Central Bucks School Board Hires Public Relations Firm

DOYLESTOWN, Pa. — In a move to improve its image which has taken a hit over the last few years, first with COVID-19 and then over allegations of book banningand insensitivity to LGTBQ+ issues, the Central Bucks School Board has hired the services of a Philadelphia public relations firm.

At the recommendation of the superintendent, the board voted 6 to 3 at its July meeting to retain Divine and Partners at a cost of $15,000 a month to focus attention back on the positives happening in the district.

Voting in favor were Dana Hunter, Debra T. Cannon, Debra T. Cannon, Leigh Vlasblom, Lisa Sciscio, Jim Pepper and Sharon Collopy. Voting against were Dr. Tabitha Dell'Angelo, Karen Smith and Dr. Mariam Mahmud.

Smith, who comes from a public relations background, said hiring a PR firm is not about telling the school district’s story, but deflecting attention away from “all the bad, intolerant policies this majority board has passed in the last few months. It’s trying to quiet the dissenting voices to these policies. It’s trying to hide that some members of this board are shut out of decisions entirely.

“This is not a costume party to dress up ugly policy and make it beautiful,” continued Smith. “We need to make decisions that are good for all students and the public relations will run itself.”

Dell'Angelo joined Smith in opposing the motion, calling the cost of hiring the firm “excessive.

“I keep thinking about $15,000 a month and how much good we could do. We could do amazing things that we could promote that will showcase how great we are,” said Dell'Angelo. “This does not feel like good, fiscal responsibility.”

Dr. Mariam Mahmud added, “I can’t support tax dollars going toward communication when there are so many other underlying issues that we hear repeatedly meeting after meeting.”

Vlasblom defended the motion, arguing that communication has been an overall theme of concern for the board and the community, citing two previous community surveys that mentioned it as an issue.

“I appreciate the fact that this does address communications and I would be more than willing to support the administration if this is the way they think we can communicate better with our community,” she said.

Vlasblom also spoke to cost, arguing that hiring the PR firm would be more economical than hiring another in-house full-time position.

“When I came into this board we did not have anyone doing communications. During subsequent administrations we made a full time position of communications. And we all know that one full time position with PSERS and benefits can most of the times exceed this communications contract.”

Devine, in its proposal to the board, outlines what it perceives as the district’s challenges and offers communications recommendations.

“As with many school systems across the country, the Central Bucks School District has been a microcosm of the kind of combative rhetoric that has divided communities in recent years,” says Devine in its proposal to the board. “As a result, CBSD has been in the news a great deal. Unfortunately, these stories all too often have centered on controversy and discord, not on the district’s long-standing hallmarks of academic excellence and student achievement.

“To be sure, the controversies deal with legitimate issues that are being addressed and managed through the due processes established by the Board of Education and the District administration,” Devine continues. “However, these stories are overshadowing the progress, discovery, good
work, and goodwill that are present day after day for the 17,000 students attending the district’s 23 schools and the hundreds of teachers and support staff who guide them from kindergarten to the cusp of adulthood.”

Devine said it will work with the district to build a new narrative focused on the district’s permanent characteristics, including academics, activities, innovation, and achievements.

“Based on our initial conversations, we know that CBSD is at an important inflection point as it seeks to emerge from several years of challenges – from managing an educational environment amidst the many stages of a pandemic to managing against the disruption and distraction of issues perceived as divisive within the CBSD community at large,” said Devine.

“Moving forward, D+P would approach the assignment in collaboration with CBSD administration and the director of communications by working to redefine the rhetoric and put the focus back on the good work of students, faculty, and staff; increase awareness of specific student and faculty stories that amplify academic excellence, achievement, access, and opportunity; rebuild a solid foundation from which to manage change and difficult issues that emerge in the future; leverage refreshed messaging in all communications; implement a Content PR approach by aggressively using owned, shared, and earned channels to amplify positive storytelling; and measure, evaluate, and adjust approach using all available analytics.”