Parent-Driven School Storytelling | A Conversation with Selina Boyd

Selina Boyd, international editor of The Good Schools Guide, reveals what actually matters when parents choose schools for their children. With over a decade reviewing international schools and more than 1,600 schools assessed worldwide, Selina explains why authentic leadership isn't about what leaders say about themselves, but what parents and students say about them. This conversation challenges school leaders to rethink how they communicate their school's story in an era where parents are savvy researchers who trust other parents more than polished marketing materials.

You'll learn the specific moments that signal whether students are genuinely thriving, from children running up to show their work to sixth formers who can articulate why they chose your school. Selina shares practical examples of authentic school storytelling, including how one international school used Instagram reels to connect with future students in a way that felt genuine rather than contrived. If you're trying to build trust with prospective families whilst navigating social media and modern parent expectations, this conversation offers a refreshing perspective on letting others tell your school's story.

Resources & Links Mentioned:

The Good Schools Guide

Selina Boyd on LinkedIn

Episode Partners

International Leaders Conference

Teaching Walkthrus

Join Shane's Intensive Leadership Programme at educationleaders.co/intensive

Shane Leaning, an organisational coach based in Shanghai, supports school leaders globally. Passionate about empowment, he is the author of the best-selling 'Change Starts Here.' Shane is a leading educational voice in the UK, Asia and around the world.

You can find Shane on LinkedIn and Bluesky. or shaneleaning.com

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