Since the "Brown" decision of 1954, American society has moved from a position of seeing no redeeming value in black culture to acknowledging that African Americans have rich cultures worth celebrating. This article reports the case of Malcolm Moor, an African American teacher who believes it is his responsibility and obligation to nurture ethnicity in his high school students through curriculum. In this case study, school public relations specialists are provided with valuable information for equipping themselves to articulate to school administrators, counselors, and teachers effective strategies for meeting the ethnic identity development needs of African American students.