Communicating about Character Education

Nora Carr, APR

Chief Communications Officer

Charlotte-Mecklenburg Schools

The challenge

• Multiple, fuzzy definitions

• Multiple, fuzzy terms

• Competing philosophies, curriculums and programs

• Multiple spokespeople, voices

• Lack of data or “soft” data

• Complexity and clutter

The context

• Number of commercial messages per day = 4,000 to 5,000

• Number of messages received in the office daily = 204

• Number of emails sent annually by businesses = 1.4 trillion

• Only 54% of Americans read the newspaper one time per week

• Average TV sound bite = 7 seconds

How do we cut through the clutter,

and win hearts and minds?

The solution

• Simplify and stay on message• Target audiences• Go direct• Tell stories• Use data to bolster stories• Package and brand your

message• Deploy trusted messengers

Simplify and stay on message

Target audiences

Go direct

• Bypass gatekeepers• Create channels that take your

message directly to your audience• Subscription e-Newsletters• Voice, email and text

broadcasting to targeted groups• Special events, meetings,

conferences, face-to-face ops

Tell stories

In data we trust

• Media briefings• Board of Education meetings• Speaker’s Bureau• Conferences• White papers• Internet• Package, simplify and add visuals

for TV• Always visually show human impact

CMS strategies

• General character education program

• Direct instruction of socially-acceptable behaviors

• 3 levels of intervention– Universal– Targeted– Individual

CMS results

• 65 schools• Elementary schools: 40% decrease in

office referrals• Middle: 23% decrease in office referrals• High schools: 18% decrease in office

referrals• Gained 257 hours of instructional time• 3 National Schools of Character• 4 schools cited for “promising practices”• Character education schools report fewer

discipline referrals, better parent and student perception of safety and discipline

Package and brand

Send trusted messengers

We say… The public hears/thinks…

• Character education• Civic virtue• Developmental assets• Service learning• Citizenship • Morals or moral

education• Character traits• Ethical dilemmas• Authentic assessment

• The “golden rule”• Something for snobs• Medical condition• Giving back, volunteering• Voting• Parents’ responsibility or

Aesop’s Fables• Values• Right vs. wrong• Bunch of hooey

Banned words and phrases• Implement, maximize, utilize, facilitate,

bifurcate• Experimental education, experiential

education, authentic instruction• Pedagogical strategies, curriculum infusion• “Best Practices,” evidence-based,

research-based• Theory of Action• Text-based instructional device• Hands-on, student-centered activities• Enhance in-home academic regimen• Stakeholders, publics, citizens, audiences

“People don’t care about the size of your vocabulary.

They care about the size of your heart.”

– Terry Abbott