The Harley School
Building Community Connections Through Strategic Storytelling
Industry: Education
Services: Media Relations • Community Relations • Strategic Communications • Thought Leadership
The Opportunity
The Harley School entered 2025 at an important moment in its history. With a new Head of School taking the helm, the independent school had an opportunity to introduce new leadership while reinforcing the values that have defined Harley for generations.
At the same time, students and faculty were doing remarkable work - from innovative STEM programming and arts education to Indigenous Peoples initiatives and community partnerships - but many of these stories weren't reaching audiences beyond campus.
Harley wanted to strengthen its connection with the Greater Rochester community, increase positive visibility and position the school as a leader in independent education through consistent, authentic storytelling.
Our Approach
LáLew Public Relations developed a yearlong earned media strategy focused on telling the stories that already existed within the Harley community.
Rather than relying on occasional announcements, we created a steady cadence of proactive media outreach designed to keep Harley visible throughout the year. Every story supported a larger narrative: Harley is an innovative school where students learn by doing, educators lead with purpose and community engagement is part of the educational experience.
Our strategy included:
Introducing the new Head of School through thoughtful, phased media outreach.
Developing story ideas around student achievement, innovation and community impact.
Positioning faculty and school leadership as trusted voices on education.
Building relationships with local and regional reporters.
Coordinating interviews, photography and media opportunities with Harley staff.
Maintaining ongoing collaboration through strategic planning and project management.
The Results
The campaign generated sustained visibility across Rochester's leading broadcast, print and digital media outlets while strengthening Harley's reputation as an engaged community partner.
Campaign Highlights
Nearly 30 earned media placements
24.24 million unique monthly visitors reached
$240,468 in Advertising Value Equivalency (AVE)
Coverage in Rochester Business Journal, WROC, WHAM, WHEC, Spectrum News, Fox Rochester and additional statewide and national outlets
Notable stories included:
Student participation in NASA HUNCH, generating broadcast and digital coverage reaching more than 2.86 million viewers.
Coverage highlighting Harley's commitment to Indigenous Peoples education, including a community flag-raising ceremony and statewide educational initiatives.
Extensive media coverage surrounding the introduction of Harley's new Head of School, helping establish visibility and trust during a significant leadership transition.
Beyond the Numbers
The success of the campaign wasn't measured solely by media placements.
Throughout the year, Harley became a more visible part of Rochester's educational and civic conversations. Consistent storytelling helped strengthen relationships with local media, elevated the school's profile among prospective families and community partners and created a strong foundation for future thought leadership through podcasts, opinion pieces and alumni engagement.
By focusing on authentic stories instead of promotional messaging, Harley was consistently positioned as more than an independent school - it became recognized as a valued contributor to the Rochester community.
Recognition
The success of this campaign was recognized by the Public Relations Society of America with a PRism Award for Community Relations, celebrating the strategic communications program that elevated The Harley School's visibility, strengthened community connections and showcased the power of earned media to build trust and reputation.
Client Snapshot
Client: The Harley School
Industry: Independent Education
Campaign: Community Relations & Media Relations (2025)
Services Provided
Strategic Communications
Community Relations
Media Relations
Leadership Communications
Story Development
Press Releases
Media Pitching
Interview Coordination
Project Management
Outcomes at a Glance
30 earned media placements
24.24 million potential audience reach
$240,468 AVE
PRism Award-winning campaign
Stronger community visibility
Thought leadership established
Long-term media relationships established