This is a slimmed-down version of my presentation at ASCL conference, removing some images and internal school documents. If you have any questions about it, please contact me.

Leadership is 90% Communication Geoff Barton Download this presentation at (Teacher Resources 70)

Leadership is 90% Communication Discuss. Download this presentation at (Teacher Resources 69)

Essential ingredients of good writing Communication within school Communication beyond school

What …

How …

The Literacy Club

Good writing: the essentials

Describe the room you are in …

Structure

Sentences

Words

Keep it brief. Aim for one side of A4. If you must write more, provide a summary box of key points 1

See everything from your readers’ viewpoint: what will help them to absorb your ideas as efficiently as possible? Eg bold, boxes, bullet-points, spacing, sub-headings 2

Think ‘readability’ for all audiences – especially pupils and parents 3

Think ‘short’ and ‘long’ sentences 4

Seven of the 33 buildings in St James’s Square, in the heart of one of the most expensive parts of the West End, display For Sale or To Let signs. The sight of some of the capital’s most exclusive business addresses languishing empty – when not long ago they were snapped up as corporate headquarters – brings home the impact of the recession as financial controllers cut costs by letting out spare space vacated by staff who have been made redundant or exiled to less costly locations. 2 sentences:

St James’s Square is in the heart of the West End. Seven of the 33 buildings in display For Sale or To Let signs. Some of the capital’s most exclusive business addresses languish empty, when not long ago they were snapped up as corporate headquarters. This brings home the impact of the recession. Financial controllers have cut costs by letting out spare space. This includes moving staff to less costly locations. 6 sentences:

Use connectives to signal the direction of your ideas. On the other hand Despite this However Also Although As Therefore In contrast In summary In addition For example Similarly 5

 firstly,    Another strong idea is …   It could also be argued ….   A different approach is …    however,    finally ….  

 firstly,    Another strong idea is …   It could also be argued ….   A different approach is …    however,    finally ….  

Be clear about punctuation: Full stops to signal the end of a sentence Commas to separate items in a list or create islands of words Dashes – in pairs – to create emphasis Colons: signal something to follow Semi-colons allow you to link related ideas; they add balance to a sentence 6

Avoid clichés (ready-made phrases) Come on stream (get under way / start) A hands-on approach (practical) The jury is still out (is not yet decided) Meet with (meet) Put in place (prepare) Take on board (accept) User-friendly (easy to use) 7

Avoid unnecessary repetition (tautology): 8 Absolute certainty (certainty) Added bonus (bonus) Added extra (extra) Quite distinct (distinct) End result (result) Past history (history) Really excellent (excellent) Revert back (return) Moment in time (currently)

What …

How …

Communication: Within School

Why…

The Margaret Thatcher Book of Memorable Quotations

“Don’t bring me problems: bring me solutions”

“Never underestimate the power of an announcement”

1.Use “we” and “our” not “I” and “my” 2.Know and keep restating key messages with emotive vocabulary (“powerful, terrific, astonishing”) 3.Redundancy matters 4.Never underestimate the power of an announcement for creating momentum 5.It’s not just about words: it’s also values – think images, signs and plants Communication within school

1.Simple backgrounds (eg white on black) 2.Minimal text 3.Words to reinforce your key message exactly 4.Tell stories through images, never clip-art 5.Watch Steve Jobs A Note on Death-by-PowerPoint

Communication: Beyond School

Have a school website that people look at

Make your site the number 1 hit for your school name

Shaping the Media Agenda

1.Have a website that changes, preferably daily 2.Have a newsletter that includes comment 3.Send newsletters routinely to all media organisations 4.Follow those organisations on Twitter 5.Give a 60-minute guaranteed comment on any education story Shaping the Media Agenda

Leadership is 90% Communication Geoff Barton Download this presentation at (Teacher Resources 70)