Of academic writing - a dilemma for educational research?

This morning inspired by a good cup of tea, and a post on Twitter (thanks RealGeoffBarton), I have read a thought provoking article in the Guardian/Observer:http://www.guardian.co.uk/commentisfree/2011/jan/30/nick-cohen-higher-education-cuts
There is a great deal of truth in this article. As one who works in the Social Sciences, in Education, it encapsulates several dilemmas for me as an academic. Who am I writing for? That's the first question. Is it for my peers in other educational depts in HE, and thus for my reputation? Is it for publishing in peer reviewed journals which have a high impact factor in various citation indexes? All this counts towards the REF, and thus my hopes of promotion. Interestingly, it's also part of the government's mechanism for funding education departments - the more stars the better. On the other hand, do I write clear prose with a point for those in schools (my main audience)? My book ( http://www.amazon.co.uk/Getting-Heart-Leadership-Emotion-Educational/dp/1847871704) got good reviews from many in the latter audience, but for purposes of research assessment is it "Solidly 2*", which for those of you who don't follow the research assessment framework closely is " Quality that is recognised internationally in terms of originality, significance and rigour", as opposed to 3* " Quality that is internationally excellent in terms of originality, significance and rigour". Hum, unpicking the difference between those two categories is another blog! The publishers wouldn't have allowed me to publish obscure prose, even if I had wanted to. I don't actually think that many of my colleagues write obscurely in education. There is some very elegant prose.

So, the dilemma continues. I am writing a new book on leadership development this year. I know what kind of prose I will write it in. Will it count for my future? Perhaps not, but if I write it well, it may help one or two people along their leadership journey in the schools of the next few years.

PS And as for impact measures, which are part of the Research Exercise, perhaps that's why I am blogging?