The prevalence of social media and the continuous news cycle has fundamentally transformed a school’s influence and control over their brand and reputation.
While digital platforms offer valuable opportunities for engagement and brand re-enforcement, they also expose schools to reputational risks. As outlined in an Australian Communications and Media Authority (ACMA) report, the very openness that enables connection also opens the door to reputational threats. Recent high-profile incidents involving student online behaviour, widely reported on in the media, have highlighted the vulnerability of schools to reputational damage in this digital age.
When choosing a school, parents naturally weigh factors such as academic performance, extra-curricular opportunities, and wellbeing policies. Increasingly, however, the school’s online reputation is just as influential. A 2022 report by Independent Schools Victoria highlighted that perceptions shaped through digital platforms are becoming a decisive factor in parental choice, underscoring the need for schools to actively manage their presence and reputation online.
It’s therefore unsurprising that brand and reputation management was highlighted in the top 10 risks to schools in the Independent Schools Risk Report 2024 (Aon) – Navigating the next decade of change in education. With the report attributing the result to the prevalence of social media use and other digital platforms.
Social media channels, such as Facebook and WhatsApp groups, puts a school at higher risk of negative commentary that could harm a school’s brand and reputation. This combined with the impossibility of being aware of all these channels, managing them centrally at the school and having limited influence over what students, parents, or community members post online increase the risk and make proactive reputation management essential.
Proactive reputation management and crisis response strategies
To effectively negate risk, schools need a comprehensive strategy combining proactive communication and crisis response planning.
1. Proactive communication and brand building
Consistent, regular and transparent messaging about the school’s values, achievements, and community initiatives fosters trust and establishes a strong online presence. When stakeholders understand and reinforce the school’s core values, the institution’s reputation becomes more resilient.1
2. Digital literacy and community education
Effective reputation management in education requires fostering a culture of digital responsibility. Schools need to incorporate digital literacy and responsible online behaviour into their curriculum, involving staff, parents and caregivers.
Schools need to establish explicit guidelines for staff and students on acceptable online conduct. A well-communicated social media policy sets expectations and provides a basis for action when issues arise.2
The e-safety commissioner provides resources to schools for students to learn how their digital footprint or reputation builds up over time, and how negative online behavior can impact themselves, their family and their community.
3. Monitoring and engagement
Regular monitoring of social media channels allows schools to detect emerging issues early and respond before they escalate. Social listening tools can alert staff to problematic content or conversations.3 Engaging positively with the community online builds goodwill and helps address concerns before they escalate. Establishing clear online engagement protocols, as part of a school’s broader communications plan, ensures consistency and professionalism in responses.
4. Re-active reputational crisis strategy
Despite the best efforts, crises may happen. The focus in this case must be on swift, transparent communication to contain issues and demonstrate accountability.
Schools need to be prepared by:
- developing crisis management plans with pre-prepared statements, and clear procedures for engaging with media and social media platforms.
- having a designated spokesperson/s and staff trained in crisis management and media relations, or engaging a consultant or external agency.
While social media provides valuable opportunities for schools to connect with their communities, it also exposes them to reputational risks that require deliberate, strategic management. By understanding the dynamics of online content, implementing proactive communication strategies, and preparing crisis response plans, schools can safeguard their reputation and maintain community trust in an increasingly digital world and in the face of a crisis.
