32
Crisis Communication Plan for Altering Test Scores for Cobb County School District (CCSD) Crisis Communication Plan Team School of Communications Kennesaw State University Professor Emma Wertz, Ph.D Written: June 9, 2015 Hannah George

Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

  • Upload
    others

  • View
    3

  • Download
    0

Embed Size (px)

Citation preview

Page 1: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

Crisis Communication Plan for Altering Test Scores

for Cobb County School District (CCSD)

Crisis Communication Plan Team School of Communications Kennesaw State University Professor Emma Wertz, Ph.D

Written: June 9, 2015

Hannah George

Page 2: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

2

Index

Introduction …………………………………………………………………………… 3­6

Acknowledgments ……………………………………………………………………… 7

Rehearsal Dates ……………………………………………………………………… 8

Purpose ……………………………………………………………………………… 9

Objectives ……………………………………………………………………………… 9

List of Key Publics ……………………………………………………………………… 10

Notifying Key Publics …………………………………………………………………… 10

Crisis Team and Directory ……………………………………………………………… 11

Media Spokesperson …………………………………………………………………… 12

Interview Tips ……………………………………………………………………… 12

Trick Question Guide ………………………………………………………………… 13

Emergency Personnel ……………………………………………………………… 14

Equipment Needed ……………………………………………………………… 15

Fact Sheet ……………………………………………………………………………… 16­17

Fill­in­the­Blank News Release ……………………………………………………… 18­19

Glossary of Related Terms …………………………………………………………… 20

Internet Sources ……………………………………………………………………… 21

Dissemination of Key Messages ……………………………………………………… 22­23

Media List …………………………………………………………………………… 24

Website Update ……………………………………………………………………… 25

Suggested Photos ……………………………………………………………………… 25

Suggested Links ……………………………………………………………………… 25

Blog Responses ……………………………………………………………………… 26­27

Evaluation …………………………………………………………………………… 28­29

Appendix ……………………………………………………………………………… 30­31

References …………………………………………………………………………….. 32

Page 3: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

3

Introduction

Altering Standardized Test Scores

This crisis plan provides the procedures and coordination of communication for the Cobb

County School District (CCSD) in the event that standardized test scores are altered. This plan

outlines the roles, responsibilities and protocols for the communications crisis following an

incident where a teacher alters or assists a student on a standardized test. Standardized testing in

Georgia public schools is imperative to track the progress of students and evaluate teachers. In

the event of one of these crises following this communication plan is imperative, because lack of

proper handling can lead to loss of accreditation and the credibility of the CCSD will be

damaged.

Significance

During the academic school year, standardized tests are distributed across Georgia public

schools to assess students’ achievements in the curriculum and to identify where students may

need extra support. The standardized tests are also a way for school administrators to evaluate

the teachers and how well they are relaying the curriculum to their students (Reichrath). Due to

the No Child Left Behind Act of 2002, there was more pressure for teachers to have their

students perform well on standardized tests. If the school meets 70 percent of their target, each

employee will receive a bonus (No Child Left Behind [NCLB], 2002)

The target for each district is established annually by administrators and must be

approved by the Board of Education. If the school fails to meet Adequate Yearly Progress (AYP)

more than two years in a row, the school must offer students the option to transfer to a

Page 4: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

4

higher­performing school, free tutoring, or the ability to attend after school programs (NCLB,

2002).

Has this Happened to Similar Organizations?

On April 1, 2015, 11 teachers from Atlanta Public School Systems in Fulton County were

found guilty of altering student test scores for the 2008­2009 Criterion­Referenced Competency

Tests (CRCT). The Office of the Governor’s Special Investigators completed a full

investigation. During the investigation, 178 educators were found to be involved. Gideon

Elementary’s Principal told teachers, “If anyone asks you anything about this, just tell them you

don’t know...just stick to the story and it will go away (Georgia Bureau of Investigation, 2011).”

Because of this crisis in Fulton County, the school’s credibility was brought under question. The

situation caused many parents to transfer their children to other school districts. Although the

CRCT is only given to elementary students, the investigation extended to middle and high

schools in Fulton County. Almost every teacher who confessed to cheating mentioned how much

stress they were under to meet their targets and the potential to lose their jobs if they did not

meet said targets (2011).

More than 80 teachers confessed to test tampering, but ultimately twelve teachers went to

trial. One out of the twelve teachers was acquitted of all charges while the other teacher were all

convicted of racketeering (Strauss, 2015). However, in an unexpected turn of events only 8 out

of the 10 teachers who were convicted for the crime got sentenced. The teachers received a range

of one to seven years of jail time, 1,000­5,000 hours of community service and a $1,000­$25,000

fine (Caruso, 2015). They refused to take a sentencing deal to pleading guilty to the altering of

Page 5: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

5

the test scores. Prosecutors said that the teachers participated in a comprehensive scheme of

adjustmenting students standardized test answers. The teachers wanted to give the community a

false sense of hope that the schools in the district were improving, when in reality they were still

struggling (Georgia Bureau of Investigation, 2011).

