Failed spin cycle at the Town of Newmarket/ Newmarket Cares

I hope that everyone had a safe and happy Christmas.  Newmarket Town Hall Watch was ever vigilant during the holidays keeping an eye on our municipal government.

Almost a year ago, the Town of Newmarket released this media release announcing how involved it was in launching "Newmarket Cares":  http://www.newmarket.ca/en/townhall/resourcelibrary/newmarket_takes_a_stand_on_racist_graffiti_jan3_2012_final.pdf

Then on February 9, 2012, on the Town of Newmarket page that is published in the Era on a weekly basis, the Town of Newmarket made this announcement about "Newmarket Cares":  http://www.newmarket.ca/en/services/resourcelibrary/townofnmkt_february09_final2012.pdf

So it seems more than odd that the Town of Newmarket would make the following Twitter statement on December 24, 2012 in response to my most recent blog:  Town of Newmarket‏@TownofNewmarket

@NwktTownHall Please note @newmarketcares is a volunteer-based group and is not administered by #Newmarket staff.

 

It is an odd remark because clearly Newmarket employees are definitely involved in the communications relating to "Newmarket Cares".  The January press release even provides the name of a staff member for the media to contact regarding questions.  If the Town of Newmarket had no involvement, they wouldn't be issuing media releases and making announcements on official Town advertisements. 

 

Even more to the point, the Town of Newmarket could have demanded a retraction when this story was published:  http://www.yorkregion.com/news/article/1549337--newmarket-fire-victims-lean-on-each-other.  The Era makes it very easy to report an error (even providing an on-line link).  Yet no correction was made to "donations to be managed through Newmarket Cares, a Town of Newmarket initiative that was established following a racial graffiti incident earlier this year." 

 

The Town of Newmarket has broken a cardinal rule of public relations, namely when in damage control mode never lie to the media, (especially new media like Newmarket Town Hall Watch).  

There are too many contradictory examples that show Newmarket employees are involved with communications for "Newmarket Cares" for us to buy @townofnewmarket 's Twitter denial.  Press releases and public announcements fly in the face of what can only be called spin by the Town of Newmarket. 

 

Another cardinal rule of public relations requires an immediate correction of the mistake or lapse.  First of all, @newmarketcares follows all of Council except one member.  @newmarketcares is very conspicuous in not following @joesponga.  Secondly, if the Town of Newmarket wants to distance its employees from "Newmarket Cares" then it should get the Era to correct the Timothy St. Fire article and send out a revision to its media release so that The Era, Newmarket Town Hall Watch, the CBC, and other media outlets that have already reported on "Newmarket Cares" won't be fooled into thinking "Newmarket Cares" is a Town of Newmarket initiative.  Otherwise, it appears that the Town of Newmarket is trying to create positive press for itself for something @townofnewmarket says it has no involvement with.