How to find your audience and win it over #buildingpassions

Communicating is all about tailoring your key messages to the right audience.

When I started in education policy back in mid 2002, we soon realised how important this was. Within a few months we were meeting as a group of education experts and policy staff with the new Secretary of State for Education. He was a busy man, but already impressed with our first report on continuing professional development for maths teachers. We just needed to get home the key points rapidly and convincingly.

We all learned from that meeting and went on to produce other reports and have other meetings with Ministers. At the other end of the hierarchy are the students in our state schools in England, for whom politicians are tasked to provide oversight.

I spoke to groups of them this week at a school in the town where I live. They were teenagers, so inevitably there was bravado and shyness depending on their perceived status in the school. My constant message to them all was be passionate about at least one area of their life.

I realise now, having sat through some fascinating sessions at a Kent education conference today, that communicating with students involves engaging with school staff and parents/carers simultaneously.

Above all, this is a long term process which won’t necessarily produce immediate results.

Like writing and publishing a book.