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AI-generated parent complaints in schools: communication challenges

How AI-generated parent complaints in schools are changing communication

Over the past year, one topic has come up increasingly more often in conversations with school and trust leaders: AI-generated parent complaints in schools. This is not about questioning parents for raising concerns. Schools should always be open to questions and accountability, and strong relationships with families depend on two-way communication. When used as a tool to support rather than a substitute, AI can help level the playing field, but when it is overused or relied on to generate entire messages, it risks replacing the parent’s own voice rather than helping shape and articulate what a parent is trying to say. This is not to suggest that AI is all bad. Used sensibly, it can play a valuable role. Not everyone has the same confidence or ability in writing, and in that context, AI can be a helpful tool. When it supports rather than replaces the parent’s voice, helping to structure thoughts and express concerns or questions clearly, there is no denying it can make communication more accessible, and there is a definite fairness in this that should be a positive. AI is wholly reliant on good inputs. Parents should treat it as a partner and co-creator, not as a validation of thought.

AI replacing parent voice

The shift from support to full automation

However, we are increasingly seeing AI move beyond being a supportive tool to becoming more totally AI-generated parent complaints in schools. Instead of helping parents to structure and clearly express their concerns, it is more often being used to generate lengthy, highly formal letters and emails, characterised by legalistic phrasing, multiple policy references and procedural language. This is when the parent’s voice is no longer being supported but is instead being replaced, resulting in communication that feels automated, impersonal and increasingly similar to corporate or legal escalation rather than genuine communication.

The speed of AI-driven communication

When AI is used to generate emails and letters, the pace of communication also changes dramatically. What starts as a parental concern can quickly turn into a rapid ‘ping pong’ exchange, with a school responding in good faith only to receive another detailed reply  almost instantly. The speed and persistence of these exchanges, driven by AI, are non-human in pace and increasingly hard for schools to manage. As the technology becomes quicker and more capable, expectations from parents have shifted too, creating a real and growing concern for schools.

What should schools do when replying to AI communication?

How schools should respond to AI-generated complaints

Should staff respond alone to increasingly complex and formal correspondence, or should they seek additional reassurance or advice before replying, simply to ensure they communicate appropriately and safely? Either way, the impact on time, resource and staff wellbeing is clear. There is another option, of course. In the face of AI-generated parent complaints in schools, should school leaders also turn to AI to help draft responses? Some already do, using it to summarise information, structure replies or work more efficiently. But in reality, that risks creating an AI-versus-AI culture, which does little to strengthen the human relationships that should sit at the heart of school and family communication.

Why human-led communication still matters in schools

Do we want a future where valid, important, and sensitive conversations about real children become machine-generated exchanges between schools and parents? Where concerns are entered into one chatbot and responses produced by another, until meaningful human conversation fades from view? While AI can support communication, it cannot replace empathy, judgement, context or relationships. Schools are not customer service organisations processing query tickets at scale. They are human communities built around children, families and staff. When communication becomes purely transactional, something important risks being lost.

AI communication is piling on pressure to school leaders

The impact on school leader workload

We also need to ask what we want leaders and teachers spending their time doing. Every lengthy complaint, escalating email chain and carefully worded response takes hours of attention from staff already working under significant pressure. Although AI may appear to offer a way to match speed with speed, it risks creating a cycle in which communication becomes less about resolution and more about escalation and volume. Do we want school leaders spending evenings responding to increasingly complex AI-assisted correspondence? Do we want teachers feeling anxious about every written interaction? Or do we want to recognise school leaders and teachers as the professionals they are, allowing them to focus on leading schools, supporting staff, teaching children and building relationships with families? New technology should support creating more time for those things, not consume it. At the moment schools and trusts are being left with little choice: when parents use AI to generate lengthy, formal or legalistic correspondence, staff are forced to respond with disproportionate effort, often under pressure and without clear guidance.

Keeping school communication human in the age of AI

The sector needs support now to set updated expectations in an age of AI: communication must be respectful, proportionate and focused on resolution, not escalation. Where AI is used to generate automated or overly formal messages, schools should not be expected to match that tone or pace. Faster, longer or more formal messages are not necessarily better. As communication experts, our position is clear: in the AI-driven world we now live in, written communication between parents and schools should be positive, helpful and human-led. It should support and help resolve concerns in the best interests of children, without becoming overly formal, legalistic or automated. AI can be a useful tool to structure thoughts and express concerns more clearly, but it should not replace the parent’s real voice or create correspondence that is totally machine generated. The goal needs to be for communication to protect and strengthen the relationships that make schools work, not to escalate or overwhelm.

Celebrating women in education on International Women’s Day

International Women’s Day 2026 is focused on the theme, ‘Give To Gain’. A campaign designed to highlight the power of generosity and support in contributing to women’s advancement, and the creation of an interconnected world. As the organisers of International Women’s Day state: “Giving is not a subtraction, it’s intentional multiplication.”  International Women’s Day (IWD) offers an opportunity to recognise the meaningful changes women are making across every sector, and in education that change is often transformative. As strategic PR, marketing and design partners to schools, trusts and education-based organisations across the North West, CPMM is privileged to work alongside women whose visions are creating lasting impacts and reshaping opportunities for girls.   Today, we celebrate just a few of these inspiring women.  

