From elevating youth voice to building trust with reporters, education journalists shared practical insights for strengthening how we communicate about K–12 education and build a stronger, more informed public narrative.
In partnership with the Public Relations Society of America Puget Sound Chapter, we hosted a panel conversation on May 27 with education reporters as they unpacked the stories and narratives that shape our schools and communities.
Education journalism often mirrors the most pressing issues in society, from youth mental health and enrollment shifts to school funding, equity efforts, workforce challenges, and the rise of AI and edtech. Panelists shared how they navigate reporting in a rapidly changing media landscape, what makes an education story stand out, and how they balance data, student voice, and community impact.
PRSA Puget Sound members and guests heard from reporters who went in-depth on their current reporting environments and best practices for outreach to their respective media outlets.
- Moderator: Amy Clark, Director, RALLY
- Neal Morton, Staff Writer, Hechinger Report
- Cheryl Murfin, Managing Editor, Seattle’s Child
- Ryan Nguyen, Engagement Reporter, Seattle Times’ Education Lab
How can communicators effectively support accurate, meaningful public understanding of K-12 education in Washington State? Here’s our top 10 key takeaways (in no specific order) for building a stronger public narrative around education:
- Many PR professionals have closer connections to classrooms than journalists, and can be a valuable resource for identifying new trends and story ideas.
- Summer is an opportunity for communicators because journalists are working on stories about the start of the school year. Communicators can share developments that will influence education and classroom environments. Ensure that sources are available during the summer months.
- There’s not enough youth voice in stories about education. A communicator who is connected to young people can be a valuable asset for reporters.
- Connect individual stories with a larger trend. For example, an issue highlighted at one school could be of interest if it’s a broader phenomenon impacting many other schools.
- EdTech communicators should offer broader context rather than pitching a single product. Give reporters a lay of the land. What’s happening in the industry more generally? Why does that matter? How will that affect students, educators and parents?
- Providing a list of experts is extremely helpful, including contacts outside your organization. If possible, include the best way and details for a reporter to reach each of those experts. It can be a valuable resource for a writer on deadline to not have to navigate public systems of bureaucracy!
- Provide a story angle that upends accepted wisdom or complicates the current narrative.
- Outlets publish op-eds and value voices and opinions. Positive stories about education are more difficult to source than negative ones and are often welcomed.
- Know each outlet’s audience and publication schedule and plan accordingly.
- Be an ally for communicating transparency – it pays to build long term relationships over short term gatekeeping tactics.