Australia's leading commentator on school marketing, Dr Linda Vining, has released a new book which covers all aspects of this increasingly important aspect of education.

Vining, who is Director of the Centre for Marketing Schools is a frequent speaker on the international circuit and travels Australia keeping abreast of educational developments.

Marketing Matters In Schools is a practical guide for both experienced marketers and those just coming to grips with school promotion and public relations.

The book begins by outlining the need to market, taking into account the fact that many educators who once regarded marketing as a negative concept now acknowledge it as an essential management function.

And Vining said that, contrary to popular belief, it is not just the private sector that has become aware of the need to market. An increasing number of public schools are now embracing the concept.

She uses case studies to illustrate how schools that have embraced marketing and used contemporary communication strategies - such as interactive technologies, the polished prospectus, advertising, direct mail and billboards - have achieved increased enrolments and better community relations.

The text provides helpful advice on the range of promotional aspects that schools can employ, from tips on how to best utilise the recorded telephone message to ensuring that the image the school wants to project is evident from the school gate through to the playing fields, noticeboards and car parks.

Practical advice is also provided on creating a new school identity. Vining explores how to make your school customer-friendly and the vital role of the school secretary in creating an effective public relations image. There are tips on how to use parent-teacher meetings to best advantage.

Comments from those currently practising in the field add credibility to the message.

There is also a chapter dealing with marketing failures and how to avoid them, as well as ways to involve staff who might be reluctant in playing a part in marketing their school. The book also examines the role of parents, strategies for dealing with competitors and working with the media.

Two important chapters relate to effective networking and how to prepare a marketing plan.

This is a practical text, beautifully presented in two colours, easy-to-read and free of marketing and PR jargon.

While it is an excellent primer for those starting out in school promotion, the depth of coverage on such a diverse range of topics makes it essential reading for more seasoned public relations practitioners.

JEG