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Attain Blog

Reflections and ideas for schools with a focus on communications and marketing. Written by Matthew Smith, Lead Consultant for Attain Associates, Editor of the Attain Guide and Director of branding and communications agency, Chapel Studios.

Being authentic

For a news story to be brilliant, it needs to have certain ingredients. But what does it need? Attain's Editor, Matthew Smith, has put together a checklist to help, conveniently linked against a memorable word... authentic.
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Is your school newsworthy?

Schools can be a wonderful source of news but not all stories are newsworthy. Too often, schools rush to send out a story without seeming to think about the audience. Attain's Editor, Matthew Smith, looks at the distinction between 'story-telling' and news and why their objectives rarely align.
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Is school news dead?

Matthew Smith reflects on the unhelpful influence of marketing on school news stories. As some schools attempt to produce more and more content, they risk losing any semblance of journalistic quality. Is it time for schools to decide that less can actually be more?
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