Heather Duggan, CEO of All Saints Multi Academy Trust

As CEO of a multi academy trust, which is jointly sponsored by the Diocese and the Archdiocese of Liverpool, Heather has played a pivotal role in the Trust’s growth across the region, welcoming new schools while ensuring each one thrives in its local community. Under her leadership, the Trust has expanded its reach, offering high-quality education shaped by its values of aspiration, inclusion, and service.  Her leadership captures this year’s ‘Give To Gain’ theme. By sharing her expertise, energy, and vision, Heather helps the Trust flourish, creating opportunities and transforming lives across Liverpool, Sefton and St Helens.   

Alex Fairclough-Marsh, chief finance and operations officer at Everyone Matters Schools Trust and director of business and finance at Rainford High

Alongside her strategic role across the Trust and its founding school, Rainford High, Alex also heads up fundraising initiatives that extend beyond the school grounds. Her work focuses on supporting the wider community and individuals in need, ensuring the Trust’s values are lived out in tangible, meaningful ways. Whether coordinating fundraising initiatives or strengthening partnerships with local causes, Alex helps create a culture where generosity is embedded in everyday life.   Alex’s approach reflects the true spirit of IWD as she recognises that when schools give to their communities, they build stronger, more connected futures for everyone.   

Ania Hildrey, headteacher of Abbot’s Lea School

Ania is a pioneering headteacher of a specialist school in south Liverpool, and is instrumental in leading the school towards its vision of becoming the International Centre of Excellence for Autism Education, Research and Professional Development. Under her leadership, the school combines high-quality education with therapeutic support and life skills, helping children thrive academically, socially, and emotionally.   Through her dedication, Abbot’s Lea School has become nationally recognised for its transformative approach to autism education. Ania’s leadership embodies the spirit of IWD’s ‘Give To Gain’ theme by investing her time, expertise, and heart into students, staff, and the wider community.    

Adella Dando, joint CEO of Liverpool School Sports Partnership (LSSP)

As a female leader in sport, Adella inspires girls and young women across Liverpool to participate in physical activities, supporting them to build confidence and develop resilience. Under her leadership, LSSP has joined other organisations across the North West in pledging support to close the gender gap in sport by fully engaging women and girls through competition, programmes and apprenticeships. Adella also supports LSSP’s coaches to advocate for inclusive opportunities, which has seen primary schools introduce girls’ football teams and achieve Barclay’s Equal Access School Awards.   Adella exemplifies this year’s IWD theme. Her commitment to empowering girls and young women by giving her time, guidance and support enables them to develop a lifelong love of sport and lead happy, healthy and active lives.    

Anne Quirk, school chaplain at St John Bosco Arts College

Described by students as “helpful, kind, and everyone’s favourite”, Anne empowers the students at St John Bosco Arts College, a dynamic girls’ Catholic school, to ignite their inner spark and unlock their potential. Celebrating her 25th year at the school on 1 April 2026 Anne is central to its inner workings and is a constant source of support to the students, encouraging students to embrace the school’s vast range of opportunities.   Epitomising the theme of IWD, Anne generously gives her time, provides unwavering support and shares her knowledge to all students within the school to ensure they flourish in faith, hope and love, the school’s motto.    

Emily Reid, creativity and sustainability lead at Holy Family Catholic Multi Academy Trust

Working across the nine schools that form Holy Family Catholic Multi Academy Trust, Emily inspires pupils and students to explore their creativity, supporting them to build confidence and embrace innovation. Implementing initiatives and projects that encourage students to express themselves and experiment with new ideas, Emily champions creative and inclusive learning across the trust.  Emily truly demonstrates the transformative impact providing opportunity and instilling belief in others can have. By ‘giving’ this to her students, they ‘gain’ confidence and thrive in their schools' settings.  At CPMM Media, we are proud to champion the achievements of women across the education sector and to stay aligned with the conversations that matter. View a full list of the services we offer here.

LinkedIn, long-form content, and the changing nature of the platform 

The way LinkedIn is being used is evolving, and quickly. Over recent months, there has been a noticeable shift in both the style and tone of content shared on the platform, influenced by AI-generated writing and changing algorithmic preferences.  A simple illustration highlights one trend. A post recently circulating online compared two versions of the same message: one was a short, direct statement, represented by a dog saying, “I barked at a neighbour’s dog.” The other was a LinkedIn-style rewrite of the same idea, expanded into a long, multi-sentence post. The comparison captured a growing trend that users are increasingly questioning, simple messages being stretched into extended narratives, often without adding clarity, insight, or value.  The principle of “less is more” seems more relevant than ever. Just a few years ago, LinkedIn posts were typically shorter, more concise, and conversational. As algorithms began to favour long-form content, and as AI made producing it easier and faster, the volume of lengthy posts has grown. Essay-style posts increasingly appear where a short paragraph, or even a single sentence, could communicate the idea more effectively. 

