Randy, It's great that you have a PR firm that can ideally get your story out. It sounds like now you need the "story." Career schools and colleges have a lot to say. You just have to look in the right places. We suggest you start with your Alumni. What are they doing that is newsworthy? If you keep in touch with them you will know. Many go on to accomplish a lot in their jobs. Others contribute to the community and help others. Some of them may be involved in your school helping students prepare for the job search. Do your students contribute their time in some way practicing their skills? If you train in allied health they could be at assisted living centers taking blood pressure or using other skills to help out. If you offer massage therapy training you could be at sports events like marathons and offer chair massage. Are you researching the kinds of industries that are coming into your area and the kinds of trained skilled workers they need? You could offer that training and promote how your institution addresses the skills gaps. All these are newsworthy stories that your PR firm can promote. Thanks, Susan Dr. Susan Schulz