Category: PR

Effecting Positive Change from Tragic Reenactment

Two students dressed as the shooters from Columbine, 1999, attended Kentucky High School for halloween and reenacted scenes from that horrific day; the students were suspended. Comments on the report vary between praise and condemnation for the suspension. One comment called for the parents of the students to face criminal charges. Other comments called the actions of the school overreach, lacking specific reasoning for the suspension – admitting that the costumes were in poor taste.

Reacting to the reenacted Columbine shooting with a suspension and a statement, the school could have done more to manage and effect positive change. 

Two students dressed as the shooters from Columbine, 1999, attended Kentucky High School for Halloween and reenacted scenes from that horrific day; the students were suspended. Comments on the report vary between praise and condemnation for the suspension. One comment called for the parents of the students to face criminal charges. Other comments called the actions of the school overreach, lacking specific reasoning for the suspension – admitting that the costumes were in poor taste. 

The school additionally released a statement, as reported by Joyce (2018), “”We take the situation very seriously and our personnel are continuing to investigate the facts and circumstances surrounding this matter,” Stephens said in a statement. “The students are currently suspended.”” 

This situation, from a public relations perspective, missed the mark. Releasing a statement is one-way communication that leaves the audience without a method of creating dialogue. That is all that the school did. This is shown by observing the comments in the article (Joyce, 2018); people responding to the report clearly needed an opportunity to speak their mind and the school missed a teachable moment. The school could have explained the reasoning for the suspension, Joyce (2018), gives none. Instead, a community meeting or town-hall may have been a valuable step to take. School shootings have long been a worrisome problem in the field of education and there is likely a community member that is apathetic to the topic.  

Kowalski (20011, p. 14 – 16) identities several goals of PR inside of education; three of these goals “encouraging open political communication,” “enhancing the image of the school district,” and “managing information” could have been served with a communication that fostered open-dialogue. There were clearly people upset with the restriction of the students, the school could have addressed freedom of speech in their communications about the incident and why reenacting the violence of an historic school-shooting would be restricted. Stapelton and Murphy (2018) reported on a shooting that resulted in the deaths of two students and the injury of 18 others, from January of 2018, just ten months earlier. The school could have used this halloween incident and suspension to improve the image of the district by promoting school safety. Creating a forum for open dialogue would have helped the school to manage the information and explain the reasoning with the community. 

Joyce, K. (2018). Two Kentucky High School Girls Suspended After Dressing Up As Columbine Shooters for Halloween. Retrieved from https://www.foxnews.com/us/2-kentucky-high-school-girls-suspended-after-dressing-up-as-columbine-shooters-for-halloween

Kowalski, T. J. (2011). Public relations in schools (5th ed.). Upper Saddle River, NJ: Pearson Education. 

Yan, H., Stapleton, A., & Murphy, P. (2018, January 24). Kentucky school shooting: 2 students killed, 18 injured. Retrieved December 28, 2020, from https://edition.cnn.com/2018/01/23/us/kentucky-high-school-shooting/index.html

Missed Opportunities for Safeguarding Students

In 2018 teachers from the Middleton School District dressed as the border wall, presented the statement ‘Make America Great Again’ and coordinated with another group of teachers dressed as Mexican immigrants, photos of both these costume groups were posted to the district Facebook page; later the superintendent retracted the photos and replaced them with a recorded apology.

In 2018 teachers from the Middleton School District dressed as the border wall, presented the statement ‘Make America Great Again’ and coordinated with another group of teachers dressed as Mexican immigrants, photos of both these costume groups were posted to the district Facebook page; later the superintendent retracted the photos and replaced them with a recorded apology. 

The situation described by Maxouris and Gray (2018) was initially managed well; however based on the information provided there were many missed opportunities for school improvement and community relations. 

While political speech is typically protected, this case may be viewed through the lens of student safety and wellbeing. The school – and certainly the superintendent  – has a duty first to the students and their wellbeing. Given that this incident occurred in 2018, during the Trump administration, this political topic of imigration control and reform was certainly present in the everyday lives of students, even elementary students. Given that the Middleton School district is composed of 4,000 students (About Us/About MSD, 2020) and according to Idaho Ed Trends (as cited in Maxouris and Gray, 2018), almost 13% of the school’s population is Hispanic. 

The teachers dressed in a way that some parents “described as racist,” Superintendent Josh Middleton described the costumes as “clearly insensitive and inappropriate” and an immigrant rights advocate Beth Almanza commented that the photos were “extremely disheartening” and “heartbreaking” (Maxouris and Gray, 2018). This alone identities the controversy within the community and the potential harm to students. 

Given that there was potential harm to students, the retraction of the posts on Facebook, with the addition of an apology was a good first step in managing the incident. The Middleton School District states that it has a “goal to provide quality education… in an atmosphere safe for growing and learning” (About Us/About MSD, 2020). The retraction satisfies this portion of their mission. However, they also state that the learning should be completed “through the collaborative efforts of our staff, students, parents and community” (About Us/About MSD, 2020). 

The post from the Superintendent Middleton, creates what Grunning (as cited in Kowalski, 2011, p. 12) would call two-way asymmetrical communication. It is not collaborative. It does not create a meaningful dialogue between the stakeholders in the school community. The superintendent’s post creates a message intended to persuade the public that the removal of the content was a reasonable response. Members of the Facebook page would be able to reply to the post and comment, though this function in social-media would fall short of symmetrical communication; it is unlikely that “mutual understanding,” as described by Grunning, (as cited in Kowalski, 2011, p.12) would emerge from this lone response. 

This response falls short of the full force that public relations can have. The National School Public Relations Association (as cited in Kowalski, 2011, p. 14) defines Educational PR as “a planned and systematic two-way process of communications between an educational organization and its internal and external publics designed to build morale, goodwill, understanding, and support for that organization.” It would be interesting to follow up on the impact that this incident had in the community or if the superintendent was able to spark conversation or further actions in the community that did promote understanding and support for the organization. 

Because the response does not create dialogue or meaningful two-way communication,  the morale and goodwill that could have come from this difficult incident is missed. 

Considering different actions and approaches to only the Public Relations components of the response, the school could have held a community forum to discuss the issue, integrated community voices into the classroom to discuss immigration reform, and discussed the issue directly with the teachers. However, given the bandwidth of working time and attention, this response from Superintendent to internally review and publicly apologize may be all the time that was actually available. 

About Us / About MSD. (2020). Retrieved December 28, 2020, from https://www.msd134.org/domain/32

Kowalski, T. J. (2011). Public relations in schools (5th ed.). Upper Saddle River, NJ: Pearson Education. 

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