Albuquerque Public Schools; Support the potential; the video.

Not long ago, you were hearing
APS Executive Director of
Communications Monica Armenta
in radio ads, asking listeners to
support "APS' potential", link.

The plea is out in video, link;
Armenta is still the star.

The problem is still the same.
The money being spent creating
and airing these ads in the hope of
raising the public perception of the APS, could have been used instead to increase performance, which would have raised the public perception legitimately.

Instead, the warm and fuzzy will make people feel better about APS' leadership without APS doing anything to earn it.

A communications coup if ever there was one.

The as yet undisclosed cost of the ad campaign is being borne by the APS Foundation and Paula Maes' NM Broadcasters Association.

"The APS Education Foundation, link, is a non-profit organization established for promoting private support of the district and its students."

The mission of the Foundation reads;

The mission of the APS Education Foundation is to encourage, solicit, receive and administer gifts and bequests of property and funds for educational purposes for the advancement of the Albuquerque Public Schools.

What, exactly, is the educational purpose of an ad campaign,
the primary purpose of which is to make people "feel better"
about the leadership of the APS?




photo Mark Bralley