Larry D. Lauer

After hearing about proposed deep budget cuts in Austin last week, I went to Washington to get briefed on the deficit-cutting consequences ahead of us there! It seems everyone is reform-minded, and everyone has an extreme idea. This all sounds depressing to an integrated marketing professional. 

Most of these reformer’s ideas are based on pure ideology, and not practical problem-solving. Many propose cutting the size of government, favor giving control back to local communities and institutions, but then go on to propose a one-size fits all solution based on a set of imposed national standards. 

All this can sound very contradictory. They want less regulation in some areas (i.e. big business, banking, Wall street, etc.), but then call for more regulation of something else (i.e public schools, higher education, etc.).

The Department of Education is a good example. For K through 12, and higher education, their idea is to set uniform national standards on matters of curriculum, contact hours with teachers, accreditation, information disclosure, and much more. What is missed here, however, is that diversity of systems and institutions is the strength and competitive advantage of American education, and that imposing these standards from Washington will unleash forces that will make every institution alike.

Here is where professionals in integrated marketing and strategic communication have a contribution to make.  Public schools and universities must analyze their specific circumstances and the exact needs of their marketplace, and then use task forces and action teams to find and mobilize the best administrative, teaching, and community talent to find solutions. These people are the only ones positioned to design creative and effective curriculum, teaching methodologies, quality standards, and communication strategies that will meet the needs of their specific students and families.

The best role for a national authority in education is to provide financing for creative experimentation and leadership development. It can also require local strategic action planning, results evaluation, and that all of this be totally transparent to the public. But, above all, it must also encourage institutional diversity in curriculum and methodology.

The fact is that each student has both special talents and performance limitations. One national standard of performance will never meet that need.  Developing individual potential is what education is all about, and yes, integrated marketing analysis can help find much-needed practical solutions.