Schools practise image-building exercise to win students

“These days people are quite internet savvy. The website provides them all the information about the school’s activities and parents can check every possible detail from the comfort of their homes,” says Anu Chaudhary of Vivek High School.

Public relations officers are the newest entrant in schools. Primarily,these ‘officers’ are responsible for ensuring the schools’ interaction with the media.

“A PRO has become the need of the hour. His task is to tie up with the media as well as streamline the school events,including annual days and declaration of results. Also,a PRO helps maintain the hierarchy in the institution,” feels Naresh Handa,school representative of St Xavier’s School.

Navneet Joshi,who owns a PR firm which has four schools as clients,says: “Schools want to enhance their credibility. They believe that hiring a PR firm will not only put them at par with other schools but also assist in building a brand name.”

Taking this task of making the right impression a step further,schools have also roped in radio jockeys to advertise themselves through broadcast media. “Radio has a mass appeal and using it to talk about the school,its achievements and facilities helps us reach out to the masses. Moreover,it is a welcome change from the usual print advertisements. We need to devise better and novel methods to approach the public,” says Aruna Bhardwaj,principal of Gurukul Global School.