So is it the money or the students?

According to an Aug. 17, 2009 Wall Street Journal story "Hard-Hit Schools Try Public-Relations Push," many inner-city school districts throughout the country are trying to stem the tide of a mass student exodus to suburban, private and charter schools. These school districts are turning to public relations and marketing firms to help get the word out that their schools aren't so bad while enrollment numbers continue to plummet. Some of the tactics used are billboard, television and radio ads, as well as direct-mail campaigns.

In St. Louis, the urban district's enrollment has plunged 40% in the past decade because of students moving to charter schools and suburban districts. The school district has been through eight superintendents in 10 years and lost its state accreditation. It faces a $53 million deficit and recently closed 14 schools. But administrators have set aside $1 million to pay for publicity that may include bragging about a top-ranked high school and magnet programs in culinary arts, aeronautics and international studies.

Now here is where it gets interesting.

According to the article: A marketing firm will spend the next two months asking residents, "What would it take to get you to send your children to school here?" said Patrick Wallace, a district spokesman. "We're losing 1,500 to 2,000 students a year," Mr. Wallace said. "If we can get those kids to come back, that's a whole lot of money."

Now, I understand school districts need to make money to "stay in business." They have to pay for teacher and administrator salaries, books, supplies and general upkeep and maintenance of the buildings, but the last quote from Mr. Wallace has the completely wrong focus. As a spokesperson for the district, his number one concern should be the quality of education for their students rather than the amount of money they are losing. A better quote might be: "We're losing 1,500 to 2,000 students a year," Mr. Wallace said. "However, our chief concern is providing the best education we possibly can to the students that have remained as we continue to look for new ways to attract new students to the district."

Any qualified public relations professional could have helped hone the message and put the focus where it should be.