Turning Great Stories into Greater Visibility with Earned Media
Enrollment doesn't begin with an application; it begins with awareness.
Across Colorado, public schools are competing for students in an era of declining enrollment. Even exceptional schools can struggle to grow enrollment if prospective families simply don't know they exist.
The good news? Building visibility doesn't require a large marketing budget or a full-time public relations team.
According to Carrie Horn, founder of Bold Story Marketing, one of the most effective enrollment strategies is also one of the most accessible: earned media.
During a recent CONNECT Lunch + Learn, Horn shared practical, real-world strategies that any charter school can use to increase visibility, strengthen community trust, and ultimately reach more prospective families.
Why Visibility Matters
Most families don't enroll in schools they've never heard of, and many charter schools rely heavily on word-of-mouth referrals. While those recommendations remain one of the strongest drivers of enrollment, word-of-mouth alone can only travel so far.
"Visibility isn't just about marketing," Horn explained. "It's about creating opportunities for more families to discover who you are and what makes your school special."
That's where earned media comes in.
Unlike paid advertising, earned media is coverage your school receives because someone else believes your story is worth telling. It includes television news, local newspapers, community publications, podcasts, neighborhood newsletters, and online news outlets.
Because these stories come from trusted third parties, not the school itself, they often carry significantly more credibility than traditional advertising.
Every Charter School has Stories Worth Telling
One of the biggest misconceptions about media coverage is that schools need a groundbreaking announcement to earn attention.
In reality, local media outlets are looking for stories about people making a difference in their communities, and every charter school has those stories.
Consider what's already happening inside your building:
- A student overcoming significant challenges.
- An innovative STEM, arts, or career pathway program.
- Students giving back through community service.
- Alumni succeeding in college, careers, or military service.
- Teachers are using creative approaches to engage learners.
- Partnerships with local businesses or nonprofits.
- Families whose lives have been transformed after finding the right educational fit.
As Horn emphasized, the goal isn't simply to promote your school. It's to tell authentic stories that matter to your community.
When your school becomes the setting for a compelling human story, media outlets are much more likely to take notice.
Think Like a Reporter
One of Horn's biggest pieces of advice is to think less like a marketer and more like a newsroom. The best media pitches don't simply answer, “What happened?”
They answer, “Why should anyone care today?”
Connecting your story to a current event, seasonal milestone, or national observance immediately makes it more relevant.
Consider opportunities such as:
- Back-to-school season
- School Choice Week
- National STEM Day
- Career and Technical Education Month
- Graduation season
- Teacher Appreciation Week
- Student competitions
- Community volunteer projects
- Holiday giving initiatives
Rather than pitching: “Our robotics club is doing great things.”
Try: “As National STEM Day approaches, local students are designing robots to solve real-world community challenges.”
The story hasn't changed. The context has.
Your Next Story is Probably Already Happening
One of the most encouraging takeaways from Horn's presentation was that schools don't need to manufacture news. They simply need to recognize it. Media-worthy stories happen every day.
Maybe it's:
- A fifth grader who started a community garden
- A graduate returning to mentor younger students
- A teacher using artificial intelligence to personalize instruction
- Students partnering with a local business
- A school counselor creating new mental health supports
- Students preparing for a national competition
These aren't advertisements; they're community stories. And those are exactly the stories local media outlets want to tell.
A Simple Formula for Pitching Your Story
Not sure where to begin?
Horn recommends keeping your pitch focused and answering five simple questions.
- Start with a strong hook. Why should someone care today?
- Make it human. Who is impacted?
- Explain why now. Is there a timely event or seasonal connection?
- Think visually. Would a photographer or TV camera capture something interesting?
- Keep it local. Why does this matter to your community?
The easier you make it for a reporter to understand the story, the more likely they'll be to cover it. While not every charter school will hire a public relations firm, every school can apply the same principle: develop clear messaging, identify meaningful stories, and share them consistently.
Visibility is a Long-Term Investment
The schools with the strongest public presence don't appear in the news once. They show up consistently. They celebrate student success. They highlight partnerships. They share meaningful moments. Over time, that consistency builds familiarity. Familiarity builds trust. And trust influences enrollment decisions.
As you prepare for a new school year, gather your leadership or communications team and ask one simple question:
If a reporter walked through our doors tomorrow, what story would we want them to tell?
Then identify one upcoming event, student achievement, classroom innovation, or community partnership that could become your next earned media opportunity.
But remember: visibility isn't built through one big campaign. It's built by consistently telling the stories that make your school unique. By sharing them intentionally through earned media, charter schools can build trust, strengthen community connections, and ensure more families have the opportunity to discover the educational experiences that make them unique.
Carrie Horn, Founder and Principal of Bold Story Marketing, is a public relations, strategic marketing, and events expert with over twenty years of industry experience, including public charter schools. Learn more from professionals like her by joining our CONNECT cohort today!
