Writing School News: Not “Just the Facts”

If you’re like most school communications officers, you likely have an unrelenting stream of news articles to write and post. In traditional journalism, the facts tell the story. But every school news article today is also marketing. Of course, the details of any story are important – but to create the greatest impact on your most important audiences, be sure to articulate how the facts support your school’s brand.

Whether it’s the announcement of a new building or academic program or recapping an athletic event or school play, consider ways to share how the news ties into a strength of your school.

As an example, imagine your school is opening an outdoor learning center. Perhaps the new center includes a vegetable garden, an outdoor classroom and an indoor lab with the latest technology – all powered by solar panels on the roof.

This is exciting news! But how you frame the story and “the facts” can significantly deepen their impact. When writing, consider how the event, or the news, works for the students and the community. In other words, a new outdoor learning center becomes a proof point supporting your school’s brand – leading to greater differentiation in the market.

• The vegetable garden may offer opportunities for science lessons, social studies connections and lessons in nutrition; meanwhile, the outdoor classroom would give students the health and developmental benefits of learning in the fresh air – all of which reinforce a “whole-child” approach to education.

• The lab and its cutting-edge technology could highlight your school’s commitment to active learning and innovation.

• The rooftop solar panels could offer science and engineering lessons in themselves, while also conveying a focus on sustainability.

• Finally, the center might serve as a landmark and gathering place for the entire school community to enjoy.

Of course, all of these examples might not fit in a single story, but it’s helpful to consider the array of brand attributes your school could convey within a seemingly straightforward article.

By anchoring such news stories in your brand, you communicate a cohesive and purposeful vision and strengthen your audience’s perceptions of the school.