The LinkedIn pushback

This shift has prompted a noticeable pushback, however, suggesting that the future of LinkedIn content does not appear to be a battle between long‑form and short‑form, but rather the right‑form: choosing the style that best serves the message. In many cases, writing something shorter, sharper, and genuinely resonant is a far harder skill to master than padding out a post with corporate jargon or generic reflections.  This also raises broader questions about writing as a craft. Writing, like other creative disciplines, is an art form that relies on purpose, originality, and skill. Professionals in writing-led fields are driven by a genuine passion for shaping ideas and telling stories. Opportunities to produce thoughtful, in-depth content remain loved and valuable because they allow nuance, depth, and originality beyond formats like press releases. AI tools can support content creation, but the challenge lies in using technology to enhance communication rather than dilute it.  Alongside changes in style, LinkedIn is experiencing a subtle shift in tone. Posts are becoming more opinionated, reactive, and socially or politically charged, compared with the traditionally measured professional dialogue. This may be partly driven by users migrating from other social platforms and bringing similar discussions and debates into LinkedIn. While discussion and debate have value, the increasing prevalence of polarised or venting-style content runs the risk of changing the overall environment. 

Is LinkedIn becoming too crowded?

Another factor shaping the platform is the sheer volume of content. LinkedIn is increasingly crowded and noisy, making it harder to identify posts that are genuinely insightful or valuable. Where the platform once offered a focused, reliable space for professional learning, networking, and exchange, users now need to navigate a broader range of voices and content styles. In response, visual formats such as carousel posts, infographics, and short‑form videos have been gaining traction for their ability to cut through the noise, but it raises interesting questions about whether LinkedIn is becoming more multi‑modal, and how organisations can diversify content formats without losing consistency, purpose, or credibility. The challenge of finding space to listen amid this noise is one of the noticeable changes of the platform today.  However, amid these shifts, one principle remains central: purpose matters. Simon Sinek’s idea of always starting with the ‘why’ is as relevant to professional communications today as ever. Every post, comment, or piece of content should have a reason for existing and understanding that reason is critical. Why are you posting? Who is your audience? What value are you adding? 

Why purposeful content is essential on LinkedIn

Purposeful content creation is not just about producing more; it is about producing meaningfully. Each post takes time, whether managed in-house or with agency support. Time is a resource and creating content without a clear ’why’ is a cost, not an investment. Purposeful writing also extends to engagement. Listening is as important as speaking; our two ears and one mouth are a perfect metaphor. Thoughtful, genuine comments that add insight or perspective often carry more weight than a constant stream of self-generated content. Observing, listening, and engaging with the right posts helps build connections, demonstrate expertise, and contribute meaningfully to professional dialogue.  For those observing the platform, these trends carry important implications. The rise of long-form AI content; shifts in tone, and increasing volume, all represent opportunities to understand how professional dialogue is evolving. LinkedIn remains a valuable space, but its dynamics are changing. Clarity, professionalism, and purpose are becoming more important than ever for meaningful engagement.  As an agency closely scanning these trends, we see LinkedIn as a space that continues to reward thoughtful, authentic, and purposeful content. Understanding how content style, tone, and volume are evolving provides a lens for anticipating how professional networks, discussions, and engagement may continue to develop, and highlights why careful, continual observation and strategy remain essential. We understand that LinkedIn offers valuable opportunities for schools and trusts to build credibility and connect with professional audiences. With the right strategy and purpose, it can become a powerful tool within your wider communications approach. Learn more about how we can support you with Social Media. View a full list of the services we offer here.

Oxford Word of the Year

A word that defines the moment

Ever wondered what a single word could tell us about the last 12 months?  The Oxford Word of the Year does exactly that, capturing the trends, scandals and obsessions of the year. From ‘selfie’ to ‘😂’ and now ‘rage bait’, it’s safe to say language is evolving thanks to social media and the all too familiar ‘doom scroll’. For PR and marketing pros, these words aren’t just fun trivia, they’re insight into what makes people click, comment or share… sometimes for all the wrong reasons.     

The evolution of language in a digital world

The process watches language in motion, identifying new words popping up and older words reinventing themselves in a whole new way. From global headlines to funny moments that get people talking, it reveals how society and culture are constantly shaping the way we speak.   The aim is to highlight the defining themes and moments of each year that took the internet by storm, culminating a word or expression that captures all the cultural chaos. Fiona McPherson, senior editor of the Oxford English Dictionary, explains that the Word of the Year “can provide a window into what is preoccupying us at any given moment - indeed, a look back at the previous winners and also the shortlists can really unlock the memories of what was going on in our lives.”    

Technology’s influence

While the Word of the Year changes annually, one thing has remained constant since the launch of the initiative in 2004, technology loves to steal the spotlight. A standout example is ‘selfie’ (2013), which reflected the rise of social media and saw the word’s usage skyrocket by 17,000 per cent to 2012. In 2015, Oxford broke its own rules! Not a word or expression but a turning point in digital communication, the winner was ‘😂’ (the face with tears of joy Emoji), proving a tiny symbol can say a lot more than words. Emojis became a part of everyday language following their introduction to Apple iPhones in 2011, and it’s clear they’re here to stay!   The continued buzz and visibility around the Word of the Year shows people are more fascinated by language than ever before. Words have moved far beyond basic communication, evolving into powerful expressions that reflect culture, identity and feelings.  

Social media and the rise of new vocabulary

The Word of the Year has evolved massively from the way words were popularised in the early 2000s. Vocabulary was spread by print media, books and television but the emergence of technology has always been prominent, even in the early days with words like ‘podcast’, ‘unfriend’ and ‘gif’ taking the top spots.  Recently, words such as ‘goblin mode’ and ‘rizz’ have been successful, linking more to the social media aspect of technology to emphasise the continued impact of our online presence that incorporates modern influences.   Words have evolved to showcase the dominance of digital culture. Recent winners and shortlists show social media is where language evolves and the influence of “Gen Z” slang is highly influential. Casper Grathwohl, president of Oxford Languages said, “These words don’t just define trends; they reveal how digital platforms are reshaping our thinking and behaviour” which is a result of cultural shifts and patterns.  

