Earlier this week, the Space Coast Chapter of FPRA hosted a professional development workshop featuring Donna Balancia, formerly with Florida Today newspaper and now working as a public relations practitioner, and Matt Reed of Florida Today.
The two veterans shared their insights on the changing face of journalism and how reporters and public relations professionals are adapting in these new media times. The reporter turned the tables on workshop participants by asking them for their thoughts on a recent education rally.
The next day, Reed wrote about those responses in this news article:
Matt Reed: A lesson in PR for schools debate February 26, 2009
So Wednesday, I asked about 25 local public relations professionals for their take on Monday night's education-funding rally and for any advice to school supporters and politicians on how to do better next time.
After all, thousands left the King Center frustrated by their representatives' responses, and five out of six lawmakers said they felt ambushed by the riled-up crowd and Superintendent Richard DiPatri.
The consensus, at a meeting of the Florida Public Relations Association, based on comments and knowing nods:
Lawmakers should not have been surprised by the size or tone of the well-organized crowd -- or acted as if they were. Constituents' e-mail obviously tipped them off days earlier to the severity of the political problem. And they all should have come ready to pitch state solutions.
Representatives and senators should not have quickly deflected responsibility for raising taxes back to the local school board. By doing that, they appeared unresponsive.
The school board and delegation should have met beforehand to compare positions then sat together on stage to stress solutions.
Burning a key lawmaker can backfire in the short-term if you need state money.
That's from the PR experts, not me.
Fortunately, Sen. Mike Haridopolos, R-Merritt Island, met with DiPatri on Wednesday to strike a truce and send "a united message to Tallahassee."
But let's not forget the sheer size of that motivated crowd (I estimated 5,000, others saw 7,000 to 10,000). The organization behind it -- parents, district employees, and sports and band boosters -- holds more political significance than if the town-hall meeting drew a random sample of voters.
Great job, Space Coast Chapter!