The world of training strikes quick. Insurance policies change, examination outcomes spark nationwide debates, and a single authorities announcement can shake up college dynamics.
When you’re working with an education-focused model – whether or not it’s an edtech firm, a tutoring service like TLC LIVE, or a college management physique – it’s essential to be a part of that dialog. However how?
The most effective methods to achieve credibility, attain decision-makers, and showcase experience is by working with prime training publications. Get it proper, and also you’ll generate significant protection that places your model in entrance of academics, college leaders, dad and mom, and policymakers. Get it fallacious, and your pitch will land firmly within the ‘deleted’ folder of a journalist’s inbox.
So, let’s speak about learn how to work with training media the appropriate manner.
High training magazines you must know
Some publications are staples. When you’re not already aware of them, it’s time to alter that.
1. TES (Times Educational Supplement)
Who reads it? Lecturers, senior management groups, and policymakers.
Why it issues: TES is the training publication everybody is aware of. It’s influential, credible, and covers all the pieces from authorities insurance policies to classroom methods and professional opinion.
The way to work with them: TES loves sharp, insightful takes on huge training shifts – like curriculum modifications or examination outcomes.
2. Schools Week
Who reads it? College leaders, policymakers, and educators.
Why it issues: That is the go-to training newspaper for in-depth evaluation of presidency insurance policies, funding points, and faculty management challenges. It’s learn by the folks making choices about colleges at each institutional and governmental ranges.
The way to work with them: Colleges Week loves unique information, professional opinion, and investigative items. In case your model has a powerful opinion about, say, the future of the National Tutoring Programme (NTP), it is a excellent place to pitch it.
3. FE Week
Who reads it? Additional training leaders, policymakers, and vocational trainers.
Why it issues: Schooling doesn’t cease at secondary college, and FE Week is the principle voice advocating for schools, apprenticeships, and vocational coaching.
The way to work with them: When you have perception into expertise gaps, apprenticeship reforms, or employer engagement in training, that is the place for it.
PR ways to get seen in training media
So, now that you recognize the place to pitch, how do you really get protection?
1. Keep forward of the information
Whether or not it’s authorities coverage modifications, new instructing strategies, or examination updates, staying forward of the information cycle is essential.
Tip: Arrange Google Alerts for key training phrases and comply with reporters on X or BlueSky.
2. Editorial calendars are your pal
Most prime training publications have ahead options – a calendar of subjects they’ll be protecting within the coming months. If you recognize Schooling As we speak is operating a particular on on-line tutoring subsequent quarter, that’s your cue to pitch a related story.
Tip: Preserve a rolling database of editorial calendars and key contacts for every publication.
3. Preserve it topical and well timed
Basic pitches get ignored. So, be certain your pitch is particular and related to present conversations in training.
See a possibility? Act quick.
For instance, when Ofsted introduced the trial of a brand new colour-coded inspection mannequin for colleges in England, we reached out to journalists providing professional commentary from TLC LIVE’s Ryan Lockett, who might discuss how the brand new system may affect dad and mom. The end result? Significant media protection in Yahoo Life: What Ofsted’s new school report system means for parents.
Tip: If pitching as an professional, be certain your spokesperson has the appropriate credentials. Educators or coverage specialists can have a greater probability of being quoted, particularly in the important thing nationwide and shopper titles.
4. Know who to pitch to
Not all training journalists cowl the identical beats. Some deal with early years, others on funding. Some write options, others cowl breaking information. Get aware of who covers what.
Tip: Referencing a journalist’s latest work in your pitch helps. As an alternative of the standard “Hello, I’ve a narrative for you,” strive “Hello, I actually loved your latest piece on training funding challenges – thought this professional perception could be helpful for a follow-up.”
5. Be reactive (and quick)
Whether or not it’s the affect of Labour’s Autumn Budget on private school fees or the newest homeschooling invoice, timing is all the pieces. So, when a giant training story breaks, it’s essential to be among the many first to pitch.
