Why your school [charity, or business] needs a communications specialist to help celebrate results

In today’s fast-paced digital world, schools can no longer rely on word-of-mouth or a simple newsletter to highlight their achievements. That’s why they need a crucial force to ensure academic success stories don’t go unnoticed. LinkedIn, welcome the school communications team.

Here’s why your school needs a specialist to showcase your success and demonstrate the impact you are having on transforming lives.

1. A communications specialist will amplify success

A strong communications team ensures that the school’s successes, from outstanding exam results to extracurricular achievements, get the spotlight they deserve. It’s not just about celebrating top grades—it’s about showcasing progress, growth, and the stories behind those achievements. Following the A-Level results coverage on the Thinking Schools Academy Trust website today, for example, we now have parents, students, staff and the communities we serve seeing these wins. Without any content, this wouldn’t be the case.

2. A communications specialist will build pride within your community

Positive press strengthens the school’s reputation within the local community. I’ve always been a big believer in doing all you can to get people talking about you, and all for the right reasons. When people hear about students thriving, it embeds pride and loyalty, encouraging more families to support to the school. Celebrating results publicly reinforces a positive school culture and community engagement. It’s great for admissions too; developing a sense of ‘fear of missing out’ will lead to many families and prospective students wanting to make you first school of choice.

3. A communications specialist will help boost student and staff morale

Recognition matters. Highlighting the hard work of students and staff gives them the acknowledgment they deserve. Celebrating achievements through social media posts, newsletters, and local news websites [and newspapers] fuels motivation and a sense of accomplishment, inspiring even greater future results. But as a former journalist and marketing manager, I understand that telling stories that have impact isn’t an easy thing to achieve. You need a communications expert to help you with the desired big impact you want to have.

6. A communications specialist will present diversity in achievement

Results aren’t just about academics. In fact, my LinkedIn feed has been full of motivational posts to say that there is so much more to the results you achieve, which I believe to be partly true, but not quite the case in all situations. Nonetheless, a communications team ensures that all aspects of school life are celebrated—sports, arts, accreditations, parental engagement, community service volunteering, and personal development. By telling a well-rounded story, the team highlights the diverse strengths that make the school unique. A communications specialist has the capacity to listen, understand, and develop a story that others may not necessarily have the time to produce. For me personally, one of the most valuable pieces of content I can share at the Thinking Schools Academy Trust are stories which are value-add, personal, and relatable.

7. A communications specialist will get the most out of your digital platforms

Effective communication requires more than just press releases. A communications team knows how to use modern platforms to reach the right audiences. From engaging social media campaigns to vibrant video content, they ensure the school’s message is dynamic, shareable, and has impact. Typically, a communications specialist would have more advanced knowledge on the right platforms to use to get your message heard, and that’s exactly what I do as part of the brilliant Thinking Creative team each day.