Changing the Narrative Around Charter Public Schools

Charter public schools often face a challenging communications landscape, marked by misconceptions and polarized opinions. To shift the narrative positively, it is essential to adopt strategic communication practices that highlight the positive value and impact of charter schools.

1. Ensure you describe your school as FREE, PUBLIC and OPEN TO ALL STUDENTS. Research is clear, most people are not familiar with charter schools and many have heard misinformation about them so it is important to ground all communications for every audience with simple facts.

2. Highlight Success Stories. One of the most effective ways to change the narrative is by sharing success stories. Lean into positive aspects of your school and highlight the achievements of students, alumni, teachers, and the school community can demonstrate the positive impact of charter schools. These stories can be shared through various channels, including blog, website, events, social media, newsletters, and local media. Do not compare your charter school to other schools, stick to positive stories about your successes and what makes your school unique.

3. Engage with the Community. Building strong relationships with the local community is crucial. Hosting open houses, community events, and forums where families and community members can learn about the school’s mission and achievements helps build trust and support. Engaging with community leaders, business, community and faith-based leaders, and local organizations can also amplify the school’s message. Leverage your board members and the reasons why they support your school. Ensure their stories include messages about why they volunteer to serve and how they hold the school to high standards.

4. Transparent Communication. Transparency is key to building credibility. Regularly sharing updates about the school’s performance, financial health, and governance can help counteract negative perceptions. Providing clear and accessible information about how the school operates and its impact on students can foster trust. Be sure to make board meeting information and reports readily accessible. Share the school budget and how you are funded with the school community.

5. Address Misconceptions Directly. Proactively addressing common misconceptions about charter schools is essential. This can be done through FAQs on the school’s website, informational brochures, and public statements. By providing factual information and correcting false narratives, charter schools can reshape public perception. Don’t let others define you and your school.

6. Leverage Social Media. Social media platforms offer a powerful tool for reaching a broad audience. By creating engaging content that showcases the school’s achievements, innovative programs, and community involvement, charter schools can build a positive online presence. Encouraging students, families, and staff to share their experiences can also amplify the school’s message by sharing why they love the school with their networks. Be sure to tag your lawmakers and follow other charter schools in your community so that you don’t have to come up with a lot of content, you can share their positive stories as well.

7. Collaborate with Media. Building relationships with local journalists and media outlets can help ensure that the school’s story is told accurately and positively. Providing press releases, offering interviews, and inviting media to school events can generate positive coverage and increase visibility. Be a resource for your local reporters on education issues and be thoughtful when you reach out to share story ideas that will resonate with the reporter and their audience.

8. Advocate for Policy Support. Engaging in advocacy efforts (which just means telling your story to policy makers and elected officials to persuade them to support your school) to influence education policy can also help change the narrative. By working with policymakers and education advocates, charter schools can promote policies that support their growth and sustainability. This can include participating in legislative hearings, joining education coalitions, and mobilizing supporters to advocate for favorable policies. Building relationships with local, state and federal officials is important to ensure that when they make decisions that will impact your school they have your input and insights.

9. Use every communication tool at your disposal. The most effective communications efforts are those that you can manage directly like your website, school facility (e.g. posters, flyers) and your social media feeds. Be sure that you not only focus on positive stories, but be sure to feature your students, teachers, families and board members. Share how they are from the community and care about the community where your school is located. And feature stories with your staff and community about how the autonomy that comes with being a charter school in exchange for results is part of your secret sauce in reaching your mission.

Conclusion Changing the communications narrative around charter schools requires a multifaceted approach that includes highlighting success stories, engaging with the community, maintaining transparency, addressing misconceptions, leveraging social media, collaborating with media, and advocating for policy support. By adopting these strategies, charter schools can build a positive and accurate narrative that reflects their true value and impact on education.