School Daze

 Amherst School Committee in the hot seat

While not exactly hostile last night -- and Town Meeting can be pretty hostile on occasion -- the questions from the floor about our Sacred Cow schools were a tad more probing than in years past.  Transparency is a good, although sometimes painful, thing. 

Declining enrollments are a major contributor to stress on a system that, like a big old aircraft carrier, was designed to carry a l-a-r-g-e population.

Is the decline simply a byproduct of a lower birth rate or consumers choosing alternative means of education like Charter Schools, School Choice or Homeschooling?  Because this is after all America, which was built on competition.

Interestingly School Superintendent Maria Geryk did acknowledge the rather obvious fact that Amherst "Is an expensive place to live," so perhaps families with children simply cannot afford to live here.  Thus we end up with single family homes converted to (college) student rooming houses.

And most college-aged youth do not have school-aged children.

Since the schools account for $50 million -- the lions share -- of our $68 million dollar municipal budget they alone are the number one factor pushing our tax rate to almost twice that of neighboring Hadley: In 2011 average cost of education at elementary level in Amherst, with a property tax rate of $20.39/$1000, was $17,116 vs Hadley, with a tax rate of $10.22/$1000 at $9,770 per child.

The budget Town Meeting passed last night for the elementary schools works out to a whopping $19,563 average cost per child to educate, so things are certainly not moving in the right direction

Hadley is home base to the Amherst elementary school's number one competitor,  the Pioneer Valley Chinese Immersion Charter School, which currently has 54 Amherst children as customers.  Since Charter Schools receive revenues based on the "sending district" average cost per child, it's far more lucrative to attract an Amherst student than it is one from Hadley.

Kind of like UMass/Amherst now targeting more "out of state" students because the revenues are higher than in state students and UMass gets to keep the money rather than passing it through to the bloated bureaucracy in Boston. 

Currently the Pioneer Valley Performing Arts Charter School is the #1 competitor for Amherst Regional High School, attracting the vast majority of 67 regional children who attend charter schools at the expense of the Amherst Region.

But the Pioneer Valley Chinese Immersion Charter School has been granted permission to e-x-p-a-n-d through high school starting in September thus becoming a potential Death Star for our entire K-12 system.

Time to innovate!

Chinese Charter School on Probation

PVCICS:  Charter renewed with conditions

Despite cheerleader like support from 40 to 50 parents, children and staff in the audience--about half of them hoisting supportive signs--the state Board of Education and Secondary Education unanimously voted to support the recommendation of Commissioner Mitchell Chester to renew the five year charter for Pioneer Valley Chinese Immersion Charter School, but rejected amendments to allow expansion to high school or increased enrollment in the elementary grades by 120 students.

Signs of support (in English)

Although a last minute amendment by Commissioner  Chester grandfathered the seven current eight graders, so they may attend ninth grade but the school cannot solicit any additional students.  And since each additional student represents an average of $13,000 in revenue, a costly sanction indeed.



The lone voice and three minute testimony of the parent of a former student had the undivided attention of the board. The mother of the now 10 year old boy who was banished to a tiny room for seven hours--without parental notification--the day after an alleged shoving match took place in the boys room.


A Department of Children and Families investigation branded two school employees--one of them Principal Kathy Wang--guilty of neglect, and a follow up investigation by the Department of Education found four additional areas of concern:  discipline, special education, governance and leadership.  

Jeff Wulfson, Deputy Commissioner BESE

The mother asked the Board of Education and Secondary Education members four questions:

Why are the two employees who have been found guilty of neglect still working around children?

What pupose does a school's family handbook serve if the board of trustees can unilaterally overturn portions of it as they see fit? 

How can public tax money now be used to pay for the legal appeal of those found guilty of neglect?

Even if the State Ethics board found it legal for a husband and wife to hold the positions of Executive Director and Principal in a charter school, how can it be acceptable?

In closing, she countered the BESEs simple solution of telling the Chinese Charter board of trustees to shape up and provide more governance.  "To have the board of trustees try to correct themselves and be responsible for overseeing school administrators seems like a leap of faith, and high risk."

