How to Turn PR Into Word-of-Mouth Gold
Word-of-mouth isn’t just a testimonial - it’s a feeling.
Parents don’t rave about schools because of USPs. They rave because of stories—those moments that make them say, “You won’t believe what happened at my kid’s school today.”
And in PR activations, these moments are designed.
So, how do you create experiences so good that families can’t help but spread the word? Here’s how to make PR less press release, more OMG-I-need-to-tell-someone-right-now.
1. Make It a Moment, Not a Marketing Play
If it feels like marketing, people scroll past it. But when you create an experience worth remembering, it sticks.
Host events that feel personal, not promotional—think student showcases, hands-on parent workshops, or community pop-ups.
Design experiences that are visually snackable—something parents, students, teachers, friends can’t resist snapping and sharing.
Give it legs—a strong media hook means the story doesn’t stop when the event does.
2. Tell Stories, Not Just Stats
Nobody forwards a newsletter about "academic excellence." But a real, human story? That’s what spreads.
Highlight students, teachers, and unexpected wins—make the people the story, not just the school.
Capture authentic moments with video, photos, and bite-sized content.
Make the media love you—frame stories in a way that matters beyond your school walls.
3. Parents Are Your PR Team
Parents trust other parents way more than they trust your brochure. So make sure the buzz is real, not rehearsed.
Give them something to talk about—behind-the-scenes access, first-look invites, VIP events.
Build a parent hype squad—ambassadors who live and breathe your school story.
Make sharing frictionless—give them easy ways to spread the word.
4. Do Something That Matters.
The best PR? When you’re actually doing cool stuff.
Launch big, bold community projects—eco initiatives, student-led impact programs, things people want to talk about.
Partner with brands and orgs that matter—because being relevant is about more than just your school.
Encourage students to lead—give them a stage, a voice, and a reason to make waves.
5. Let the Unexpected Shine
Some of the best PR is unplanned—but not unnoticed.
A surprise alumni visit that gives students a glimpse of what’s next.
A viral student project that makes national news.
A tiny but powerful act of kindness that turns into something bigger.
Need a bit of proof?
92% of people trust referrals from family & friends (Demand Sage).
Schools that prioritize transparency see a 25% increase in loyalty (Harvard Business Review).
Referred customers have a 37% higher retention rate (PropelloCloud).
PR isn’t just about getting press coverage—it’s about making moments that matter.
So, what are you doing that’s so good, people can’t help but chat about it?
#schoolmarketing #duxstudio #prstrategy