I’ve just finished a fascinating little book in the “Leading Schools in the 21st Century” series, entitled “Public Relations, Marketing and Development – Essays in leadership for changing times”. It is published for the Independent schools sector by John Catt Educational Ltd.

The book has a number of interesting essays by school marketing experts on the thorny issue of how to communicate with parents, recruit and retain students, and handle everything from Open Days to DVDs and websites. It makes interesting reading, not just for the private sector, but for state schools as well – and I cannot recommend it highly enough.

Of course, most of the advice is plain good common sense – but then, so much of the best practice in school marketing is. The biggest lesson of all, perhaps, is to put yourself in the shoes of the customer – and work out why anyone should send their child to you.

If you are trying to market your independent school, buy the book from Amazon now