LAUSD hires image consultants

Hammered by a barrage of negative publicity in recent months, Los
Angeles Unified School District officials have quietly hired two
consultants to help improve their public image. Naush Boghossian in the Daily News.

The school district also hired the public relations firm Rogers Group
to focus exclusively on dealing with fallout from an electronic
payroll system that has left thousands of employees underpaid or
overpaid since February.

The recent hirings come in addition to a six-person communications
staff with a nearly $1.4 million budget, an overall $10 million
communications budget, and a separate consulting contract with Darry
Sragow, who helps LAUSD develop communications strategies and policy
issues.