What I love about this story is that it offers a method for schools and other institutions to shift perceptions and behavior in their community. Lots of big city school districts have public relations departments, but few of them "work smarter" to make change the way this team does. It's very inspiring, and I recommend reading the whole story at David Meerman Scott's blog on www.WebInkNow.com.
WebInkNow: Brand Journalism at Cleveland Metropolitan School District, 2016-Jun-29 by David Meerman Scott
The Cleveland Metropolitan School District serves some 40,000 students. [Chief Communications Officer] Roseann [Canfora]’s team not only focuses on reaching the families of students, but also those who attend other schools or are considering doing so.
I was surprised by the importance of positioning CMSD vs the other education options available to families including charter schools, parochial schools, private schools, and home schooling that serve children across Cleveland. Many people think would think that a public school system doesn’t worry about “competition” but they must. That was eye opening for me.
[Roseann:] "... The daily stories that big city journalists are drawn to include gang fights, low test scores, truancy, and weapons finding their way past metal detectors. These stories fall short of what I learned in journalism school was our social responsibility to tell the deeper stories, the root causes of these things, the incredible stories of triumph over those challenges that take place in schools every single day. Those are the types of stories we [Roseann's department] now tell....”