"White Rock " [Read Council 'Trying To Find Itself'.The obvious is always easier/harder to find? The navel is usually in front.

Sunday Report.

"My stroll on Silver Beach" A most 'enchanting island, White Rock, presents itself as a very challenging course of obstacles hard and soft and difficult to avoid colliding with during the stroll along Silver Beach.

My island proposed to adopt the 'coat of arms' of White Rock is obviously a 'dream scape' and turns out to be a real challenge for my imagination; and I thought I had plenty of that in reserve. Oh, no!

In a chamber filled with city council members I see everyone with the features of Pinocchio, float vests and paddles ready to take their first tour and excursion off of Silver Beach and venture out in the water and this in pursuit of finding the ends of the railroad tracks. After all..yeah after all those  tracks must be coming from somewhere, and lead to somewhere... the train I mean....but on an island? I don't know.

I don't want to bore you with details about Whisper and their proposal for 'branding'. I leave the navel gazing to those hoping to be paid $70,000.00 for 'work considered by most and also by pros, to be very little of essence and clarity but just fig-lingo [language] and psychedelic phraseology printed on paper.

The results we've seen so far could have been produced by some students at the UBC [University of British Columbia] specializing in social science, communication, marketing and population/communication and sociology and a few six packs.

I say with no hesitation that my opinion is that there is nobody 'sitting in Council' today who is competent and has the capacity and adequate experience to evaluate the results delivered so far by Whisper in California.

On to another contentious issue and subject...is the City of White Rock 'under-staffed'? A bird whispered in my ear that so is the case. Some of staff is overworked and have a hard time keeping up with issues of necessity. The paper flow is immense and there seem to be no end to what is calling for staff's attention.

I know for sure on one point and I feel sorry the manager of the city, the CEO can not consider the obvious...that a communication officer of the caliber now employed on part time would serve more effectively and be busy full time with assignments and missions important to be done,

Communication officers have a well rounded and large area of responsibility, they are professionals and have a good hunk of work cut out for them.

White Rock would be well served if only there were the efforts of the employer to 'think full time' instead of present part time. A city and resort and with its mandate as I can see our community to have, require nothing less than full time.

The person would be engaged in numerous promotional activities and serve staff and councilors, as well. A full time resource and staff member would be valuable and a desired contribution to all and foremost to direct and indirect support the needs of the residents of our city.

Public relations has been on the back burner for too long in White Rock.

Our new millennium require vertical and horizontal communication as is the case in every organisation today. Look around to see what your neighbours have and need. We wish!

Yours truly.

Johan Sandstrom for the White Rock Reporter.com