Who's losing the public-relations war in the B.C. teachers strike?

    1 of 1 2 of 1

      As the summer draws to a close, parents are beginning to realize that the teachers strike will likely continue into September.

      It's going to create monumental hassles in workplaces across the province.

      The longer this job dispute lasts, the more of a drag it will be on the B.C. economy. This will reduce tax revenues flowing into the provincial treasury, and on a more human level, it means that some teachers may be showing up at food banks.

      School trustees will also feel under siege. Through it all, expect Premier Christy Clark to try to remain above the fray, leaving Education Minister Peter Fassbender as the front man.

      This week, the politician some teachers refer to as "Peter Facts-Bender" declared that the government will not legislate an end to the strike.

      At the outset, the B.C. Teachers' Federation was well-positioned to win enormous public sympathy on the issues of class size and composition.

      Since the government ripped up a contract in 2002 to save an estimated $275 million per year, there's been an increase in classes with four or more kids with individual education plans. The B.C. government hasn't made much headway by claiming that these numbers are meaningless.

      In addition, B.C.'s student-educator ratio is far worse than the national average. Per student funding in B.C. is at a dreadful level in comparison with other provinces.

      But instead of viewing this as a strike about these issues, Fassbender is framing it as a fight over money in tough economic times. 

      The teachers opened the door for this. That's because in addition to seeking a workload fund of $225 million to deal with class size, composition, and staffing ratios, the BCTF also wants a decent wage increase over a five-year term. 

      A BCTF position paper in June sought a $5,000 signing bonus on July 1 along with a 3.5 percent increase in 2015, followed by 1.5 percent increases in each of the following three years.

      In addition, the union pushed for wage increases "equal to the differences between the actual GDP and the forecasted GDP", which would take effect every February.

      As a former public-relations and advertising executive, Fassbender has a great deal of experience spinning public issues. He even conducted several interviews yesterday despite a media blackout agreed to by the government, B.C. Public School Employers' Association, and the BCTF.

      It was a provocative act for which he was roundly criticized—and a sign that Fassbender's hubris may have gotten the best of him.

      In the meantime, the BCTF has whipped up its members to the point where they see the strike as a fight for the survival of public education in B.C.

      When unions do this, it's hard to manage members' expectations when the bargaining committee has to offer concessions to make a deal.

      The result is that both sides have come across in public as somewhat inflexible.

      Complicating matters is the eagerness of some B.C. Liberals to shunt as many students as possible into independent schools. That's because when students are in private schools, the government only has to pay 50 percent of the operating costs and none of the capital costs of their education. It offers big savings for the finance ministry when parents cough up thousands of dollars in tuition.

      This doesn't breed confidence among teachers that the government values how public education promotes better citizens. It's not helpful when the premier puts her child in an elite private school.

      This explains why in the early stages of the dispute, the teachers were winning the war over public opinion.

      An Angus Reid Global survey indicated that 41 percent of respondents were more on the side of teachers, whereas just 30 percent supported the government.

      Two weeks later in a subsequent survey, the teachers enjoyed 49 percent support among those with kids in public school, compared to 25 percent who backed the government. Teachers were also winning by a smaller margin among those without kids in school: 41 percent to 34 percent.

      The Ministry of Education and the BCTF websites offer a blizzard of statistics to support their positions. But the teachers still appear to be enjoying the upper hand, in part because a B.C. Supreme Court judge has already determined that the B.C. Liberal government tried to provoke a strike in the past.

      The government's relatively early announcement that it's willing to give $40 to parents for each child under 13 in the public schools was unnecessarily provocative. There was no reason to issue this declaration well before the start of September except to try to buy the support of parents. It left an impression that the government wasn't that interested in reaching a resolution.

      Clark, who was one of the worst education ministers in recent history, has placed great confidence in Fassbender, a rookie MLA, former Langley mayor, and former school trustee. But whenever he wades into the media, he comes across as just another government spin doctor.

      As long as he remains in his post, it's hard to see how the B.C. Liberals will come out ahead in any battle for the hearts and minds of B.C. parents.

      Comments

      53 Comments

      P. Schwarze

      Aug 22, 2014 at 11:55am

      What a solid article, far more in depth than most I've read. It might be important to mention the most important elements that the public does not know: that 1)there's no way even a mediator can help these parties while the government has it's 60 day kill clause in the contract (gov --or BCTF, ha- can kill the contract if they don't like the results of the court case). No union could ever sign such a contract. 2) Nor can any mediator help when government has preconditions to negotiations that predetermine the outcome (settle for this amount, or I'm not even going to talk). 3)Government refusal to deal with class size and composition in bargaining derails any chance at negotiating a deal.