Word of the Year 2025

The 2025 Word of the Year is ‘‘rage bait” (noun). The term refers to online content that is deliberately designed to elicit anger or outrage by being frustrating, provocative or offensive, typically posted to increase traffic or engagement with a particular webpage or social media account. The words originate from middle English time, ‘rage’ being a violent outburst of anger and ‘bait' referring to an attractive morsel of food to attract attention.   ‘Rage bait’ has become particularly prominent in 2025 due to the dominance of social media in shaping language and the value of engagement, especially on platforms such as TikTok. Luring audiences in with outrage is powerful for engagement, resulting in higher likes, comments, clicks and shares.    

What this means for marketing

It could be argued ‘rage bait’ is topical within the marketing industry, but why is this? Marketing relies on genuine, authentic content to attract target audiences and inform them of a product or service. However, the rise of rage bait raises questions as to the effect that this engagement method will have on the direction of the industry. If content that is deemed as infuriating towards audiences attracts the most engagement, should brands adopt controversial tactics to gain visibility and promote their business?   The publicity surrounding the Oxford Word of the Year inevitably increases public awareness of rage bait as a recognised tactic in campaigns, making people question if a brand is using outrage to appear bold or relevant. This has the potential to create tension between reach and responsibility, putting businesses at risk of backlash if audiences feel emotionally manipulated by their campaigns.   This highlights the uncomfortable reality that negative emotions spread faster, and outrage is algorithmically rewarded. While strategies will deliver short-term visibility, they can conflict with the long-term objectives of marketing such as trust building and credibility.    

What will define 2026?

With the wide variety of themes across the 21 years of the Oxford Word of the Year, predicting next year’s winner is impossible and is only limited to our imagination. On one hand, it’ clear technology is prominent and here to stay, reflecting its growing influence on everyday life. Artificial Intelligence (AI) as a further advancement in technology, is likely to feature more frequently in communications, making AI- related words or expressions strong contenders for the 2026 title.   However, due to the unpredictable nature of societal issues and cultural events, any sudden or significant development could disrupt this trend and break the pattern of technologically influenced words.   At CPMM Media Group, we stay ahead of emerging trends to ensure our insight remains current, relevant and valuable. By keeping a close eye on shifts in language, digital behaviour and audience engagement, we continue to position ourselves as thought leaders across the education, communications and marketing sectors, helping schools and trusts navigate an ever-evolving landscape with confidence. View a full list of the services we offer here.

Using LinkedIn well: What schools and trusts need to know

More schools and multi academy trusts (MATs) are now active on LinkedIn, and that is a positive development. We know education organisations are growing in confidence when it comes to sharing their story, connecting with peers, and engaging with wider professional networks. But as with any platform, success on LinkedIn is not just about showing up. How you use it, and why, makes all the difference. LinkedIn is a professional network. It is not just another space to broadcast every update. Its users are there to build relationships, explore ideas, and discover career opportunities, and content should reflect that. What works here is content that is thoughtful, relevant, and tailored for a professional audience.  

Examples of organisations using LinkedIn well

A standout example of this in action is Liverpool Football Club. During matches, its X and Instagram feeds are full of real-time updates, behind-the-scenes footage and fan-focused content. But on LinkedIn, its tone shifts. There, it focuses on professional milestones, such as staff and player appointments, strategic partnerships, sustainability initiatives, and organisational achievements. Even player transfers are positioned as career developments, not headline-grabbing announcements. It is a smart and intentional use of the platform that respects both the audience and the space.  

Takeaways

For schools and trusts, the takeaway is clear:

• Celebrate staff development, not just student success
• Share reflections on leadership, strategy, or governance
• Highlight career pathways and community partnerships
• Engage in sector-wide conversations with insight, not noise

Crucially, content takes time, and time is a resource. Whether you are posting as a headteacher or asking someone else to do it, there is a cost involved. That is why it is important to ask: Why are we doing this? Are you hoping to improve recruitment, raise leadership visibility, build external partnerships, or something else entirely?  

Careers education

You might also be looking to strengthen alumni engagement. LinkedIn is where many former students are active, and with the right approach, they could return to school to share their career journeys, support careers education, or inspire current students with stories that started in the same classrooms.  

Contributing to conversations

Effective use of LinkedIn is not just about posting content; it is equally about listening and engaging thoughtfully. The platform thrives on meaningful conversations, and following the “two ears, one mouth” rule is a good guide, spend more time absorbing others’ insights than broadcasting your own. When commenting or joining discussions, authenticity is key: contribute genuinely, add value, and avoid generic responses. This approach not only builds trust but also positions LinkedIn as a powerful source of professional knowledge and networking. Used well, LinkedIn can be a powerful tool for building credibility and community. But without clear objectives and a way to measure success, it risks becoming just another task on an already full plate.   Learn more about how we can support you with Social Media. View a full list of the services we offer here.

Take to the spotlight using CPMM Media's PR pack

Congratulations on being shortlisted at this year’s Educate Awards! Having been a sponsor of the awards since its inception 14 years ago, we know just how competitive the categories can be. To be included in the final shortlist is a huge achievement, so it’s only right to share your success.

