When was the last time you asked ChatGPT for a recommendation—and wondered why your brand wasn’t mentioned? That’s the problem at the center of this episode of The Education Insider.Host Jacob Hanson brings together PR thought leader Kristen Plemon and SEO/GEO expert Rachael Bly to unpack Generative Engine Optimization (GEO) — a term that still makes most executives respond with, “What the heck is GEO, and why should I care?”What you’ll learn in this episode:
If you’re in education marketing, PR, or district leadership, this episode is both a warning and a playbook: now is the time to act, or risk being invisible in the age of AI search.
Resources & Links:
Connect with Kristen Plemon on LinkedIn
Connect with Rachael Bly on LinkedIn
Learn more about PRP Grouphttps://www.prp.group/
Learn more about Hawke Mediahttps://hawkemedia.com/
Enjoyed the episode? Leave a review, share it with a colleague, and subscribe to The Education Insider wherever you get your podcasts. For more insights on education branding, visit PRP Group.
Episode Title: Beyond the Logo: Why Education Needs Bold Brands and Smart Strategy
Guest: Joey Yorba, Managing Director, Super Top Secret
Guest Website: wearetopsecret.com
Guest LinkedIn: Joey Yorba
Host: Jacob Hanson
About Joey Yorba:Joey Yorba is the Managing Director of Super Top Secret, a creative agency that’s helped some of the world’s most recognizable brands—from Nike to Xbox—cut through the noise with bold, emotionally resonant storytelling. With a deep background in creative direction and brand psychology, Joey now brings that global expertise to the education space, helping mission-driven organizations lead with authenticity and impact.
At STS, he leads multidisciplinary teams that develop everything from foundational strategy to full-scale campaigns—all with one goal: building brands that don’t just look good, but feel unforgettable.
Key Topics Covered:
What a brand actually is—and why most education orgs get it wrong “A brand is what someone says about you when you're not in the room.”
The high cost of reactive communications and under-invested branding “We still have people who think, ‘We’ll just do the logo now and figure the rest out later.’ That’s how you waste money.”
The importance of emotional resonance and design systems “Every touchpoint matters. You can't say you care about equity and then have a clunky, inaccessible website.”
Why brand strategy is foundational—not optional “This isn’t a nice-to-have anymore. If you’re not shaping the narrative, you’re being shaped by it.”
Quick tests to assess your messaging clarity “Ask five people to explain what your company does. If you get five different answers, you’ve got a brand problem.”
Resources Mentioned:
"It’s not the sky falling—it’s the ground shifting."
Federal restructuring. State budget cuts. A surge in school choice and local control. The education landscape is undergoing a seismic shift—and companies that cling to national-only strategies risk being left behind.
In this episode of The Education Insider, host Jacob Hanson is joined by Michael Campbell, President of Advancing Global EDU, to break down why localization isn’t just an adjustment—it’s a survival strategy. They explore how hyper-targeted messaging, state-by-state go-to-market plans, and community-centered PR can help education companies not only keep pace, but lead the way.
Packed with real-world examples, tactical guidance, and bold predictions, this episode will reshape how you think about scaling in education. If you’re wondering how to turn policy chaos into market clarity, this is your roadmap.
As universities move toward test-optional admissions, the standardized testing industry is at a crossroads. While critics argue that the SAT and ACT perpetuate inequality, others question how colleges can fairly evaluate students without a common metric. If standardized tests disappear, what replaces them?
Host Jacob Hanson sits down with Adil Husain, founder of Emerging Strategy, and PR expert Kristen Plemon to explore the uncertain future of high-stakes testing. They dissect the industry's failure to control its own narrative and the risks of abandoning standardized assessments without a clear alternative. Despite decades of influence, organizations like the College Board and ACT have been surprisingly silent in the debate over their own relevance.
"What we always counsel clients on in terms of PR is when you leave a void, others are going to fill it,” says Plemon. “So you lose that thought leadership. And they have spent decades building this expertise, this trusted brand and credibility. And if they're letting others step in to take that, that's going to erode their brand over time.”
Meanwhile, as test-optional policies become common, data is becoming more skewed—leading to an even more competitive and subjective admissions process. “What’s happening now with test-optional policies is that only students with the highest scores are submitting, which is skewing data and making the admissions process even more competitive,” Plemon adds. “Colleges need a way to fairly compare students, and without a standardized measure, that becomes much harder.”
Without a strong voice from the industry, critics of standardized testing are shaping the conversation. As Husain says, “The criticisms that they're biased or ineffective should be addressed either through improvements or better communication, but simply accepting the criticism and backing off from the debate altogether seems to be a disservice, not only to their business and their employees but to the institutions trying to make objective decisions from a growing number of applicants.”
The future of standardized testing isn’t just about whether the SAT and ACT survive. It’s about whether the education industry can define a better way to assess student readiness—or if test-optional policies are simply shifting the advantage to those with more resources.
Listen now for a candid discussion on what’s next for testing, equity, and college admissions.
