« Dear John | Main | A Social Entrepreneur »
May 29, 2008
Graduation Day
I had breakfast with Reverend Jesse Jackson about two weeks ago. He was in New York City to visit foundations, trying to secure support for the fall launch of a program designed to reverse the dire drop-out rates of African American males from high schools. In fact, one third of all Americans drop out in the course of high school and half graduate without adequate skills for college or a “decent job” according to the Alliance for Excellent Education. Fifty five percent of African American males did not receive diplomas with their cohort, according to the Schott Foundation. Also in New York City, Miami, Detroit and Chicago, 65-75% of black males do not graduate with their class. White males are twice as likely to graduate from high school as black counterparts in New York and Wisconsin (76% and 38% in NY, 84% vs. 38% in Wisconsin).
For global comparisons, the Alliance for Excellent Education says the US ranks 18th for high school graduation rates, 15th in reading rates and 25th in high school math. Even worse, according to Rev. Jackson, 90% of the 1.1 million African Americans presently serving time in US prisons are high school drop-outs. Janice Hale, author of Learning While Black, says “For many black males public schools are a one way ticket from the school house to the jail house.”
Reverend Jackson attributes this malaise to a “crisis in effort.” He believes that there can be a virtuous circle created, starting with Attendance, then Attention in the classroom, Graduation then Employment. “The foundation of this must be the parent,” he contends. “I want parents to sign a pledge with teachers to do the following:
• Parents take their children to school at the beginning of the year to show the importance of education in the home
• Parents and teachers exchange home or cell phone numbers
• Television is off in the home for three hours a night
• Parents are involved with homework, making sure it is done and done well
• Parents pick up the report cards from school
• Parents take children to church or synagogue
What can be done by the PR community to reverse this dynamic?
Bob Herbert of the New York Times wrote on May 17, 2008 about a $100 million gift by the AT&T Foundation that aims to “address high school drop-out rates and improve the readiness of American teenagers for college and the real world of work.” The CEO of AT&T, Randall Stephenson, said he was having “trouble finding enough skilled workers to handle the 5,000 customer service jobs he had promised to bring back from overseas.” Whether initiated by the internal PR team or by our worthy competitor Fleishman Hillard, this program is a perfect example of PR leading through good purpose.
Another alternative, albeit at a lower price point, was when Edelman began offering paid after school internships for high school students through the Inner City Scholarship Fund in the early 1980s. Never have I been so proud as seeing Lazaro Benitez, who began his career in PR as one of those interns, running the communications office for NYC 2012, the city’s bid for the Olympics. Last year, more than 60% of Edelman's summer interns were minorities. Whether through our creativity or our job creation, by tying in with Rev. Jackson’s fall initiative or initiating others, we have a responsibility to be part of the solution, not simply bystanders on the sidelines. I appreciate your suggestions on how we can help.
Posted by Edelman at May 29, 2008 8:44 AM
Trackback Pings
TrackBack URL for this entry:
http://www.edelman.com/mt/mt-tb.cgi/575
Comments
This dilemma is about behavior change and is reminiscent somewhat of a wonderful campaign I had the privilege of helping a PR firm with media monitoring for: "Click It or Ticket". When it first started, it was local/regional, involved PR and advertising, and proved itself through measured behavior change (people literally counting seat belt wearers before and after campaign). Having seen this annual campaign, which started in the late 90's I believe, go from local/regional to national, with proven results in increased seat belt use, I bet the same model can be used to gradually achieve, and measure, Reverend Jackson's goals. The messages/behaviors are simple enough, like seat belt use, and I'm sure a "stick" equivalent to a ticket could be found.
Posted by: Steve Shannon at June 4, 2008 3:13 PM
Richard -- As a former employee, I read this particular column with great interest. You see, after a 35-year career in the public relations agency business, half of which was happily spent with Edelman, I'm now serving a nonprofit organization in Chicago that has been addressing the educational needs of inner-city kids for the past 42 years. Midtown Educational Foundation helps disadvantaged youngsters ages 8 thru 18 become better students and better people through after-school and summertime programs that integrate academics with lessons in character building. And it involves parents in the process at its Center for girls in Greektown and Center for boys in Bucktown. Is MEF's approach working? You bet. Ninety-eight percent of its alumni graduate from high school and enter college at nearly five times the national average.
While president of the Chicago office in the late 90's, I served on the Board of MEF for three years. During that time, one of our staff served on the Junior Board and we had more volunteers participating in the Walgreens one-on-one mentoring program for 4th thru 6th graders than any other firm in the city. I'm proud to be able to continue my association with MEF in a development capacity today.
Since Edelman has continued to build such a strong and dynamic presence in the Chicago market over the years, I encourage you to help MEF do what it does best -- help students succeed in school and in life -- through a renewed commitment of people and financial resources. I welcome your call at (312) 420-5846.
Posted by: Bob Kornecki at June 6, 2008 5:57 PM
Richard,
I am so sorry to bother, but I recently had the pleasure of re-reading your blog on the Edelman website from May 29, 2008 titled "Graduation Day" regarding your breakfast with the Reverend Jesse Jackson and the efforts on both your parts to help young males from the inner city get educated and make something of themselves. I saw my name mentioned there and wanted to take this opportunity once again thank you for that vital opportunity almost twenty years ago through Edelman and the Inner City Scholarship Fund.
In short, that internship made all the difference in the world to me and I will never forget that. Nor will I let you forget that act of generosity on your part. So thanks again!
Regards,
Laz Benitez
Posted by: Laz Benitez at September 22, 2008 4:09 PM