communications consultant 2003
TRANSCRIPT
byBarbara Stoutamore
How is a communications consultant from the Oregon Education Association similar to and different from a consultant from a corporation?
National Education Association (NEA)
Oregon Education Association (OEA)
UniServ
School Association
Communications consultant with OEA
Works primarily with electronic media
His training was on the job
Organizing committee is within each association
• In charge of communications Internal: members External: public, students (if applicable), media,
board
• OEA consultant deals directly with this committee
Direct organizing committee members as to how to keep members
Corporate consultants don’t do this
organizing committee members
• Do too much too quickly Advertisement in paper Stand the association is taking
• Confrontational Towards administration or district Towards members
Counsels less aggressive measures• Newspaper advertisement usually not
effective• Shouldn’t give all information about
association’s stand
Reminds organizing committee of contract being negotiated
Organizing committee afraid of communicating to members/public
• Say and/or do little• Fear retaliation from district or
administration• Fear “tipping their hand”
Helps committee form statements• To members• To public and media
Nudges group into action
Race: Oregon demographics is predominately white
Gender: Seldom an issue
UniServ: helps with these
More corporate issues
Difficult to establish standards
• Often have to “wing it”• Must be innovative and imaginative
Must adhere to some conventions
• Never go against Association, its bylaws and policies Lie Interfere with election of union members running
for office
Listening to members
• What works for one school doesn’t always work for another
• City schools have different needs than rural schools
• Each level of education has different needs
1. How is the job of an OEA consultant similar?
Answer
consult clients on ways to communicate
must be ethical
2. How is the job of an OEA consultant different from that of a corporate consultant?
Answer He/she has more clients Deals, predominantly, with organizing
committee Directs committee as to how to keep
members Doesn’t deal with race or gender, as a rule
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