Indeed, it has the reverse effect. In-fighting erodes esteem for the whole profession. I constantly see the positives as I work with schools, but in my market research with parents I hear mainly negative regurgitation of information. Informed phrases such as residual schools, low teacher morale, toxic playgrounds pour out of their mouths. To achieve a turnaround in public opinion educators need new skills.
Parents quickly see through a thinly disguised selling strategy.
There are other ways to communicate that do not alienate public sentiment. Educators need strategies for handling complaints and responding to the changing needs of their customers. They need knowledge of the channels open to them to tell their good news stories. They need to know how to create a customer-centric culture in their school. The pressure to be more market-oriented is mounting.