What is it going to take to convince CMS that it does not have a public relations problem, it has a performance problem?

CMS has spent $13,000 to monitor local media coverage of CMS. Guess what? It is mostly positive to neutral, according to CMS’ own consultants. That certainly goes for The Charlotte Observer’s coverage which CMS seems to absolutely obsess about.

And buried in a $6,000 May 2006 content analysis of stories on CMS is the suggestion that CMS build relationships with “groups associated with magnet schools.” This, of course, explains the heavy diet of Pam Grundy and other magnet mommies in recent coverage of CMS. I think.

Finally, it is interesting to note that CMS communications czarina Nora Carr is quoted in the story. Carr is the most uncommunicative communications person I’ve ever been around, point made by a PowerPoint analysis of coverage from last month which saw Carr quoted not once while frequent CMS critic Larry Gauvreau was quoted eight times.

You can’t win if you do not play, Nora.

Bonus Observation: What did CMS’ report say about online media? Nothing. Absolutely nothing.