CASE STUDY: EDUCATION

PDK International

Poll of the Public’s Attitudes Towards the Public Schools

Overview


PDK International’s annual Poll of the Public’s Attitudes Towards the Public Schools has been carried out for more than 50 years and is the nation’s preeminent poll on sentiment about public schools. For several years, The Hatcher Group has led media outreach for the release of the poll’s results, garnering dozens of hits in a range of media outlets.

PROJECT SCOPE

Media Relations

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Our Strategy


Over the years, we have adjusted strategies to identify the best timing for releases, repackaged results to reflect news cycles, updated trade and mainstream media lists, and leveraged relationships to make sure each release plan is tailored for each set of poll results. The outcome, year after year, has been extensive national and local media coverage, even when there have been competing polls and an increasingly busy media landscape.

Media outreach consists of several possible tactics, including an embargoed media call a day or two before the release, advance news advisories, direct email outreach, phone calls and in-person meetings. In addition, we have reviewed each year’s results in order to update our lists of media, trade associations, bloggers, advocacy publications, and others who would have a particular interest in one or more poll outcomes. For example, in 2019, we added a list of religious outlets in response to a question about teaching the Bible in public schools.

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Our Impact


  • Press coverage of the PDK Poll release in major news outlets, including The Washington Post, Atlanta Journal Constitution, Orlando Sentinel, and CNBC
  • Stories about the PDK Poll results in trade publications and online, including Education Week, Politico, Education Dive, and The 74 Million
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