Questions? Ideas for our next episode? Drop us a line, jhanson@hawkemedia.com
Guest Links:
Key Topics Covered in this Episode:
The consequences of test-optional policies: who benefits, who loses
Why the SAT and ACT are struggling to defend their place in college admissions
How the lack of industry leadership is leaving space for critics to control the conversation
The role of AI and adaptive assessments in reshaping student evaluation
For education professionals, policymakers, and anyone invested in student success, this episode is essential listening.
The Value (and Necessity) of a District’s Strong Brand Identity
In an era of declining enrollment, school choice expansion, and crisis management, a strong brand identity is more crucial than ever for school districts. In this episode of The Education Insider, host Jacob Hanson sits down with Dr. Kecia Ray, former superintendent and founder of K20 Connect, to discuss why school districts must take control of their narrative.
From branding strategies to crisis communications, Dr. Ray shares insights on how districts can build trust with their communities, proactively engage stakeholders, and ensure families recognize the value of public education. The conversation also touches on lessons from Nashville’s school system, the role of AI in education communications, and the importance of messaging around national policy changes.
Whether you’re an educator, administrator, or policymaker, this episode is packed with actionable insights on how to strengthen school identity and communications in uncertain times.
Guest: Dr. Kecia Ray, Founder & CEO of K20 Connect
Guest LinkedIn: Dr. Kecia Ray
Resources Mentioned:
AASA Conference Booth #458 – Meet Dr. Kecia Ray & PRP Group in New Orleans
Article: 3 in 4 District Leaders Expect a Cyberattack Soon (The Journal)
Enjoyed this episode? Subscribe and leave a review! Share this episode with your network and connect with us at jhanson@hawkmedia.com.
#EducationLeadership #NCE2025 #PR #Storytelling #Edchat
In our first episode since we became PRP Group, a Hawke Media Company, Jacob Hanson interviews Hawke’s CEO Erik Huberman, who has built Hawke into a marketing powerhouse that includes a venture capital arm and a proprietary AI platform for marketers. Erik (who also stars opposite Anthony Anderson and Cedric the Entertainer on the reality show “Kings of BBQ”) shares his insights into how marketing does and doesn’t affect revenue, why PR is the “biggest trust-builder” for any company, and how AI is like having “an army of 17-year-old interns.”
Join PRP’s CEO Jacob Hanson for the second part of his wide-ranging conversation with Ulster BOCES Superintendent Dr. Jonah Schenker. As Dr. Schenker shares Ulster’s journey toward a Deeper Learning mindset, the discussion takes a deep dive into the pivotal role of innovative leadership in transforming education. Hear Dr. Schenker’s thoughts on how budget allocations reflect districts’ values, the responsibility of the private sector in education, how to sustain CTE programs, and the importance of preparing students for unknown challenges.
As a student, Dr. Jonah Schenker thrived outside the conventional classroom. As Superintendent at Ulster BOCES, he’s creating a productive, inclusive learning environment where everyone's uniqueness is celebrated.
In November 2023, Ulster earned the Deeper Learning Designation and will be hosting the first ever Leading for Deeper Learning conference in July. This is the first Deeper Learning conference to focus on how leadership can create environments conducive to meaningful, impactful change.
Listen as Dr. Schenker discusses the importance of human-centered design and how that “North Star” is what leaders and educators should be using to guide the next generation of learners and solutions for those learners
After the twists and turns of the COVID years, 2023 was a stabilizing period in the education sector, even with fewer deals and tightened valuations. 2024 is now looking brighter, as capital markets show signs of recovery, making this an opportune moment for companies that have been biding their time—especially if they’re attending the ASU+GSV Summit on April 14-17.
Whether you’re an educator, an investor or an entrepreneur, you’ll learn a lot from our recent conversation with Taylor Smith, a managing director at Tucker Capital. In this episode, he shares valuable advice that can help potential acquirers and acquirees navigate the mergers and acquisitions landscape with confidence and clarity.
You can meet Taylor and the Tucker Capital team as well as Jacob from PRP at the AIR and ASU+GSV events this weekend! You can reach them at: tsmith@tuckercapital.com and jacob@prp.group
PowerNotes’ founder and CEO Wilson Tsu, who writes with passion and clarity about the potential and pitfalls of artificial intelligence in education, says every company needs a clear AI usage policy. Tsu also schools PRP’s Chris Piehler in the developing art of “prompt engineering” and shares his hope that AI will improve education (and work) for people suffering from “writing anxiety.”
In this episode of The Education Insider Podcast Shorts, host Jacob Hanson riffs on a recent article featuring an administrator’s perspective on vendors in the education sector. He wholeheartedly agrees with Dr. Tracy Daniel-Hardy, a district-level director of technology, who says vendors need to “know what we do, how we do it, what we need to simplify our work, our pain points, and the parameters that guide our work.” Jacob explains how understanding your clients’ needs can translate into more relevant and meaningful outreach and, ultimately, build the deep trust that’s needed to sustain relationships with key buyers. He also introduces PRP Group’s new Anonymous Edvisors service, which offers insider access to education experts.
