What can be done about this? Tim Hands' Insight article gives a clue. The pressure comes from the unexpected - heads have to deal with crises and tactical emails that take up a lot of unnecessary time. Working as a teacher, the same issues arise - it's the last minute request from your Y11 students for '5 minutes help', a call from a worried parent or a sudden demand for paperwork from a senior manager that really causes stress. And as a school marketer, the pressures are similar - the last minute advert, the need to get back to a journalists within minutes or the gap that suddenly appears in your newsletter cause the biggest problems.
So what can we do about it? Tim Hands has the sensible suggestion that heads should be given dedicated time (say a morning a week) for strategic, long-term thinking - time when a trusted deputy can gain deal with the day-to-day issues (and gain valuable experience of course). I'd suggest that giving school marketers the same opportunity would be an ideal solution.
What would you do with strategic thinking time? I'd suggest that school marketers should use it to focus on creating and regularly checking and updating their strategic marketing plan - the central link between the school's overall development plan, and the day-to-day marketing activities the school takes part in.
Spending even an hour a week working through progress to date and making changes where needed will seriously improve your marketing. And of course if you stick to your plan you won't have as many last minute crises!