At CPMM Media Group we specialise in developing creative PR and marketing campaigns that are results driven, and we work with over 50 schools, colleges and multi academy trusts across the North West to deliver a range of services.

With a combined experience of more than half a decade, our team of PR professionals have put together their five top tips on how to step into the spotlight during this exciting time. Whilst Educate Awards draft press releases that are issued to local media outlets across the North West region, there are still things you could be doing at school or college to amplify your success…

 

1. Share on socials

If you are on social media, now’s the time to really maximise your visibility. Educate Awards has a combined following of 9,000 across its social channels (X, Instagram), so getting involved in the conversation with the event organisers is key. Make sure you tag @EducateAwards in any posts, and if your category has sponsors include their handle too!

Once you’ve posted about your success, don’t forget to engage with any comments you receive and repost any mentions where relevant. To further build visibility, you could even engage with other schools, colleges and trusts who have been shortlisted in your category to congratulate them and generate some healthy competition.

 

2. Involve your stakeholders

Recognition from Educate Awards boosts morale and spirit amongst stakeholders. Be sure to share the news directly with governors, staff, parents / carers, and students.

Internally, you could celebrate the news through a personal all staff email / newsletter and follow this up in staff meetings. If you feel it’s appropriate, you could also ask staff to share their pride on social media by re-sharing the posts you created from tip one.

It’s also important that students feel involved too, and sharing the news in assemblies is a good way to do this. You can also use the announcement as a teaching moment within PSHE, discussing attributes that drive success such as aspiration, resilience, teamwork and community.

Externally, a letter to parents and carers sharing the news shows that you are achieving great things and reinforces their decision that sending their child to your school or college was the right thing to do.

 

3. Capture the moment

They say a picture paints a thousand words and we know from experience that sharing photographs or videos of staff and students always perform well. If you’re sharing the news with your stakeholders face-to-face (whether it’s in assemblies or staff meetings), nominate someone to take photographs or a short video that you can post on social media. This will not only contribute to your ongoing engagement in the Educate Awards conversation following your initial post but will support your reputation too as followers will see the pride staff have working at your school and how students feel attending.

 

4. Update your digital branding

How many times a day do you send an email? It’s too many to count, we know. Updating your digital email signature with a banner to say you are an Educate Awards 2025 finalist is a great way to subtly showcase your achievement in every email you send, helping to spread the word and reinforce your school or college’s success. The Educate Awards team always send a branding pack out too, so it takes no time at all to action.

You could also update your website, whether it’s a banner or footer with the Educate Awards logo or even generate a pop-up message. If you’re not sure how to do this, our team our happy to help.

 

5. Maintain momentum

Don’t let the excitement fade after the initial announcement. There are seven weeks to go until the awards ceremony on Friday, 14 November so it’s important to maintain momentum and remain in the spotlight. To do this you can:

• Share snippets from your entry on social media - whether it’s on X and Instagram where you create graphics and tag Educate Awards and the category sponsor, or you write longer-form content to share on LinkedIn. This will continue to reinforce your success and can also support during recruitment periods when prospective applicants research your school or college and see how fantastic you are.
• Profile key people behind the success – share short interviews, quotes or ‘spotlights’ on social media and in letters home featuring students, staff or departments who contributed to the shortlisted work. This humanises your achievement and keeps engagement high.
• Mention in any, and all, written communication – whether you are sending a letter home with important updates or issuing a press release about another success, you could include a short line within communications to share that you have been shortlisted.

 

The Educate Awards provides the perfect opportunity to connect PR and marketing efforts, creating a unified communications strategy that ensures consistent messaging across every channel.

If you’d like help with any of the ideas above, feel free to email us at enquiries@cpmmmedia.com to book in a one-to-one chat on how we could support you now and in the future.

We look forward to celebrating with you on Friday, 14 November!

Surge in demand for school videos

At CPMM Media Group, we saw a sharp increase in demand for videos by schools and multi-academy trusts across the region. In 2024, we saw a 75 per cent increase in video production services for both retained clients and new customers. This growth highlights the importance of multimedia content to enhance reputation, boost student engagement and improve communication, in a rapidly evolving educational landscape. Video content has proven to be a powerful medium for creating engaging and informative messages that resonate with target audiences. From whole-school promotional videos and transition videos for new Year 7 students to videos supporting recruitment drives and capturing in-school events and productions. During the last academic year, The Academy of St Nicholas in Garston required a transition video for prospective Year 7 students starting in September, and its post-16 provision, All Saints Sixth Form College, required a promotional video showcasing the sixth form’s offering. Headteacher of The Academy of St Nicholas, Mr Gary Lloyd, commented: “The transition video perfectly captured the spirit and ethos of our academy, while also serving as a vital tool to help our new cohort understand what life at secondary school will be like. CPMM's expertise in the education sector, paired with their creativity and attention to detail, made the entire process effortless from beginning to end. We received lots of positive feedback from families, and our new students felt confident and well-prepared as they began their journey with us." PR and marketing account manager at CPMM Media Group, Ellie Adshead, said: “This past year, schools have increasingly turned to video content to showcase their values, achievements, and unique offerings to prospective and current students, parents, and the wider community. “As an agency with an in-depth knowledge of the education sector, our team of marketing specialists and videographers are uniquely positioned to deliver bespoke video services which include concept development, scriptwriting, filming, and post-production.” As the demand for high-quality video content continues to grow, CPMM Media Group is committed to helping schools and multi-academy trusts of all sizes effectively leverage the power of video. Learn more about how we can support you with Video and Photography. View a full list of the services we offer here.

