Case study · The Mount School, Edgerton, Huddersfield

Turning a photo opportunity into a lead story

Strong media coverage often comes from finding the story behind the story.

For The Mount School in Huddersfield, what began as an attractive photo opportunity evolved into a high-profile education feature that reached a much wider audience.

Read on

The BEP Surface Technologies Illustrated Explainer cover — a fighter jet, a transport aircraft, a house, packaging and an offshore rig over a lime-green field, above the line “Cutting corners cuts progress.”

Sector: Precision engineering & electroplanting
Services: Explainer campaign · Strategic PR
Collaboration: Katie Walden Illustration
Output: 5 illustrated episodes

01 The Challenge

The challenge

The school had introduced an innovative learning space in the form of a converted red London double-decker bus.

While visually striking, a photograph alone would have delivered only limited coverage. The challenge was to uncover the wider story and create something that would resonate beyond the image itself.

02 The approach

The approach

Working closely with the school, Sophie Seddon PR identified a broader narrative around creativity, engagement and innovation in education.

Key elements included:

Angle

Developing a stronger media angle beyond the visual story.
Positioning

Positioning the bus within a wider conversation about education.
Narrative

Creating a people-focused narrative that highlighted pupil experience.
Reach

Building interest amongst key media contacts.
Collaboration

Working collaboratively with media partners to maximise the potential of the story.

03 The Result

Outcome and impact

Rather than focusing solely on the novelty of the bus, the communications centred on what it represented: a different approach to learning and engagement.

The story developed from a picture-led opportunity into a substantial editorial feature.

The project delivered:

High-profile education coverage

Lead-page placement within the Yorkshire Post education supplement

Increased visibility for the school

A stronger platform to communicate its educational values and approach

"I've always found Sophie to be professional, honest and easy to work with. What sets Sophie apart is her understanding of both people and the media. She knows how to position a story, write for the right audience and present information in a way that captures attention. Her contacts and experience within the media industry have been invaluable. Before engaging her support, we found it difficult to get articles published, despite repeated attempts. Sophie's knowledge, guidance and media connections helped turn that around, resulting in successful coverage for our recent articles. She delivers what she promises and genuinely wants to help her clients succeed."
Chris Sellers, The Mount School

04 Why it matters

Media coverage is rarely about the press release alone.

The strongest stories connect a compelling visual, a human angle and a wider issue that matters to readers. This project demonstrated how thoughtful story development and strong media relationships can transform a simple news item into significant editorial coverage.

Result: What started as a striking image became a lead education feature, demonstrating the value of strategic media relations and finding the story behind the picture.

06 See also