      HellSlayerAndy

      Aug 22, 2014 at 12:28pm

      "expect Premier Christy Clark to try to remain above the fray"
      But I think most people don't view this as the Premier's job. Simply because Jim Isler THINKS she should be involved, doesn't make it so?

      But as far as remaining high above the fray, it still isn't high enough to avoid poo from the Leader of the Opposition who must be orbiting the moon by now?

      Or do we think the Opposition Leader has MORE pressing business...like avoiding political issues and not offering alternatives? I bet everyone wishes they could write their own job description so as to avoid the 'bad stuff'?

      "it's hard to see how the B.C. Liberals will come out ahead in any battle for the hearts and minds of B.C. parents."

      Really?
      Hard to SEE?
      So coming out ahead doesn't include winning the last four elections against a party that the teachers publicly support and went so far as to pay for Third Party 'attack' ads...simply so their 'Party Leader' could use the political deceit of decrying 'negative campaigning'?
      To most people, it would seem stunningly clear and the government's strategy is a winner...so why would they abandon it?

      Sukh Hayre

      Aug 22, 2014 at 1:32pm

      I believe that the government has convinced the union leadership in regards to the reality that B.C. is very close to being hit by the next wave of the financial crisis.

      The BCTF leadership understands that when the credit/housing bubble pops in Canada (due to reasons beyond our control), government revenues are going to be significantly reduced, unemployment is going to rise significantly in the private sector, paper wealth is going to be significantly reduced, and the security and income level of government jobs will be seen as a luxury.

      Yet neither side can state these facts openly because it would cause the economy to collapse even quicker, and the collapse would be a lot more severe than it needs to be as even those with the means to spend would reign in their spending.

      So, the reality is, the cost of putting back the benefits that were stripped is something that the government cannot afford. So, what has to be sold to everyone involved, including the teachers and the public at large is that the teachers will be given a "fair" pay increase, and the BCTF will back off on the court case and accept the lesser amounts that the government is willing to put back into the system in regards to this matter.

      This all makes sense if you buy into my logic in regards to what the purpose of an education system really is:

      http://www.youdontknowwhatyoudontknowcanada.com/education---what-you-nee...

      Sukh Hayre

      Aug 22, 2014 at 1:34pm

      Email I sent to Jim Iker (and Christy Clark):

      Is there a reason why the union has not got the following message across to the media and the public:

      Would we all not benefit from knowing what an individual being paid at the highest level (based on years of experience) as a nurse, policeman, fireman, and a backbencher MLA (not to mention a deputy minister or an assistant deputy minister) have averaged in the way of pay increases over the past 15 years. And then compare that to what a Lower Mainland teacher who had achieved the maximum number of years of experience has averaged over the same 15 years.

      This data seems like it would be simple enough to gather, and it would give the public a better idea of the big picture. For simplicity, ignore all the other negotiated items, these can be brought into the discussion afterwards, but we need a starting point to better understand the reality.

      Then, if the government wants to say they want to offer teachers less of a pay increase than the rest of these groups because teachers are overpaid in comparison to them, then let them make that their platform.

      The best thing that the union can do at this point is, be honest, present your case (with comparatives) and leave it at that.

      That would at least give people a better context under which the contract is being negotiated.

      When we are told that teachers’ salary increased by 16% from 2006 to 2011, and B.C. cannot afford pay further increases right now, this is a cheap tactical play and a biased way of presenting the facts.

      Your thoughts would be greatly appreciated.

      Many thanks,

      Sukh Hayre

      __________________________________________________________________________

      If the above wasn't true, why would the government be setting up a website which supports the teachers' argument?

      http://bcparentinfo.ca/Student-Achievement/

      Sukh Hayre

      Aug 22, 2014 at 1:36pm

      I believe that the education system is set up to provide a limited number of university graduates because 70% of the jobs in an economy do not need anything more than a good high school education.

      The skills one needs to perform one of these jobs (the 70% not requiring a university education), are adequately, and quite easily, learned with maturity and experience.

      The best way to fill this large number of needed jobs is to have people blame themselves for not having done better in school.

      Consider what would happen if sufficient resources were directed to ensure that everyone had a realistic chance of graduating with a post-secondary education (of value). Seventy percent of the needed jobs in the economy would then be filled with disgruntled, "over-qualified/educated" individuals.

      It is much more effective to have people blame themselves for not having worked harder in high school, and thankful for the low-paying job they have (a job which the economy needs someone to do).

      As a society, we intentionally throw as many distractions as possible at kids to deter them, not only from earning a proper education, but also from developing the ability to think critically.

