What if the crowds of demonstrators shrink? What if the weekend slows momentum? I already hear the questions about the sustainability about the Red For ED campaign highlighting concerns from teachers and school employees.
First, even people not passionate about Red For ED can appreciate its initial success. Debate about teachers’ salaries is not new. Teacher strikes have sparked attention for decades. Particularly in Arizona, teachers’ frustration about pay, resources and facilities have simmered for years, but their anger appeared to generate secondary news compared to the headlines state leaders sparked with their interest in charter and private schools. Despite this old debate, Red for ED successfully recaptured the attention with some traditional PR techniques: passionate speeches, a snappy slogan and color-coordinated shirts filling the streets with red to the delight of TV cameras and photographers. Drivers are honking horns on street corners in support. Businesses are standing up signs. Neighbors are talking in their backyards. Social media is abuzz with people changing their profile pictures to reinforce the message.
But danger lies ahead for the PR campaign. Public relations is a long game. Immediate results are marvelous, but we generally allow three to six months prior to measuring a campaign’s results or determining if efforts meet expectations. Arizona Governor Doug Ducey is positioning himself well. He offered a proposal that received support. He’s sharing statements supporting teachers, expressing empathy for parents and placing pressure on state legislators, a group of leaders much of the public can’t even name.
Meanwhile, some opponents are trying to change the subject and discredit Red For ED leaders. Opponents are reviewing social media accounts and starting conversations about socialism and legalizing marijuana. They are attempting to frame the issue as partisan or anti-Trump. Campaign supporters should not dismiss these discussions as part of fringe conversations. I’ve heard the opposing arguments firsthand: a parent who associates schools with big government, a businessman who concludes schools inefficiently spend our tax dollars and the friend who categorizes teachers as part-time workers.
Reporters crave good stories, but this week’s lead may be tomorrow’s footnote. Journalists already are searching for stories to ensure the issue stays fresh. The Red For ED campaign faces a tipping point, a fork in its road of demonstrations: Must it more clearly explain why the governor’s proposal isn’t sufficient? How should the campaign continue to respond to attacks? How long can the campaign continue to lead a walkout of teachers without losing crucial public support? How can organizers ensure a sea of red doesn’t dissipate into a trickle, sending TV crews and other journalists toward a new cover story? More important, how can the campaign lead to genuine results for teachers and schools?
Like in business, people in PR often seek answers in short-term outcomes. However, PR is more like a marathon. A strong start garners attention, but how the effort finishes is the ultimate metric of success.