The benefits of social media for a school

Now more than ever, social media is part of everyday life. Statistically, there are over 5.7 billion users on social media globally. At the push of a button, information can be shared with large audiences.

With many educational institutes facing budget constraints, finding new ways to effectively communicate with all stakeholders, including prospective students and staff, whilst promoting your organisation without breaking the bank is vital.

Social media continues to be one of the most powerful and cost-effective ways to communicate with your stakeholders:

• Students
• Staff
• Parents
• Trustees
• Governors
• MPs
• Former students
• Prospective students
• The local community

Authentic and consistent messaging can help keep all your stakeholders up to date with the latest news, events, student achievements, admissions and more.

Establishing a strong presence on social media can form part of a wider communication strategy and help you reach even more people whilst saving time and money. Strong governance of a school will include excellent stakeholder communication, including the use of social media as a platform for communication.

Social media platforms can greatly benefit a school or educational institute. Facebook, Instagram and LinkedIn each offer their own unique benefits.

 

Instagram

A photo and video-sharing platform, Instagram has made waves in the social media sphere and has become one of the most popular platforms.

The benefits:

1. According to a study by the London School of Economics and Political Science, 33% of internet users between the ages of 30 to 49 use Instagram – which means that most of your current/prospective students’ parents are active on this platform.

2. Instagram is an excellent platform to communicate with your audience without the need for lengthy captions. Photos and videos allow you to grab users' attention, promote higher engagement and communicate exciting updates that leave a lasting impression.

3. Instagram is also a widely popular platform for young people, so it’s an opportunity to communicate with your students, share exciting updates, and celebrate student successes.

4. Instagram is the perfect place to build a community! The platform is known for its community feel, and hashtags help users find and engage with your content easily.

 

Facebook

Facebook is well-known for its informal, friendly and conversational atmosphere. The channel is filled with groups, open to users so they can stay informed on their interests and hobbies.

The benefits

1. By joining groups on Facebook, you can effectively reach audiences who may not see your organic content in their feeds.

2. Facebook has a vast and diverse demographic. It is the market leader for social media with over three billion active monthly users.

3. The sophisticated analytics and insights on Facebook make tracking your content performance easy and accessible. It can help you reflect and, where necessary, adjust and improve your content.

4. Facebook enables users to share different forms of media, from pictures to videos and even live streams. You can create content that is varied and resonates with your target audience.

 

LinkedIn

One of the more professional platforms, LinkedIn is renowned for helping employers find the right candidates for roles. It is also an excellent platform to promote your school as a great place to work; you can share staff stories, professional development opportunities, and staff endorsements to position your school as an employer of choice.

The benefits

1. As one of the most widely used recruitment tools, LinkedIn is a great way to promote new job opportunities, source candidates for roles, and use current staff to endorse your school’s culture.

2. LinkedIn is a platform where users engage in thought-provoking discussions, so it is the perfect place to share more detailed content that encourages audience engagement and participation.

3. Using LinkedIn can help promote you as an employer of choice. Celebrating company successes or staff achievements is an excellent way to reach potential new staff.

  At CPMM, we understand the growing importance of social media in education and the opportunities it presents for schools and trusts. By using the right platforms in a strategic and consistent way, education providers can strengthen communication, enhance their reputation and engage key stakeholders more effectively. Whether showcasing student success, promoting opportunities or building a sense of community, social media remains a powerful and cost-effective tool to support your wider communication strategy. Learn more about how we can support you with Social Media. View a full list of the services we offer here.

The benefits of PR for a school or trust on results day

With A-level, T Level, BTEC and GCSE results days fast approaching, it may be a more appropriate time than any to consider PR and marketing for your school or trust. The joy and success that a school experiences on results days, when shared within the media, can be highly beneficial for a number of reasons. Here are some of the key benefits of implementing strategic PR on a results day: 

1. To congratulate students

Students work exceptionally hard throughout their school years and even more so during exam season. This can be a very stressful time for many as they have to complete a plethora of exams within a short period of time, and the weight of their results are constantly on their minds. Yet, they still put all of their efforts in and produce amazing results. 

2. To profile individual student success

Congratulating students can be taken further with the opportunity to highlight the success of individual students. Perhaps a student has achieved top grades, has an interesting account to tell regarding their exams/results, is moving on to something particularly exciting, or has triumphed over adversity - these are engaging stories that would be nice anecdotes to share.    Students have the chance to have their own voices heard and their special accomplishments recognised on a wider scale. 

3. To promote the achievements of the school or trust

Results days provide the perfect opportunity to highlight the academic achievements of a school and a trust, and showcase how successful the school or trust have been in delivering excellent educational outcomes for all its students. The results and statistics that a school attains can be proudly used to illustrate the educational progress and personal development of its students.    At a time when there is a lot of focus on education, issuing a press release about exam results to highlight the progress and accomplishments of students can present a valuable and timely opportunity for schools to promote themselves to prospective students and their parents, as well providing a helpful reminder to its existing community of parents and families that they made the right choice when choosing the school for their children.  