Paul Reville, Secretary of Ed.  Mitchell Chester, BESE Commissioner

So this morning, once again, the Board of Elementary and Secondary Education listened to Commissioner Chester...and if the leaders of the Chinese Charter School were also listening today, they will take seriously Commissioner Chester's  demand to drastically improve governance and leadership by the September 30 deadline.

Maura Banta, Board of Ed Chair sends "clear message"

 David Roach, BESE member

Not that nearby Hatfield will mind if they do not. Hatfield Comment Pvcics 10 2011 Springfield Republican reports (from afar)

Walls do a prison make

Pioneer Valley Chinese Immersion Charter School: clueless in Hadley

What a dramatic difference in response to incidents of solitary confinement enforced on a child at the Pioneer Valley Chinese Immersion Charter in Hadley last March vs. the "handfull" of times the "pink room" was used at Old Mill Pond Elementary School in Palmer last winter.

After an anonymous complaint sent to the state from a "group of concerned grandparents" about the "prison-like" conditions imposed on 5-9 year old children, the state then demanded to see investigation results and any corrective action implemented.

That corrective action did not take long! The School Committee Chair (probably overstepping her authority) immediately told the Principal to remove the locks and doors on the three cells, errr, I mean"cubbies."

The interim Superintendent stated the public school has "disbanded" use of the rooms (which had a 15 minute maximum time limit for use) and the new principal readily agreed.

Meanwhile back in Hadley at the PVCIC, the two highest paid "public" employees, Principal Kathy Wang and Executive Director Rich Alcorn, who just happen to be married, closed ranks and defended placing a 9-year-old boy, unattended, in a small room...for seven and a half hours!

Even worse, defended their business, errr, school by blaming the victim--branding him a "bully."

In fact, the child was himself the victim of bullying in a bathroom when he pushed another child out of the way to escape. The seven-and-a-half-hour sentence, errr, "in-house suspension" was imposed the next day and without any parent notification either day, even though the mother dutifully dropped off and picked up the boy daily.

Department of Children and Families found the actions of the 3rd grade teacher and principal rose to the level of "neglect," and according to the school's own handbook they were automatically suspended...but quickly reinstated by a unanimous vote of the School Committee, errr, "Board of Trustees", probably with back pay for the week missed.

I say "probably" only because a public documents request for Executive Session minutes of that June 13 meeting was denied by the school's attorney on the grounds it was a "personnel" issue. That decision will be appealed to Public Records czar Alan Cote.

Since Charter Schools upper management--Principals and Superintendents, errr, "Executive Directors"--have nonexistent job qualifications compared to the traditional public school system, could it be the lack of educational training that directly lead to such different outcomes?

Traditional Public School Administration requirements (note 7.09, 7.10)

Charter School Administration requirements (note there are none, other than "staff".)

The Springfield Republican reports:

Charter school suspends staff

Congressman Richie Neal flanked by PVCIC Executive Director Rich Alcorn and his wife Principal Kathy Wang.

Pioneer Valley Chinese Immersion Charter School Principal Kathy Wang and 3rd grade teacher Regan Hall were suspended without pay by the school as of Monday June 6.

Since Kathy Wang was under suspension, her husband PVCIC Executive Director (the Charter School equivalent of a School Superintendent) Rich Alcorn sat in for her at this morning's previously scheduled 'Principal's Chat' to update the 40-50 parents who attended.

The Department of Children and Families recently found that disciplining a 9-year-old student by placing him in solitary confinement for an entire school day constituted"neglect," and named Wang and Hall individually as a responsible "perpetrator".

According to the PVCIC handbook such a finding is automatic grounds for suspension, a bylaw the school's attorney deemed "archaic". The Board of Trustees--the Charter School equivalent of a School Committee except all are appointed rather than elected--will meet in a private executive session on Monday June 13 to discuss their fate.

The possible outcomes range from termination to immediate reinstatement with back pay.

State names names in Charter School neglect

Despite PVCIC Executive Director Rich Alcorn's assertion to the media that a state investigation "has made no finding" against the school "or any member of the staff," I received a copy of the letter sent from DCF (dated June 1st) clarifying the findings, and naming Alcorn's wife Kathy Wang, school principal, as one of two responsible parties:

"After a review of a recent investigation of the Pioneer Valley Chinese Immersion Charter School conducted by the Department of Children and Families, it was learned that the support decision for the neglect of xxxxx cited the school itself. The Department's regulations do not allow for an investigation to support an entity. Attached is the correct letter that you should have received."

