By Terrance Thornton | Scottsdale Independent
The proliferation of the idea of choice has created a competitive public school marketplace education leaders say has forced a new kind of approach: public relations.
It is now not uncommon for a public school district to allocate six figures to its communications budget — money in part that will go to pay for administrative supplies and salaries — giving the district an opportunity to advertise its message in an effort to attract and retain new students.
Public schools have steadily seen a decrease in state funding over the past few years, prompting many districts to seek budget overrides and bond approval from voters.