Tip: The place you’ll be able to, draft pre-approved commentary along with your professional so you’ll be able to ship it out as quickly because the information breaks.
6. Construct relationships with journalists
Journalists are bombarded with pitches every single day. The extra you determine your self as a trusted supply, the higher your possibilities of securing protection.
Tip: Don’t make your relationship with journalists all about pitching. Share their articles, touch upon posts, and supply helpful insights too.
7. Don’t underestimate calendar hooks
Journalists plan protection round key dates: examination outcomes day, report releases, and training coverage bulletins. When you can supply well timed insights, you’ll be extra prone to land protection.
Tip: Look forward at key training dates and plan your PR round them.
8. Exclusives, exclusives, exclusives
Journalists need recent, unique content material that their rivals don’t have. So give them an attractive narrative backed by never-before-seen information with a private case examine. Then supply it to your prime media goal as an unique.
Tip: DON’T be that one that pitches ‘exclusives’ to a number of titles. Everybody is aware of everybody, and you would end up in an embarrassing scenario.
9. Showcase your case research
Tales that includes real folks (college students, academics, dad and mom) speaking about how your product impacts their lives resonate extra strongly than CEO profiles.
Which may appear unfair – you’re doing all of the work pitching these journalists, so shouldn’t your CEO get the headline? However do not forget that case research are probably the most constructive type of PR you may get.
Tip: Make it straightforward for journalists by giving clear, compelling quotes and real-world information out of your case research. Embrace high-quality photographs or movies the place doable to convey the story to life and improve the possibilities of protection.
10. Share clear, credible information
What number of instances do you learn one thing in a good publication the place they point out an organization you’ve by no means heard of with a bizarre title and analysis based mostly on a very small pattern? By no means. As a result of the readers won’t ever have heard of them.
A small pattern dimension can’t be consultant of the full inhabitants, and the outcomes simply wouldn’t be statistically important. So most media shops would flip the story away.
Tip: Have a pattern dimension of no less than 1000. Nationwide training editors, specifically, wish to hear about fascinating analysis that’s executed along with giant respected analysis companies reminiscent of IFS, CEBR, YouGov, and so on.
They usually don’t need difficult information and in-depth tales. So, hold ideas easy and accessible.
11. Preserve it quick and candy
Nationwide training editors are busy and can not often ship detailed emails. As an alternative, they’ll both choose up the telephone and have a chat like the great outdated days or ship a line saying what they need.
Tip: Don’t ship paragraphs upon paragraphs of background info in your firm. As an alternative, ship one thing quick, sharp and clear.
12. Don’t ignore the trades
It’s vital to do not forget that the nationals get lots of their tales from the trades, so having a commerce press presence can help your nationwide media protection agenda.
Whereas the nationwide media could be prime of your goal record, do not forget that the training commerce media performs an vital position too. Specialists and journalists who know their stuff are tuning in. So you may get extra complicated with the media angles that you simply take to them.
Tip: Increase your B2B SEO strategy by moving into commerce media. They’re often extra open to press releases and firm bulletins, and usually tend to link to your website.
(Try extra pitching tips and advice from our Head of Media Relations, Katie Chodosh.)
Ultimate ideas
Education PR isn’t nearly shouting into the void and hoping somebody listens. It’s about providing actual worth – whether or not that’s professional commentary, data-driven insights, or thought management that provokes dialogue.
Once you’ve despatched over your pitch, NEVER make calls for or ask to test the copy earlier than it goes dwell – that’s simply not how journalists within the UK work.
And all the time keep responsive. When you can’t make an interview, in case your schedule has modified or if the story you’re pitching is now not related, then have an sincere dialog with them, hold them within the loop. They’ll respect you for it.
Work sensible, and also you gained’t simply get protection – you’ll form the conversations.
We may help along with your Schooling PR technique. Get in touch.
Written by Jasmin Martin, Senior Media Relations Govt at Definition
Up to date by Isabelle Ellerington-Holden, Communications Govt on 02/04/2025
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