The Press Release – An Underrated Tool for Attracting Media Attention to the Education System

Abstract

The present article examines the role of the press release as a key communication tool between educational institutions and the media. It analyzes the need of a strategic and professional application of public relations approaches within Bulgaria’s secondary education system and the potential benefits thereof – enhancing trust, improving reputation, and reducing unrealistic public expectations. The paper presents the results of research conducted among teachers and offers recommendations for introducing professional PR practices in the school environment. It substantiates the view that the press release remains a relevant and effective tool for attracting media attention, despite the digitalization of communications channels. An example of a press release for a school concert is presented.