It may seem like education is a completely different department from marketing or public relations, and, in many cases, it is, but when you educate others for the sake of your product, you are essentially performing marketing and public relations.
The Metropolitan Opera is a great example of this. They have several education programs, and they have taken their HD movie theater broadcasts to junior highs and high schools. I remember watching a behind-the-scenes clip on this when I attended one of their HD broadcasts a few years ago. They had interviews with students who originally thought opera boring, but found themselves more attracted when they saw a giant poster of a beautiful Juliet promoting the "Romeo and Juliet" opera the Met was bringing to their school.