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The Ed5ive Chronicles | SPRING 2025 ISSUE
Welcome to The Ed5ive Chronicles
Welcome to the first issue of The Ed5ive Chronicles. From policy shifts and research breakthroughs to evolving media narratives, each quarter, we’ll share five fast takes on what’s trending across the education landscape, spotlight the campaigns and companies making an impact, and feature insights from journalists, education leaders, and our own 0to5 experts. You’ll also find new research shaping the conversation—and ideas, inspiration, and tools to help you break through the noise—and keep in front of what’s next.
What We’re Seeing
Shifting Priorities, Sharper Messaging
As the school year winds down, education leaders are doing more than closing out report cards—they’re preparing students for summer learning, planning for the year ahead, and recalibrating strategies in response to a fast-changing environment.
Over the past quarter, the education landscape has evolved rapidly. We’ve seen federal priorities shift, AI take root in classrooms, and debates over funding and curriculum intensify. At the same time, long-standing challenges like chronic absenteeism, equity gaps, and family engagement continue to impact student outcomes nationwide.
The conversation around education is evolving, too. Media narratives are leaning into tangible solutions, measurable outcomes, and real educator and student stories. It’s not just about telling your story—it’s about proving your impact, staying responsive to rapidly changing needs, and showing up as a credible, trusted partner in uncertain times.
The Ed5: The Stories, Stats, and Shifts Shaping Education Now
- Federal Crackdown on DEI – In February, the Trump administration moved to pull federal funding from schools maintaining diversity, equity, and inclusion (DEI) programs. Since then, investigations and new state laws have accelerated the rollback of DEI initiatives. Some districts are revising programs or shifting to “student success” language to avoid legal risk. Lawsuits challenging the restrictions are underway, creating a series of legal battles likely to stretch over years.
0to5 Insight: For companies with DEI-related offerings or messaging, this signals the need to review positioning and language, and prepare for regional variations. Messaging may need to shift from values-based to outcomes-based to resonate with more cautious district leaders — especially in politically-charged environments. - Massive Layoffs at the Department of Education – In March, the U.S. Department of Education announced a reduction in force impacting nearly 50% of its workforce. This significant downsizing has raised concerns about the department’s capacity to manage federal student aid and enforce civil rights protections in education.
0to5 Insight: The shake-up adds to the overall sense of uncertainty in federal education policy. Companies or ed vendors relying on DOE initiatives or funding may need to reframe around state and local impact—and prepare to answer questions about long-term sustainability and support. - Mixed Attendance Trends: Progress for Young Students, Setbacks for Teens – New research based on data from over one million students shows early-grade attendance nearing pre-pandemic levels—but progress is slowing. High school attendance dipped slightly, with chronic absenteeism up nearly 2%. This points to a need for renewed focus on older students and highlights the impact of proactive strategies like family engagement in keeping kids connected.
0to5 Insight: Chronic absenteeism remains a top concern—and a hot topic—for education media and district leaders. Solutions that demonstrate measurable impact, especially for older students, are well-positioned for coverage. Now’s the time to pitch stories that show what’s working, backed by data and real-world results. - Students Are Looking Beyond the 4-Year Degree – With rising college costs and growing demand for skilled workers, more students are choosing faster, career-focused education paths over traditional four-year degrees. Programs offering hands-on training and industry certifications are gaining traction as a quicker, more affordable way to launch into high-demand fields like automotive, diesel, welding, and HVAC.
0to5 Insight: Education companies should watch this trend closely. Messaging that emphasizes career-readiness, hands-on skills, employer partnerships, and ROI is resonating strongly with today’s students and families—and will only grow in importance as skepticism around the value of traditional higher ed intensifies. - AI Takes Center Stage in Education Policy and Practice – The conversation around AI in education is accelerating, as it shifts from a future-facing trend to a present-day reality in classrooms. In April, a new executive order from the Trump administration called for national guidance on the use of AI in schools, tasking federal agencies with creating frameworks to support educators and students in safely leveraging the technology. Meanwhile, districts and edtech companies are exploring how AI can support teaching, learning, and operations.
0to5 Insight: With journalists watching AI in education more closely than ever, edtech companies must be ready to clearly and credibly explain how their solutions work—especially when it comes to transparency, equity, educator empowerment, and data privacy. Now is a great time to pitch a story showing how AI-enabled solutions are making an impact in classrooms, supporting teachers, and improving student outcomes.