In a can’t-miss conversation with host Jacob Hanson, Julia Fallon, the executive director at SETDA, delves into the evolving landscape of educational technology, offering valuable insights and actionable advice. She shares thoughts on:
Cybersecurity's growing importance in K-12 education;
Crisis communications for education companies;
SETDA’s role in edtech partnerships; and
Market research and building community relationships.
Julia's journey in educational technology spans more than three decades, beginning right after her undergrad years. Her enduring passion for the field is rooted in a never-ending curiosity about the transformative power of technology in education.
In the episode, she shares her experiences and discusses the benefits of companies working with SETDA, highlighting how the organization provides insights into state-level educational technology trends and policies. Finally, Jacob and Julia underscore the importance of companies preparing for potential cybersecurity threats and crises by developing comprehensive crisis communication plans.
Kristen Plemon, PRP’s director of strategic storytelling & client success (say that ten times fast!) shares her extensive knowledge about how companies can stand out from the competition by building on a short unique value proposition that is truly unique. She also offers practical advice about messaging, the impact of customer stories, and the power of partnerships.
In a lively chat with PRP editorial director Chris Piehler, Susan Enfield, the award-winning Superintendent of Washoe County Schools, shares why she wants to work with “compassionate human beings,” why fall break is a good time to reach her, why AI will never trump human-to-human connection, and the correct way to pronounce “Nevada.”
Collin Earnst is the founder and managing partner of The EdTech Leadership Collective, which helps K-12 edtech companies build leadership capacity in their middle management. He joined Alison Deutsch, VP of curriculum assessment and data at Lexia Learning, at the T&L Ed Exec Summit. In today’s The Education Insider Podcast Short, Jacob Hanson chats with Collin about the summit and key takeaways from Collin’s presentation.
On this Education Insider Podcast Short, Jacob interviews Chuck Amos, CEO of The Amos Group, about his panels at the Tech & Learning EdExec Summit, which focused on funding and government affairs. The Amos Group is the parent company of SchoolBondFinder & SchoolNetwork.
SchoolBondFinder is the first comprehensive online database tracking K12 funding projects in the U.S., and SchoolNetwork is a networking platform for K12 District Administrators to view and share funding project documents, review solution providers, and advertise RFPs nationwide.
Show Links
The Amos Group: https://theamosgroup.us/
The Ed Exec Summit: https://www.techlearningevents.com/edexecsummit/home
After a lively couple of days of sessions and networking, PRP’s Kristen Plemon recorded her thoughts live from #TLTechLive! Whether or not you were with us at Chateau Elan, you'll want to check out her 90-second rundown of her most important takeaway from the EdExec Summit!
“I've been fortunate enough to speak at conferences around the world, and one of the things that I come away with is educators around the world are all trying to solve the same problems,” says Dr. Charles Khoury, who recently retired after a 49-year career in which he served as classroom teacher, assistant principal, high school principal, assistant superintendent, and superintendent.
On this episode of The Education Insider Podcast with PRP Group, Dr. Khoury shares insights and anecdotes about being on the receiving end of education vendor’s sales pitches, and delves into the importance of the “post-back-to-school” period to educators and education vendors.
About the Guest
Dr. Charles V. Khoury is the former district superintendent of Ulster BOCES. In addition to his role as chief executive officer, he was the New York State Education Commissioner’s representative in the field, the major liaison between local districts and the state education department, as well as the spokesperson for regional education issues. He can be reached at khourych@gmail.com or via LinkedIn.
Are you ready for the Tech & Learning EdExec Summit? I'm super excited to come and see all of you!
FYI that there is a ride sharing opportunity from the airport. Reach out to me or Christine Weiser to learn more. It's a bit of a jump from the airport to this wonderful venue, so I encourage you to reach out: info@christineweiser.com. So drop her line and she will get you hooked up with Joyce Whitby who is helping to coordinate this.
Where we want to be spending some time today is looking at the agenda and scrolling through here to make sure that you all know where to go and where to look. You can access this information once you've logged in as well. I'm gonna be spending some time this week getting myself scheduled into some sessions. There's some really good ones and some fantastic speakers.
You can see the venue map and kind of check out where you'd like to meet locations, those kinds of things as you're looking to reach out for meetings. I just want to caution you that you actually have to put in a meeting time and date as well as a location like they mentioned up there.
But knowing this is a holiday weekend coming up and we're gonna be there Wednesday, I strongly encourage you all to get moving on, taking a look at some of these things, starting to look through the directory and reach out to folks.
Welcome to the first episode of The Education Insider Podcast Shorts from PRP Group. Our podcast shorts are a new series of 2-minute videos with timely info about what's happening in education, best practices for understanding your customers, and answers to listener questions about our episodes.
In this episode, PRP Group co-founder and CEO Jacob Hanson introduces our podcast shorts and gives a sneak peek into what you’ll get out of them. Spoiler alert: He talks about what you should really be doing during this back-to-school period and the importance of the post-back-to-school period for education vendors.
Episode Links
