Educators are often hesitant to use techniques of public relations and marketing communication to attempt to alter undesirable understandings of the rationale and processes of education held by external constituencies. This paper shows that contemporary practice in public relations and marketing communication can be conceptualized as an application of Constructivism, with the same theoretical basis. A process and practical strategies are outlined to help educators use Constructivist principles to engage and change the public's frame of reference about Education, moving it toward understandings that are more favorable to the current practice and theoretical basis of the discipline. (Contains 2 figures.)