You work in a publicly funded institution. Say, a community college.
Someone calls and asks you a question about something you know about, because, well, it’s your job to know. What do you do?
It’s a trick question for anyone who works for Pima Community College. Employees there are under recent strict orders to funnel all questions from the media through the Marketing and Communications department.
Marketing and Communications should not operate as one in a government agency. There is an inherent conflict between trying to sell the college to the public, and impartially answering questions and data requests.
PCC’s new media policy instructs all employees to: “Notify us immediately if you receive a media inquiry, and do not grant an interview or provide any information. This will ensure consistent messages on key issues of importance to the college. Tell the reporter that you are referring them to the authorized PCC spokesperson, who will ensure that their request is responded to quickly and helpfully.”
In other words, zip it until the professionals can spin the “message.”
Don’t think this only applies to rude and pushy journalist types, because we are working for you. We’re not asking questions for our own edification, but to share with the taxpayers who foot the bills, the students who pay tuition, the community that relies on PCC to be a high quality educational institution in good working order.
And when that’s not happening, it’s our job to tell you about it. Even when it’s not on “message.” Especially then.
For the past several years, PCC’s message has been one of serious dysfunction. Sexual harassment, incompetence on the Governing Board, hostile work environment, high administrator turnover, mishandling of veterans’ tuition benefits, the list rambles on.
My Star colleague, Carol Ann Alaimo, has written reams about these conditions. People who worked at the college felt that it was important for the public to know what was going on — and they were right — so they shared what they knew.
Was it embarrassing for the college? Absolutely. Did those things need to come to light? Without a doubt. Will not allowing employees to talk to reporters make it all better? Hardly.
The policy is framed to make it appear that PCC administration — Chancellor Lee Lambert’s executive cabinet reviewed it — wants to help the media, what with our quick deadlines and complicated requests for information.
No. This control is about shaping what you, the taxpayer, knows. Such overbearing PR rules are commonplace in the private sector, but they’re inappropriate for governmental institutions like schools and municipalities.
But an institution that’s on the hot seat, as PCC is with its accrediting agency, can go two ways under pressure: open up and be forthcoming about problems and answer questions easily, or begin building a brick wall under the guise of “helping” the media.
Public information offices in government organizations can be invaluable. The best help connect reporters with sources within the agency and then back off, convey data and answer questions, even if they’re uncomfortable for the agency. They’re facilitators, not spinners. They do exist, and they’re a reflection of the person at the top. If the leaders value unfiltered communication, the public information officers follow suit.
But PCC’s policy sets up employees as promo people for the college: “On occasion other college personnel may be approved by PCC Marketing and Communications to respond to a media inquiry, especially when it is an opportunity to positively promote a PCC program or event.” Marketing and Communications will “counsel you on the best way to respond to questions so as to be open and helpful, and to present the college in the best light.”
It’s all about staying on that happy, happy message. All fine here, nothing to see. Move along.
A healthy organization trusts its people. A functional institution doesn’t fear what its employees might say in public. Trying to control who can talk to the media is a sure sign that PCC has a long way to go.
