New report finds perception and communication strategies play critical role in shaping support for education policy
Tallahassee, Fla. – Feb. 25, 2026 –Sachs Media today released a new white paper, Talking “School Choice”: Trends, Impacts, and Strategic Communications Insights, offering fresh national research on how Americans perceive school choice and how those perceptions influence confidence in their state’s K–12 education system.
Based on a nationwide survey of 1,000 adults across all 50 states, the report finds that public understanding and awareness of educational options are powerful drivers of satisfaction with education systems, often more influential than policy details themselves. Americans who believe school choice exists in their state are three times more likely to report satisfaction with their K–12 education system compared to those who perceive little or no choice.
“Education policy debates often focus on legislation alone, but our research shows communications and public understanding are equally important to long-term success,” said Karen Cyphers Ph.D., Partner and Chief Research Officer at Sachs Media. “How leaders talk about school choice, and how families experience and understand it, directly shapes public trust and policy durability.”
The report highlights several key findings:
- Public perception of school choice strongly correlates with satisfaction in K–12 education systems.
- Awareness gaps persist even in states with robust choice programs.
- Personal experience with educational options significantly increases support.
- Messaging focused on empowerment and educational fit resonates more broadly than partisan framing.
The white paper also outlines strategic recommendations for policymakers, advocacy organizations, and education leaders seeking to build sustainable, bipartisan support for education initiatives through data-driven communications and coalition-building strategies.
The research was produced by Sachs Media’s Breakthrough Research division, which specializes in public opinion research, message testing, and strategic communications insights for organizations navigating complex public policy challenges.
The full report is available for download.