In today’s rapidly evolving global landscape, the role of education in shaping the future of nations has never been more crucial. As we celebrated the World Education Day on 7th February 2024, it’s imperative to reflect on the significance of education not only in individual lives but also in the broader context of national development. Public Relations, with its power to shape perceptions and narratives, plays a pivotal role in positioning education as the driving force behind national progress. Let us explore this role further.
- Shifting perceptions: Education as a catalyst for development
Public perception plays a fundamental role in shaping policies, garnering support, and driving change. Public relations professionals can leverage their expertise to reshape the narrative around education, emphasising its transformative potential for societies. By highlighting success stories, showcasing the achievements of educational institutions, and promoting the benefits of education at all levels, PR campaigns can foster a culture that values learning as a cornerstone of progress.
One of the most iconic examples of how public relations campaigns emphasising the importance of education, particularly in mathematics and science, contributed to significant national achievements is the United States’ successful mission to land the first humans on the moon during the Apollo programme.
During the Cold War, the Soviet Union’s advancements in space technology, notably the launch of the Sputnik satellite, ignited fears in the United States of lagging behind in scientific progress. To counter this perception and rally national pride, the U.S. government, in collaboration with the National Aeronautics and Space Administration (NASA), launched a strategic public relations campaign. Central to this campaign was the emphasis on education, particularly in Science, Technology, Engineering and Mathematics (STEM) fields, positioning it as essential for fostering future innovation and competitiveness.
Concurrently, the Apollo program was framed not just as a scientific endeavor but as a national mission, emphasizing its significance for technological prowess, economic prosperity, and global leadership. Through extensive public engagement efforts, including media appearances, public speeches, and educational programs, NASA garnered widespread public support, transcending political divides and rallying Americans behind the ambitious goal of landing a man on the moon.
The successful moon landing not only demonstrated American technological prowess but also served as a symbol of national excellence and perseverance. It bolstered the country’s global reputation and reaffirmed its position as a leader in science, technology, and exploration.
- Advocacy and policy influence
Influencing policy is another crucial aspect of utilizing public relations to position education as a driver of national development. PR professionals can engage with policymakers, advocacy groups, and thought leaders to advocate for policies that prioritize investment in education, ensure equitable access to quality education, and promote lifelong learning opportunities. By articulating compelling narratives backed by data and research, PR campaigns can mobilise public support and shape policy agendas that prioritize education as a fundamental pillar of national development.
The Every Student Succeeds Act (ESSA), a federal education law enacted in the United States in 2015, serves as a prime example of public relations influencing policy. Advocates engaged stakeholders across the board, including policymakers, educators, parents, and business leaders, to rally support for the legislation. Through compelling narratives and data-backed arguments, they highlighted the need for education reform and showcased how ESSA’s provisions would address shortcomings of previous policies, garnering bipartisan support and ultimately shaping how states approach assessment, accountability, and support for students.
ESSA’s passage marked a significant shift in federal education policy, providing states with greater flexibility while maintaining accountability for student achievement. This strategic public relations effort underscored the importance of education in driving national progress, showcasing how effective communication and advocacy can influence policy, shape legislation, and ultimately impact the educational landscape for the better.
- Building partnerships: Collaboration for impact
Effective public relations in the education sector also involves forging strategic partnerships between educational institutions, government agencies, businesses, and civil society organizations. By facilitating dialogue and collaboration among these stakeholders, PR professionals can create synergies that maximize the impact of education initiatives. Whether it’s through public-private partnerships, community engagement programs, or academic-industry collaborations, these efforts can drive innovation, foster entrepreneurship, and address societal challenges.
For example, the Malawi government partnered with organizations like Save the Children and UNICEF to improve access to education, train teachers, and provide school supplies to children in remote areas.
Another example is Bridge International Academies BIA (an organisation that provides low-cost educational service for pupils in remote, underserved communities worldwide) partnering with the Liberia government to manage a network of public schools, providing training, resources, and management expertise to enhance educational outcomes
- Harnessing digital platforms: Reaching a wider audience
In today’s digital age, the reach and impact of public relations efforts are amplified through online channels and social media platforms. PR professionals can harness the power of digital communication to disseminate educational content, engage with diverse audiences, and spark meaningful conversations around the importance of education. From multimedia campaigns to interactive storytelling, digital PR strategies can effectively reach both urban and rural populations, breaking down barriers to access and fostering inclusive educational opportunities for all.
One exemplary case is The School of Impactful Communication (TSIC), which has effectively utilized digital communication channels to enrich the understanding of public relations in Nigeria. Through weekly classes hosted on Telegram and short weekday sessions on WhatsApp, TSIC has successfully honed and updated the skills of numerous PR professionals and practitioners. Additionally, TSIC has established a dedicated website featuring PR case studies, becoming a premier resource for PR scholars and students across Africa. TSIC has made so much remarkable contribution to PR that it won the prestigious ‘Knowledge Hub of the Year’ at the 2023 SAEMA Awards. This recognition underscores TSIC’s pivotal role as a leading institution in advancing knowledge and expertise in public relations. Through its innovative approaches
- Measuring impact: Demonstrating return on investment
As with any PR initiative, measuring impact and demonstrating return on investment are essential for assessing the effectiveness of efforts to position education as a driver of national development. By leveraging data analytics, surveys, and feedback mechanisms, PR professionals can gauge public sentiment, track engagement metrics, and evaluate the outcomes of education-related campaigns. These insights not only inform ongoing strategies but also provide evidence of the tangible benefits of investing in education for individuals, communities, and nations.
In the early 2000s, Finland grappled with challenges in its education system, marked by declining student performance and discontent among educators. To address these issues, the government introduced reforms emphasising standardized testing and heightened accountability. However, public reception to these changes was mixed, with concerns raised about potential negative impacts on student well-being and the overall quality of education. Acknowledging the significance of public sentiment in shaping policy, the Finnish government engaged in extensive consultations and surveys with stakeholders, including educators, parents, and students, to gauge opinions on the proposed reforms.
The feedback from these consultations underscored widespread opposition to the emphasis on standardized testing and a growing preference for more holistic, student-centered educational approaches. In response, the Finnish government shifting away its education policy from standardized testing by reducing emphasis on formal assessment and adopted a more flexible and inclusive model focused on increasing teacher autonomy and professional development opportunities, and prioritizing student well-being and equity in education. These changes reflected a shift in policy direction based on public sentiment due to strategic use of public relations.
Conclusion
Malcolm X’s assertion that “education is the passport to the future, for tomorrow belongs to those who prepare for it today” encapsulates the timeless significance of education in shaping individual and collective destinies thereby standing as a linchpin for national progress.
From the iconic Apollo program inspiring STEM education in America to Finland’s pivot away from standardized testing, these examples underscore PR’s impact in fostering inclusive, innovative, and equitable education systems worldwide. As nations navigate the complexities of the 21st century, harnessing the power of PR in positioning education as a driver of national development remains paramount for shaping a brighter future for generations to come.
Consequently, we must always remember that, “while education lays the foundation for the future, it is PR that ensures its enduring relevance and impact”.
Ayodele is a distinguished and multiple award-winning strategic communication expert who specialises in ‘Message Engineering’. He helps organisations, brands and leaders communicate in a way that yields the desired outcome. He is the author of the seminal work, PR Case Studies; Mastering the Trade, and Dean, TSIC. He can be reached via ishopr2015@gmail.com or +234 807 793 2282
