Media Matters
MEDIA MATTERS isbi MASTERCLASS 2023
Did you miss the isbi Media Matters Masterclass? Don't miss 'Know Your Audience' (KYA) Conference taking place at St Edward's School in Oxford UK on Friday 20 October 2023!
The isbi Media Matters Masterclass...
Inspired by the tremendous interest from delegates in the discussion about media relations at isbi's recent 'Future Facing' Schools Marketing & Admissions Conference at Sherborne School...
...this one-day isbi Masterclass took place at Benenden School and delivered on its promise to be a hugely thought-provoking and informative day of insight, discussion and networking with our three speakers drawing on their extensive experience working in the schools sector to share their expertise in:
> Media Relations
> Community Relations
> Crisis Communications
More Important Now Than Ever...
Never have external relations (and internal relations too) been more important than now, given the ever increasing pressure schools are likely to find themselves under over the next few years, especially in the independent sector.
Budgetary constraints, strikes, fee rises and behavioural issues can all attract the attention of journalists, especially when campaigners (and even governments) raise concerns about elitism, waste and taxation.
(For more on what was covered over the day please see below.)
Did you miss the isbi Media Matters Masterclass? Don't miss 'Know Your Audience' (KYA) Conference taking place at St Edward's School in Oxford UK on Friday 20 October 2023!
We look forward to confirming your bookings and to seeing you in Oxford in October.
Siobhan, Matthew, Liz and the isbi Events Team
Tel: +44 (0)1980 620575
Email: siobhan@isbi.com
For a detailed programme please see the Media Matters Programme page.
Media Matters took place at Benenden School, UK on Thursday 27 April with a plenary and smaller breakout group sessions over the day, networking during breaks for refreshments and lunch and the opportunity to take a tour of the school.
MEDIA MATTERS ABOUT
The independent education sector is fascinating, diverse and often misunderstood but is arguably facing a number of existential threats. In an era where trust in public institutions is at an all-time low, a school’s profile and reputation has never been more important.
Over the day our speakers will present on three key aspects of external relations for schools and colleges, of concern to anyone responsible for, or involved with, their school's communications and reputation management:
Media Relations
In this difficult political and economic climate, it is more important than ever for independent and international schools to stand up and be counted, and to bang the drum about their achievements and their enormous contributions to society, however senior school leaders are only too aware that engaging with the media is not risk-free.
Ian Read, our Newspaper Editor turned school's Director of Marketing and Communications, is here to help by explaining what reporters are actually looking for, how you can build positive relationships with the media and some of the main dos and don’ts of media liaison.
Sharing his experience as poacher turned gamekeeper, Ian will help demystify 'Media Relations' and give insights and tips too, including why embargoes are a no-no, you shouldn’t send press releases on a Friday and automated press release distribution services are a waste of time!
He will also talk about notable case studies and explore the mindset of reporters, the risks to be mindful of and the practicalities of liaising with the media, how to work with key staff as opinion leaders and how to package and 'sell in' a story that is mutually beneficial.
Community Relations
Mapping your stakeholders and understanding their power and influence is the first step in managing them effectively. It also means that you can focus your time, energy and efforts on those who have the greatest impact on your reputation.
As an experienced marketer with responsibility for overseeing external relations and admissions, Helen Clapham, will explore how a school's many stakeholders (including parents, staff, alumni and many others) have the power to be either your greatest advocates or critics, explaining what you can do to improve stakeholder engagement and to create a team of advocates who are willing to support and defend your school when needed.
Helen has dealt with a number of challenging media issues and has learnt from experience that it’s often the most innocuous things that can cause a furore. With this in mind and considering reputation as “what other people say about you”, Helen will share her thoughts and advice on how you can actively managing your school's reputation by using all of the channels available and benefit your pupil recruitment through building relationships (and developing brand ambassadors).
Getting it right can bring considerable reward as evidenced at The Grammar School at Leeds which is now full for the first time in more than 15 years and has received a record number of applications for next September.
Crisis Communications
As well as making the news, schools want to keep out of trouble – and know what to do when bad news stories inevitably arise.
A negative story can do real and lasting damage to your school’s brand, but being prepared and professional in your communications can go a long way to mitigating the impact and showing the value of public relations to the senior leadership team.
As an experienced Crisis Communications Consultant and former Director of External Relations, Headmasters' and Headmistresses' Conference, Sue Bishop is well placed to give practical advice on how you and your colleagues can communicate swiftly and effectively with your communities whilst doing everything possible to keep negative stories out of social and traditional media.
Fast, calm, authentic and transparent communication (and knowing when to say nothing) can inspire confidence and stabilise difficult situations but it’s not easy to get right. With this in mind Sue will help you reflect on and review your school's crisis communications planning as she explains how to prepare for and spot different types of crises; how to get the right help and how to take the correct steps quickly as a situation unfolds; how to manage internal and external stakeholders, and how to learn for next time.
Expert Advice, Best Practice
& Professional Development
Whatever your level of experience...
> If you and/or your colleagues are relatively new to a leadership role in a school (whether directly in Marketing, Admissions and Advancement or as a member of the leadership team or Governors) this Masterclass should provide you with a useful grounding and tips and ideas for successful external relations.
> If you are more experienced in media relations the day should provide an opportunity to review your approach and strategy for developing your school's external relationships, while adding to your understanding too.
Media Matters will also provide an opportunity to make new contacts and renew old acquaintances with peers from other independent and international schools and colleges.
Who Should Attend?