The Correct Letter from DCF (click link to read)

Let the Spin begin

Pioneer Valley Chinese Immersion Charter School officials circled the tanks to form a defensive perimeter of denial, while parents and friends of students enrolled in the 4-year-old language immersion school have launched a counteroffensive against the negative press resulting from a seven-hour "timeout" forced on a third grade boy accused of pushing another boy in a bathroom in an effort to make a hasty retreat from another boy's physical assault. The punishment was meted out the morning after the incident without parental notification.

An unbiased and presumably professional agency--the Department of Children and Families--found support for the allegation of neglect in response to the child's physician who, acting as a "mandated reporter," filed a 51A report with the state. The case is now in the hands of the Department of Elementary and Secondary Education.

This unfortunate incident comes at a precarious time for the rapidly expanding school. Back in 2009 PVCICS filed amendments to expand their original K-8th grade capacity from 300 to 420. Considering those extra 120 students bring with them the average overhead education cost of the sending district, that amounts to around $1.5 million per year in tuition revenues.

And the amendment to e-x-p-a-n-d by adding grades 9-12 will easily amount to another $1.5 million. The school voluntarily withdrew those amendments but did refile in 2010 the one for adding 120 students K-8. Dr. Mitchell Chester, Commissioner of Elementary and Secondary Education, rejected that request. PVCICS appealed the decision to the full Board, and lost.

In order to meet this ambitious student expansion proposal the school renovated space last summer for $1.2 million to add four classrooms and now has on the drawing board a major construction project, estimated to be no more than $8.664 million, for a three-story addition on the back of the former health club which will double the size of the building, adding 14 classrooms, a library, resource rooms and office space.

In 2008 PVCICS was awarded a $1.5 million FLAP grant to "plan implementation through grade 12; and 2) create a 6-9, partial immersion program for late-entry 6th graders that will eventually expand through grade 12." If the school cannot expand to grade 12, however, it could jeopardize that $1.5 million.

No wonder parents are concerned.

#########################################

Sent: Wed, Jun 1, 2011 11:53 am
Subject: Deadline tonight! PVCICS support letter

Hi, PVCICS Families ~

So far, 98 parents and guardians have signed the letter that will be submitted to the editors of both the Daily Hampshire Gazette and The Republican. If you would like to add your signature please click on the following link and follow the instructions: http://www.surveymonkey.com/s/PVCICS_Sign_Support_Letter.

The deadline for adding your signature is TONIGHT (Wednesday, June 1) at 11:59 p.m.

Here's the text of the letter:

For the past four years, the Pioneer Valley Chinese Immersion Charter School has provided our children with an innovative educational opportunity without parallel in Western New England. At PVCICS, the region's children can receive the foundations of a 21st century education that prepare them to live and work in a world that has grown far beyond the one we knew at their age.

Although the school's test scores show the success of the educational component, we also see the excellent social and emotional results in our children every day—especially in the way they interact with each other and with the staff of PVCICS. We see them becoming global citizens through the school's unique blend of academics and culture.

As parents, we hope that we make good choices for our children. Our choice of PVCICS has in fact been a great one, full of rewards for our children and our families. Our children are not only happy, but are excelling in ways we did not imagine. The policies and decisions of PVCICS have brought success—on MCAS tests, in the classroom, in our communities, and in our homes.

At a time when education reform is the rallying call in national and local politics, we are proud to be part of a community of learning at PVCICS that is leading by example.

Best regards,

xxxxx

P.S. It was not possible to remove from the distribution list the names of those who already have signed. If you are receiving this message but already signed, please disregard it.

More problems for Chinese Charter School

In a 27-page report dated May 20, a state investigator for the Department of Children and Families found "reasonable cause" to support evidence for the allegation of neglect of an 9-year-old boy attending the Pioneer Valley Chinese Immersion Charter School in Hadley.

The incident took place on March 25 when a 9-year-old boy in the third grade claims he was being bullied in a bathroom and in order to escape, pushed another child.

The next day school officials implemented "an in-house suspension" by confining him to an extremely small room for the entire school day without benefit of recess or physical education class and without contacting the parents. The boy was also denied access to a school nurse when he reported feeling ill.

