« Van Roekel Calls For 'Commission on Effective Teaching' | Main | NEA's Delegates Vote 'No Confidence' in Race to the Top »

How Much Does Good Press Cost?

That issue was essentially at the heart of quite a bit of protracted debate on New Business Item 1.

The original resolution would have directed the National Education Association to prepare and launch a major public relations strategy to "revive public confidence" in public schools. Major media buys put the cost of such a campaign at $52 million, or over a third of the NEA's current operating budget.

"It costs money to put this message out," NEA President Dennis Van Roekel said. "It is not, 'Write it, and they will come.' "

Unless, of course, you're talking about viral social networking—Facebook, Twitter, and the like. So the delegates substituted an amendment to put out the union's message on a "social media platform" at a cost of only $125,000. And lo and behold, the resolution passed.

Notice: We recently upgraded our comments. (Learn more here.) If you are logged in as a subscriber or registered user and already have a Display Name on edweek.org, you can post comments. If you do not already have a Display Name, please create one here.
Ground Rules for Posting
We encourage lively debate, but please be respectful of others. Profanity and personal attacks are prohibited. By commenting, you are agreeing to abide by our user agreement.
All comments are public.


Most Viewed on Education Week



Recent Comments