VOICES FROM THE FIELD George White Communications Consultant, Research Analyst, and Editor Communications Matters In my many years as a communications consultant, | have learned that the messenger can often be as important as the message. For example, news reporters often express an { interest in interviewing “real people.” By that, they mean they want to include the comments and perspectives of grassroots sources—not just professional spokespersons or leaders of organizations. As it relates to covering education issues, reporters generally want to make their stories more “authentic” by including the comments and views of teachers and principals—not just school district spokespersons and superintendents. This “messenger” principle also applies to members of the general public—parents included. Parents are often more responsive to the comments and appeals of principals and teachers, compared to statements by official spokespersons and superintendents of districts. If a school district wants to effectively engage parents, they should help prepare teachers and principals to present the message. On behalf of Nevada's Clark County Schoo! District, | conducted a communications workshop designed to help principals and teachers engage the media, general public, and parents on the value of early childhood education (ECE). The following points emphasize the importance of ECE and the valuable role of parents as potential supporters of these programs.