What came from the work
- Regular television coverage of school life and achievements.
- A long-running relationship supporting the school’s public reputation.
- Creative, proactive communications support when stories become more challenging.
Making the good work visible
Schools are busy places. Achievements happen every day, but the people outside the school gates do not always hear about them. Clevedon School wanted its wider community to see the work, ambition and character behind school life.
The Purple Sheep’s relationship with the school began in 2016. The brief has been to find those stories, give them a clear angle and bring them to the attention of journalists who can help them reach a wider audience.
A journalist’s eye on school life
Shane brings a reporter’s curiosity to the work: what has happened, who is involved and why should someone care? An achievement becomes a stronger story when the people behind it have a voice.
That approach has helped bring television cameras through the school gates regularly. It gives pupils and staff opportunities to share their experiences, while helping families and the wider community understand what makes Clevedon School distinctive.
The work has also included support when the headlines are challenging. The aim is to respond thoughtfully and proactively, making sure the wider context is heard alongside the immediate issue. Reputation needs care in difficult moments as well as good ones.
Stories families could see and use
In January 2021, ITV News reported on Clevedon School’s plan to give up to 400 computers to pupils learning at home. The report also covered the school’s food support and its work with local volunteers. It put practical help for families at the centre of the story.
Later Good News Post reports show other sides of school life: politics students visiting Downing Street in October 2024, and an April 2025 update on replacement classrooms and athletics facilities. These dated examples give readers a way to explore the school’s achievements and its response to disruption.
The value of a sustained relationship
This is a continuing relationship rather than a single publicity moment. Over time, regular stories give the public more opportunities to see the school’s achievements and the people responsible for them.
Jim Smith’s description of the PR as “phenomenal” captures the value he places on that work. He calls Shane “worth his weight in gold” and recommends The Purple Sheep to fellow headteachers.
For school leaders, the lesson is practical: there is value in having someone who can spot a story, understand how newsrooms work and keep good communication moving while the school gets on with teaching.
