If Ever Public Relations Was Needed, It’s Now

Shouting “Fire!” in a crowded theatre has the same result as whispering “Mold!” in a school. Both words stir utter terror in the hearts and minds of everyone associated with theaters or schools, as well they should.
A front-page story last week dealt with a mold issue at Middle Township Elementary No. 1. While this is not a court, and no one swore to tell the truth, the whole truth, and nothing but the truth, so help them God, there are many parents whose children attend that school who do not believe they were told the whole truth or the entire story in a timely manner.
They believe there was more than one, or even two classrooms with the mold problem. They point to Elementary No. 2, which for years had a mold problem brought about by dampness. The district had contractors inspect and install mechanisms that were supposed to correct the problem. Some say there is no problem, others say there is. Who do we believe?
We, in the news profession, don’t judge truth. Our task is to report what is told to us by various sources, and let the reader draw conclusions from there. Thus, the words of school Superintendent Michael Kopakowski, who is paid to administer the district’s schools system, must be taken at face value.
He told the Herald that the mold problem, which had been buzzing around the township like a thousand fireflies, had been rectified by staff members over the weekend. It may have been what he knew and truly believed, but skeptics among parents and staff members drew another conclusion.
Mothers were relating to each other how their children had experienced many symptoms of mold allergies. They were communicating with each other on social media and texting.
Before us, we have a shining example of failure to communicate. On Dec. 8, a day after our story was published, a letter went to parents and guardians of pupils in Elementary No. 1. It stated that the fact “mold might exist in your child’s classroom” was brought to the administration’s attention Dec. 2. It told what had been done in one eight-line paragraph, and directed questions to either the principal or superintendent.
Last month, a seminar was held at Atlantic Cape Community College’s Court House Campus that dealt “crisis communications,” in which Middle Township school officials found themselves. Dare I say, this is not the first time school officials have found themselves mired in a nasty situation painted by comments of angry parents. Those parents will tell their stories to anyone who will listen. Why not inform them officially and immediately? That is part of the sacred trust between the school district, pupils and parents.
Public relations, never the district’s strong suit, fell on hard times eons ago. No one in the district, it seems, ever picked up a manual on how to handle media communications, unless it was happy stuff. If luck is with us, we might see a brochure about the great things done in the school district around budget (election) time, or when a bond issue needs public support to build additions or fix broken things, but that’s it. Otherwise, silence is the golden byword on how to handle bad situations.
Students in Assistant Professor Joy Jones communications class at Atlantic Cape would probably be happy to offer their newfound knowledge to Middle Township school officials about how to handle bad (or crisis) situations.
First and foremost, they would tell the board to “own” the story, good, bad or ugly. Have the chief executive tell your story first, tell it best, and tell it on your terms. Be open with your public (that includes parents who were left to fester and fret over truths or half-truths.) Inform the staff what is happening. Silence, particularly in a case like this, is not golden, it is wrong.
Teachers who were affected were scared to get the word out, lest they find their jobs on the chopping block. But is it not tragic that such a fear of retribution would cloud the clarion call to do what’s right for children?
Yes, young children in close proximity to each other spread germs. Colds spread like wildfire, so do other maladies. Many of those illnesses can have the same symptoms as allergies to mold. Why not publish an updated information sheet on the district’s website. That wouldn’t cost as much as lots of irate parents. Use the reverse call system to notify parents. Do something, it’s within easy reach.
Why shouldn’t parents be angered if they perceive there is a mold problem and can’t get a straight answer from school administrators? Part of any public relations program, should one be needed, is to have statements prepared to hand out or read over the phone to those who inquire. Let it be known there is one district spokesperson from which all information on the situation will be distributed. This is not rocket science.
What would the college’s public relations students advise the district? Likely, tell what you know as soon as you know it. If you don’t have an answer, admit it. Be truthful when you say you’ll find the answer and get back to the inquiring party promptly. People respect honesty; they loathe hedging and half-truths, or worse, silence.
Issue press releases. Be as open as legally possible. The district has a solicitor on its payroll; let that person advise what to say and what not to say when needed.
Taxpaying voters have been very good to Middle Township school district by approving budgets. No one begrudges children a good education, but they also expect openness and honesty from those who run the schools. If the public perceives it is not being told the truth on a matter of vital health concern to its children, that support can quickly vanish. No one wants that. All the public asks, and deserves from those it employs, is openness on every school issue, including mold if and when it is found.
A crash course in public relations would serve the public and district very well.