[speedgibson] Speed Gibson: Public Relations I Can Relate To

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Posted by Speed Gibson:
Public Relations I Can Relate To
http://speedgibson.powerblogs.com/posts/1227282972.shtml


   The Minneapolis Public Schools hired a real public relations
   professional in August, Susan Eilertsen, previously an officer at the
   New York public relations firm Weber Shandwick. And, they upgraded the
   position to Chief Communications Officer, reporting directly to the
   Superintendent. That means she is at the cabinet table when decisions
   are made, and like her peers, accountable for implementing the 2007
   Strategic Plan. Per the [1]Minneapolis Star Tribune,

     To date the best example of her influence on the district is the
     inaugural state of the schools address.
     Dozens of civic, business and nonprofit leaders gathered at the
     downtown Minneapolis library last month as Green explained that the
     district didn't meet its goals in four of five academic areas. Why
     were they so forthcoming with mostly bad news?
     "We promised to report out regularly on our progress or lack
     thereof, and we felt it was extremely important to follow through
     with that," Eilertsen said.
     Less than a month after the address, city voters approved
     Minneapolis public schools' $60 million year excess levy.

   Could it be that honesty is indeed the best policy?
   The linked article also notes that she wants "common street language"
   communication, without the usual jargon and acronyms. Communication we
   plebes cannot understand is not communication.
   Finally, she also gets that timing is important, and that importance
   should affect timing. Before, the article says, each "silo" in the
   District would simply forward articles to the communications office
   "for immediate release" whether an emergency or not.
   The most challenged district in the state seems to be willing to make
   the most true reforms. The surrounding districts might do well to
   follow Minneapolis's lead.

References

   1. http://www.startribune.com/local/34497639.html?elr=KArks:DCiUoaW_eEO7UiD3aPc:_Yyc:aUU