Using thought leadership and executive profiling to encourage more black teachers into headships

David Hermitt

Our client

The National College for Teaching and Leadership (NCTL) works to raise the quality of education and help schools to help each other improve through local partnerships led by the best head teachers. It is an executive agency, sponsored by the Department for Education, and employs around 350 staff across four sites in London, Nottingham, Coventry and Manchester.

What they wanted us to do

NCTL’s north-west representative asked Livewire PR to help raise awareness of an important government initiative, ‘Supporting Black Minority Ethnic (BME) Head Teachers in England’, designed to encourage more black teachers into headship posts and help redress the balance between BME pupils and teachers.

The latest government figures show that 28.5 per cent of primary schools and 24.2 per cent of secondary schools have BME students, and 70 per cent of all students in London are from BME groups. However, the staff workforce does not reflect these numbers with 90.2% of primary and 84.3% of secondary teachers being White-British.

We were also asked to raise the profile of their north-west representative, coach and mentor David Hermitt, who is Executive Principal, Congleton High School, and Chief Executive Officer of Congleton Multi-Academy Trust.

How we did it

We developed and implemented a comprehensive thought leadership and executive profiling campaign. In addition, and running alongside these programmes, we carried out a media relations initiative which focused on ‘Improving diversity in school leadership teams’.

What we achieved for them

Our PR campaigns were highly successful, raising awareness nationally of the need for greater numbers of Black Minority Ethnic (BME) Head Teachers in England.

They also generated widespread coverage in many key media outlets including:

  • ITV Granada Reports – the ITV regional news programme covering the north-west of England and the Isle of Man
  • BBC Radio Merseyside
  • The Times Educational Supplement
  • Leader Magazine (Association of School and College Leaders’ title)
  • SecEd, Head Teacher Update, Primary Teacher Update, Education Magazine, QA Education, e-Learning Update

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