However, achieving media coverage (in print, online or in social media) is something that takes time and effort. Unless you are famous in your own right (US President, rock star...)
Here are a few tips for success..
1. Find the right publications. Ask your students, parents, prospective parents and other stakeholders which media they read and trust for information on schools.
2. Find the right journalists. Read the publications and make a note of the names of journalists who write stories on school issues.
3. Find the right stories. Look through the media to see what stories they write. You don't have to make your story identical to others, but if a publication doesn't write about schools for a few months, you might need something extra special to gain coverage!
4. Personalise your stories. The generic 'press release' you learn about on media courses is a useful starting point but journalists want stories that meet their needs - so for example if you're celebrating exam results, you want to focus on students from the specific area a newspaper or website serves.
5. Call the journalist and sell your story. It is easy to avoid making telephone calls in this age of email, but a telephone call makes a personal contact.
6. Keep a log of journalist contacts. A database (which can be as simple as a notebook) allows you to see which journalists followed up stories and who the best person to call on a publication is. You can also add personal interests, the best time to call them and more.
7. Keep a look out for relevant features. There will be times of year when schools are written about more than others (exam season for example). If you keep in touch with journalists (and advertising sales people) they will let you know in advance when they are planning feature stories.
8. Collect useful background material. Local papers and website are increasingly unable to send photographers and welcome high-quality pictures to illustrate stories, while case studies of successful students can help add colour to stories.
9. Not directly related to getting media coverage, but please remember to re-use it! Press articles are great in prospectuses, posters, on Twitter and more. (Legal note - you can always quote from an article but will need permission to reproduce a whole article).