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Case Studies / Shelby County Schools
Intense Community Relations Campaign Saved Shelby County Schools From Losing State Accreditation
THE SITUATION
Shelby County Schools was in danger of losing its accreditation and of being in violation of state-mandated minimum classroom student-teacher ratios. The only way to stave off disaster was to convince county residents they needed the biggest tax increase in their history.
THE SOLUTION
A multi-level community relations program was initiated to underscore the reality that the county could not progress if its school district were to lose the accreditation. Key elements of the program included behind-the-scenes lobbying of political and business leaders, news and opinion articles in local newspapers, guest appearances on "live" broadcast programs, and presentations to community groups, PTA audiences, and coffee klatches. Videos, "canned" speeches and audiovisual materials were prepared for the presentations. All of this was handled under the auspices of a special interest group created for the campaign - the Advocates for School Excellence.
THE RESULT
In the summer of 1999, the Shelby County Commission approved a 25% tax increase, the largest such increase in the county's almost 170-year history. Consensus on the increase followed endorsement by most sectors of the community - including the chamber of commerce, whose endorsement of this tax increase was the first in more than half a century. Media coverage was heavy.
