The role of a CEO in a school trust has never been more complex… or more exposed. Today’s trust leaders operate at the intersection of education, safeguarding, finance, HR, governance, community expectation and more, all under an intense and permanent public spotlight. In that context, media training is no longer a “nice to have”. Instead, it is becoming an essential part of trust leadership.
For leaders responsible for multiple schools and thousands of pupils, the stakes of public communication have never been higher.
Schools deal with some of the most sensitive issues in public life. Safeguarding incidents, staff conduct, attendance challenges, SEND provision, funding pressures and inspection outcomes all carry profound human consequences. When something goes wrong, even on a small scale, the impact on pupils, families and staff can be immediate and deeply personal. At the same time, these issues often attract rapid media interest, sometimes before the full facts are established, leaving schools and trusts vulnerable to misinformation that can damage reputations irreparably.
For CEOs, as the ultimate leader in the trust, this creates a uniquely difficult challenge. A poorly judged comment, an imprecise phrase or a delayed response can unintentionally escalate a situation. Media training helps leaders navigate these moments with clarity and care, ensuring they communicate accurately while maintaining trust.
The scrutiny on education has also intensified. Trusts now manage significant public funding and oversee multiple schools, which naturally attracts attention from journalists, parents, regulators and politicians. Decisions that once stayed within school gates are increasingly debated online, amplified by social media and shared in real time. A local issue can become a national headline within hours.
This sits alongside a changing media landscape. Traditional reporting still matters, but it now competes with digital outlets driven by clicks, speed and engagement. Negative stories travel further and faster. Nuance is often lost and complex situations are reduced to simple narratives. Even responsible journalists operate under commercial pressure to publish quickly and frame stories sharply.
In this environment, CEOs must be prepared not only for formal interviews, but for reactive statements, doorstep approaches, social media storms and misinformation. Media training equips leaders with practical tools, including how to deliver clear key messages, how to respond under pressure, how to avoid speculation and how to show leadership when emotions are running high.
Importantly, this is not about spin or evasiveness. Good media training helps CEOs articulate their values, explain difficult decisions and demonstrate accountability. It supports them in speaking with empathy to affected families while also reassuring wider communities. It enables them to represent their trust professionally to inspectors, funders and stakeholders.
There is also a wider organisational benefit. When CEOs communicate calmly and consistently, it sets the tone for the entire trust. Staff feel supported, governing boards feel informed and parents feel heard. During a crisis, that confidence can prevent rumours from filling the vacuum and stop problems from compounding.
As school trusts continue to grow in scale and responsibility, the expectations placed on their leaders will only increase. CEOs are public figures and spokespeople for complex organisations serving thousands of children.
Media training gives them the confidence and capability to meet that reality head on. In a sector defined by trust, safeguarding and public accountability, preparation around how to interact with the media is an essential part of the job.
- Leon Emirali is Senior Counsel and Head of Media Coaching at PLMR. He is a frequent media commentator who has trained senior politicians and leaders across the country, including prime ministers, cabinet secretaries and school trust CEOs. Tiffany Beck OBE is Head of Education at PLMR. PLMR is a CST platinum partner, whose services include: media training; media relations; crisis communications and reputation management.
- CST’s three-part Crisis communication for school trusts course starts on 16 April.
We welcome perspectives from a diverse range of guest contributors. The opinions expressed in blogs are the views of the author(s), and should not be read as CST guidance or CST’s position.
