Beginning in winter of 2025, the Maine Principals’ Association (MPA) became the target for activists looking to ban transgender girls from participating in girls sports. The activists in this case, spurred by a testy exchange between Maine’s Governor Janet Mills and President Trump, erroneously argued that MPA policy was to blame for transgender girls participation in girls sports. In reality, MPA’s policy on this issue is fully dictated by the Maine Human Rights Act (MHRA) and enforced by the Maine Human Rights Commission. An executive order, citizen petition or other forms of activism, do not override the law set by the State Legislature. MPA’s position was one of neutrality. The organization is only seeking to follow the law, in this case state law was operative. Through this all, President Trump and his administration made it clear that there would be a lawsuit on this matter. Governor Mills’ famously said during an exchange with President Trump “See you in court.”
Working in concert with a lobbyist and attorney at Preti Flaherty, Jared Bornstein was hired to manage MPA’s public and media relations. The primary goal of this effort was to convince the Trump administration to leave MPA off of any forthcoming lawsuit. A secondary goal was to convince the public that MPA’s policy is not the origin of the policy that the activists find offensive, but rather the state legislature had the ability to make the policy change that the activists wanted.
Before the ink was dry on the contract between MPA and Mr. Bornstein, he was already fielding dozens of media inquiries. These inquiries ranged from the New York Times, to the Kennebec Journal; from the Washington Post to the Bangor Daily news. Mr. Bornstein knew that he was fighting this battle on two fronts, first and foremost in the national press. President Trump’s administration would not be reading local papers, so it was vital that MPA’s message was carried thoroughly by national outlets. This included Mr. Bornstein providing extensive information and written Q&A with a FOX NEWS anchor, which the President is known to be a regular viewer of. Mr. Bornstein was quoted, on behalf of MPA, in dozens of articles and segments in the national press. Because of the sensitive nature of this topic, all on record statements and Q&A’s were done in a written format, at Mr. Bornstein’s suggestion. At the local level Mr. Bornstein provided local news sources with the same type of outreach, fielding calls, emails and in person off the record questions at the State House. Additionally, he delivered testimony (neither for nor against) and provided information to the committee for MPA a number of bills looking to adjust the state’s policy toward this issue.
Mr. Bornstein also had many informal conversations with the thought leaders on the Activists side, persuading them to steer their efforts away from MPA and toward the legislature. Mr. Bornstein was able to do this because he maintains good relationships with people of all political leanings. This aspect sets him apart from the many partisan advocates that walk the halls in Augusta.
Mr. Bornstein and the team of lawyers and leadership at MPA, were successful in shifting the public perception of MPA’s roll in this policy decision. Additionally, through both legal and PR strategies MPA was mentioned in but not listed as a defendant in the lawsuit brought against Maine by the Trump Administration.