Research and Data
Research and data are critical to improvement. Here is what stood out…
- NWEA, a K-12 assessment and research organization, released a report, Integrating Literacy and Science: A Powerful Partnership for Student Success, which highlights how integrating literacy and science instruction strengthens both skill sets and accelerates elementary learning. It offers research-based guidance and actionable strategies for district leaders to support effective integration and drive academic growth.
- YouScience, the leading education technology company transforming college and career readiness through its award-winning platform Brightpath, released two new reports revealing urgent gaps in future workforce readiness. The 2025 State of the Future U.S. Workforce Report, reveals a major gap between students’ aptitudes and their awareness of in-demand careers like healthcare and IT—highlighting the need for earlier career exploration. Meanwhile, The 2025 School Counselor Report, highlights how heavy caseloads and admin demands limit counselors’ ability to provide personalized guidance.
- Brookings analyzed how COVID-19 reshaped U.S. education over the past five years, with lasting impacts on teacher shortages, student absenteeism, and academic recovery.
Inside the Beat: A Conversation with Christina Samuels, Deputy Managing Editor at The Hechinger Report
In education PR, strong media relationships are essential. We caught up with Christina Samuels, Deputy Managing Editor at The Hechinger Report, who shared advice on what it takes to stand out and build meaningful connections with journalists.
The most effective PR pros, Christina says, understand that timing, relevance, and storytelling matter more than simply promoting a client. “The best public relations interactions I’ve had are with people who are thinking like reporters — thinking before the story is written: what is the story here?”
Reflecting on her career covering education, Christina shared why she finds the beat meaningful and complex: “Kids are interesting; one thing that’s great about education is it touches every single important topic that you can think of. It touches family life, how we deal with each other in society, how we want to raise our kids to be. All of those things just come together in the education field.”
Read the full conversation with Christina on the 0to5 blog: Q&A With K-12 Education Journalist Christina Samuels.
#EdWatch: What Reporters Are Sharing
Want to know what’s catching journalists’ attention right now? #EdWatch rounds up timely posts from reporters in education, tech, and PR. From AI’s role in communications to major policy changes, here’s what’s shaping the conversation.
- Alex Sarlin, host of EdTech Insiders, spoke with Tom Vander Ark, CEO of GettingSmart, who explains “why the goal of AI isn’t getting smart, it’s getting agentic about how you put smart tools to work.”
- Lexi Lonas Cochran, education reporter at The Hill, helps us stay on top of all the changes happening at the top: “College accreditation, school discipline, AI…Here are the six education-related executive orders Trump signed today.”
- Adam Grant, an Organizational psychologist at Wharton School of Business, makes us reconsider the way we ask for input. “Instead of seeking feedback on how you did, it’s more effective to ask, “What’s the one thing I can do better?”
Spotlight: Coverage That Made an Impact
Here are a few top education placements secured by 0to5 this past quarter — plus a look behind the scenes at how the stories came together.
- CNBC Make It: Telling powerful personal stories that tap into national trends is key to winning major coverage. For Universal Technical Institute, Inc., 0to5 partnered with CNBC Make It to spotlight a UTI alumna who built a successful welding career — part of a broader story on Gen Z choosing skilled-collar jobs over four-year degrees. Check out the story here.
- Education Week: Why do so many students struggle with math anxiety—and what can educators do about it? In this feature, Education Week digs into barriers holding students back in math, with insights from researchers and educators, including our client, Advanced Education Research & Development Fund (AERDF), who shared insights on improving math outcomes for students in grades 3-8. Read the article here.
- NPR Teaching Matters: With podcasts a go-to source for news and insights, Zer0 to 5ive pitched NPR’s Teaching Matters on the timely topic of AI in education for client HMH. In this episode, Andrew Goldman, co-founder of Writable and EVP of HMH Labs, discusses the emerging role of AI as a tool for teachers. Listen here.
About Zer0 to 5ive
Zer0 to 5ive is an award-winning communications and PR firm that helps education and edtech
companies build awareness, grow their brands, and drive impact. With more than 25 years of experience in developing marketing and communications strategies for dozens of education-focused organizations, we are helping our clients shape the news and tell their stories of impact. Learn more at www.0to5.com.
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