The LA School District's Public Relations Plans

Sandy Banks:

It's too bad Los Angeles Unified School District officials didn't make the first assignment for their new spin doctors spinning the news that they've hired spin doctors.

The district's fledgling public relations effort stumbled this week, when news leaked out that Supt. David Brewer handed out contracts worth more than $350,000 a year to a team of consultants charged with improving the district's public image.

Team leader and former Telemundo news director Victor Abalos says he's a not PR man, but a broker of "communication strategies" for "target audiences" that will help the district get its good news to a disenchanted public.

Posted by Jim Zellmer at December 5, 2007 12:00 AM
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