Education technology, as well as education itself, can be a challenging industry. Those who work in it or worked in it in the past can tell you about it. Understanding the education industry is probably the toughest thing to do.
Additionally, acquiring the attention of the press for a small business will be a daunting challenge for you if you don’t know how to go about it properly. Usually, small businesses and startups attempting to penetrate the education industry don’t have a significantly large budget to boast of.
In most instances, small-sized education businesses end up spending massive sums of money on ineffective and low-return marketing strategies. There is a plethora of education services and products available in the market. You simply have to choose the right ones to increase visibility. Those who worked in the education industry as a teacher and even outside the classroom at different education startups learned a lot. They know various things because they’ve seen them from different perspectives, whether inside or outside the classroom.
If you’ve been fighting to get visibility in the right locations, then you should consider following the guidelines you’ll find below. They can help you to grow, especially when you’re a small fish in a large pond.
- Release guest posts: While it may sound a bit old-school, guest posting on other education sites can offer numerous benefits to your business. By sharing your experience and expertise with various audiences, you can start establishing yourself as a specialist or thought-leader within the market you cater to. You can also build ongoing relationships while creating brand awareness. Just remember to prioritize value addition before you consider reaching out to other blog owners. You must attempt to build a mutually beneficial relationship while ensuring that your reach is personal. Avoid sending multiple requests from an email carrier because it will make you look unprofessional. Recipients may even think that you aren’t anything but a spammer.
- Education influencers: You should consider working with an education influencer and teachers having their own blog pages. You can also rely on someone with a noteworthy social media presence. It’s an excellent tactic that can boost your company’s awareness significantly. According to market researchers, influencer marketing will continue to become popular because it can support marketers in achieving a wide variety of marketing goals, apart from generating leads.
- Story-sharing on social media: Just a little bit of storytelling can offer you a lot, especially when you do it on social media platforms. It isn’t going to be too challenging for you to create videos and tell stories, especially today. A crucial component of communicating your brand’s message is to ensure that you become accustomed to your audience, establish emotionally charged connections with them, and share stories that will tickle their emotions. Just put yourself in the shoes of a buyer for a moment, and you’ll realize what they want. Also, you should have a powerful content marketing tactic up your sleeve as it can differentiate you from the never-ending ocean of products and services available in this industry.
- Find journalists and writers: It can be a bit difficult to reach out to journalists without professional support, but it isn’t unachievable, either. Just make sure you do your homework. A few publications have contributors and staff writers. You must take your time to ascertain the difference between the two. Otherwise, you’ll end up wasting precious time. Contributors at most of the publications can pen down their opinions and ideas with editor oversight. In most instances, staff writers have various assignments and goals. Being selective is mandatory when it comes to media outreach. If you want the media relations campaign to work, you have to direct your focus on reaching out to writers and reporters at education outlets with a vested interest in presenting your story before their audience.
- You have to prove it: Indeed, you have to prove to the world that you can make a difference. Fortunately, in your case, the “world” is relatively smaller. Research that showcases the way your technology can create a difference in schools can be an exceptionally valuable asset to PR ventures. You can use it in press releases, opinions & comments, etc.
- Fixing problems: The most significant issues affecting the industry of education always attracts the most attention. Just take a look at the national print and sector media. It will give you an idea of newsworthy problems disrupting the education industry. It can be anything from teacher workloads, school funding, teacher recruitment, or something similar. You have to think about how your product or service impacts link to prominent news themes. How can it make a difference? What did you manage to discover that can help both teachers and schools?
- Forget about technology: Yes, this topic is about EdTech, but it’s also about public relations. Experts believe that it’s a waste of time attempting to promote your newest technical developers to mainstream media or education. For an education journalist, the “tech” in EdTech isn’t much of a hook. Instead, you need to find influencers and bloggers, as already mentioned earlier.
- Being opinionated: This one is an issue that the media covers repeatedly. It informs people about how technological innovations and interventions will change the classroom forever. If you harbor powerful opinions in your heart concerning the use of technology in schools, then you’ll get an opportunity to comment on news stories. Create Google alerts for keywords to keep tabs on the media, and whenever a story appears, you should issue a comment to your targeted media.
- Think about parents and children: Mainstream media usually reports on education from the viewpoints of its impact on children and young individuals. They also ask parents to comment on it or include their views in case studies. Unlike media catering to the education sector, they don’t show much interest in the difference something may specifically make to classroom education. If you wish to appeal to mainstream media, you must identify how your EdTech products and services can create a difference in the lives of learners.
- Rely on PR firms: If you aren’t getting ahead with these guidelines, or if you can’t enter the media space on your own, you should hire a boutique education PR firm. Don’t forget to do your homework. You have to research the best offers available and choose the ones that can take care of your specific requirements.
Coming up with an EdTech PR strategy is perfectly possible, but you’ll need human resources for it. EdTech startups don’t have this facility. That’s why you shouldn’t hesitate to rely on PR practitioners.