Traumatized by the incident; he currently receives in-home instruction (as mandated by state education law). The parents hope this official finding will send a stern enough message so that changes are enacted for the good of all children.
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Previous bad news for PVCICS click link

Chinese Charter School Denied Expansion

According to DOE Minutes 2/28/11

Request for Review: Pioneer Valley Chinese Immersion Charter School

Commissioner Chester said the Pioneer Valley Chinese Immersion Charter School was first chartered in 2007. The commissioner said the school requested a charter amendment to add 120 seats, he denied the request for the reasons presented in the memo, and the school has exercised its right to seek a review of that decision from the Board.

Pioneer Valley Chinese Immersion Charter School Executive Director Richard Alcorn read a statement and said it was challenging for the school to not be able to look out five years to develop its program. Commissioner Chester said his decision is based on the fact that the school is operating under its first charter and there is not yet sufficient evidence to support the amendment. The commissioner said the school has not yet reached its maximum enrollment and has yet to undergo a comprehensive review. Commissioner Chester said the school has five years to demonstrate its success under its initial charter.

Ms. Chernow asked whether the 6th grade entry was new. Mr. Alcorn said the school is seeking to backfill vacant seats, per the new state law. Associate Commissioner Jeff Wulfson said the school was chartered for K-8 and did not require additional approval for 6th grade entry. He said the school may have made a commitment to the U.S. Department of Education but it was in anticipation of approval that the Board had not yet granted.

Secretary Reville said the state has been supportive of this school and its Chinese immersion program, and the school is not yet bumping up against its maximum enrollment. The secretary asked if there is precedent to grant an expansion amendment to a school in its first 5-year charter. Associate Commissioner Wulfson said he could not recall such a precedent. Commissioner Chester said there is great value to language immersion but it is premature to expand the school’s charter right now.

On a motion duly made and seconded, it was:

VOTED: that the Board of Elementary and Secondary Education, in accordance with General Laws chapter 71, section 89, and 603 CMR 1.00, hereby denies, for the reasons presented by the Commissioner, the request by the Pioneer Valley Chinese Immersion Charter School to increase their enrollment from 300 to 420 students.

The vote was 10-0-1. Ms. Kaplan abstained.

Original Memo of denial from Commissioner Mitchell D. Chester

To: PVCIC listserve
Sent: Sun, May 22, 2011 7:04 pm
Subject: PVCI Family Association Discussion with Executive Director Thurs May 26

Meeting with PVCICS Executive Director

Thursday May 26 at 8:30AM, Richard Alcorn will be available to talk with parents regarding recent newspaper articles around the proposed expansion of PVCICS. Richard will discuss ways in which parents can help support the school in its efforts to respond to issues raised in the article. The proposed addition of a high school will affect all PVCICS families- not just current middle-school students. Please attend. (Richard will be available at 5:45PM on the same day for parents who cannot attend the morning meeting)

zàijiàn

Congressman Richie Neal flanked by PVCIC Executive Director Rich Alcorn and his wife Principal Kathy Wang. Kira center front (black t-shirt)

So after almost four years my 9-year-old daughter Kira said her goodbyes last Friday to the Pioneer Valley Chinese Immersion Charter School, originally founded in Amherst almost four years ago and now located in Hadley, as she will transfer back to Crocker Farm Elementary School only a half-mile from our home.

Today Kira left for her homeland with her mother for a month. Since this week is vacation week she will be missing three weeks of school. Apparently Charter Schools have a harder time granting "extended leaves" or "alternative education opportunities" than their public school counterparts.

After 5 days of school absence Kira would have been considered "absent without leave" and summarily unenrolled from the Charter School. My education oriented Ph.D wife, naturally, plans to hire a private, native Chinese tutor (A Grad Student from an elite University) the entire time Kira is in her homeland to keep up with her, you know, Chinese--although it's hard not to when you will need it every day simply to get around.

We had also assumed Kira (currently an A student) could keep up with homework assignments via email and Skype. But according to Barry Barnett, Coordinator of Federal Programs for the DOE Charter School Office in an email to Principal Kathy Wang:

"When the child leaves for a period of time greater than your enrollment policy allows s/he is disenrolled from your charter school." Ouch!

