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How to Market Your Charter School Like a PR Pro: Using Earned Media

By Penny Davis

Paid advertising isn’t the only means of marketing your charter school. “Earned media” is positive news coverage that you actively seek by creating and pitching newsworthy stories, events, or announcements to news outlets in your area. This media is not only free; it’s generally considered to be more objective by consumers.

Because of this, earned media is often regarded by public relations professionals as commanding a higher level of credibility and respect. It follows, then, that if your charter school has few resources to spend on marketing, you will need to create and maintain effective earned media campaigns.

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