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ASSIGNMENT INSTRUCTIONS:
Based on the information presented in Maxouris & Gray (2018), do you feel that the situation was managed correctly? Provide rationale for your answer. Remember you should view this from a public relations perspective, as opposed to a personal perspective. Cite evidence from the reading or other scholarly sources.
As a school/ district leader, what if anything do you envision doing differently in your response to the school community?
Required Reading Materials
Kowalski, Theodore (2011). Public Relations for Schools (5th Edition). Upper Saddle River, NJ: Pearson Education, Inc.
Maxouris, C. & Gray, M. (2018). Elementary School Teachers in Idaho Dressed Up As a MAGA Border Wall for Halloween. Retrieved from https://www.cnn.com/2018/11/02/us/idaho-teachers-border-costume-trnd/index.html (Links to an external site.)
HOW TO WORK ON THIS ASSIGNMENT (EXAMPLE ESSAY / DRAFT)
In 2018, a group of elementary school teachers in Idaho wore costumes depicting a “MAGA Border Wall” during a Halloween celebration, sparking a public outcry and controversy. From a public relations perspective, the situation was not managed correctly. The teachers’ actions were deemed offensive, inappropriate, and politically charged, which could damage the school’s reputation and relationships with its stakeholders, including parents, students, and the broader community.
According to Kowalski (2011), effective public relations for schools is crucial in building and maintaining positive relationships with stakeholders, particularly in times of crisis. This includes acknowledging the issue, taking responsibility for any wrongdoing, and taking appropriate steps to address the situation. In the case of the MAGA Border Wall costume incident, the school district’s response was not immediate, which fueled the outrage and intensified negative publicity.
Moreover, the teachers’ decision to wear the costumes was not reflective of the school’s values, vision, and mission, which could erode the public’s trust and confidence in the institution. From a public relations perspective, the school district should have issued a public apology, conducted a thorough investigation, and implemented disciplinary action, if necessary, to show that they take the matter seriously and that they are committed to preventing similar incidents from happening in the future.
As a school/district leader, I would ensure that all school personnel undergo regular training on cultural sensitivity and diversity, so that they have a better understanding of the impact of their actions on different groups of people. I would also establish a clear code of conduct and ethical guidelines that all school employees must adhere to, and regularly communicate these standards to students, parents, and the community. Additionally, I would implement a crisis communication plan that includes procedures for responding to sensitive or controversial issues and engaging with stakeholders in a transparent and empathetic manner. This would help prevent future incidents and mitigate any potential damage to the school’s reputation and relationships with its stakeholders.
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