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Maurice Cunningham: The Marketing of the “National Parents Union”

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Maurice Cunningham watches the flow of “Dark Money” into the privatization of public funding for schools. A professor of political science, he has recently followed the money trail of the “National Parents Union,” which he points out is neither “national,” nor “parents,” nor a “union.”

NPU markets itself as if it were a “grassroots” group, but it is funded by the Walton Family Foundation and Charles Koch and enjoys the high-priced assistance of Mercury Communications LLP to get its anti-public school, anti-union message into the national media. Mercury currently represents Teach for America and at one time represented Eva Moskowitz (who fired them).

With this expensive marketing, NPU presents itself as an authentic voice of parents.

Cunningham writes:

Here’s an example of the coverage from the New York Times: “National Parents Union, a collection of 200 advocacy organizations across 50 states representing parents from communities of color.” But there is no publicly available evidence that NPU represents parent groups. My research shows that it is mostly comprised of charter school and associated organizations.

Nor am I aware that any of these media outlets has reported on the funding of National Parents Union, which includes not only the Walton Family Foundation and Charles Koch, but a billionaire boys club of astonishing levels of wealth. (The one outlet that consistently reports on the funders is, which also receives funding from the Walton Family Foundation. So compliments to them.)

These media outlets accept the story offered up by Mercury LLC and the NPU Comms team, that there is a battle between teachers and parents. But as I said, NPU does not represent parents. If journalists need conflict there is a big one going on: teachers unions against the corporate behemoths of the Waltons, Koch, Gates, Dell, Arnold, and on and on. It’s a good story, just not the one NPU and Mercury are peddling.

You get what you pay for; NPU’s marketing is going great.

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