This 1-day Media Matters isbi Masterclas will be of interest to all staff at International & UK Independent Schools & Colleges involved in attracting, engaging and converting prospective parents and pupils/students and those responsible for leadership, strategy and planning, communications, external affairs, public relations, Alumni Relations, development and related fields, including:
>> Headteachers & Principals
>> Admissions Staff & Registrars
>> Marketing, Communications & External Relations Staff
>> Advancement, Development, Fundraising & Alumni Relations Staff
>> Deputy Heads & Senior Management Team
>> Bursars and Business Managers
>> Heads of Departments
>> Governors & Trustees
MEDIA MATTERS PRICING
> STANDARD BOOKING - £220+Vat
Each standard delegate ticket costs £220+Vat and includes one delegate place on the Media Matters isbi Masterclass, lunch and refreshments and copies of the presentation slides and takeaways.
Please see the Book Here page to reserve your place(s).
> MULTIPLE BOOKINGS - £176+Vat
We welcome colleagues from the same school or college wanting to take this opportunity to attend to review, reflect, learn and network together, and with colleagues from other schools who are attending.
Please do share the details of this Media Matters isbi Masterclass with your colleagues and consider the special TEAM discounted pricing available for more than one delegate attending from your school or college.
Thanks to the support of our recommended suppliers we are pleased to offer a 20% discount on the delegate tickets for the second and subsequent additional delegates booking from the same school or college, once the first delegate ticket has been booked at the standard delegate rate.
Each TEAM ticket costs £176+Vat and includes one TEAM delegate place on the Masterclass, lunch and refreshments and copies of the presentation slides and takeaways.
(Please note, it is not necessary to all book at the same time, after the first booking all subsequent bookings from the same school or college will qualify for the special TEAM discount but the availability of tickets is limited and on a 'first come, first served' basis.)
Please see the Book Here page to reserve your place(s).
MEDIA MATTERS 3 EXPERT SPEAKERS
Ian Read
Director of Marketing and Communications
Benenden School
Ian Read spent ten years working in journalism, including four years as Editor of the Kent and Sussex Courier, and led his papers to several industry awards during that time. He then moved into PR and marketing, becoming a Communications Adviser at a prominent London council before joining Benenden School in 2015, where he is now Director of Marketing and Communications.
In 2018 Ian achieved a Diploma in Professional Marketing from the Chartered Institute of Marketing. During his career he has developed extensive experience of the media and of the education sector and has led a successful strategy of media engagement at Benenden. He has also given media relations support to the Girls School Association (GSA) and training for GSA Heads.
In addition to leading the Marketing function at Benenden, Ian gets heavily involved in school life, both in his role on the Senior Management Team and by running a magazine club and frequently leading sessions for pupils about journalism, branding and marketing.
Helen Clapham
Director of External Relations
The Grammar School at Leeds (GSAL)
Helen Clapham has worked in education marketing for the past two decades, formerly in higher education and more recently in schools.
Helen joined The Grammar School at Leeds (GSAL) from the University of Leeds where she was Head of Student Recruitment and Marketing for over 8 years, and an influential figure in UK university marketing.
At GSAL Helen oversees the delivery of all aspects of the marketing process from using insight to inform proposition development to brand implementation.
Having seen significant changes during her time in education - such as the introduction of university fees, increasing parental expectations and the growth of social media - Helen is passionate about the transformational impact of education and the role that marketing can play in advancing the mission of schools.
Sue Bishop
Crisis Communications Consultant
Alder PR
Sue Bishop is an exceptionally experienced strategic communications adviser and media trainer. Her career spans local and national journalism, Director of Communications roles in the education and charity sectors and agency work. She is now the Specialist Schools and Charities Partner at a leading crisis and PR firm, providing counsel, PR plans and messaging and helping clients to deal with the effects of bad publicity and emerge stronger.
For seven years Sue was Director of External Relations at the Headmasters’ and Headmistresses’ Conference (HMC) where she led on crisis and other external communications. Over that time Sue advised Heads and communications leads on a wide range of sensitive issues affecting schools, including during the pandemic and last election. She now continues this work with leading comms agency Alder.
Sue's early career encompassed front-of-camera investigative and news journalism on Newsnight, BBC News, Watchdog, Dispatches, The Mirror and most other national papers plus radio, magazines and the Birmingham Post and Mail. She then spent ten years as a Head of Media and Director of Communications at Christian Aid, ActionAid UK and health charities before joining HMC. She has dealt with many of the most high profile national and regional stories from a PR perspective for over twenty years.
Sue is a governor of Tonbridge School and a former trustee of the International Broadcasting Trust and Home-Start UK.
Media Matters isbi Masterclass Sponsors Include:
CAN YOU HELP?
We are very happy to support the PSI for Good (PSI4Good) Campaign which is a unique collaborative in support of Pechersk School International in Kyiv, Ukraine.
The staff, students and community of the Pechersk School International in Kyiv have been incredibly courageous and determined to ensure continuity of their school and they have received tremendous support since the war began however they now need more help to safeguard their future.
The PSI for Good (PSI4Good) Campaign has been established to bring together those of us (individuals and organisations) who want to give support to ensure that Pechersk School International in Kyiv can continue to offer an outstanding education for good... this video explains what has happened and what they need:
To help the Pechersk School International in Kyiv continue with their mission please visit https://4good.psi.kyiv.ua to learn more and support PSI... and please share this video and information about the PSI for Good (PSI4Good) Campaign through your networks, thank you.