Education

Building understanding of education as a public good

To shore up broad support for public education, we need proven and powerful ways to communicate its collective value. And in an era when false and misleading narratives about inclusive education abound, framing techniques to counter misinformation are the new basics for education advocates.

What the Research Tells Us

Consumerist mindsets skew public thinking about public education.

Americans tend to think of education as a commodity that individuals access to bolster their own competitive edge. This way of thinking obscures the public purposes of quality education, keeping public resources scarce.

Show the role of systems.

When Americans think of education, we generally think of teachers, students, and parents—but not the systems and structures that shape learning environments. Bring those into view to show how investments in public education benefit everyone.

Managing a manufactured controversy is an art and a science.

It’s natural to react to false or misleading accusations with a surprised denial, but that response can lend a sense of legitimacy to the topic. Instead of playing defense on an opponent’s turf, craft a simple, affirmative message about what is true.