      Most kids between the ages of 12 to 16 are not mature enough to do what is in their long-run best interest, so unless they have a strong support system at home, the number of kids needed to "effectively" fail is easily achieved.

      In South Korea, 60% of high school kids go on to complete a university degree. Then there are not enough jobs for all these highly-educated individuals. China and India (and many other nations) have the same problem.

      When educated people are "forced" to take jobs similar to those less educated, while they see a small number of peers, with the same level of education, get few higher-paying "good" jobs, the resentment that builds up can be very destructive for a society and result in severe social unrest. Especially if the reality is that only those with connections get the good jobs (which is highly likely to be the case).

      This is why I believe we will never see significant improvements in the education outcomes for First Nations children. If this were to be achieved, parents across the country would demand similar improvements from the education system at large (we would then achieve education outcomes similar to those in South Korea).

      Sukh Hayre

      Aug 22, 2014 at 1:49pm

      To give it the final push it needs to get done, you will see the media reporting will be a lot more in support of the teachers, and will paint the government as the villain, thereby giving the government the room they need to say that they have listened to their constituents, and have done what needed to be done to get our children back in the classroom.

      The BCTF will come back from their weekend strategy meeting and will also be able to say that they have listened to their constituents, who just want to get back in the classroom and teach, and have adjusted their position accordingly.

      B.Mill

      Aug 22, 2014 at 1:55pm

      I am so sick of this public relations battle for parental approval by the government as they know, quite clearly, they are in the wrong. The despicable moves by Mr. Fassbender to get to the media and spin facts - during a media blackout - indicate their desperate wish for public support. The facts are clear if you bother to look. The facts are the facts, yet they are being bent like a tree in a tornado.

      BC public schools have been underfunded for years! The fact is by cutting the teacher's contracts back in 2002, millions upon millions have been whisked out of the coffers of school districts, classes and supports for special needs. When my child attends a public school in a wealthy school district that STILL cannot supply each child with a text book to bring home to do homework with AND lists 500 sheet of photocopy paper and boxes of Kleenex to the basic school supply list, well how can anyone argue school districts are being adequately funded?

      BC is part of a case study by the Global Leaders Education Program (GELP) which is..."Run by the Innovation Unit, another not-for-profit social enterprise organization, GELP's partners include technology corporations Cisco Systems Inc. and Promethean, and private foundations The Ellen Koshland Family Fund and The Bill & Melinda Gates Foundation, the latter of which openly supports the growth of charter schools in the U.S." (http://thetyee.ca/News/2012/10/05/BC-Education-Plan/) The article continues,"Innovation Unit, GELP's parent organization, says in their mission statement they "have a strong track record of supporting leaders and organisations [sic] delivering public services to see and do things differently. They come to us with a problem and we empower them to achieve radically different solutions that offer better outcomes for lower costs."

      Read that last sentence again, "radically different solutions that offer better outcomes for lower costs" and try to argue with me that the numbers do not support the Liberals governments agenda here - to overall cut funding to BC public schools.

      And what of the new Blueprint for Re-engineering BC Education? (http://www.newsroom.gov.bc.ca/2014/04/bc-launches-skills-for-jobs-bluepr...).

      I can't wait to see those private schools breaking ground on a welding or automotive shop on their fancy grounds!

      Sukh vs Charlie?

      Aug 22, 2014 at 2:43pm

      Sukh Hayre has written more than Charlie!

      Ken L

      Aug 22, 2014 at 3:12pm

      For my part I am tired of the same old drivel from BCTIF as to why we need to throw more money their way.

      BCTF has fought every government for numerous years, even their soul mates the NDP.

      We need a government that will reset expectations and show us that they are ruling, not a union.

      Jay Dubbya

      Aug 22, 2014 at 6:25pm

      So, 12 years operating with a contract that was (illegally it turns out) ignored/ripped up by gov?? Do I understand that correctly amongst all the invective, fact bending, outright false hood spouting, PR gobbledigook? If we continue to undermine and attempt to villainize teachers... we'll see a future where only the privileged (MLA's, lawyers, doctors) can afford higher education for their offspring.. we are already dragging the tail of the Canadian education system... if we don't show up at the polls and continue to have falling voter turnouts, we'll continue to have government by chuckleheads which is what we've come to in this country...remember, the people of Ferguson, Mo are abused by their governments and enforcers... their numbers indicate they could have adequate representation if only they'd VOTE... why do we Canadians continue to wallow in disgust for our pathetic leadership, then fail to turn out to vote for better...we get the government we deserve indeed.