3 Qualities to Look for in an Education PR Agency
The role of public relations (PR) has never been more crucial in the education space. Edtech companies are working to innovate and make learning more accessible in an increasingly volatile market. Meanwhile, schools are forced to adapt to constant legislative and funding challenges, as well as ongoing public health crises. In short, academic institutions and the companies who support them need a proactive approach to PR now more than ever.
The right PR agency can help education companies navigate the complex world of media relations, brand strategy, and online marketing. This partnership drives results by placing an academic brand in front of the audiences that matter most—and sharing messages that resonate with them.
In this blog post, we'll cover three key factors you should consider when choosing an education PR agency.
1. Transparency: They Set Realistic Expectations for Your Results
Transparency is essential to a strong agency-client relationship. A high-quality education PR firm should be upfront about what you can realistically expect in the short, mid-range, and long term. While PR is a powerful tool for shaping public perception and brand storytelling, it's not a magic wand that delivers instant results.
In the short term, you can expect more media coverage and quick wins. Mid-term gains include reputation management and crisis communications preparedness. Over the long term, a well-executed PR strategy can solidify your institution's standing in the educational sector and establish a strong connection with your target audience.
Look for a PR agency that sets clear, achievable goals and provides regular (and meaningful) updates on progress.
2. Expertise: They Explain PR Strategy vs. PR Tactics
PR agencies offer tactics like press releases, media pitches, and social media management pretty much across the board. While these tactics have their place, what you actually need is a comprehensive PR strategy that encompasses the unique needs of education clients. A results-driven education PR agency will go beyond the surface-level tactics and instead look at the bigger picture.
A PR strategy involves understanding your institution or company goals, identifying key messages, and crafting a long-term plan to achieve them. It considers not only the content but also the timing, audience, and channels for maximum impact.
Your PR agency should be your strategic partner, working hand-in-hand with you to build and execute a plan that delivers sustainable results.
3. Agility: They Include Social Media for Education PR
In the digital age, social media is inseparable from traditional PR. It's where conversations happen, trends emerge, and public perception is shaped. A top-notch education PR agency should have a deep understanding of how to leverage social media effectively to promote your academic institution or edtech company.
From engaging with your audience on platforms like Instagram, YouTube, and LinkedIn to crafting compelling content that resonates with your target audience, social media plays a pivotal role in building your brand and reputation.
Your PR agency should be agile, adapting to the rapidly changing social media landscape, and staying ahead of trends to keep your institution in the spotlight.
PR Is Essential for Education Companies
PR is not just a luxury for education companies; it's a necessity. In an increasingly competitive market, PR can be the differentiating factor that sets you apart from the rest. By choosing a PR agency that offers transparency, expertise in PR strategy, and agility in perspective and execution, you can position your institution for long-term success.
Are you ready to take your education institution to the next level? Contact us today using this form or by email to discuss how our PR agency can help to shape and drive your narrative forward.
