Unhelpful influences
Awards are great. And winning awards is even better. The pride and acknowledgment to be chosen as the best deserves recognition and praise. In independent education you have dedicated and committed staff going above and beyond to create the very best educational opportunities for children. Schools are often innovative and creative places, pioneering new ideas for teaching, curriculum and pastoral care. All these things matter and deserve to be championed and celebrated.
The problem comes with how awards are used in marketing. Prospective parents will often see awards on school websites, highlighting winners or shortlisted schools. But winners of what exactly, how many entered and what specifically were the criteria? Glibly claiming to be 'the best' when not all peers entered an award gives the wrong impression. Awards are big commercial undertakings and there's money to be made. And it's because of this that it can shift from being a...
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Finally! A guide that helps parents cut through the branding, shiny PR and glitz, and focuses unapologetically on what should be at the heart of every school choice: a child's happiness.
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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.
