Influencing Public Perception With Proactive Videos

Type: Article
Topics: Communications & Public Relations, School Administrator Magazine, Technology & AI

January 01, 2024


My children’s high school in the community where I served a four-year term on the school board has a lot going for it: a tradition of academic and extracurricular excellence, a committed corps of talented teachers and staff, and a vibrant, diverse student population.

Of course, the school has challenges too. Though positive qualities far outpace the negative, those strengths often are overlooked or overshadowed when problems arise. If a positive story falls in the forest of our daily, cacophonous distraction but nobody sees it happen, does it actually make a difference to a school’s or district’s reputation?

That’s why in our short-attention-span, clickbait media landscape, schools must be persistently proactive with bite-size good news. The key is creating and disseminating succinct photographic and video content that resonates on social media platforms such as Facebook and Instagram.

This Content is Exclusive to Members

AASA Member? Login to Access the Full Resource

Not a Member? Join Now | Learn More About Membership


Matt Baron


Inside Edge PR & Media, Oak Park, Ill.