In a field where perception meets purpose, Aabhika Hari has carved a niche for herself as a thoughtful and strategic voice in educational public relations. With experience spanning agency work, corporate communications, and education branding, she brings a rare blend of agility, empathy, and vision to her role. In this exclusive conversation with Sanjay Jadhav, Editor, Education Edge Global, Aabhika shares insights from her professional journey — from discovering her passion for purpose-driven communication to navigating the unique challenges of PR in the education sector. She speaks candidly about authenticity in storytelling, crisis communication, and what it truly takes to build trust and connection in an ever-evolving educational landscape.
Could you share a little about your professional journey and what drew you to public relations, especially in the education sector?
My journey into educational PR wasn’t exactly a straight line, but I think that’s what helped shape my approach. I started out in a PR agency, learning the basics of media relations and client servicing. After a while, I felt I wanted to do something that had a bit more purpose and impact. During my time at ICCPL, I got to work across different sectors and saw how powerful communication can be in building trust and shaping perceptions. That’s what really drew me to education — because here, you’re not just promoting an institution, you’re actually part of something that shapes young minds and makes a difference in the community.
Were there any mentors or experiences that significantly shaped your approach to PR?
Yes, absolutely. I have had a few mentors who really shaped how I see PR. During early days, I learned the value of being precise and quick on my feet — the kind of agility you need in agency life. Later, at Global Schools Group, I understood how much empathy and purpose matter when you are communicating in the education space. Working at a brand level also gave me a broader perspective — it’s about creating a consistent voice across regions and building relationships with people from different cultures and backgrounds. Those experiences taught me that good PR isn’t just about getting coverage — it’s about meaningful connections and stories that truly resonate.
How does public relations for an educational institution differ from PR in other industries?
Educational PR is fundamentally different because you are managing relationships with incredibly diverse stakeholders who all have regular involvement and investment in your brand. In corporate PR, you might focus on customers, investors, and media. In educational PR, you are simultaneously interacting with students across different age groups, faculty and staff, community members, media journalist coverage education and agencies. Each group has different communication preferences, concerns, and levels of engagement. A message that resonates with high school students and staff might completely miss the mark with school board members.
What are the key skills and qualities a PR professional must have to succeed in the education space?
I think in education PR, it’s about balancing empathy with strategy. You are not just promoting a school — you are communicating trust, values, and impact. So, strong media relations and good storytelling really matter. You also need to stay alert and updated about what’s happening in the education space because things evolve quickly. And since it’s such a community-driven field, networking and collaborating with people across different regions and cultures play a big role too. At the end of the day, it’s about building meaningful relationships and sharing stories that feel genuine.
How do you balance promoting the school’s achievements while staying authentic and community-focused?
Honestly, one of the trickiest parts of PR in schools is keeping it real. Schools obviously want to share their wins, but families and communities can tell right away if it feels forced or just hype. For me, it’s about telling the story behind the success. At the same time, we make sure we stick to our USPs — the things that really set us apart — and highlight them in any news or stories we put in front of people. We don’t wait for problems to pop up — we talk about them, share what we are doing to fix them, and ask for input. That kind of transparency builds trust, which really helps when tough situations come up.
What are the biggest challenges you’ve faced managing PR for a school, and how did you overcome them?
The most significant challenge I faced was managing communication during a major safety incident at our school. Within hours, we had concerned parents, media inquiries, social media speculation, and the need to coordinate with law enforcement while maintaining student privacy. The key was having pre-established protocols and relationships. We had crisis communication plans that clearly defined roles, pre-drafted template messages that could be quickly customized, and established relationships with key media contacts who understood the sensitivity of school-related stories. Most importantly, we prioritized direct communication with our school community first before addressing external audiences. Parents and staff heard from us directly before seeing anything in the media, which helped maintain trust during a very difficult time.
How do you maintain a healthy work-life balance in a field that often demands quick responses and creative ideas?
Honestly, work-life balance in PR can be tricky because you have to be always ON, and creativity does not stick to a 9-to-6. For me, it’s about setting clear boundaries and routines. I make sure to carve out time for myself and my family, even when things get busy — it actually helps me stay fresh and creative at work. I also prioritize and plan. Knowing which tasks are important and therefore it helps me respond quickly without feeling overwhelmed. And I try to make space for downtime — even small breaks just to give my brain room to recharge. At the end of the day, it’s about being showing up fully when it matters, but also knowing when to step back and reset. That balance keeps both my work and my life sustainable.
What advice would you give to newcomers aspiring to build a career in educational PR?
Firstly, I would say to be genuinely curious — really get to know the school, brand and the community. Tell stories that matter, not just flashy headlines, because people can tell when it’s authentic. And build relationships — with media, colleagues, and the community — because those connections are what really make your work stick.
