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Communicating Education ReformAt the Local Level
Quick Straw Poll
How many have been interviewed by a reporter?
What education topics are most frequently covered by your local media?
How often are these topics covered?–Standards? testing policies? teacher quality? data?
Historic Moment in Education
•Race to the Top, i3 and other competitive federal grants for states and school districts
•Common Core Standards Initiative
•Elementary and Secondary Education Act (ESEA) reauthorization
• Science, Technology, Engineering and Math (STEM) Education
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Focused Reform -- Four Assurances
• Implementing college- and career-ready standards and assessments
• Recruiting and retaining effective teachers and principals
• Improving collection and use of data• Supporting lowest-performing schools
What Does this Look Like Locally? • Historic opportunity to
reform education locally• States must demonstrate
commitment to the four assurances– Opportunity to attract and
retain teachers– Use data to make informed
decisions• States have an
opportunity to scale successful programs
• Local Chambers and business leaders can be part of the education reform conversation
• Provide guidance on the skills needed for your business and community
Message Exercise
Translate the 4 Assurances into messages that relate to typical local school issues.
Message Excercise
1. Implementing college- and career-ready standards and assessments– JOBS & ECONOMY
2. Recruiting and retaining effective teachers and principals– JOBS & ECONOMY
3. Improving collection and use of data– JOBS & ECONOMY
4. Supporting lowest-performing schools– JOBS & ECONOMY
America’s prosperity has always rested on how well we educate our children — but never more so than today.
This is true for our workers, when a college graduate earns over 60 percent more in a lifetime than a high school graduate.
This is true for our businesses, when, according to one study, six in 10 say they simply can’t find qualified people to fill open positions.”
-- President Obama, National Governors Association (yesterday).
Influence Public OpinionInfluence the News
• News media inform all target audiences
• News media offer the best opportunity to reach the most people at a given moment
• Ongoing coverage can reinforce your message, build momentum, mobilize support
• To inform• To advise• To entertain• To make a profit
Telling YOUR story is your job!
Media Outlets Have Four Main Goals
About Reporters Build Rapport
• Always a reporter first – on the job, not your “friend”
• They need you…
• Just as you need them
• Reach out! Maintain friendly and honest relationship, get to know them
• Approach with story ideas• Take advantage of other
news, offer:• Comment/expertise• Interviews• A fresh angle
Be Familiar with Media Needs
• Understand their work environment• Know their deadlines • Know their beat• Track their stories and articles• Be as responsive as possible
What Can Social Media Do for Me?
Strategic partnerships can amplify the volume of your message
• Local Companies• Service Organizations
– Rotary– Lions Club– Kiwanis– Foundations
• School Districts– Superintendent/public
information officer– Teachers Unions– Community Colleges– Other Higher Education
Institutions– PTA/PTO
Mobilization
• Sponsor events and community forums• Secure speaking opportunities• Build a Web presence– Engage and interact with community• Opt-in news from your organization
– Enewsletter– Create a blog
