There’s been a lot of unsolicited advice in this space over the past two years, much of it based on best practices and scientific evidence of what works.
But sometimes, it comes from experience.
In almost every PR situation, the best approach is to get out in front of the story. When you do, you can spin it your way and not have to take a defensive position, which almost always is a loser.
The district has had an unprecedented string of poorly managed situations, ranging from bungled stadium development to lawsuits from respected former employees, and more. In every case, some highly-paid people decided to let someone else tell their story and in every case, the district has gotten a black eye.
This is the most poorly managed era I can recall in my 30 years here.
Better PR won’t solve the problem, but it will give the appearance of experienced management.