Marketing and Communications Leads Network- Session 3

We are delighted to invite you to our Marketing and Communications PLLC. This session will provide a valuable opportunity to collaborate, co-design strategic tools and explore ways to strengthen Marketing practices across schools and Multi-Academy Trusts.

Session Overview

This session, led by guest speaker Mary Hampshire, will explore how schools can strengthen their relationships with the media and enhance their approach to both positive and negative communications. Participants will gain insight into how to proactively share good news stories, manage reputation, and navigate communication challenges during times of crisis. The session will combine strategic guidance and practical tools that can be implemented by school leaders and communication teams.

Learning Objectives

By the end of the session, participants will be able to:

1.       Understand how the media shapes a school’s public image and how to use positive, transparent communication effectively.

2.       Recognise and apply key principles of both positive, routine communication and crisis communications, including preparation, messaging, and response management.

3.       Develop confidence in responding professionally to media enquiries and maintaining trust with stakeholders during both every day and high‑pressure situations.

Session Outcomes

Participants will leave with:

• A clear framework for building and maintaining strong media relationships that support the school’s strategic goals.

• Practical strategies for promoting positive stories and maximising media engagement.

• A structured approach to managing negative communications and crisis scenarios, including template messaging and escalation steps.

• Improved capability to handle challenging or unexpected media attention with confidence and clarity.

Actionable next steps to strengthen their school or trust’s communication strategy.