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Pearls of PR-speak: When bigshots make big mistakes

June 19th, 2007 · 1 Comment

Bad news about the Smithsonian’s path under now-ex-director Lawrence Small has been leaking out for years–as early as 2001, scientists started raising red flags about his leadership. In 2005, Congressional audit deplored the “underfinancing” of museum upkeep. In 2006, a sweet but secret 30-year pact signed with Showtime. But the Smithsonian’s Board of Regents, which doesn’t seem to read the New York Times, had no clue that their oversight of Lawrence Small should include some actual–what’s that thing called again?–oversight.

Which brings us to this morning’s NY Times story and the Smithsonian’s Board of Regents “taking responsibility” for failing to keep on eye on Lawrence Small. The Board’s response is such a gem of PR-speak it bears reprinting:

“It’s never easy to do this kind of self examination, and we wish we’d been doing it on an ongoing basis.”

Step one: We are already suffering, please don’t be mean to us.

“But it is what it is,” she added. “Certainly the importance of assuring the public trust — and the Congressional trust — is why we moved at such a pace. We met every week since Larry’s resignation to try to make sure we brought forward this set of recommendations so that we can turn the page.”

Step two: Talk about what we did right–even if what we did right was mainly cooperating when forced to take a look at what we did wrong. Step three: Describe future goals with metaphors that imply your forgetting our misdeeds is a necessary prelude to making things better.

Ms. Stonesifer said the governance committee’s report was aimed at ensuring accountability. “There is a need for ethics and transparency in everything we do,” she said.

Step four: Talk about “accountability” as something that will happen in the future and to people other than the current wrongdoers. Step five: Give lip-service to ethics and transparency and any other virtues that sound good.

“Yes, we had a problem,” she added. “The Regents accept responsibility, and we’re ready to move forward.”

They accept responsibility! Not guilty, your Honor! Let’s give that brave, honest, already-suffering Smithsonian Board of Regents a hearty handclasp of thanks and “move forward” and “turn a page.”

Time for all us taxpayers to stop being mean to these so-sorry millionaires and reach deep into our pockets for some tax money to start repairing seven years worth of misgovernance of the Smithsonian, which is or was and hopefully will be again a proud national treasure.

Tags: Editorial · language

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