MZInc Agency Helps Small Independent School Gain National Coverage

A Small New York Private School became the subject of national publicity on the subject of educational ethics with the help of New York based advertising/PR agency MZInc.

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MZInc Agency Helps Small Independent School Gain National Coverage

NEW YORK --While much of the educational news in New York City has been dominated by budget cuts and other urban difficulties, Abraham Lincoln School, a small independent school in upper Manhattan recently gained national publicity in the New York Times by confronting the issue of teaching ethics to students.

The Times piece, a November 20, national educational column headlined A $20 Bill Buys A School Some Lessons in Ethics," by Jacques Steinberg tells the story of the schools headmaster Howard Schott in his efforts to interest students in ethical issues, such as the Enron scandals. He succeeded eventually, but only by bringing the issue down to the everyday level of the students, using a $20 bill as bait. By then, both students and parents were deeply involved.

It was clear to me that the school was dealing with a national issue of genuine concern," said George Bogdanich of MZInc, who is also a parent of a child at the school. The issue of whether non-religious schools should get involved in ethical education resonated with parents and I was not surprised that the Times was interested in pursuing the story when I contacted them."

Since then, headmaster Schott has received many inquiries, requests for interviews from radio stations across the country and the school has achieved a higher visibility in the competitive world of independent schools. According to the Bogdanich, the last time the school was mentioned in the New York Times was a full page ad during its first year -- over a decade ago.

MZInc provides public relations for educational and non-profit institutions, as well as website design and development. The firm also is involved in custom publishing, including a yearly magazine for Horace Mann School.