ICB: Luna Losing PR Battle

I have been reluctant to venture out into Idaho State Superintendent Luna’s “Students Come First” initiative because I hate Politics and Education to mix but I guess there is no getting around it,  with so much money involved when it comes to state funded education, it’s all about politics. It appears to me Tom Luna is losing the PR battle.  News reports opposing Luna seem to outnumber the positive reports.   I’m not sure if he was prepared for the battle that awaited him.   I have met Tom Luna.  He is a smart man, articulate, and passionate about his job.  He must have known this battle was going to get ugly.  All I know about this issue is what I read in the paper, see on the news, or hear on talk radio.  Interesting ICB has not received one press release from the Luna camp stating his position/ Idaho Conservative Blogger . More here .

Question: Is Superintendent Tom Luna’s problem in trying to sell his education “reform” plan to the public, simply a matter of poor public relations? Or does it go much deeper than that?