Thus, today like it or not principals must market and politick to generate support for their schools and for education in general. Education is en vogue in the United States. It tops all the polls at election time. Everyone, from the president to the guy next door, has something to say about improving schools. Furthermore, as Americans tune in to education, they increasingly demand a choice of where their children go to school even if it's a non-public school paid for with public taxes or private donations.
People expect a choice in their chewing gum, brands of clothes, car models, houses and schools.
Here's a review of some marketing basics. It's a team effort. Remember, as principal, you're the point person for your school's reputation. But you can't do it alone. Everyone students, parents, staff is on your team.