Crisis-hit Eton calls in PR gurus to save its image
IT’S been the year from hell for Eton – the school that famously hates attention – and now I can reveal things have got so bad they have drafted in a top City PR firm to rebuild its image.
Brunswick Group – famous for high- profile crisis management and eye-watering prices – has been appointed t o help headmaster Simon Henderson.
Brunswick strategists are moving in after two major scandals.
First came the sacking of English teacher Will Knowland in November over a YouTube lecture criticising feminist thinking.
A month later ex-teacher Matthew Mowbray was jailed for sexually assaulting three boys.
There is also said to be an atmosphere of disunity after the head was branded ‘Trendy Hendy’ for bringing woke values to the school and sacked several members of the old guard after he was hired in 2015.
A source said: ‘ Brunswick’s appointment has been made in relation to the particular situation Eton is currently in.’ Another source close to the school said that the majority of remaining teachers support Henderson, but admitted several remain who don’t.
The PR firm will have kept an eye on Dr Brendan Cooper who I can reveal has just resigned as head of English after seven years.
He penned a carefully written note, which had t he whiff of Brunswick speak about it – though he did not personally take advice from the firm – to say he was stepping down ‘after a great deal of reflection’. Dr Cooper was keen to stress the turbulent year was unrelated to his decision, and he is a firm supporter of Henderson.
But many teachers have railed against the head’s progressive shake-up of the institution and have spread rumours he is going to resign – although he insists he is not.
My sources say Brunswick is on board to help Henderson quash the rumours, bring unity to the school and calm down those who accuse him of eradicating traditions in favour of a woke makeover.
It looks to me like Brunswick has also advised him to start wearing a tie and remove a set of PC books from his bookshelf.
Trendy Hendy has been making Zoom calls which display Isabella Tree’s Wilding book – about creating new habitats for wildlife; hipster bible Girl Up; and Everyday Sexism, a patriarchy- smashing essay collection. In his most recent video, on February 11, they had been replaced with leather-bound reference tomes.
In January Henderson sent bottles of £9 prosecco to staff, with a t hank- you note offering ‘ best wishes’ for the new term.
My source says of Brunswick’s advice: ‘It’s pretty obvious stuff: suck up to the teachers and calm down on the wokery.
‘I do hope they aren’t charging too much for the service.’
I imagine they are – Brunswick’s services are said to cost tens of thousands of pounds a month. No wonder, then, that despite the £ 40,000- a- year fees, Henderson couldn’t stretch to champagne!
‘Trendy Hendy has been advised to wear a tie’