Messaging, Views on News, public relations • January 9th, 2009

Is MPS keeping a gay-friendly school in the closet?

by Chris Lato

The PR folks at the Milwaukee Public School district had best brace themselves for a potential firestorm.

Although it was first reported by U.S. News and World Report a few weeks ago, only now is the story inexplicably starting to surface: the MPS board has approved what is apparently the first gay-friendly middle school in the nation.

I write this piece not to pass judgment on the move itself, but rather consider the story from a PR perspective. My first question is, why didn’t MPS do anything to tout this historic first? Is this new school a point of shame or pride? Their failure to formally acknowledge the creation of this new school creates the perception that MPS prefers this to be swept under the rug.

Another question: MPS already faces a steady stream of bad press. Could this have been a calculated decision - thinking that if the move isn’t touted, the media won’t notice? Critics will undoubtedly wonder about the need for such a focus, with the perception that basic education needs aren’t being adequately addressed by the district.

Regardless, it will be fascinating to watch this one play out.

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