My Six Job Title Predictions for School PR [Updated May 2017]

The landscape of public education is changing. New job titles in the field of School Public Relations are popping up every day.  With changing technology and the increased competition from charter and private schools, I predict School PR to be very different in the next five years.

How will your district prepare for the changing landscape of School PR? 

In this article I will give my thoughts building your School PR team for the 21st Century.

Here are my six job title predictions for School PR in the year 2020:

1. Chief Marketing Officer

I tweeted this thought from Sergio Zyman, former CMO of Coca-Cola, that marketing is not an expense, but should be viewed as an investment.  That thought can be very hard for many people, including board trustees, but it is now a reality for school districts across the country. 

 "...marketing is not an expense, but should be viewed as an investment"

In the past five years my district has seen over 15 charters, Montessori or private schools built inside the boundaries of our district.  Coke and Pepsi had their “Cola Wars”, we are now in the middle of the “School Wars”.  And just like those corporations, you need marketing to stand out from the crowd.  Marketing is vital for public school districts to take part in. Get ahead of the curve now.

2. Data Scientist/Futurist

In God we trust; all others must bring data. That is a very powerful quote.  People want proof that something we are doing is going to make an impact.  We must use analytics and data to drive our decisions, and prove our campaigns are awesome.

We need to constantly look at the trends, and make our decisions based on those predictions and audience insights.  With increased focus on social media and digital marketing, the tools are out there to analyze data and make it work for your school district.  Most of us will need someone smarter than us to gather the data, analyze the data, and make predictions from the data.  Do you have your Data Scientist?

3. Content Manager

Content is king.  One of my first initiatives when I took my role in my district was to shift much of our focus to Content Marketing.  People don’t trust advertising like they use to.  They want content that will help them feel like confident parents making smart decisions about their children’s education. Providing them with that information or content is key to forming a trusting relationship.

"... a large school district will buy its local newspaper to produce and distribute content."

Don’t laugh, but it is my prediction that in the next five years we will see a large school district buy its local newspaper to produceand distribute content.  They will use the journalist and the newspaper’s traditional and digital distribution to provide the community and parents valuable information in a timely manner.

4. Digital Designer

Visual storytelling is a must this day and age.  You cannot post a story, highlight an event, or create a social media post without a picture.  All districts will need an expert to createvisually appealing, digital content that will resonate with their audience, as well as fit the criteria for all things social and digital media.

There is still a small place for traditional, hard copy advertisements and promotions, but digital will be king in the next five years. You need an expert in the field. You need a digital designer.

5. Mobile Webmaster

If your website is not already mobile responsive then you are in trouble.  More and more people are using their smartphone to find information and browse the web.  In next five years the percentage of people ditching their desktop is going to explode.  You need an expert that can make all of your online content and websites jive with smartphone technology.

It is even my prediction that in five years apps will be a thing of the past.  Essentially, your website will be your app.  If done right, a website will flow just like any app in the marketplace.  Find your mobile expert now before they are snatched up by Corporate America.

6. Community and Media Relations Coordinator

And yes, there will still be a need for all you APR’s out there.  Dealing with the media will never go away.  Stuff is going to happen.  However, it will not be the same media we work with today.  It will be fractured, and it will be very niche. 

You will also need someone who can work with the community and business partners.  With more and more school budgets being cut across the nation, we will need community support and corporate sponsorships more than ever.

**BONUS - 7. Video Producer

 

Video is king! If your district is not doing video, you better get on it. Engagement levels for video are through the roof. Most of the social media platforms are now embracing video and making it their top priority. This person should know video rules and techniques, but also needs to be well versed in Live Video.


Telling a story is key. You don't have to fancy equipment to get the job done. Tell an emotional story, and your audience will watch. Hire a storyteller first, and then a video expert.

What are you thoughts on the future of School Public Relations?  Leave me your thoughts in the comment section below.