Marketing spin
Look at many independent school websites and you will find a deluge of photographs of happy, smiling children. You will be taken on a journey of slick marketing showing you insights into the school, highlights of pupil success and ambition. You will almost certainly have to grapple with a navigation which is more style over substance, a lavish design not unlike a luxury consumer brand, logos for awards which sound good but you don't actually know the value, and possibly a presentational video which feels more like an episode of Made in Chelsea than a serious attempt to convey what it means for your son or daughter to study at the school. Welcome to the world of school marketing.
Actually, to be fair, it's often worse than this. I have looked through hundreds of school websites and it often takes several minutes to actually find the age at which they start admitting pupils. In an ever increasing spiral of marketing gloss, the key messages risk being forgotten. For the prospective parent, you need clear and concise information so you can make an...
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Matthew's new and approachable parent guide to choosing a school is spot on. Naturally, the first thing I looked at was his commentary about Heads. Sage, sensible and savvy advice abounds, as does the caveats and cautions about over glossy marketing spin that schools pump out. The book is really well written, entirely from the perspective of supporting parents. It's also a gentle swipe at some of the nonsense schools promote and how to look past it. Parents, also take heed – there are really good pointers about how to be a great parent in your relationship with the school. Unglossed, direct and delivered with humour, Matthew's book helps make things easier for everyone, and in that way, your child has a better chance of being happy and thriving. Remember, it's a two-way relationship, you're not buying a washing machine.
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This is the book that parents have been waiting for and one they should most definitely read when choosing a school for their children... Matthew offers sage and measured advice about what you need to consider, things to avoid and who to listen to when making the most important choice you can make for your child.
