As anyone familiar with the field knows, marketing is all about telling half-truths to get people to buy what you’re selling.  A corollary to this basic principle is that marketing people always get into trouble when they start telling the whole truth.

The half-truth: Washington Post publisher Katharine Weymouth was hosting a series of “salons” where important people could discuss important issues like health care reform.

The whole truth as revealed in a one-page flier provided to potential sponsors (i.e., lobbyists): “Underwriting Opportunity: An evening with the right people can alter the debate…. Underwrite and participate in this intimate and exclusive Washington Post Salon, an off-the-record dinner and discussion…. Bring your organization’s CEO … literally to the table….  What is guaranteed is a collegial evening, with Obama Administration officials, Congress members, business leaders, advocacy leaders and other select minds (later revealed to be Post editorial and reporting staff)…. Offered at $25,000 per sponsor.”

The aftermath: Everyone from the newspaper’s publisher to its executive editor to its ombudsman were busy distancing themselves from the “public relations disaster” (ombudsman’s words, not mine).

What did the poor guy who’s being blamed for this public relations disaster have to say: “There’s no intention to have a Lincoln Bedroom situation.”  I can only imagine what his next quote will be.  My best guess: “I am not a crook.”  This poor guy needs to learn something about marketing … and spin.

03 July 2009. New York Times article concerning the salons.

04 July 2009.  New York Times article concerning the publisher.

10 July 2009.  Publisher’s apology.

10 July 2009.  Slate post the salons.

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Education Sector, a think tank that promotes education reform, issued a new report yesterday on state higher education accountability systems.  It ranked West Virginia, along with 26 other states, as “in progress,” meaning that less-than-complete efforts are underway.  

Several minor errors in the Education Sector report quickly raised questions in my mind about the quality of their work.  First, the report abbreviates West Virginia Higher Education Policy Commission HECP, instead of HEPC, at the beginning of the report.  Second, the report lists HEPC’s master plan “Charting the Future” as the Community and Technical College System’s (CTCS’s) plan.  So I decided to give the report a closer reading.  My observations, which appear below, did not give me a lot of comfort about the quality of their work:

  • In what has to be the quote of the day, Kevin Carey, policy director for Education Sector, says: “Accountability isn’t just about gathering information; it’s about doing something useful with it.”  AMEN!  It is fairly easy to gather information and present it in an attractive publication.  It is much more difficult to gather USEFUL information and then USE that information in your decision-making.
  • Bizarrely, the report’s West Virginia cover page lists one of the strengths of West Virginia’s higher education accountability system as “aligning state priorities with concrete goals for achievement.”    The report itself, however, says: “The state’s ‘Master Plan’ (actually the HEPC master plan) has five planning areas – economic growth, access, cost and affordability, learning and accountability, and innovation – that each have recommendations.  The recommendations are non-specific goals like ‘enhance outreach to all residents to participate in higher education’ and ‘contain costs.’  They are unaccompanied by numeric targets.”  It goes on to say that the “Compact for the Future of West Virginia” (actually the CTCS master plan) “does list some numeric goals, but the plan does not include blueprints for their attainment, baseline data or interim targets.”  In the latter case, these actually can be found in a separate set of documents the researchers obviously did not locate.  Regardless, if Education Sector sees no numeric goals, no baseline data, no interim targets and no blueprints for achievement of the goals, how can it claim “concrete goals for achievement” as a strength, much less West Virginia’s only strength?  
  • Equally bizarre, the report gives West Virginia a “best practice” mark in only one area: alignment with Pre K-12 education.  Does this mean that West Virginia has created a “seamless curriculum” (the buzzword for K-12/higher education alignment) for students transitioning between high school and college?  Of course not.  It just means that West Virginia produces a report (actually ACT produces it) showing how students from various counties and high schools fare on the ACT exam and in their first year of college.
  • The report notes that West Virginia does not have a formal mechanism to tie institutional performance to funding levels.  This technically is not true for the Community and Technical College System, which earlier this year promulgated a finance rule that rewards institutions for enrollment in high-cost/high demand programs and for getting students to certain momentum points, such as successful completion of developmental (called “remedial” a few years ago and a pejorative term before that) education courses and graduation with a certificate or associate’s degree.
  • The report notes that West Virginia, like the vast majority of states, does little to measure student learning.  Actually, all HEPC institutions utilize the Collegiate Learning Assessment and all CTCS institutions utilize the National Survey of Student Engagement to a limited extent, but it would be almost impossible for someone to figure out objectively whether a student at Marshall University or West Virginia Northern Community College actually learns anything based on published data.  Everyone needs to do a better job in this area.

In conclusion, the report says that West Virginia higher education needs to improve the overall quality of information it produces.  I couldn’t agree more, but I could say the same thing about Education Sector based on the quality of its West Virginia score card.

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Power 101: Lesson 1

Illinois higher education is in an uproar because the family and friends of some powerful people received preferential treatment in the University of Illinois’ admission process. Am I the only person who is shocked that everyone is so shocked?  The family and friends of powerful people almost always get preferential treatment in whatever they do.

See also “Foxes Guard Illinois Henhouse.”

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Yesterday, the U.S. Department of Education issued a “meta-analysis” of online learning studies.  Being a bit of a Luddite despite spending years dealing with higher education technology issues, I always suspected that online learning was inferior to in-person learning.  Not so, says the Department of Education.  The Department concludes that students in online learning environments generally perform better than do students receiving face-to-face instruction, and students in classes that combine both online and face-to-face instruction do even better.  One thing I know for sure: It takes much more time to prepare for and teach online courses than it does to teach regular classes, which could explain some of the positive correlation.

Most surprising, though, is that despite identifying more than 1,000 studies of online learning, the U.S. Department of Education could not find enough quality studies to draw meaningful conclusions about online learning in the K-12 schools.  Given all the money spent on technology at the K-12 level, this is a stunning finding.  In West Virginia, the State alone will spend approximately $22.85 million for technology at the K-12 level during the next fiscal year, and this does not include additional local and federal funding.  West Virginia is not alone in spending significant amounts of money on technology and online learning.

The study does not address cost or the counter-intuitive fact that online learning often costs more than face-to-face learning.

Indecent exposure

I never know what to make of articles that appear in The West Virginia Record, the state’s only real legal rag (they prefer the term “journal”).

This week’s edition contains an interesting article about some federally-funded research conducted by WVU health sciences faculty who also moonlight as expert witnesses in railroad workers’ solvents exposure cases.

Several points worth making:

  • For those of you who think lawyers are whores, you haven’t met a real whore until you’ve met some of the “expert” witnesses that are paraded regularly through our courtroom doors.  Indeed in all my years associated with the legal system, I can think of only a handful of times when an expert produced an opinion that was inconsistent with what the person paying his or her bill wanted him or her to find.
  • The work of James Turner and others in exposing the WVU researchers’ questionable work is an example of fine lawyering.  Lawyers have to become experts themselves to challenge expert witnesses effectively.  Mr. Turner appears to have left no stone unturned in getting to the bottom of this matter.
  • If the allegations are true, several remedies are available to address it.  There are federal criminal and civil penalties for research fraud and/or misuse of federal funds, as well as penalties for perjury.  Furthermore, WVU has a system whereby tenured faculty can be stripped of both tenure and their jobs if allegations like these turn out to be true.  Finally, courts can sanction lawyers and others who knowingly perpetrate frauds like this on the court.
  • I note that Mr. Turner hired as his expert a University of Michigan neurology professor.  The University of Michigan is one of the nation’s premier research universities  and member of the Association of American Universities.  See “To Research or Not to Research?  That Is the Question.”
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