He then goes on to (sort of) explain, "Only school committees can approve home schooling, charter schools cannot. If, aside from home schooling the parent wants to try to obtain permission for any other form of ongoing education for their child, whatever that might be, they would need to pursue that with the school committee of the town in which they reside. The parent may also wish to consult with an attorney in this matter."

Of course what I then considered a simple matter easily accomplished--going before the venerable Amherst School Committee for permission (although I always get a tad nervous when a high ranking state official suggests I may also want to "consult with an attorney") --quickly became a classic Catch 22.

The Amherst School Committee could approve--and I'm sure would have--Kira's three week absence so that she would not be considered according to state law AWOL, resulting in her parents arrest, however she would still be "disenrolled" from the Charter School.

Charter Schools are indeed less regulated than their tradition public school counterparts and as result that usually works for the betterment of the kids.

This case, however, is an exception.

The hardest working man in (state) politics

State Senator Stan Rosenberg paid the Pioneer Valley Chinese Immersion Charter School a visit this morning to talk about all things education. Stan is the hardest working politician in the state and if the entire legislature were made up of folks like him we would not be in such a dire condition today.

He had a perfect quote in the Gazette today where he was describing “revenue enhancement” measures for cities and towns and how they could—if implemented--bring in $400 million, which he described as “not a ton of money.”

And at first I thought how could you say that about $400 million? But with state revenues off by $3 BILLION, it’s not too hard to understand.

I first met Stan back in 1991 when I was elected to Amherst Town Meeting with 5 write in votes (mine, my wife and three others). Back then the (usually elderly) constables would bring the locked ballot boxes to Town Hall from all the hinterlands of Amherst and sometimes the last one would not arrive until 9:30 PM or so (polls closed at 8:00) and the results had to be tabulated.

So I’m alone in the Town Clerks office around 9:00 PM waiting for the results of Precinct 7. In walks State Representative Stan Rosenberg. I introduce myself and say “what are you doing here?”. “I’m a political junkie , he replied.

A while later the Springfield Republican reporter who covered Amherst , Mike Plaisance, showed up for the results. He asked me how I felt about winning an election to Amherst Town Meeting? “Now I know how President Reagan felt after Grenada”, I replied tongue in cheek.

After all, the island of Grenada was no match for our military and I had just been elected with 5 votes (mine, my wife’s and three others)

But I was always impressed when everybody else--including the voters--had no interest in a local election (no major contests were on the ballot) our State Representative did. And I’ve watched Stan‘s career closely ever since. And he continues to earn the moniker “hardest working politician in the state.”

Naturally this morning I followed him out to his car and mentioned that Amherst’s share of the 4% local hotel/motel tax was down $40,000 because of the Lord Jeff Inn closing. So even if we raise it to 6% (which would have generated $60,000 last year) it will not help. BUT if the Umass Campus Center Hotel would START paying the tax—even at 4%--it could raise $75,000 or so.

“We’re working on,” Stan replied. And that is a good thing.

Take this job and...

So a few people have now wondered (in that biting sort of way my mom used to observe I could do karate all day in the basement, but couldn’t take out the garbage) if Donna’s Letter of Resignation is a public document? Well yeah...as a matter of fact, it is!

I neglected to mention that our nine Charter School Trustees (which I never was) are all volunteers… as in uncompensated. Same deal for the 15 original Founders (which I was).

And yes, I WAS Director of Marketing and Public Relations (I made up that title; they just said at the time, “Larry you handle the media”) back when we were just an enthusiastic group of concerned parents and educators collectively known as “Founders”.

But that extended firefight with certain whiney public school officials made a few folks nervous (not me of course, since I knew we were going to win.) Our entire existence as a Charter School is devoted to the language and culture of China, an overly formal nation where folks tend not to question their government (at least publicly).

And some Founders viewed local Public School officials as part of the government.

So reverting back to my old job for a moment: Yes, the Pioneer Valley Chinese Immersion Charter School will most certainly be open this September in the beautiful Village Square of South Amherst.

And although my wife is no longer a Trustee she, like me, can now be a “parent advocate”. Our involvement is far from over.

