DOE Game Plan: TO MARKET, TO MARKET
WITH OBE: WILL IT SELL?
Wednesday, July 14, 1993
By Robert Holland
By informing citizens of new policies and programs, a public agency may perform
a valuable public service. For
example, a health department might need to advertise the availability of a
vaccine against a deadly disease.
Or a public safety department might serve a purpose by announcing a crackdown on
drunk drivers.
But when a department of government tries to manufacture demand for new,
untested social programs, that is a
different question. It is to be
expected, of course, that agency representatives will speak out in favor of
their proposals before the General Assembly and in other fora in which opposing
views can be heard. However, the
State Department of Education’s latest scheme for selling Outcome-Based (“World
Class”) Education over the next six months to a wide variety of
“target populations” – among them state
lawmakers – goes well beyond normal agency lobbying and self-promotion.
DOE’s seven-page game plan, dated June 21, includes such PR strategies as the
following:
*Regular surveys of the target populations to measure the success of OBE sales
pitches.
*Small-group promotional sessions with invited business and community leaders –
15 to 20 at a time – in various localities.
*A speakers’ bureau of 30 to 40 OBE proponents.
*Lobbying of legislators – individually and in a series of regional meetings –
in an attempt to win their endorsement for decisive votes during the General
Assembly budget session convening next January.
Since DOE’s campaign will coincide with the Governor’s and House of
Delegates’ contests this fall, this effort could take on partisan overtones.
*Letters to the editor that “will be provided to business individuals and
organizations for their use.” I am
certain that editors of community newspapers across Virginia will be interested
to know that government –issue letters endorsing OBE – cranked out at Richmond’s
Ed-Central high above the James – may be headed their way.
*Canned articles for business newsletters relating the joys that OBE groupthink
will bring to industrial production.
*A “summer summit” of government leaders to “discuss the benefits” of OBE/WCE.
This is to be organized in collaboration with Virginians for World Class
Education, an OBE advocacy group drawn from the social and economic elite.
The game plan says nothing about welcoming a debate with OBE opponents,
who tend to be average parents who actually send their children to public
schools.
*”Ecumenical lunches” with selected “key” religious leaders.
Will conservatives make DOE’s cut?
*Production of a video featuring Superintendent of Public Instruction Joe
Spagnolo and corporate proponents of OBE.
*A “World Class Education Voluntary Reading Review Panel.”
This troika will review
outgoing materials “for consistency with Department of Education World Class
Education definitions and interpretations.”
*Part-time employment of a communications specialist to develop a “consistent
response strategy.” Response to what?
To any and all criticism, which Ed-Central does not accept with
equanimity.
What about plain old parents who see OBE as a venture in New Age reprogramming
of their children’s attitudes? The
plan does not provide for any mass meetings for them to express their concerns.
But they can write their own invitations.
Public affairs director Margaret Roberts says DOE staffers will “accept
all invitations” to address citizens’ groups – and that’s good and proper.
Judging from the many calls I receive on this subject, DOE’s social
schedule will be full this fall. One such parent-organized meeting will be held
at 7 p.m. Friday at Mills Godwin High School in western Henrico County.
Parents will get a brochure from DOE explaining what OBE “can do for their
children.” And the game plan calls
for parents and others to be given that essential of all slick marketing
campaigns…bumper stickers. (Can
T-shirts be far behind?)
Yes, the Department of Education plans to do pro-OBE bumper stickers, to be
distributed this fall at schools, libraries, businesses, and the State Fair.
We all know what sells. So
may we expect to see “Virginia Is for Outcome-Based Lovers” banners blanketing
the state? This could become a hot,
must-have item for all Casanovas patrolling the Southside in their pickup
trucks.
By now, you doubtlessly are dying to know if you are in one of DOE’s “target
populations.” No one wants to be excluded.
Relax. There’s probably a
category for you. But it is
interesting that “Department of Education staff” is the very first group
targeted for mental massaging. That
suggests OBE is not fully accepted even in DOE ranks.
Other “populations” targeted by DOE are “superintendents, principals, teachers,
parents, legislators, civic/social organizations, business/industry, government
officials, religious groups, non-parent groups, editorial boards, students,
school boards, and the press.”
Between parents and non-parent groups (whatever they may be), targets appear to
cover the landscape.
All of this sweaty bureaucratic exertion to mold public attitudes raises this
bottom-line question:
Were OBE really “World Class” in academic content, would the Department of
Education need to be waging a frenzied campaign to market it – even to its own
employees – as though it were a new brand of toothpaste or underarm deodorant?