Education Trade Publications

Each serves a different purpose, and the most effective advocates use a combination of all three.

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Social Media

What is it?

Social media platforms allow principals to engage directly with families, students, staff, community members, and other educators in real time. Social media can amplify messages from both earned and owned media while helping schools reach broader audiences.

Examples

• Facebook
• Instagram
• LinkedIn
• X
• BlueSky
• TikTok

Advocacy Opportunities

Social media can help principals:

• Celebrate student success
• Share positive school stories
• Increase awareness of school initiatives
• Promote events and activities
• Inform about school-specific policies & FAQs
• Connect with community partners
• Humanize school leadership

Why It Matters

Social media provides a direct line of communication with your community and can help schools share their story quickly and consistently.

What Principals Can Do to Advocate on Social Media

✓ Share news about student achievements and awards

✓ Highlight classroom initiatives and innovation

✓ Promote school events

✓ Amplify positive media coverage

✓ Share updates about school policies

✓ Celebrate staff/school accomplishments

✓ Share “Day in the Life” style content to humanize school leadership

A Word of Caution

Focus on informative storytelling rather than political commentary. Remember that social media posts are public and can be shared widely. Always follow district policies, protect student privacy, and maintain a professional, student-centered focus.

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Owned Media

What is it?

Owned media includes communication channels that your school or district directly control. Unlike earned media, you decide what is published, when it is published, and how it is presented. You have direct control over the final product and message. 

Examples

• School websites & apps
• Principal newsletters
• District blogs
• School videos
• Email, text & app communications
• Annual reports
• School publications

Advocacy Opportunities

Owned media allows principals to:

• Share detailed information directly with families
• Explain complex issues and decisions
• Celebrate student and staff accomplishments
• Highlight school programs and initiatives
• Build transparency and trust

Why It Matters

Owned media gives you complete control over your message and allows you to communicate consistently with your school community.

What Principals Can Do

✓ Publish a regular principal newsletter

✓ Share success stories on the school website

✓ Create informative video messages for families

✓ Highlight student leadership and achievement

✓ Explain school initiatives and priorities

✓ Address frequently asked questions from the community

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Earned Media

What is it?

Earned media is coverage or attention provided by a third-party source, such as a newspaper, a television station, a radio program, a podcast or an online news outlet. You do not control the final content, you earn the opportunity to share your message through your expertise, story, or perspective.

Examples

• Newspaper articles
• Television news stories
• Radio interviews
• Podcast interviews
• Guest columns and op-eds
• Letters to the editor
• Online news features

Advocacy Opportunities

Earned media can help principals:

• Highlight student and staff achievements to a border audience
• Explain the impact of education policies
• Share innovative programs and initiatives
• Provide expert commentary on education topics
• Build credibility with community members and decision-makers

Why It Matters

Because the message comes from an independent source, earned media often carries a high level of credibility and can reach audiences beyond your immediate school community.

What Principals Can Do

✓ Build relationships with local reporters

✓ Invite media to school events

✓ Serve as an interview source for education-related stories

✓ Pitch story ideas and articles to local media outlets

Earned Media BONUS: Community Media

Often overlooked but highly influential and a lower barrier of entry than traditional media. 

Examples:

• Chamber of Commerce newsletters
• Community foundations
• Local nonprofit publications
• Parent organizations
• Local civic groups

Activities:

✓ Provide guest presentations

✓ Write newsletter articles

✓ Participate in community forums

✓ Provide quotes, photos, etc. of school events 

Earned Media BONUS: Education Trade Publications

Examples

• State association publications (Like MASSP)
• Education news outlets

Advocacy Activities:

✓ Contribute articles to association publications

✓ Share case studies

✓ Participate in advocacy & feedback work

✓ Present at conferences

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Strong Advocacy Uses All Three Forms of Media

The most effective school leaders don’t rely on a single communication channel, they utilize all three. 

Social Media → Owned Media → Earned Media

• Social media creates awareness
• Owned media provides the full story
• Earned media expands reach and credibility

Example: A principal may share photos and highlights on social media about a student leadership project, publish a more in-depth story about the project in their principal newsletter (owned media), and invite a local reporter to cover the project’s positive impact on the community (earned media).

The result is a message that reaches families, community members, policymakers, and the broader public through multiple channels.

