Page 14 - Mini-Module 4

Tell and Sell

In this strategy school leaders select a limited number of messages to
‘sell’ to their community.

These messages are usually the messages that the school leaders
wants their unit or community to hear about. They may be ‘marketing’
schemes to promote some activity or aspect of the school. For
example, to promote the school’s shift to a PYP philosophy over the
next 12 months.
This might also be a strategy to ‘cover’ up some problematic issue, to
divert community attention away from potentially damaging concerns,
or it may simply be to promote an event, policy or programme.

In this strategy school leaders may come across as enthusiastic and
engaging but only on the messages and issues they have chosen to sell
to their target audience.

Sometimes the message that the school leader wishes to ‘sell’ students
may be different to the message they want to clearly send to teachers
and staff. In this strategy, ‘confidential’ or
‘in-confidence’ memos and information may be created.

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