Tags: Common | Core | public | relations

Common Core Has a Public Relations Problem

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Wednesday, 16 Apr 2014 11:16 AM Current | Bio | Archive

Sweeping changes, particularly political or social changes, rarely signal smooth transitions. But, when one interest group or the other does a better job of defining the brand than the people actually in charge, things can get bad in a hurry. One example is the newly minted nationwide Common Core standards.
 
No one can really say why or how the folks who promoted Common Core allowed their messaging to be hijacked by other interest groups, but it has happened — and in a big way. Now lines have been drawn, and plenty of articles have been written both for and against what people believe Common Core is.
 
Here’s the rub. According to a recent article in The Atlantic, most people don’t even understand what they are really supporting or attacking. 
 
Because the promoters of the national Common Core standards did not do an adequate job of defining what they were all about, even their own supporters are arguing the wrong points. And, the detractors are arguing points that are not even relevant. Is that fair? Maybe not, but it’s the reality that comes with allowing your message to be hijacked and distorted by the competition.
 
In the marketplace of ideas, nothing is more vital to your success than your understood identity. This is not your actual identity. It is what the public believes you to be.
 
From a public relations perspective, it is all that matters. Common Core is what it is to those who are criticizing it. Even if they are wrong, it will be difficult to get their attention. They are already too angry.
 
This is a dire consequence in a vitally important area: American education. At least the debate — for conservatives and liberals — should be on issues we all can understand.
 
Ronn Torossian is one of America’s foremost Public Relations executives as founder/CEO of 5WPR, a leading independent PR Agency. The firm was honored as PR Firm of the Year by The American Business Awards, and has been named to the Inc. 500 List. Torossian is author of the best-selling "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations." For more of Ronn Torossian's reports, Go Here Now.
 

 

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Sweeping changes, particularly political or social changes, rarely signal smooth transitions. But, when one interest group or the other does a better job of defining the brand than the people actually in charge, things can get bad in a hurry.
Common, Core, public, relations
365
2014-16-16
Wednesday, 16 Apr 2014 11:16 AM
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