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Choosing the Right Tool

While it is important to “hit two birds with one stone” as mentioned above, not every message belongs on every channel.

Goal	Best Channel
Highlight a student/school achievement	Social Media, Owned Media, Earned Media, Community Media
Explain a new school initiative or policy	Owned Media
Reach a broader audience	Earned Media, Community Media, Trade Publications
Build relationships with families	Owned Media, Social Media, Community Media
Influence public conversations about education	Earned Media, Community Media
Share timely updates	Social Media
Tell a deeper story about school leadership impact	Owned Media, Earned Media, Trade Publications

Key Takeaway

You don’t need to wait for a reporter to call before advocating for your school.

Whether you’re sharing a success story in your newsletter, posting about student achievements on social media, speaking with a local news outlet or sharing your story with an education association, each communication opportunity helps build public understanding of the important work happening in your school.

The following best practices will help you communicate with confidence and make the most of every media interaction.

Important Reminder! Before reaching out to the media, participating in interviews, or responding to media inquiries, make sure you understand your district’s communications policies and when your superintendent or communications office should be involved. Following established protocols helps ensure consistent, accurate communication while still allowing you to share your building-level perspective when appropriate.

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Remember: You’re Always on the Record

Unless a reporter has explicitly agreed to speak “off the record” before the conversation begins, assume that anything you say may be quoted or included in a story.

This applies before, during and after an interview. Even the emails you send and the casual conversations that take place while walking to your office or after the camera has been turned off are times when a reporter may be looking for quotes. 

Best Practice: Speak thoughtfully and professionally throughout every interaction.

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Build Relationships Before You Need Them

The best time to connect with reporters is before you need media coverage or find yourself responding to a difficult situation.

Take time to:

• Introduce yourself to local reporters.
• Share positive stories throughout the year.
• Invite media to school events.
• Become a reliable source of information.

Strong relationships built during positive moments create trust that can be valuable when more challenging stories arise.

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Understand Each Other’s Role

Reporters and school leaders have different jobs, but they share a common goal: helping the public understand what’s happening in the community.

Successful media relationships are built on:

• Professionalism
• Courtesy
• Honesty
• Respect for deadlines
• Clear communication

Remember that reporters often work under tight deadlines and may not have a background in education. Your role is to provide accurate information and helpful context.

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Prepare Before Every Interview

Even a brief interview deserves preparation.

Before speaking with the media, take a few minutes to identify:

• Your 1-2 key messages.
• The student story or example you’ll share.
• Any facts or data you may want to reference.
• Any plans you have to showcase your key messages (tours, etc.)
• Questions you anticipate being asked.

Preparation helps you stay focused and communicate with confidence.

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Respond Promptly

News moves quickly.

Even if you don’t have all the answers immediately, acknowledge media inquiries as soon as possible and let the reporter know when or if they can expect additional information. If you cannot comment on a certain topic, politely decline or offer a different district contact. 

Being responsive builds credibility and demonstrates professionalism.

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Media Do’s

✓ DO Be Honest

If you don’t know the answer, say so, and offer to follow up after you’ve gathered the correct information if you feel that is appropriate. Honesty builds trust. Credibility takes years to build and only moments to lose.

✓ DO Tell Your Story Proactively

Don’t wait for someone else to define your school’s narrative. Share positive stories, celebrate student success, and communicate regularly. Consistent communication builds trust before challenges arise.

✓ DO Prepare for Difficult Questions

Every positive story may have another side.

Before an interview, consider:

• What questions might be challenging?
• How can I acknowledge concerns while returning to my key message?
• How does this ultimately connect back to students?

Being prepared helps you respond calmly and confidently.

✓ DO Have a Plan

For major announcements, emergencies, or controversial issues, work with your district leadership and communications team to develop a communication plan before speaking with the media. Knowing who speaks, when information will be shared, and what messages should be communicated helps ensure consistency and accuracy.

✓ DO Keep Your Promises

If you tell a reporter you’ll send additional information, photos, or interview contacts, follow through promptly. Reliability strengthens professional relationships.

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Media Don’ts

✗ DON’T Guess or Speculate

Only share information you know to be accurate. If you’re unsure, tell the reporter you’ll verify the information before responding or explain why you cannot comment.

✗ DON’T Say “No Comment”

Instead, explain why you cannot answer a question.

