In a recent episode of Peachjar Extra Credit, Matthew Jennings was joined by Ryan Foran, Chief Communications Officer at Arcadia Unified School District, and Mikel Phi, Communications Manager at School District 27J, to discuss a challenge many schools face: creating content that truly resonates with your audience.

Breaking the Mold: From Mundane to Memorable

Ryan and Mikel agree that school communications too often end up being “overly formal or routine,” which leads to disengagement. “No matter how good your message is, if they’re not stopping and looking at it, it’s not getting through,” says Mikel Phi.

The solution? Bring creativity and authenticity into your messaging. Instead of defaulting to static flyers or dry announcements, schools can embrace storytelling and visual content that highlight the people and purpose behind the message. A short, well-shot video or a clever reel can be just as informative as a formal, static post—and far more likely to catch attention and gather engagement.

As Mikel puts it, today’s parents are “people who’ve lived so much of their lives on the internet,” and School PR has to evolve to meet them where they are.“There’s so much we’re competing for on their feeds,” Mikel adds, “but we just haven’t adjusted what School PR looks like to match that new digital economy.”

It doesn’t have to be high-budget or time-intensive. What matters is being bold enough to try something new—and trusting that creativity can be a powerful vehicle for important content.

5 Ways to Make School Content That Connects

1. Know Your Audience

Rather than trying to appeal to everyone, speak directly to the people you need to reach. Mikel shares a great example:“If you knew there was a guy named Gary who was 37 and wanted to be a bus driver, your ad would speak directly to Gary. We don’t need 100 applicants—we need the one right person.”

2. Be Strategic and Consistent

Develop a content calendar and stick to it. Regular, intentional content builds trust and keeps your audience coming back. “Content strategy is a long-term process,” Mikel explains. “Consistent effort lets you make better decisions over time using real data.”

3. Use Visuals That Stand Out

Using high-quality photos and videos can dramatically boost engagement—but that doesn’t mean everything has to be polished or serious. In fact, the most effective content is often the most unexpected. “The silly videos that I feel the most embarrassed about—that’s the stuff that actually gets the best engagement,” Matthew shared.

The key is to experiment and then pay attention to what works. 

4. Embrace Fun, Creative Content

Get creative! Mikel shared a creative approach where they transformed a graduation rates report into a mock press conference. “We had the superintendent act as the coach with camera flashes going off, making it fun and relatable while still delivering serious data.” This approach helped the community understand not just the numbers, but the story behind them.

Ryan adds that even platforms like TikTok can have serious long-term impact:
“At first, I thought, ‘What is this doing?’ But it really helps bring people in, so when you post the financial budget meeting from the Board of Education, there's actually an audience there.”

5. Track What Works—And Adjust

Measure your results, but go beyond the platform analytics. Ask: What worked? What didn’t? Why? Focus on your specific goals and tweak your strategy accordingly. Ryan also stresses the importance of engaging with others:
“The more you like and comment on other people’s posts, the more people will see your content.”

Final Thoughts

Changing your school’s communications doesn’t mean a complete overhaul—it means shifting your mindset to prioritize creativity, authenticity, and engagement. Ryan and Mikel remind us that taking risks, even small ones, is key. Being too cautious can hold you back from reaching your audience in meaningful ways. And remember, if something doesn’t work, it’s okay—you can always adjust and try again.

It might feel like a lot at first, but even small steps toward better storytelling and consistent content can make a real impact. By embracing these practical tips and using data to guide your efforts, your school can create content that informs, inspires, and truly connects with your community.