How Not to Build Consensus

The engineering of consent, as the founders of public relations called it, may seem like a desirable enough goal for the future of the El Toro Marine Corps Air Station. Would that the elusive quality of unanimity were within reach in this diverse county. Alas, “consent” has not been in the cards, and it seems unlikely that any general consensus is on the horizon any time soon.

This has not deterred the county from considering proposals in the coming week to spend hundreds of thousands of dollars on an elaborate public information campaign on the issue. These proposals from public relations firms include plans for community forums, brochures and newsletters, and videos and advertisements to inform residents about plans to convert the El Toro base into an international airport.

Says Courtney Wiercioch, the county’s assistant chief executive officer in charge of El Toro planning, “Our goal is to provide accurate, timely and thorough information about the reuse plan. There is a tremendous amount of misinformation . . .”

The initiative arises from the supervisors’ decision in December to move forward with airport planning. Their charge to staff was to create a program that “initiates and encourages meaningful participation” of residents who live near the base.

That’s all well and good, and perhaps the knowledge that such an effort would be forthcoming made a difficult decision a little easier for supervisors. But there is no need for high-paid public relations advice to conclude what the firms bidding on the campaign have found to date. That is, the county government faces a substantial credibility problem in the eyes of South County residents.

As for implementation strategy, the county should save the big bucks. The initial proposals of several hundred thousand dollars are far out of line with what the county can or should spend on public relations given its fiscal condition. If this kind of money is available in post-bankruptcy Orange County, put it to use on health care for the poor or fixing up the parks.

The county already has a public relations apparatus in place, and there is no need to hire outside consultants to convince people whose minds may be made up anyway. The supervisors have their own ready platforms, and many taxpayers know where they come out on this issue already.

Wiercioch has emphasized that the actual cost and scope of the effort is yet to be determined by the supervisors. Let those who believe the airport is best for the county’s future make the case through their own powers of persuasion.