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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This is exactly the sort of book which parents should be looking at to cut through the marketing glitz of independent school websites and prospectuses, and to focus in on the key issues around finding the right school for their child. Matthew's book offers a wealth of practical advice from someone who really knows the sector, giving parents all the right questions to ask of themselves and the schools they are visiting. If you're looking for a guide to tell you what the best school is, then this book isn't for you. If you want guidance and support to find the best school for your child, then look no further.
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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.
