Acting
locally
To the editor:
Peter Sherman’s recent article [“PR to the rescue,” June 26] revealed several
reasons why District 186 has credibility issues beyond selling referendums to
its constituents.
First, the district hired an out-of-market PR firm without sending out a Request for Proposals to local PR companies with employees that pay taxes to the district. So dollars are being shipped to St. Louis to help their economy.
Second, by not interviewing Springfield PR/Marketing professionals, they have no idea what capabilities are here to help the district in the long-term. A professional review would have revealed that the services Unicom-Arc is providing are basic in the world of cause marketing. Getting input from audiences before creating communications is not a breakthrough or difficult. Developing communications strategies based on insights gathered is also basic. All of the services described in the article can be handled by any number of local companies.
Third, not asking for competitive bids is irresponsible business. The district didn’t receive fresh, alternative approaches to the challenges. They had no check and balance to gauge if the PR firm’s fees are in line with industry standards and the most effective allocation of funds.
Bottom line, our local school district shipped money out of market for what
will be a cookie-cutter solution to a basic communication challenge. Hats off
to the board for another stellar business decision that disrespects the very
people it supposedly serves.
Doug Bohringer
Springfield
Editor’s note:
Though Unicom-Arc first approached Springfield School District 186 with a plan
for public outreach, the firm was one of three companies considered. The other
two, Frontline Public Strategies Inc. and Bill Wills’ Vinculum Consulting, are
both based in Springfield. “Unicom was chosen because of its experience helping
school districts with public engagement,” according to district spokesperson
Carol Votsmier.
This article appears in Jul 3-9, 2003.
