In the PR battle for the hearts and minds of D.C. teachers, it looks like the Washington Teachers’ Union is stepping up their game. The WTU has launched a series of radio ads and a new website promoting its teachers’ contract proposal, which they recently submitted to schools chancellor Michelle Rhee in response to the controversial contract DCPS offered last year. The web site, United For D.C. Kids, argues that the WTU proposal is “bold, progressive and comprehensive” and urges people to “unite” and “join us fighting to bring real education reform to DC’s schools.” The site, however, reveals few new specifics about the union’s proposal itself, although it does briefly argue against the “red and green” merit pay provisions in Rhee’s contract.

City Paper’s Mike Debonis did some digging and found that the site’s domain is registered to Adelstein Liston, a political consulting firm whose specialties include “Message Development” and “Media Buying and Strategy.” We’ll be interested to see if the marketing has any effect. Has anyone heard the ads on the air yet?