4. To promote the school itself

Whilst details such as grades are a useful way of promoting a school, results days allow for much more than a focus solely on grades. Sharing the school’s overall results, as well as individual stories and publicly congratulating students, helps to profile the academic excellence, outstanding teaching, inclusivity, high levels of pastoral care and support, as well as the unremitting focus on student development and progress within a school.  

5. To save time and acquire better promotional opportunities

We understand that results days are a time when the school community comes together to celebrate students’ achievements. We recognise that senior leaders and teachers want to be with their students and families to celebrate and offer support for the next chapter of their lives. In turn, this makes it difficult for schools to find the time or resource to liaise with the media.   However, this shouldn’t be left until the end of the day, the day after, and certainly not the week after – it needs to be done in the moment when media interest is high.  Having a strategic PR plan in place is beneficial when building and maintaining the reputation of school or trust. Working with a communications agency on results day(s) means there is one less thing to worry about as it is in the hands of PR professionals who know what they’re doing.  As an experienced PR team with over 15 years expertise in the education sector, we understand the madness of results days and the need to act quickly. By partnering with an agency like ourselves, time can be saved, and better promotional opportunities can be acquired through TV and radio, as well as print and online media outlets via our carefully curated database of contacts.  We are dedicated to helping schools and trusts maintain a great public image through the showcasing of their best qualities in a creative, strategic and cost-effective way. Learn more about how we can support you with Communications and PR. View a full list of the services we offer here.

How to make your social media content accessible to everyone 

In today’s world, social media is an important communication tool and ensuring sure your communication message is reaching everyone means making sure your content is accessible to everyone.   There are 14 million disabled people in the UK and there are many different ways for people with visual or hearing impairments to use and interact with social media. A cognitive impairment can also impact a person’s ability to understand a message. Tools can include screen reader software, magnifying tools and braille displays.  At CPMM Media Group, we recognise that diversity, inclusion, and accessibility are important considerations in how organisations communicate. We also understand how valuable social media is to schools and colleges in helping them communicate quickly and effectively with parents, carers, students, staff, communities, and other stakeholders, across an ever-growing number of channels: X, Instagram, Facebook, and YouTube to name but a few. Social media is also a successful marketing tool to reach prospective new students and families.   Digital accessibility is making sure that the content you post on social media channels is accessible to everyone no matter what their impairment or what technology they use.  Making sure your social media channels work for every single user is therefore really important.  Great content and accessibility can go hand in hand.  The PR and marketing team at CPMM Media recognise that in a busy school and college environment where the everyday gets in the way of many things on the ‘to do’ list, time is precious. So, we have put together a very simple step-by-step guide to help you make your social media content more accessible and inclusive for everyone.   

Step One: Use camel case hashtags

Hashtags are a great way to spread awareness and knowledge to any post you put up. However, sometimes they can be difficult to read, especially if you are using multiple words in one hashtag. This is where camel case comes in.  Camel case is when you capitalise the first letter of every word when using compound words or phrases. So, like #WorldBookDay rather than #worldbookday  Camel case makes the text much easier to read. Most importantly, it improves accessibility, specifically for: 

• Blind people
• Dyslexic people 
• People living with any sort of visual impairment  
• People who use screen readers 

It also doesn’t just apply to people with visual impairments. Using camel case is also beneficial to people who are stressed, in a hurry, do not have a lot of fluency in the English language, and so on. There are certainly a number of advantages.  So, if you are not using camel case on your social media posts, CPMM Media Group urge you to start doing so. It makes hashtags so much easier to read and will allow more people to understand your content and engage with your post.   

Step Two: Use alt-text

Sharing pictures is another great way to engage with your audience. However, somebody who is blind, or who has any visual impairment will or may not be able to see a picture, this is where alternative text, otherwise known as ‘alt’ text comes in.  Alt-text is a summary of an image that accurately describes what is going on. This means that someone who uses assertive technology will know what is going on in an image without having to see it. It is also useful for when an image fails to load on social media, so that people know what is in place of the missing image.    To keep the summary short and simple, just describe what is going on in the picture. Try and do this in 125 characters or less. It’s simple, concise, and gets straight to the point.  Remember though that in some cases, there is no need to use an alt-text, like decorative images.  Some things you could include: 

• Colours 
• Proper nouns: if an important person or object is in the picture, write their name or what the object is. For example, if there was a picture of someone standing in front of the Great Wall of China, you need only say that - no need to describe the landmark. 
• Emotions - are people laughing? crying? (Do not use emojis in alt-text)  
• Placement and position of where things are. If you have a picture of students sitting at a table looking up at a teacher, say this. It describes the scene vividly without supplying unnecessary information. 
• Important additional information. If your post is about something specifically referring to race or gender, you can say this in your alt-text. So, if your school did something for International Women’s Day, and you put up a post about your female members of staff, you can identify they are female in the alt text. 

