Cut jargon to win over parents and community, academies told

Academies will be urged to abandon business jargon and corporate names to help them to woo parents and communities in the biggest rebranding since their creation 20 years ago.

Damian Hinds, the education secretary, told The Times that he wanted an end to the term “multi-academy trust” and that leaders should move away from calling themselves CEOs.

They should also avoid the words “academisation”, which describes a school becoming an academy, and “rebrokering”, when a school moves from one academy trust to another.

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