Public Relations

Principal Andrea Harper hugs a student as Harper and Superintendent Kent P. Scribner greet students on the first day of school Monday, Aug. 16, 2021, at T.A. Sims Elementary School in Fort Worth, Texas.
Principal Andrea Harper hugs a student as she and Superintendent Kent P. Scribner greet students on the first day of school at T.A. Sims Elementary School in Fort Worth, Texas. The Fort Worth district's mandate for universal masking to combat COVID-19 is the subject of a legal battle with the state.
Yffy Yossifor/Star-Telegram via AP
School & District Management Principals Bear the Brunt of Parental Anger, Staff Fatigue as COVID Drags On
As the face of their schools, principals are front and center in battles over masks, quarantines, and other hot-button COVID issues.
Andrew Ujifusa, September 10, 2021
10 min read
Image of a "stop" hand overlaying a circle with a red diagonal line.
DigitalVision Vectors
Families & the Community Teachers' Union, Education Groups Unite to Resist Critical Race Theory Bans
Some of the country’s most prominent education groups are organizing against efforts to restrict teaching students about racism.
Sarah Schwartz, September 9, 2021
3 min read
Dallas Independent School District Superintendent Dr. Michael Hinojosa announces that masks will be required at all Dallas ISD schools at DISD headquarters in Dallas, Monday, August 9, 2021.
Dallas Independent School District Superintendent Michael Hinojosa announces that masks will be required at all district schools earlier this week in Dallas.
Brandon Wade/The Dallas Morning News via AP
School & District Management In Their Own Words Defiant Superintendent: 'How Can I Follow a Law I Believe Endangers My Students?'
A superintendent explains why he required masks in school despite a statewide ban on such policies.
Stephen Sawchuk, August 12, 2021
4 min read
Christy Pavlish, left, and Lauren Birkins display signs as they cross the street during a protest outside a Broward County School Board meeting, Tuesday, Aug. 10, 2021, in Fort Lauderdale, Fla., to discuss a possible mask mandate when school starts next week.
Protesters gather at a Broward County School Board meeting set to discuss a possible school mask mandate in Fort Lauderdale, Fla., earlier this week.
Amy Beth Bennett/South Florida Sun-Sentinel via AP
School & District Management Opinion Masks. Vaccines. Anti-Racism. Expert Advice for Schools Caught Up in Conflict
To resolve education’s biggest fights, educators need to pursue a counterintuitive approach, writes Amanda Ripley.
Amanda Ripley, August 12, 2021
6 min read
Jeanie Johnson, assistant superintendent for administration, is a kind of the air traffic controller in Midway ISD, absorbing the glut of information from the Centers for Disease Control and Prevention, Texas education Agency, Tex. Gov. Greg Abbott, Waco-McLennan County, Public Health District and others, to help the Waco School District devise safety protocols and plans for students. She’s doing so amid rapidly changing and sometimes conflicting guidance. She talks about what she learned over the last year and that’s helping the school district prepare for the second COVID-19 school year.
Jeanie Johnson, assistant superintendent for administrative services, helps lead the COVID-19 response for the Midway Independent School District in Texas.
Eric Guel for Education Week
School & District Management A View From the Hot Seat: How One District Leader Is Confronting COVID-19's Latest Twists
An assistant superintendent in Texas talks about how to keep the pandemic in check for the new school year even as the Delta variant spreads.
Denisa R. Superville, August 1, 2021
9 min read
A staff meeting around a table.
Vanessa Solis/Education Week and Getty Images
School & District Management Opinion Leaders, Your Communication Plan Needs to Start With Your Staff
Staff members are the point of contact for thousands of interactions with the public each day. They can’t be the last to know of changes.
Gladys I. Cruz, July 30, 2021
2 min read
A man with his head in a cloud.
Vanessa Solis/Education Week and Getty Images
School & District Management Opinion A Crisis Sows Confusion. How District Leaders Can Be Clear in Their Messaging
Choosing a go-to source of information is a good starting point, but it doesn’t end there.
Daniel R. Moirao, July 23, 2021
2 min read
Woman applying "Welcome Back" sign to the school entrance
Leo Patrizi/E+/Getty Images
States How to Talk About Next School Year Presents a Big Test for Education Leaders
State K-12 officials must clearly communicate plans for safety, academics, and mental health, while mixing urgency with nuance.
Andrew Ujifusa, April 12, 2021
12 min read
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School & District Management Teacher's Union, PTA Ad Campaign Promotes COVID-19 Aid for Schools
The National Education Association and the National PTA have announced a multi-million-dollar advertising campaign to support a new federal coronavirus relief package that includes designated funding for schools.
Evie Blad, May 14, 2020
2 min read
School & District Management One State Polls the Public on Whether to Reopen Schools
As Montana's governor pursues a plan to gradually reopen the state, the state education department is relying in part on public opinion to decide whether to reopen schools this year.
Andrew Ujifusa, April 20, 2020
2 min read
School & District Management Survey Finds Many Parents Shrug Off Coronavirus' Impact on Learning
There is also a sharp political divide in how concerned parents are about the impact of the coronavirus on their children's education, a Gallup survey shows.
Andrew Ujifusa, April 8, 2020
3 min read
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School Climate & Safety Opinion A Coronavirus Outreach Plan: 5 Steps for District Leaders
When dealing with worried parents, consistent messaging must be an essential part of responding to the threat of COVID-19, writes Katie Test Davis.
Katie Test Davis, March 4, 2020
4 min read
Federal The Education Department Is a Little More Popular Than ICE, New Survey Finds
The numbers represent a decline in the Education Department's favorability ratings on the Pew Research Center's latest poll, but they're still higher than late in the Obama administration.
Andrew Ujifusa, October 2, 2019
2 min read