"The reality of education today is that, even as a public school, we have to promote ourselves," said Michael Golde, superintendent of the Millcreek Township School District, where McDowell is the only high school. "Education is much more competitive than in the past. We need to self-promote and tell people what we have."
Rich Bagin, executive director of the National School Public Relations Association, said public school advertising is "more prevalent than it's ever been in the last seven or eight years."
He said schools usually advertise because they're trying to bring in students, and money can be tied to enrollment.