Samworth Enterprise Academy
Academies play an important role in the government's education agenda. There are however a range of controversial issues and sensitivities on this subject that require careful communication if planning and messages are to be clearly understood to avoid being misinterpreted by the various stakeholders.
Our role in connection with the first Academy in Leicestershire, which was being sponsored by a local businessman and the Church of England was to manage the communications to the parents, the wider local community, the local authority and the teachers from the schools from which the pupils would be transferred.
We needed to control the local media, both press and radio, provide regular newsletters for the immediate community; the parents and teachers plus provide a voice for their views to be expressed and keep them updated with the progress of the plans.
Many concerns were raised which needed diplomatic handling, such as the selection process; the religious agenda in a multi-cultural city - particularly as it was sponsored by the C of E; not forgetting the media hype on "cash for honours", the wide age range and even six bats that needed rehousing.
We were also responsible for the school identity, involving future pupils in its development.
The Academy is now open and is a stunning and highly motivating educational environment, based in one of the most deprived areas of the city. It is a very posititive contribution to the area.
Despite the many hurdles and concerns raised during the development everyone now considers it a great success.
