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How to crank up your school’s PR machine

Headteachers arriving in the job generally have little experience of public relations, but leadership requires a great deal of skill in this area. Here, Claire Price offers some advice and explains how her school benefited hugely from a multifaceted marketing campaign

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My first headship was in a school in challenging circumstances, and, as a new headteacher with a lot of fires to put out, it was easy to keep marketing low down on my list of priorities. However, I soon learned that marketing should be viewed as an integral tool in your school improvement strategy.

Because it is not all about adverts or networking. Marketing is about selling the ethos and values of your school to stakeholders, like you do to students in assemblies. At its best, it should align with the rest of the work that you are doing to develop and improve your school.

My marketing ...

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