[speedgibson] Speed Gibson: Leave this to Professionals

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Posted by Speed Gibson:
Leave this to Professionals
http://speedgibson.powerblogs.com/posts/1223782183.shtml


   My Sun Post this week has a number of Letters to the Editor regarding
   this year's District 281 Operating Levy Referendum. They further
   illustrate how difficult communications can be, as in public relations
   and campaigning.
   Letter 1 opens:

     On Nov. 4, we are being given a chance to contribute to our
     community by voting yes on the District 281 referendum.

   Why read further, pro or con? This intellectually vacant and insulting
   statement promises that nothing significant follows. And it didn't. I
   plan on voting yes, to Question 1 at least. But a steady diet of this
   could well change my mind.
   Letter 2 asserts:

     A great majority of District 281 residents understand the critical
     importance of passing our school referendum questions.

   I know the author, which makes it difficult to call this what it is:
   false. Yes, I read the survey taken earlier, but this didn't rise to
   the levels of "great" majority or "critical" importance. If it were
   true, no campaign would be necessary.
   Letter 3 says, among other complaints, that:

     The district's test results are pitiful at best.

   This author promises to vote no unless his many demands are met. I
   presume he is trying to convince others, only to show show difficult
   convincing others can be. The District's test results are no worse
   than typical and above State averages in some categories. (That's not
   to say they're acceptable, either.) Such testing is quantifiable and
   on the public record for all public school districts in Minnesota. The
   author would know this if he had paid more than a cursory visit to the
   District web site, which might set him straight on some his other
   points. An intelligent voter will not be persuaded.
   My point is that we all imagine we're better at this than we are. That
   applies to the District as well in my opinion. As long as they're
   hiring consultants to do strategic planning, facilities planning,
   etc., perhaps it's also time to have professionals assess District
   communications. This is a weakness identified by the Strategic Plan,
   and would be an appropriate action to help meet goal 4-B.