School Events: How to Maximise PR Opportunities This Autumn

Autumn is a season of golden leaves, cosy jumpers and, if you work in a school, a calendar packed tighter than the staffroom biscuit tin. From open evenings and harvest festivals to remembrance assemblies and parent tours, this time of year is bursting with opportunities to showcase your school’s values, culture, and community spirit.

But how do you turn these events into meaningful PR moments without adding another 12 hours to your week? Here’s how to make the most of what you’re already doing - with a little planning, a dash of creativity, and maybe a power bank for your phone.

1. Plan with Purpose

Every event tells a story - the key is knowing what story you want to tell. Is your open evening about academic excellence and high aspirations? Is your harvest festival a celebration of community, kindness, and giving? Start by identifying the core message behind each event, and let that guide your communications.

Think beyond the logistics. Yes, the PTA needs to know where the tables go, but your wider audience wants to know why this event matters. What does it say about your school’s ethos? What will visitors experience that they won’t find anywhere else?

2. Capture the Magic

You don’t need a professional photographer — just someone with a decent phone camera, a good eye, and the ability to avoid standing in front of the one child who doesn't have photo permission. Candid moments are gold: a student helping a visitor, a teacher laughing with a parent, a beautifully decorated hall. These are the images that tell your school’s story.

Top tip: Create a quick checklist for whoever’s capturing content. Think: wide shots of the space, close-ups of student work, people interacting, and one or two posed group shots (because Grandma still wants one for the fridge).

And don’t forget video! A 10-second reel of the choir rehearsing or a student explaining their science project is much more engaging than a whole paragraph of text.

3. Share Stories, Not Just Schedules

It’s tempting to post “Don’t forget: Open Evening this Thursday!” and call it a day. But storytelling is what really connects with people. Instead of just announcing the event, share a behind-the-scenes look: a quote from a student preparing their display, the headteacher explaining why the event matters, or a photo from last year.

After the event, follow up with highlights. Share a few photos, thank everyone who came, and reflect on what made it special. This not only extends the life of the event but also shows appreciation and reinforces your school’s values.

4. Involve Your Community

Parents and students can be brilliant ambassadors. Encourage them to share their own photos and experiences (with permission, of course), and tag the school in their posts. You can even create a simple hashtag for the event — just make sure it’s short, memorable, and doesn’t accidentally spell something rude. Mole Station Nursery, I'm looking at you! #molestationnursery

If you have a school newsletter, include a short write-up with a few photos and a quote or two. It’s a great way to keep families in the loop and show off your school’s vibrant life to prospective parents.

5. Repurpose Your Content

One event can fuel your marketing for weeks. That lovely photo of the Year 6 tour guides? Use it in your prospectus. The quote from a parent about how welcoming the school felt? Perfect for your website. A short video clip of the choir? Great for Instagram, Facebook, or even a future promotional video.

Think of each event as a content goldmine — you just need to dig a little.

Feeling Swamped?

If all this sounds brilliant in theory but slightly overwhelming in practice (especially when you’re also trying to teach, plan, and locate the missing interactive whiteboard remote), don’t worry — that’s where we come in.

At Mitchell Digital Media, we help schools like yours turn everyday events into powerful marketing moments. From content planning and photography to social media support and newsletter design, we’re here to make your life easier and your school shine.

📩 Get in touch to find out how we can support your school’s marketing this autumn — and beyond.