* PR consultants can charge between pound;5,000 and pound;15,000 a year to manage your publicity
* Getting stories in the news can be hit or miss: a minor event might make it in a quiet week but be overlooked when something bigger happens
* Be prepared for ignorance: interviewers may not know how league tables work or what happens during an inspection. You may need to explain things simply
* A school’s image usually lags about three years behind reality. If your school had a discipline problem a few years ago, it’s probably still seen that way
