Messaging Guide: Using Words that Work to Amplify the Role of Public Education

Type: Guidance/Sample/Template
Topics: Build Highly Engaged Family, Community & Business Partnerships, Communications & Public Relations, Community & Family Engagement

February 05, 2026

The Public Education Promise Messaging Guide equips superintendents and administrators with research-based strategies to build trust, restore confidence, and strengthen support for America’s public schools.

With more than 88% of children relying on public education, how leaders communicate its value directly impacts families, communities, and the nation’s future.

Public Education Promise Messaging Guide Cover

School leaders everywhere have sounded the alarm: The increasingly divisive national narrative on public education does not reflect the reality on the ground.

It’s the job of education leaders everywhere to actively change the narrative and restore confidence in public education. The words we use—and how we frame them—matter more than ever in uniting our communities around a shared vision for our children and our schools.

Grounded in The Public Education Promise and supported by new bipartisan research conducted by AASA, this Âܲ·AVÊÓÆµmember-only guide explores how carefully chosen language can transcend divides, bridge differences, and inspire support across staff, students, families, and community members.

Drawing from extensive national insights, the Messaging Guide shares tested messages and framing strategies that resonate with broad audiences—including those across the political aisle—and help school leaders communicate the enduring value and future focus of public schools.

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Accompanying Toolkit for EdLeader Promise Network Members
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Network Exclusive

EdLeader Promise Network members gain exclusive access to these accompanying Messaging Guide resources:
  • Executive Summary
  • Suggested Use Guide
  • Quick Messaging Reference Matrix
  • Messaging Narrative Map
  • Talking Points
  • Digital Communications Audit Worksheet
  • Discussion Guide
  • Letter Templates
  • Social Media Guide

Network members can log in to the network community portal to access the full toolkit.

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