The Orlando Sentinel published a short article about a recent employee evaluation of School Supt. Dr. Susan Moxley by the Lake County FL School District Board members. See it HERE.
One of the issues noted was the need for improvement of her communications with the media, which is interesting since two of the five Board members had previously voted NO when asked to hire a public information officer. However, the other three Board members DID approve the position, so it was recently filled.
Here is an expanded version of what I wrote on the Sentinel's website in response:
Regarding the issue of Dr. Moxley improving communications with the media, the District, with approval of 3 Board members, recently hired an experienced public information officer who is issuing first ever press releases, and updates on Board meetings. I know he has helped at least one department improve their presentations to the Board by describing techniques that resulted in the department staff furnishing a more complete, integrated report rather than a series of disconnected documents and background information that many people could not understand. I also expect the District to be more forthcoming with facts to offset incomplete reports in the press, such as the articles on mold.
Until the PIO was hired, the only real source of District news was outgoing Board member Cindy Barrows email newsletter, and this blog. Now there is an official version of updates on District activities, which I welcome.
Although I have periodically been critical of some District actions, in some cases the problem has been a lack of logical, organized information from departmental staff to explain issues to external observers like this blog writer. An example would be the LACK of a clear, logical, fact based WRITTEN background document on the website regarding impact fees for the Schools, how they are calculated, why needed, how are the construction needs calculated, etc. The report could address controversial issues on impact fee calculations and even provide facts to offset expected criticisms. Without such information, the public can only hear verbal comments at Board meetings and not easily understand or evaluate supporting information. That makes it easier for some critics to take potshots at School impact fees since there is no credible, background information available. I look forward to the day when the District develops a community communication program that addresses such issues, which will improve the credibility of District decisions.
As a former Journalism and Public Relations major (besides others), I recognize the value of a professional public communications program to not only address controversial issues in writing, explain supporting facts to the media from the District stand point, but to also communicate the many GOOD results attained by faculty and staff to offset the periodic negative reports from other sources.
I even noticed at yesterday's Board meeting that the Superintendent cited specific successes of all the high schools to indicate that they should not be judged solely on FCAT scores or Federal ranking systems.
Even the Board members may appreciate the press releases, since I notice they are also getting positive quotes in them!
Vance Jochim
www.FiscalRangers.com
Tavares, FL