For example:

• “I’m unable to discuss personnel matters because they are confidential.”
• “That decision is being handled by our district office, and they will be able to provide additional information.”
• “I don’t have that information available today, but I’ll connect you with the appropriate person.”

These responses are more informative and professional than simply saying “No comment.”

✗ DON’T Forget Nonverbal Communication

Your facial expressions, body language, and tone communicate just as much as your words. Remain calm, attentive, and confident throughout the conversation.

✗ DON’T Assume the Reporter Knows Education

Avoid acronyms, educational jargon, or technical language without explanation. Clear language helps your message resonate with a broader audience.

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Final Reminder

Every interaction with the media is an opportunity to build trust and strengthen public understanding of your school. You don’t need to have all the answers. You simply need to be prepared, honest, and focused on what matters most—your students and your school community.

Effective advocacy is about more than telling your school’s story – it’s about telling your story with purpose.

Every interview, article, conference presentation, or social media post is an opportunity to help others better understand students and schools. While it’s important to celebrate the great work happening in your building, the most impactful advocacy also communicates a clear message about why that work matters and what needs to happen next.

Think of every story as a vehicle for a larger message.

The 3 S’s of School Advocacy

A simple way to build an effective advocacy message is to remember the 3 S’s: Story, Significance, and Support.

1. Story

What happened?

Start by sharing an authentic story from your school. This could be a student achievement, an innovative program, a community partnership, or a challenge your school has worked to overcome. Stories capture attention and make your message relatable.

2. Significance

Why does it matter?

Go beyond describing what happened. Explain why the story matters for students, educators, or your community. Help your audience understand the broader impact.

Ask yourself:

• What does this story demonstrate?
• What does it reveal about the needs of students?
• Why should someone outside of my school care?

3. Support

What would help more students benefit?

This is where the advocacy work happens. Connect your story to a solution, opportunity, or need. That could include:

• Continued funding
• Supportive education policies
• Community partnerships
• Additional resources
• Reduced barriers or regulations
• Increased awareness of an issue

The goal isn’t to complain about challenges—it’s to help others understand how they can support student success.

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Putting the 3 S’s into Practice

Imagine your school launches a CTE program that partners with local businesses to provide students with hands-on workforce experiences.

Story

“Some of our students are spending part of their school day working alongside local industry professionals and gaining real-world career experience before graduation.”

Significance

“These experiences help students see a future for themselves, develop real workforce skills, and connect classroom learning to meaningful careers.”

Support

“This program was made possible through grant funding and strong community partnerships. Continued investment in career and technical education will allow more students to access opportunities like these.”

Notice how the story celebrates student success while also communicating a broader message about the importance of supporting career readiness.

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Develop Your Key Messages

Before every interview or media opportunity, identify the key messages you want your audience to remember. Your key messages should support your advocacy goal and reinforce the “Support” portion of the 3 S’s.

Strong key messages are:

• Clear and concise
• Student-centered
• Easy to understand
• Supported by real examples
• Focused on solutions

Ask yourself:

• What is the one thing I want people to remember?
• What do I hope people better understand after hearing this story?
• What support or action would make a difference for students?

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Let Stories Do the Heavy Lifting

Facts inform. Stories connect. While statistics can strengthen your message, stories help people understand why an issue actually matters.

Whenever possible, pair your key message with an example about:

• A student
• A teacher
• A classroom
• A family
• A community partner

Instead of saying:

“Our attendance initiatives have improved.”

Try:

“After launching a student mentoring program, one student who had missed nearly 30 days of school, is now attending regularly and preparing to graduate. That experience reminds us how meaningful relationships can change a student’s trajectory.”

Stories make your message memorable.

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Keep Students at the Center

The strongest school advocacy always begins with students. Whether you’re discussing funding, staffing, innovation, school safety, or legislative priorities, frame your message around how the issue affects student learning, well-being, and opportunity.

When in doubt, ask yourself:

How does this really impact students?

Leading with student outcomes builds credibility and creates common ground with families, community members, policymakers, and the media.

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Before You Speak with the Media…

Before any interview or media opportunity, take a few minutes to prepare.

Can you answer these questions?

✓ What story am I going to share?

✓ Why is it significant/why does it matter?

✓ What support, action, or change will help more students succeed?

If so, you’re ready to advocate with confidence and purpose!

