With the back-to-school season right around the corner, school districts have a golden opportunity to connect with their communities in meaningful ways. As families prepare for the upcoming year, thoughtful communications can do more than deliver updates; they can inspire, reassure, motivate, and build trust.
Pre-strategizing your messaging priorities and themes now can markedly help set the tone for the year ahead. It’s a chance to communicate why and/or how: your district plans to help learners succeed; it’s going to evolve; and prepare students for what lies ahead – in post-secondary education or trade schools, careers, and our changing, technologically advanced world.
This is a time to frame the narrative and share your vision for the year before disseminating the exciting classes, job exploration opportunities, and student results and impact they produce throughout the year.
Below are six proven strategies crafted by our leading education PR agency that can elevate your back-to-school PR program. Each is designed to build connection, drive engagement, and leave a lasting impression.
1. Showcase School Innovation & Modernization
One of the strongest story angles in late August and early September is what’s new in education. Highlight investments in your school community that demonstrate relevance and progress. These could include modernizing your library with career exploration modules or an AI center, upgrading classroom furniture and learning spaces to ensure deeper collaboration, or expanding mental health resources for students and families.
Frame these updates as “What’s New in Our Schools” and pitch stories to local, regional, and national media outlets. It’s ideal content for education and community news outlets looking for visual, upbeat stories during the back-to-school season. These programs and improvements help reinforce your district’s focus on student growth, well-being, and future readiness, all benefits that are worthy of media coverage and storytelling.
2. Position Your Superintendent as a Thought Leader
Education is more than policy; it’s about leadership. And during back-to-school season, superintendents are among the most sought-after voices in local news. Whether the topic is classroom technology, youth mental health, or evolving cellphone policies, your superintendent’s perspective is valuable.
Offer expert commentary or submit an op-ed addressing these and other timely topics. If you haven’t already, consider launching a formal thought leadership program, especially with support from an agency that specializes in education PR. Rosica Communications, for instance, helps school leaders develop a consistent voice and maximize reach using its Thought Leadership Measurement™.
Heightening visibility helps frame your district as forward-thinking and gives parents and industry partners an education environment they can truly advocate for and support.
3. Create & Execute “Mediagenic” Events
Engage the public and school community through media events that are visually compelling. If you are expanding or renovating one of your buildings, create a media event with young kids wearing hard hats and holding shovels “breaking ground” to secure coverage and create messaging for your spokesperson regarding the importance of the development. A student-led welcome ceremony and school press tour may also appeal to media, highlighting what’s new and the evolution of your schools. These “mediagenic” events are ideal for media coverage only when you offer great visuals and make clear the importance of interview opportunities.
For example, Baldwin Union Free School District hosted a standout event that brought student creativity and financial literacy to life. At Brookside Elementary School, second graders launched a business pitch inspired by the popular TV show Shark Tank.
The students presented their lemonade stand concept to a panel of “Sharks” including the district superintendent and school principal. Their presentation included marketing materials, a slide deck, and even a commercial, all produced by the students using Canva. The initiative not only taught business and marketing skills but also supported Alex’s Lemonade Stand, a national charity.
This kind of media-focused event is ideal for (positive) education storytelling. With strong photo opportunities, powerful messaging, and a student-driven narrative, it offers content that reporters are more likely to cover. To increase turnout, make sure to send a media advisory in advance. Include what visuals will be available: e.g., student performances and tech demonstrations, and suggest interview times for kids and an administrator. A PR agency specializing in education can help you plan your event and maximize coverage.
4. Proactively Address Parent FAQs
Every new school year comes with questions. What’s the rationale for the change in school start time? What changes have been made in the transportation schedule? How do I access or customize my child’s lunch and snack menus?
Meet those questions with clarity. Develop a “Back-to-School Toolkit” for caregivers that includes FAQs, schedules, transportation info, and more. Share it on your website, e-newsletters, and social media.
To boost engagement, create short videos or Instagram Reels where principals or student leaders share these updates. This builds familiarity and makes your district’s communications more appealing and consumable, especially for new families navigating your system for the first time.
5. Start or Revive a Student Ambassador Program
Students are some of your school’s best storytellers. A student ambassador program empowers them to share their experiences and showcase school life from their unique perspectives.
Let them create video content, contribute to your social media channels, or write a blog series. A monthly TikTok roundup or digital newsletter led by students can spotlight events, peer achievements, and classroom highlights.
Not only does this make your district’s messaging more authentic, but it also boosts student pride and community engagement – something that’s attractive to both students and parents alike.
6. Celebrate Teacher Excellence
Back-to-school is the perfect time to recognize your educators. Share “Meet the Teacher” spotlights on social media or launch a surprise appreciation campaign during the first week of school.
Introduce new staff through short videos or bios and let returning teachers share why they love their jobs. Encourage students to comment or submit notes about teachers who’ve made a difference in their lives.
These small moments of recognition can drive big engagement and show that your district values the people who serve at the heart of education.
Conclusion
Back-to-school communications aren’t just about announcements; they’re about proactive communication and connection. This is your chance to build relationships that last by being transparent, consistent, and perpetually infusing the human element into your messaging.
By highlighting your strengths, celebrating your staff and students, and making it easy for families to stay informed, you lay the groundwork for trust. That trust is what supports enrollment, builds community advocacy, and reinforces your district’s leadership in public education.
About Rosica Communications
Rosica Communications is a national PR, thought leadership, and crisis communications agency with deep expertise in K-12 and higher education. We partner with superintendents, school boards, and key personnel to develop communications programs that elevate visibility, strengthen stakeholder trust, and support enrollment and funding goals.
Learn more about Rosica and schedule a call with CEO and President, Chris Rosica: https://calendly.com/rosica/30min.