EDITORIAL: KIDS should have gotten better care

While the PRSA's pledge to "save" the KIDS anti-drug program is to

be welcomed, the loss of funding from the Robert Wood Johnson Foundation

worth a potential dollars 9 million in the next three years is a major

black eye. Originally conceived by PRSA to provide a lasting legacy for

the effectiveness of PR, the PRSA board never truly embraced it. A

combination of transient leadership with financial problems has allowed

its financial commitment (stated in the 2000 PRSA strategic plan) to


The biggest tragedy is that KIDS appeared to be on the verge of a real

breakthrough: with a worldclass board newly set up, it had just hired

leading fundraising firm CCS to raise a further dollars 9 million. The

new KIDS program will likely be a pale imitation of what could have


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