Advocacy doesn’t have to be complicated. In fact, some of the most effective advocacy starts with small, intentional actions that help build relationships, tell your school’s story, and position you as a trusted voice in the field.

The four activities below are practical, repeatable, and can be incorporated into your communication efforts throughout the school year.

1. Build Relationships with Local Reporters

Purpose: Become a trusted local source on education issues before you need media coverage. Reporters are always looking for credible experts who can provide context, explain education topics, or connect them with meaningful stories.

Time Commitment: 30-60 minutes to locate contact information, make initial connections, plus occasional follow-up throughout the year.

Impact ★★★★★ High

Strong media relationships can lead to recurring coverage of your school, increased community trust, and opportunities to provide your perspective on important education issues.

How to Get Started

• Identify your local newspaper, television, radio, and online education reporters.
• Send a brief introductory email.
• Share one or two positive story ideas from your school.
• Let them know you’re available as a resource for education-related stories.
• Invite them to visit your school or attend an upcoming event.

Template

Subject: Introducing Myself & A Story Idea from [School Name] 

Hello [Reporter’s Name],

My name is [Your Name], and I serve as the [Your Title] at [School Name] in [City]. I wanted to introduce myself and share a few examples of the great things happening in our school.

Some recent highlights include:

• [Brief story idea #1]
• [Brief story idea #2]

I know you’re always looking for stories that are relevant to our local community, and I thought these might be of interest. Going forward, I’d be happy to share updates about noteworthy programs, student achievements, or events taking place at our school.

I’d also like to invite you to visit our school or attend an upcoming event to see our students and staff in action. Please let me know if you’d be interested, and I’d be happy to share information about future opportunities.

Thank you for the work you do to keep our community informed. I look forward to connecting with you.

Best,

[Your Name]
[Your Title], [School Name]
[Phone Number]
[Email Address]

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2. Pitch Positive Stories About Your School

Purpose: Help local media discover the great work happening in your school that they may never know about otherwise.

Time Commitment: 20-30 minutes per story pitch.

Impact ★★★★★ High

Positive news stories increase community awareness, celebrate students and staff, and reinforce public confidence in your school.

Story Ideas

• Student leadership projects
• Community service initiatives
• Career and technical education programs
• Student competitions and awards
• School innovation
• Esports
• Fine arts performances & showcases
• Attendance improvements
• Student wellness initiatives
• Community partnerships

How to Get Started

• Write a short summary explaining what happened and why it matters.
• Focus on the student impact 
• Include photos and videos.
• Send the story to local media one to two weeks before the event – or immediately afterward (within 48 hours) if sharing results.

Template

Subject: Story Idea: [Brief Headline] at [School Name]

Hello [Reporter’s Name],

My name is [Your Name], and I serve as the [Your Title] at [School Name] in [City]. I wanted to share a story idea that may be of interest to you and your audience.

On [date], students at [School Name] will [briefly describe the event, program, or accomplishment].

While this is an exciting event for our school, what makes it especially meaningful is [briefly explain why it matters to students or the broader community]. For example, [describe the student impact, community partnership, innovative approach, or real-world connection].

Event Details

• What: [Event or activity]
• When: [Date and time]
• Where: [Location]
• Interview Opportunities: [Students, teachers, community partners, principal, etc.]

If you’re interested in covering the event or learning more, I’d be happy to provide additional information or help coordinate interviews.

If you’re unable to attend, I’d be happy to send photos, video, and a summary of the event afterward.

Thank you for your time and consideration. Please let me know if you have any questions.

Best,

[Your Name]
[Your Title], [School Name]
[Phone Number]
[Email Address]

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3. Write and Share Your Perspective

Purpose: Share your expertise and explain important education topics directly with your community.

Time Commitment: 60-90 minutes.

Impact ★★★☆☆ Medium

Thoughtful articles position you as a trusted education leader while helping families and community members better understand today’s schools.

Topics You Could Write About

• School policies & the cultural impact they have
• Student attendance initiatives 
• Innovation or AI in education
• School programs or unique initiatives
• Moments of pride or a challenge your school has overcome
• Classroom experiences
• Student leadership
• Career readiness or community partnerships
• Mental health
• School safety
• Graduation success
• Community partnerships

Where to Publish

• School website
• Principal newsletter
• District newsletter
• Local newspaper
• Education Association publications (like MASSP Headlines & Power Up)
• Social Media (LinkedIn, Facebook, Instagram)

How to Get Started

We have opted not to provide a rigid template for article writing, as we feel it is important for principals to share their authentic voice and writing style. However, we have put together a few tips for when it comes time to write an article. 