Important note: There is no need to use ‘Image of’ or ‘Photo of’ in the alt-text.   Adding alt-text to an X post  To add alt-text to an X post on a desktop or through the app, firstly compose a tweet and then attach the photo you wish to use.  Click on ‘Add description’.  Type your description of the picture and then click ‘done’. You are limited to 1000 characters in an alt-text, but you should be using less than this anyway.  To check if an image on X has alt-text on it, right click on the image and then select ‘Inspect’. If alt-text has been manually added, you will be able to see this on the side. This is what will be read out when someone is using a screen reader.    Adding alt-text to a Facebook post  Facebook automatically generates alt-text for images, but these should not be relied on. To see what a person using a screen reader would hear when looking at one of your Facebook posts, right click on an image and click ‘Inspect’. You will be shown what your alt-text says.  To add alt-text to a Facebook post before you post it on a desktop, click ‘Edit’ in the upper left corner of the image. Type in your alternative text and once you are happy, post it.  To add alt-text to the mobile version of Facebook, click on the three dots in the upper right-hand corner. Click ‘Edit Alt Text’, and again type in your description of the image. Ignore the warning that says alt-text is usually less than 100 characters.    Websites  How you add alt-text to pictures on your website will depend on your school or college’s website content management system (CMS), and you should check if you are able to do this and how. The majority of CMSs will have this built in as standard, however you may not be prompted to add alt-text, and therefore this should be something CPMM Media Group would recommend you add to your process for uploading content to your website. Ensuring there is alt-text on pictures on your website is very important, as this is where people will want to look in regard to any key information about your school or college. Alt-text also improves your website’s Search Engine Optimisation (SEO), meaning your website traffic is very likely to increase if you use alt-text in your website’s images.   

Step Three: Use emojis sensibly

While emojis can make your school appear human and can communicate to your audience in a universal way, they should be used in moderation and at the end of a sentence or tweet. All emojis have assigned additional information, so someone using a screen reader will hear the description of any emoji used. Check what the emojis you are using mean on https://emojipedia.org/ Some have a few different meanings.  So, if you have a habit of putting random emojis in sentences, especially in the middle of them, this could cause a lot of confusion to someone using assistive technology and could exclude people from accessing your content. It’s therefore important to take careful consideration and ask, ‘Does that emoji really need to there?’. If not, take it out. Also, try and avoid repeating the same emoji over and over again.  Choose emojis that have good colour contrasts too. This is particularly important for people who use dark mode on their apps.   So, while emojis can be a fun way to interact with your audience, remember that they are not appropriate in all situations. Use them moderately and at the end of sentences, and make sure to check what they mean as they could cause confusion to people using screen readers. Also, check the colour contrasts, as people using dark mode might not be able to view them properly.  Like the good old exclamation mark, emojis lose their impact if overused.   

Step Four: Add voice descriptions and captions for videos

If you want your video content to be accessible by people with visual impairments, hearing loss or deafness, limited dexterity or mobility, cognitive impairments, or other relevant needs, you need to consider how to make your videos accessible and help those with disabilities have a comparable experience with your content as those without a disability.  Using closed captions in any videos you upload means your content will be inclusive to people who have hearing impairments. While captions only include the dialogue of what is being said in a video, closed captions include any background noise or music.  You should also include a transcript of any audio in a video you upload, so people who use assistive technology or have sensory or cognitive disabilities can access the text. If you use Microsoft 365 have a look at Transcribe in Word  If a video you upload only has visuals or background music, a screen reader will not be able to identify these elements. This would exclude people who have visual impairments, so consider the content of any video you have made before posting it.  This advice applies to websites too. Some websites have an auto playing video taking up all of the homepage, which can actually put people off exploring your website further rather than draw people in. Since the homepage is where your audience will go first, if they are unable to navigate around it because you are only playing a video, this will exclude people from accessing all content on your website. Having a video without captions will exclude people with hearing impairments from what is going on, while having a video with visuals only will exclude people with visual impairments from your website.  By following CPMM Media Group’s tips your social media and website content will become more inclusive and accessible to everyone who interacts with your communication. If you think your content is not currently fully accessible to everyone, now is a great time to start changing how you create and post your school or college’s online communication to social media and your website. Learn more about how we can support you with Social Media. View a full list of the services we offer here.

CPMM Media Group sponsors the Educate Awards

The team at CPMM Media Group is congratulating all the amazing schools that were shortlisted in The Communication Award category for the Educate Awards 2021.  In 2021, the category received an incredible amount of entries, all detailing their unique communication strategies from the last academic year.  Due to the pandemic, schools had to reshape their communications in order to keep students, families, staff and the wider community up-to-date with all the latest changes and goings on whilst many students were home learning and some staff having to shield at home.  Maricourt Catholic High School fought off strong competition and was named winner of The Communication Award 2021, with Gateacre School as runner up and Alsop High School and The Academy of St Francis of Assisi as finalists.   Kim O'Brien, director at CPMM Media Group, said: “We are so proud to support the Educate Awards and sponsor this category.   “Over the last 12 months, schools and colleges have had to rethink everything, including their communications and marketing. We know first-hand through our school clients, how challenging it has been and have done our best to help support them to communicate and engage with students, parents and other stakeholders during this time, developing new innovative ways of communication, such as online videos for open events and health and safety animated videos. It is therefore really pleasing to see such success stories in these entries.” Kim added: “Congratulations to Maricourt Catholic High School and well done to Gateacre School and the finalists who made the shortlist.  “We look forward to what the Educate Awards 2022 brings”.   The awards' ceremony took place back at the Liverpool Cathedral after being held virtually in 2020. Over 600 guests attended to see the 21 winners and enjoy a night of entertainment and celebration. Find out more about the Educate Awards here.