The Editor, Sir:

Lost in the debate about the placement of students in high schools is the fact that students have a choice. Before sitting the examination, all students indicate to the Ministry of Education the school they would prefer to attend. The fact is that the majority of students do not choose to go to non-traditional high schools.

Older schools have longer histories and myths with which to lure prospective students. New high schools do not have this advantage and so they must market themselves to attract high-quality students. Perhaps if students knew more about these institutions they would consider choosing to go there.

Suggestions

The administrations should have open days for prospective students. On these days, students would be allowed to tour the school campus and even experience a class given at the school. This would be an opportunity to interact with students and teachers and to get a 'feel' of the school.

The schools' administrations should make information about the quality of the staff they have and the curriculum available at the school. Knowing that teachers who are qualified to teach in their areas of specialty are present at the school may inspire confidence in both parents and prospective students. This could be done through establishing a school website and going to PTA meetings at primary and preparatory schools to speak with parents.

Schools must also speak about what they have managed to accomplish so far. I am sure that within each school success stories can be found. Use these stories to inspire new students about the profound ways in which the school with its dedicated staff and focused curriculum can help them to realise their goals.

Advanced level programme

New high schools could create an advanced-level programme to assure students who are performing at a higher academic level that they would not be held back.

Though marketing the school may be a tedious task, schools may face the same situation of getting poor academic performers by default in the coming years if they don't actively seek to change the image of the school.

They could learn from new players in the telecommunications field who offered the public a product presented as 'superior' and actively sought out new customers through strategic and informative campaigns. That way, they were able to gain a significant market share in the industry.

I am, etc.,

M.E. ROBINSON

merdehyah83@hotmail.com

Kingston 8