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PR is either proactive or reactive. Proactive PR helps your educational institution lead the narrative, whereas reactive PR puts you in a situation where you’re always trying to catch up with an existing narrative.
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The benefits of proactive PR
Proactive PR is about context and anticipating the future. It requires a clear understanding of your target audiences, how and where they get their news and information. Once you understand this, you can anticipate the timing and types of content you need to get more media attention.
Timing is everything
The media understands that students and parents pay more attention to news about education when they seek trusted information to make decisions. Providing enough quality, illustrated information in creative, convenient, and original ways can help you get more media attention at these times. Lookatmedia™ is an out-of-the-box media centre solution designed to help you create, illustrate and schedule media-friendly content, so it's easily accessible to journalists, media representatives and influencers when and how it is needed.
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Latest news
Rather than wait for your educational institution to be in the news, make it happen. Lookatmedia™ makes it simple to create compelling illustrated newsworthy content that gets the media's attention. It features workflows that enable journalists to create their own discoveries, news and backstories that make a more three-dimensional view of your institution, its mission, its values and what it means to students and parents.
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Calendar of events
You want to increase the exposure of events like open days through the media; however, there are other events you wish to promote. Lookatmedia™ contains an event section that allows the media to search for content and activities within a selected date range. It enables you to plan and publish content well in advance, making it easier for journalists to find content that meets their demands. It allows you to build exposure around community events and other activities that demonstrate the broader value you have to society.
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Human interest content
The media is seeking human interest stories 12 months a year. This type of media exposure doesn't fit with the traditional PR cycle for educational institutions. It's an opportunity to build a positive profile of your school or college all year round. It has a lifespan that lasts longer than the latest news cycle and can work well for local and international media. Lookatmedia™ delivers workflows that incentivise your PR team to create, illustrate and publish more of this type of content. Create stories about the good works of your people, what your students have achieved, and every other 'human' aspect of your institution. Build a PR personality that demonstrates that the good you've done can be measured in more than academic achievements.
A ‘must see’ destination
Standing out in a crowded, competitive market requires more than just good marketing. It requires more and better-quality exposure through trusted sources like the media. Lookatmedia™ was designed to make it simple for you to create a media centre full of content and resources that journalists love coming back to again and again. It's designed to attract much more than just news coverage. Yes, you will use it to create and publish Media Releases and news, but you will also create content that adds depth and substance to your story. You can express your mission implicitly through compelling storytelling. It's how you build your brand equity and trust for the long term. It's how you transform your PR strategy from reactive to proactive.
