School choice is expanding and education is getting ever-more politicized but do K12 leaders have the branding and marketing skills to cope?

If you’re a superintendent or administrator trying to tackle public relations, this week’s guests on District Administration’s “Talking Out of School” podcast are here to help. Lynette White is the district and community relations coordinator at the Banning Unified School District and Renae Bryant is the director of plurilingual services at Anaheim Union High School District.

These California educators host “The Ed Branding Podcast” and co-wrote The Ed Branding Book: How to Build Educational Leadership with Social Influence and their areas of expertise are becoming crucial skills for K12 leaders to master—considering challenges such as declining enrollment and politicization. But, White warns, don’t try to tell your story with “make-it-free” marketing.