The Evolution of Storytelling in K-12 PR

“Headlines, in a way, are what mislead you because bad news is a headline, and gradual improvement is not.” -Bill Gates

Recently, I’ve been doing quite a bit of traveling now that I’m a full-time school strategic communications consultant. This March, I was able to attend CalSPRA’s annual conference to get inspired, learn more about trends in school public relations in 2023 and network with some amazing educators and leaders in the K-12 space. I’ve also been working with schools across the country to provide K-12 Customer Service Trainings and leadership development retreats. 

Throughout all my travels, I’ve observed some interesting changes in the way we use storytelling to shape public opinion in K-12. I want to share what I've seen and learned to give you a benchmark by which you can gauge your school's PR health. 

Keep reading to find out how you can take back control of the narrative in your district in order to form collaborative relationships with parents and stakeholders that benefit your students and your schools. 

The Value of Storytelling in K-12

Traditionally, districts haven’t done a great job of driving the narrative in their communities. Because we’ve generally been silent, or quiet at best, about larger education issues, outside forces have taken advantage of the void and established an overwhelmingly negative narrative. And no event has displayed the power of the media to highlight negativity more than the 2020 pandemic. 

Schools were lambasted for poor preparation in response to lockdowns. Teachers were thrust into the spotlight as they navigated virtual schooling and all of the challenges of lecturing to blank computer screens. Communities began to question whether schools were using covid relief packages to benefit students or to pad their wallets. In essence, public education was under full attack. 

There were and are so many outside influences driving people’s perception of public education; we learned the hard way that once the narrative has been formed, it’s difficult—but not impossible—to change it. 

The positive interactions that take place between staff and students on a small scale throughout the day that aren’t “newsworthy” tend to get lost in the feed—unless we make a notable effort to highlight them, tell a compelling story and broadcast that story in all the right places. 

Now, more than ever, it’s time that we multiply the small-scale interactions and make them count for the good news that they are. After all, it’s the little interactions that make up the whole experience. And now it’s everyone’s job to tell the stories!

Taking Back the Narrative in K-12

Traveling to various conferences has helped me see how districts all over the country are working hard to craft their messages and tell their story so they can be in charge of the narrative once again. 

Everyone is waking up to the value of storytelling post-covid. We’ve realized the power of good customer service to build collaborative relationships with parents and stakeholders. Districts across the country are highlighting not only the successes but the massive academic and social-emotional achievements that students and staff are experiencing. 

Why is it so important to spread the good news? We have to show the community and taxpayers that their money is being used wisely to support students and improve outcomes. Their perception of the district’s effectiveness influences how they vote in their next bond elections. And the results of those elections may determine your district’s continued effectiveness over the next 5-10 years.

Understanding your Audience

When taking back the narrative, you have to consider not only the message you want to disseminate but also the preferences and habits of the audience you aim to reach. 

People are consuming their information in quick bits, so clear, concise communication is indispensable. On top of that, parents are getting younger and younger in the school system every year. School districts are having to reframe and rethink how they deliver information to parents. 

This new generation of parents expects information to be delivered to them as they prefer not to seek it out. Hence, the information that used to go out in a newsletter needs to go out on social media in quick form so parents get the facts they need in the format they prefer.  

One positive byproduct of the pandemic is that K-12 communications teams have wider access to free resources like Lisa Losasso Jackson’s  School District Marketing Academy to help them master marketing strategies and reach more parents to build partnerships daily.   

The good news is, because of these resources and because of free agents like myself who are available to travel and fill the need for proper customer service training and K-12 communications support, districts are beginning to tell their stories well and tell them in a way that is being picked up and circulated widely. They’re telling the small-scale victories and the positive interactions that make a difference in kids’ lives, and the truth is always a much better story than the media can spin. 

Conclusion

My final observation during my travels is this: every employee—from administrators to cafeteria workers—values their role in the K-12 system and knows how important it is to student success. 

I was recently invited to conduct a customer service training in Belton ISD where I was inspired by the stories of two crossing guards who came to two separate training sessions. They each told me that they know how much their smile makes a difference for kids in the mornings as they begin their day. That small interaction sets the tone and shapes the way kids and their parents feel about the school’s dedication not only to their safety but to their well-being and emotional health as well. 

Shout out to these two crossing guards who really love their jobs. In a post-covid world, personal interactions are precious. I’m pleased to say that I’ve observed more staff members display infectious passion like this for public education and its impact on our children's futures than ever before.

If you want to celebrate the positive in your school and take back control of the narrative for good, send me an email at veronica@veronicavsopher.com to talk about my in-person customer service training, leadership retreats and K-12 Communications Services.