PR, Communications, and Marketing walk into a school…

By Marci Orr – Public Ed School Comms | Public School Advocate | Former School Board Member | Accredited in Public Relations

• PR, Communications, and Marketing walk into a school…
• PR invites the local newspaper to cover the district’s big win at the ballot box, shares a student success story, and turns a regular school day into front-page news.
• Communications updates the website, sends out a clear message about the snow day plan, and makes sure every staff member knows how to answer, “When’s graduation?”

Marketing launches a campaign to advertise kindergarten registration, highlights career pathways at the high school, and uses social media to recruit staff members.

Same district. Different areas. All connected.

Let’s break it down:

• Public Relations (PR): Builds relationships and trust. PR shapes how your school or district is seen by the community, media, and key partners. It’s about reputation.
• Communications: Keeps everyone informed. Whether it’s families, staff, or the public, communications makes sure messages are timely, clear, and consistent.
• Marketing: Drives interest and engagement. Marketing highlights what makes your district great—and encourages people to be part of it, whether that’s registration, attending events, or getting involved.

So, next time someone asks who does what — oh wait, a one-person shop likely does all this…😀😬

• PR wants people to feel good about your school district.
• Comms wants people to understand your school district.
• Marketing wants people to take action in your school district.

There is strategic advisement in all this. Bring your school PR/comms/marketing person to the table. From the start.