The world of education moves fast. Policies change, exam results spark national debates, and a single government announcement can shake up school dynamics.
If you’re working with an education-focused brand – whether it’s an edtech company, a tutoring service like TLC LIVE, or a school leadership body – you need to be part of that conversation. But how?
One of the best ways to gain credibility, reach decision-makers, and showcase expertise is by working with top education publications. Get it right, and you’ll generate meaningful coverage that puts your brand in front of teachers, school leaders, parents, and policymakers. Get it wrong, and your pitch will land firmly in the ‘deleted’ folder of a journalist’s inbox.
So, let’s talk about how to work with education media the right way.
Top education magazines you should know
Some publications are staples. If you’re not already familiar with them, it’s time to change that.
1. TES (Times Educational Supplement)
Who reads it? Teachers, senior leadership teams, and policymakers.
Why it matters: TES is the education publication everyone knows. It’s influential, credible, and covers everything from government policies to classroom strategies and expert opinion.
How to work with them: TES loves sharp, insightful takes on big education shifts – like curriculum changes or exam results.
2. Schools Week
Who reads it? School leaders, policymakers, and educators.
Why it matters: This is the go-to education newspaper for in-depth analysis of government policies, funding issues, and school leadership challenges. It’s read by the people making decisions about schools at both institutional and governmental levels.
How to work with them: Schools Week loves exclusive data, expert opinion, and investigative pieces. If your brand has a strong opinion about, say, the future of the National Tutoring Programme (NTP), this is a great place to pitch it.
3. FE Week
Who reads it? Further education leaders, policymakers, and vocational trainers.
Why it matters: Education doesn’t stop at secondary school, and FE Week is the main voice advocating for colleges, apprenticeships, and vocational training.
How to work with them: If you have insight into skills gaps, apprenticeship reforms, or employer engagement in education, this is the place for it.
PR tactics to get noticed in education media
So, now that you know where to pitch, how do you actually get coverage?
1. Stay ahead of the news
Whether it’s government policy changes, new teaching methods, or exam updates, staying ahead of the news cycle is crucial.
Tip: Set up Google Alerts for key education terms and follow reporters on X or BlueSky.
2. Editorial calendars are your friend
Most top education publications have forward features – a calendar of topics they’ll be covering in the coming months. If you know Education Today is running a special on online tutoring next quarter, that’s your cue to pitch a relevant story.
Tip: Keep a rolling database of editorial calendars and key contacts for each publication.
3. Keep it topical and timely
General pitches get ignored. So, make sure your pitch is specific and relevant to current conversations in education.
See an opportunity? Act fast.
For example, when Ofsted announced the trial of a new colour-coded inspection model for schools in England, we reached out to journalists offering expert commentary from TLC LIVE’s Ryan Lockett, who could speak about how the new system might impact parents. The result? Meaningful media coverage in Yahoo Life: What Ofsted’s new school report system means for parents.
Tip: If pitching as an expert, make sure your spokesperson has the right credentials. Educators or policy specialists will have a better chance of being quoted, especially in the key national and consumer titles.
4. Know who to pitch to
Not all education journalists cover the same beats. Some focus on early years, others on funding. Some write features, others cover breaking news. Get familiar with who covers what.
Tip: Referencing a journalist’s recent work in your pitch helps. Instead of the typical “Hi, I have a story for you,” try “Hi, I really enjoyed your recent piece on education funding challenges – thought this expert insight might be useful for a follow-up.”
5. Be reactive (and fast)
Whether it’s the impact of Labour’s Autumn Budget on private school fees or the latest homeschooling bill, timing is everything. So, when a big education story breaks, you need to be among the first to pitch.
Tip: Where you can, draft pre-approved commentary with your expert so you can send it out as soon as the news breaks.
6. Build relationships with journalists
Journalists are bombarded with pitches every day. The more you establish yourself as a trusted source, the better your chances of securing coverage.
Tip: Don’t make your relationship with journalists all about pitching. Share their articles, comment on posts, and offer useful insights too.
7. Don’t underestimate calendar hooks
Journalists plan coverage around key dates: exam results day, report releases, and education policy announcements. If you can offer timely insights, you’ll be more likely to land coverage.
Tip: Look ahead at key education dates and plan your PR around them.
8. Exclusives, exclusives, exclusives
Journalists want fresh, original content that their competitors don’t have. So give them an engaging narrative backed by never-before-seen data with a personal case study. Then offer it to your top media target as an exclusive.
Tip: DON’T be that person who pitches ‘exclusives’ to multiple titles. Everyone knows everyone, and you could find yourself in an embarrassing situation.
9. Show off your case studies
Stories featuring genuine people (students, teachers, parents) talking about how your product affects their lives resonate more strongly than CEO profiles.
That might seem unfair – you’re doing all the work pitching these journalists, so shouldn’t your CEO get the headline? But remember that case studies are the most positive form of PR you can get.
Tip: Make it easy for journalists by giving clear, compelling quotes and real-world data from your case studies. Include high-quality images or videos where possible to bring the story to life and increase the chances of coverage.
10. Share clear, credible data
How many times do you read something in a reputable publication where they mention a company you’ve never heard of with a weird name and research based on a really small sample? Never. Because the readers will never have heard of them.
A small sample size can’t be representative of the total population, and the results just wouldn’t be statistically significant. So most media outlets would turn the story away.
Tip: Have a sample size of at least 1000. National education editors, in particular, want to hear about interesting research that is done in conjunction with large reputable research firms such as IFS, CEBR, YouGov, etc.
And they don’t want complicated data and in-depth stories. So, keep concepts simple and accessible.
11. Keep it short and sweet
National education editors are busy and will rarely send detailed emails. Instead, they’ll either pick up the phone and have a chat like the good old days or send a line saying what they want.
Tip: Don’t send paragraphs upon paragraphs of background information on your company. Instead, send something short, sharp and clear.
12. Don’t ignore the trades
It’s important to remember that the nationals get many of their stories from the trades, so having a trade press presence can support your national media coverage agenda.
While the national media might be top of your target list, remember that the education trade media plays an important role too. Specialists and journalists who know their stuff are tuning in. So you can get more complex with the media angles that you take to them.
Tip: Boost your B2B SEO strategy by getting into trade media. They’re usually more open to press releases and company announcements, and are more likely to link to your website.
(Check out more pitching tips and advice from our Head of Media Relations, Katie Chodosh.)
Final thoughts
Education PR isn’t just about shouting into the void and hoping someone listens. It’s about offering real value – whether that’s expert commentary, data-driven insights, or thought leadership that provokes discussion.
When you’ve sent over your pitch, NEVER make demands or ask to check the copy before it goes live – that’s just not how journalists in the UK work.
And always stay responsive. If you can’t make an interview, if your schedule has changed or if the story you’re pitching is no longer relevant, then have an honest conversation with them, keep them in the loop. They’ll respect you for it.
Work smart, and you won’t just get coverage – you’ll shape the conversations.
We can help with your Education PR strategy. Get in touch.
Written by Jasmin Martin, Senior Media Relations Executive at Definition
Updated by Isabelle Ellerington-Holden, Communications Executive on 02/04/2025