Toss Out the PR Playbook

Send in the Public-Engagement Team

By Deborah Wadsworth

As a senior adviser and former president of Public Agenda, I’m often asked to interpret public-opinion research in relation to the priorities of major education groups. These groups are seeking information that can help them refine their “messaging” strategies to promote a particular agenda.

“Messaging,” when it assumes that the solution is a given, merely in need of better packaging, is the last thing education reform needs more of. What is undeniably needed in its stead is authentic public engagement, and lots more of it.

The American public education system is facing multiple challenges that are unique in its history, and its ability to respond will depend on greater public involvement and understanding than has...