If you've ever found yourself responding to a media request in the midst of a busy school day, you know how quickly your role can shift from communicator to crisis manager. But what if media relations could be more than just reactive—what if it was part of a proactive, long-term strategy that helps you shape stories, build trust, and serve your community?

That’s exactly what veteran school communications leader and Executive Director of NCSPRA, Ellen Boyd, outlines in a recent episode of Peachjar Extra Credit. With decades of experience in school PR and a background in TV news, Ellen breaks down what effective media relations truly look like and how to do them well.

“If you're not telling your story, someone else will—and they may not get it right.”

—Ellen Boyd

This reminder from Ellen strikes at the heart of what makes media relations so crucial in school communications. Whether you're responding to a routine request, managing a crisis, or pitching a positive story, being proactive and prepared can make all the difference.

Building Relationships Before the Crisis

“Relationships with reporters shouldn't start with a crisis—you should already know each other.”—Ellen Boyd

Building a rapport with local journalists is essential. By taking the time to connect with reporters, understand their needs, and position yourself as a trusted source, you can transform your district from just another name on a list into a go-to resource.

This doesn’t mean saying yes to everything or revealing sensitive information prematurely. It means being responsive, transparent, and helpful—Ellen reminds school communications professionals, “It’s okay to say ‘I don’t know, but I’ll find out’ — the key is follow-through.”

Helping the Media Get It Right

Reporters are experts in their field, but they don’t always understand the intricacies of education, policy, or school operations—and they don’t need to. Ellen emphasizes that part of the job as a school communications professional is to help journalists accurately tell their district’s story.

“It’s our job to help the media get it right — they’re not the experts on schools, we are.”—Ellen Boyd 

By providing clear, concise quotes, background information, and visuals, you ensure that reporters can tell your story accurately and compellingly.

Thinking Like a Journalist

Want better coverage? Start by thinking like a journalist.

“Don’t just pitch events; pitch the people and the impact behind them.”—Ellen Boyd

Ellen urges school PR professionals to go beyond traditional press releases and look for the emotional hook that resonates with the audience. The angle of the story, its human impact, and the people affected are often what make a story compelling.

Your Media Relations Checklist

Here are some key takeaways to strengthen your media strategy:
✅ Respond quickly and truthfully. Even if you're still gathering information, let reporters know you're on it.

✅ Be proactive, not reactive. Reach out with stories before the media comes to you. 

• "Make it easy for reporters—send quotes, photos, context—they’ll come back to you again and again."—Ellen Boyd

✅ Build relationships early. Stay connected with reporters even when there isn’t a crisis.

✅ Offer Full Support: Give reporters everything they need — quotes, photos, background.

✅ Always Follow Through: If you say you’ll provide something, deliver on that promise.

✅ Frame your stories effectively. Focus on the human impact of your school’s initiatives—focus on the people, outcomes, and emotion.

Final Thoughts on Media Relations for Schools

Strong media relationships aren’t just a “nice-to-have”—they’re essential for telling your district’s story with clarity, accuracy, and heart. 

By cultivating relationships and creating a media relations strategy, school districts can strengthen their connection with the community, showcase their successes, and effectively manage crises when they arise. Want to hear more? Watch the full video now.