Talk about a cruel joke. Pittsburgh Public Schools (PPS) is running what we’re sure it thinks is a slick advertising campaign that challenges the public to “Get the facts” about the moribund district.
But, as too often is the case, truth usually is the first casualty of such public relations campaigns.
Per a Post-Gazette dispatch last month:
“The goal of the campaign is to show that the ‘grass is not always greener’ as the district works to keep families in the public school system as several school closures and consolidations are being considered.
“’We recognize that during times of change some families may consider leaving the district,’ district spokesperson Ebony Pugh said. “’Our message is simple: the grass is not always greener on the other side. As the second-largest school district in Pennsylvania, PPS offers a depth of programs, opportunities and support that is unmatched.’”
That’s debatable. And PPS enrollment has been falling for decades. But what it fails at, miserably so and not debatable, is in academic results.
As Jake Haulk, president-emeritus of the Allegheny Institute, noted just last month (in Policy Brief Vol. 25, No. 28), PPS continuously ranks low on statewide achievement tests.
“For the 2023-24 achievement exams, PPS ranked 466 (of 610 school districts and charter schools [statewide]).”
And “Less than half of PPS’ 3rd graders (48 percent) scored advanced or proficient on the language arts exam while just 42 percent of 8th graders did the same,” he reminded.
“Less than 40 percent of 3rd graders scored advanced or proficient on the math exam while less than 18 percent of 8th graders did the same.
“This is not a clarion call for prospective parents to choose PPS,” Haulk concluded.
The ad campaign, the cost of which was not detailed, included a 130-flight TV ad featuring district student cheerleaders (but of course) in a grammatically incorrect “We’ve got facts” cheer and ads for print, radio and online outlets.
The ads highlight a score of PPS selling points, from the number of early childhood, career and technical classrooms, to the number of teachers, free SAT tests and free meals for all students.
It even brags about the number of “lead-filtered cooled water fountains” and that it has “community schools.”
But Frank Gamrat, the Allegheny Institute’s executive director, finds the crowing on the funny side considering that “most of what [PPS is] offering can be found at nearly all public school districts as well as private schools.”
He seriously doubts the ads will do anything to reverse PPS’ long-running enrollment problem.
The hallmark of any effective public relations campaign is to use the facts to support your cause. But when you are a school district and you can’t use academic performance as a selling point, well, folks, you’re in a world of hurt.
Colin McNickle is communications and marketing director at the Allegheny Institute for Public Policy (cmcnickle@alleghenyinstitute.org).