Lead with people, not programs.

Instead of beginning with: “Our school recently launched a new STEM initiative…”

Try: “When ninth-grader Maya stepped into the robotics lab for the first time, she wasn’t sure she belonged.”

Stories capture attention far more effectively than program descriptions.

Write for your community.

Avoid educational acronyms and technical language whenever possible. Imagine you’re writing for someone who hasn’t been inside a school in years.

Show, don’t just tell.

Use specific examples that help readers visualize what’s happening.

Instead of: “Our students are truly engaged.”

Try: “Students worked alongside local engineers to design prototypes and present their solutions to business leaders.”

Keep students at the center.

Whenever possible, connect your message back to student learning, growth, or opportunity.

End with purpose.

Rather than simply ending with “We’re proud of our students,” leave readers with a takeaway that reinforces your advocacy message.

Ask yourself: What do I want readers to think, understand, or support after reading this article?

That answer should shape your conclusion.

Before You Publish

Use this checklist to review your article before sharing it.

✓ Does the article begin with a real story?

✓ Is the focus on students or staff rather than the school?

✓ Have I explained why this matters?

✓ Does the article connect to a broader issue or opportunity?

✓ Have I clearly communicated what support or action would make a difference?

✓ Is the tone informative, positive, and solution-focused?

✓ Is the article free of educational jargon that community members may not understand?

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4. Invite the Media to Experience Your School

Purpose: Instead of simply telling people about your school, give them an opportunity to experience it firsthand.

Time Commitment: 15-30 minutes to extend an invitation, 60+ minutes to facilitate the tour/experience. 

Impact: ★★★★★ High

Seeing students learning, leading, and succeeding often results in richer, more authentic news coverage than a press release alone.

Events to Invite Media To

• Career fairs
• Student showcases
• Leadership conferences
• CTE demonstrations
• Academic competitions
• Esports tournaments
• School celebrations
• Innovation expos
• Service learning projects
• Signing days

What Makes an Event Newsworthy? 

• Students actively engaged in learning
• A first-of-its-kind, innovative or unique program
• Community or business partnerships
• A timely connection to a larger education topic
• Strong visuals and authentic student voices

How to Get Started

• Send an invitation 1-3 weeks before the event.
• Explain why the event matters and is newsworthy.
• Offer interview opportunities with students, staff or community partners.
• Follow up with photos and additional information after the event.

Template

Subject: Media Invitation: [Event Name] at [School Name]

Hello [Reporter’s Name],

My name is [Your Name], and I serve as the [Your Title] at [School Name] in [City]. I wanted to invite you to visit [Location of Event or School Name] for an upcoming event that highlights the great work our students and staff are doing.

On [date/time], our school will be hosting [event/program name], where students will [briefly describe what students will be doing].

This event is a great opportunity to see firsthand how our students are [briefly describe the broader impact—learning new skills, serving the community, exploring career pathways, leading projects, etc.]. We believe this event provides a meaningful example of the work happening in today’s schools and the positive impact it has on students.

Event Details

• What: [Event or program]
• When: [Date and time]
• Where: [Location]
• Visual Opportunities: [Examples: students working in labs, competitions, performances, demonstrations, career fair, robotics, esports, art showcase, etc.]
• Interview Opportunities: Students, teachers, community partners, and school leadership will be available for interviews if you’re interested.

Whether you’d like to cover the event or simply stop by to learn more about the program, we’d be happy to welcome you. Please let me know if you plan to attend or if there’s any additional information I can provide beforehand.

If you’re unable to join us, I’d be happy to share photos, video, and a recap following the event.

Thank you for considering the invitation. I hope we’ll have the opportunity to show you the incredible things happening at [School Name].

Best,

[Your Name]
[Your Title], [School Name]
[Phone Number]
[Email Address]

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Advocacy Starts with Relationships

You don’t have to become a media expert overnight. Start by building relationships, sharing positive stories, and inviting others to experience the incredible work happening in your school. Over time, these small actions establish you as a trusted voice for students, educators, and public education.

The more consistently you engage with your community and local media, the more opportunities you’ll have to shape conversations about education before someone else gets to tell your story.