########################################################################

To: Board of Trustees
Pioneer Valley Chinese Immersion Charter School

From: Donna Kelley

July 16, 2007


Dear Board Members:

I have decided to resign from the Board of Trustees of the Pioneer Valley Chinese Immersion Charter School. I have made this decision after my husband, Larry, violated the board’s policy relative to media contact last week. Larry acted out of a concern I share about lack of communication with parents and the negative reputation Kathy and Rich have garnered with the media. I was not aware of his actions beforehand, however, and I did not approve of what he did. Because Larry’s relationship with the media is at the opposite extreme to the high level of cautiousness endorsed by the board, I decided that it would be best for me not to be involved at a board level of the school.

I do, however, hope the school will adopt more of a middle ground in their public relations approach and develop a positive relationship with the media. We may all have negative opinions about the media, but having grown up with a father that served in a higher-level school administrator role in a regional school system, and having recently talked with him about this issue, I strongly believe that PVCI should recognize the importance of public relations.

I know there are a number of priorities that need to be tackled right now, but I must also strongly emphasize that regular communication with the parents should not be put on the back burner right now. It is an issue the board should be concerned about because it will impact school enrollment and broader, even long-term, attitudes about the school. It clearly is not optimal for parents to feel out-of-the-loop or that they're getting things second hand, nor to draw their own conclusions. We should connect with these parents regularly, and on an emotional level. We need to make them feel more comfortable about the risk they’re taking with us, and build and maintain their excitement about the choice they’re making for their child.

Please realize that these concerns are being aired in the spirit of helping the school. They are only a few issues that can be resolved fairly easily. I also realize that we aren’t going to get everything right in the beginning. I believe the range of challenges that have been tackled so far by everyone involved is tremendous and reflects the commitment and belief in the values of Chinese language and culture learning, in addition to excellent scholarship. Kathy and Rich are doing a tremendous job.

This resignation does not reflect a lack of commitment on my part to the school. I intend to be an active parent and serve in any capacity that can be helpful to PVCI. In addition, my resignation presents an opportunity for the board to add new members that can bring expertise in areas relevant to the stage of the school and the particular path it has taken since the board first came together. As the consultant stated during our board training, we have strengths in a number of areas relevant to the school, but we should identify areas where we have fewer strengths, and seek to fill those with board members that can bring new perspectives to the school’s governance.

I thank you all, and especially Rich and Kathy, for the great experience this has been so far. I intend to be in contact with Kathy and I will look forward to seeing many of you as the PVCI vision becomes a reality.

Sincerely,


Donna J. Kelley


CC: Kathy Wang
###################################################################################
[mailto:info@easthamptonwoodworks.com]
Sent: Tue 7/17/2007 10:07 AM
To: Kelley, Donna
Subject: RE: Letter of resignation

Donna,

PVCICS’s bylaws state:

“A Trustee may resign at any time by filing a written resignation with the Chair of the Board.”

It would help of you could provide a signed copy of your letter for our files. I don’t know if an email meets the bylaws requirement. As the Chair of the Board is included in your of addressees, I don’t think you need to change the text, but it would be great if you could address a copy directly to the Chair of the Board to ensure all requirements are met. The school’s mailing address is:
188 Pleasant St Easthampton, MA 01027

Sincerely,

Richard Alcorn

Chair, Board of Trustees
PVCICS

Let the sun shine

Okay, so that duel post disappearing act probably violated a sacred rule or two of blogging, but it was either delete or divorce.

Apparently nobody actually reads these posts fully. I clearly said I was NOT a Charter School Trustee:

I am indeed one of 15 original founders of PVIC, however, after granting a Charter the state requires a smaller more concentrated Board of Trustee’s actually oversee the school; and I’m not a Trustee.

Although I didn’t mention my wife is a Trustee--or more accurately--WAS, having resigned over this tempest in a teapot. A blog is, by its very nature, a (sometimes too) personal diary--not an official proclamation.

Obviously Regional School Committee Chair Elaine Brighty read only Stephanie’s headline on inamherst.com and reacted EXACTLY as predicted in my (now defunct) lead paragraph:

So that banshee wail you’re about to hear echoing over Amherst will come from school officials hissing a spontaneous “I told you so!” as the Pioneer Valley Chinese Immersion Charter School--with our backs to the wall and the clock ticking--reveals that, gulp, our temporary home is none other than the People’s Republic of Amherst.

http://www.inamherst.com/2007/07/chinese_school_chooses_amherst.html#comment-379

And I’m still waiting for any offended Trustees (current or former) to indicate errors in the Gazette headline: “Chinese charter school settle on site in Amherst” or that all-important lead: “After months of trying to find a location elsewhere, the Pioneer Valley Chinese Immersion Charter School will open a temporary location this September in Amherst.”

