The Beverly Hills Unified Schools District Board approved funding for an outside crisis communications firm at a Special Meeting on March 4.
The district is currently facing lawsuits and administrative claims alleging racism, wrongful termination, sexual harassment and more. It has also fielded ongoing complaints from parents and students who say there is a lack of transparency on the part of the district.
At the March 4 meeting, the board reviewed a contract with Corder Creative, LLC, titled “Crisis Communication Proposal.” Under the contract, the company’s scope of work includes communications policies, media coverage, key messages and talking points.
The contract states that key messages and talking points would address “immediate concerns, including the journalism instructor’s leave, litigation against the district, allegations of racism, and allegations of staff member misconduct in student interviews/investigations.”
The proposal to bring on a crisis communications team came from Acting Superintendent Dr. Jason Hasty, who also identified Corder Creative.
“Corder Creative provides a multitude of communication services [and] has a background with working with school districts,” he said. “The need is great, and this is a great company to bring in to help support this need.”
During discussion, most board members agreed that the district is facing a number of communication concerns.
“I can think of at least three [issues facing the district] that have not been properly and transparently communicated,” said Board Member Dr. Amanda Stern. “There are some choppy waters right now, and some real specific needs.”
Board President Rachelle Marcus expressed similar concerns.
“I do agree with my colleagues about the fact that we need someone who can handle the communications right now, because we are up a creek without a paddle, as far as I’m concerned,” she said. “I would love to be able to find somebody that can handle the crisis that we’re in right this moment.”
Board Member Russell Stuart agreed that more transparency is needed, as well as more honest communication with the community, but took issue with the word “crisis.”
“What’s something that’s really bothering me immensely is, Dr. Stern and Mrs. Marcus, you both referenced the community and how they’re feeling, and that we’re in a crisis,” he said. “We’re not in a crisis at all. There is no crisis here. If you look at school districts up and down the state of California, they have lawsuits, they have problems. They hire and fire people. Things happen. We’re not in a crisis at all.”
The contract included in the March 4 agenda proposed a maximum of $25,000 for 83 hours of work by Corder Creative. The board agreed that the figure was too high and approved the contract 4-1 at $15,000. Stuart was the sole “no” vote.
