Communicating NCLB: state strategies and best practices

1
Communicating NCLB state strategies and best
practices

• KSA-Plus Communications
• June 2003

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FindingEducation Remains a Priority

• Education (55)
• Healthcare (51)
• Jobs (37)
• Social Security (36)
• Terrorism (28)
• Tax Cuts (16)
• Public Education Network/Education Week (2003)

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FindingSupport for NCLB

• Requiring teachers to be licensed in the subjects
  they teach (96 support)
• Offering tutoring for students in low-performing
  schools (90 support)
• Offering in-district choice for students in
  low-performing schools (86 support)
• Mandated testing in grades 3-8 (67 support)
• Source Phi Delta Kappa/Gallup poll, September
  2002

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Message implicationAYP as opportunity

• You have the publics attention
• Lead with solutions targeted to schools on the
  list
• Tone and posture matters be forthright, honest,
  concerned
• Stick to your plan and message
• Provide examples of schools using data to make
  positive changes (but understand the limitations
  of anecdotes)

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FindingQualified Support for Tests

• 85 parents and 75 teachers say students work
  harder if graduation tests are in place
• 78 say tests are a good way to identify needs
  early
• But, 78 say pressure of one test is not fair
• Public Agenda Reality Check 2002

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Message implication Testing to identify needs

• Testing is a valuable diagnostic and improvement
  tool, not an end in itself
• The right tests bring focus to teaching important
  core subjects reading, writing, math
• If you test a child on basic math and reading
  skills, and you're teaching to the test, you're
  teaching math and reading. And that's the whole
  idea. Pres. George W. Bush
• Discuss benefits for an individual child
• Provide examples of schools using data and better
  teaching to make positive changes

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FindingMost credible voices

• 60 choose teachers as most credible voice on
  education issues
• 46 choose parents
• 38 choose college admissions officers
• 30 choose business leaders
• The Business Roundtable, August 2000

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Finding Teachers want help

• Teachers support standards and common- sense
  testing
• Teachers want more information about test
  development and application
• Teachers want more information about how tests
  can benefit students and educators
• Belden, Russonello, Stewart poll for Education
  Week (2001)

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Message implication Securing teacher support

• Address teachers legitimate concerns about
  curriculum alignment, classroom resources,
  targeted training
• Enlist teachers and principals from successful
  schools as key communicators
• Partner and/or coordinate with other third
  parties

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Whats In/Whats Out

• In Tests to diagnose, target assistance
• Out Tests for high stakes
• In Heres what we plan to do
• Out Its the kids or parents fault
• In Schools needing improvement
• Out Failing schools
• In Extra support for teachers, students
• Out Sanctions for teachers, students

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Whats In/Whats Out

• In Together, we can do this
• Out Its hopeless.
• In Hard work, good instruction make the
  difference
• Out Natural ability makes the difference
• In Standards-based learning means higher
  expectations
• Out Standards-based learning means
  standardization

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Whats In/Whats Out

• In Focus on solutions
• Out Focus on barriers
• In Coalition-building
• Out Finger-pointing
• In Actions, interventions
• Out Sanctions
• In Improving instruction
• Out Teaching to the test

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Communicate, Communicate

• Communicate early and often
• Stay on the beam -- anticipate negatives and stay
  positive
• Rally stakeholders
• Publicize changes that are producing results
• Discuss the hard work required to meet the new
  expectations