News experience tells me 30% of average readers scan only the headline and another 30% also read the lead paragraph and MAYBE the remaining 40% bother with the entire story. And under ANY of those scenarios, Wednesday's (7/11) Gazette article was uncharacteristically perfect…other than sparking an instant firestorm by mentioning my blog.

Trustees issued a routine email Wednesday morning (unaware of the Gazette article or my blog) to all parents saying PVCIC would temporarily set up in Amherst…although apparently not overly specific with the address. Obviously the news about this new location was coming out Wednesday anyway.

And our local scribes need not be a Woodward or a Bernstein to uncover basic information. PVCIC is a PUBLIC entity (yes folks, Charter Schools are Public Schools.) We should be as transparent as possible.

He Ping!

A little too much information

When my business phone rings and caller ID reads “unknown caller” it’s almost always a pesky salesperson, so I don’t bother answering. On Tuesday the unknown caller tried a second time so I had to give them the benefit of the doubt. Turns out it was Rich Alcorn calling from China to tell me to check my email because we needed to get a Legal Notice in the newspapers immediately for the Pioneer Valley Chinese Charter Immersion School (opening this September in a, thus far, secret location.)

As a founding member of PVCIC my job was Public Relations (mostly counter-fighting the overly territorial Amherst Regional School Committee) and Display Advertising to get interested parents in the door.

We were the only Charter (out of ten applications) approved this year and even prior to that, were quickly oversubscribed for students…. so I did my job.

I simply cut and paste the Legal Notice from Mr. Alcorn’s email and added an intro sentence:


Hi,
We need this to run ASAP (full press run Legal Notices). Bill to Larry Kelley, 596 South Pleasant St, Amherst, Ma 01002

Thanks,

Larry Kelley
413 256-0080
413 xxx-xxxx (home)

PUBLIC NOTICE:

Pioneer Valley Chinese Immersion Charter School:
Application Deadline & Lottery Date

The deadline for submitting applications (aka:
"lottery enrollment form" for the current enrollment
cycle is July 31st, 2007. Applications can be sent to:
PVCI Founders, c/o R. Alcorn, 188 Pleasant St.,
Easthampton, MA 01027, FAX: 413-527-5155. Parents or
guardians must attend an information session to submit
an application. If there are more applications than
open slots, then a pre-enrollment lotteries will be
conducted July 11th, 2007 and August 1st, 2007 at
1:30pm at 188 Pleasant Street, Easthampton, MA.
Enrollment in the Pioneer Valley Chinese Immersion
Charter School is subject to final approval of the
school's opening by the State of Massachusetts.
Additional information is at www.pvcics.org or
413-527-3234.

Well, they forgot to take out my intro sentence with my name, address and home phone number. Yikes! Today they published a make good at no charge without my intro. Luckily I didn’t write “please bury this on the page where nobody will see it.”
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Sunday Afternoon Update:
A fellow Amherst blogger sent me a funny email regarding this post enclosing the Gazette story from June 7’th with the cute comment:

Like the old Calgon commercial used to say: "Ancient Chinese secret, huh?"

Chinese charter school sets sights on Hadley
By SCOTT MERZBACH Staff Writer

HADLEY - The founders of the Pioneer Valley Chinese Language Immersion Charter School have chosen a Route 9 location in Hadley as the temporary site on which their school will begin life in September.

-----Response Message-----
From: amherstac@aol.com
To: stephanieokeeffe@yahoo.com
Sent: Sun, 1 Jul 2007 2:32 am
Subject: Re: Whaddya mean "secret?"

And we just know how perfectly correct the Gazette always is, eh?

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Monday Update: I loved Diane Lederman's lead (only thing I would have added: and nobody will notice)
Amherst plans big parade, fest
Monday, July 02, 2007
By DIANE LEDERMAN
dlederman@repub.com

With Independence Day dividing the work week, government activity will slow down.