- Media love to scrutinize schools: Communicating on behalf of a school is a high-pressure, high-stress job. Journalists contact schools and districts frequently and offer no end of troubling story angles that cast doubt and negativity on the performance of educational institutions.
- Education is under attack: With fire coming from all sides — taxpayers, business groups, education activists — a strategy to communicate positive news and success stories about students and staff has never been more important.
- School PR has changed: There are simply many more audiences to engage. In addition to families and teachers, schools now need strategies to build positive relationships with business leaders, policymakers and the media.
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In 2020, as concerns about the COVID-19 pandemic rippled worldwide, youth audiences turned to digital campfire platforms.