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?