This incident in Fulton County caused a lot of negative reactions from parents and other

in the community. Before the crisis, Atlanta Public School (APS) System’s Superintendent Hall

used the test scores to show that APS was the place to send your children (Sturgis, 2015). This

ultimately backfired. Many teachers claimed to be helping the kids, but to change the answers for

their students is taking away their education that they rightfully deserve. During the opening

statement of the trail Fani Willis, executive assistant district attorney in Fulton County said,

“This was a conspiracy … a widespread, cleverly disguised conspiracy to illegally inflate test

scores and create a false impression of academic success for many students in the Atlanta Public

Schools system. It was done to those students’ detriment. (Jarvie, 2014).”

Conclusion

Fortunately for the Cobb County School District, a crisis like this has not yet happened.

However, the potential remains high and the damage could be detrimental. It is imminent for the

school system to stress the importance of integrity to students. The purpose of schooling is not

only to teach children curriculum, but also to instill basic moral values into them. Having such an

incident may not only damage the reputation of the school, but also compromise the students’

learning and encourage further immoral actions. The school system must stride to abide by an

ethical standard where students are engaged in a proper learning environment, free of corruption.

Page 6: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

6

By maintaining a proper learning environment, we will ensure that the reputation of our school

district remains at a high level and sets a standard for schools across the country. If the situation

of altering test scores arises in our school district, we must make sure to abide by the crisis plan

and prevent any similar occurrences from happening in the future.

Page 7: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

7

Acknowledgements

By signing this document, I hereby verify that I have read the crisis communications plan for

Cobb County School District (CCSD) and am prepared to put it into effect when necessary.

(Signature) (Print Name) (Date)

CCSD Superintendent

(Signature) (Print Name) (Date)

Deputy Superintendent

(Signature) (Print Name) (Date)

Chief of Staff

(Signature) (Print Name) (Date)

Chief Academic Officer

(Signature) (Print Name) (Date)

Cobb County Board of

Education Chairman

(Signature) (Print Name) (Date)

Page 8: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

8

Rehearsal Dates

A tabletop discussion will be conducted annually in preparation for a crisis relating to

altering test scores in the CCSD. The plan will be discussed in its entirety. This will uphold the

integrity of the county and ensure the respected accreditation of CCSD. The head of each

department will attend this meeting, and will be responsible for communicating relevant

information to their staff within 24­hours.

The purpose of the tabletop meeting is to informally discuss procedures for this crisis.

During the discussion, roles and responsibilities of department heads will be clarified and

reviewed. The crisis plan and procedures will be evaluated, and can be revised at this time if

necessary. A facilitator will provide different scenarios in which the crisis may occur. This will

prepare department head’s to meet the challenges of any emergency or disaster.

Page 9: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

9

Purpose and Objectives

Purpose

In the event of teachers altering standardized test scores we will strive to provide the families,

students and community with honest and transparent information. We will act quickly and

effectively to ensure there is no uncertainty. By being visible and acting swiftly this will allow us

to continually perform in an academically rigorous environment and uphold the integrity of Cobb

County.

Objectives

Launch the crisis plan within 4 hours and release a statement to the publics.

Keep the public's updated and notified on any and all activities that we can disclose about

the crisis.

Inform all department heads that could be involved in the crisis 1 hour before initiating

the crisis plan.

Page 10: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

10

List of Key Publics

Media Administrators Parents Teachers Students Board of Educators Investors Government Officials Legal Representatives

Methods of Notifying Key Publics

Key Publics Call Meeting Email Press Release

Newsletter Letter by mail

Bulletin

In person visit

The Media X X

Administrators X

Parents X X X

Teachers X X X

Students X

Board of Educators

X X

Investors X X

Government Officials

X X

Legal Representatives

X

Page 11: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

11

Crisis Team & Crisis Team Directory

CCSD Superintendent: Deputy Superintendent: Chief Academic Officer: Chief Accountability & Research Officer: Chief of Staff: Chief Technology Officer: Cobb County Board of Education Chairman Cobb County Chief of Police

Title Employee Office Phone

Cell Phone

Emergency or Relative’s Phone

Email

CCSD Superintendent Duties: Contact legal representation and parents

Deputy Superintendent Duties: Contact government officials

Chief Academic Officer Duties: First Spokesperson

Chief Accountability & Research Officer Duties: Contact the Board of Educators and testing officials

Chief of Staff Duties: Organize department meetings and inform teachers

Chief Technology Officer Duties: update website with information and contact media

Cobb County Board of Education Chairman Duties: Organize press conference

Cobb County Chief of Police Duties: Maintain contact with government officials

Page 12: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

12

Media Spokesperson and Training

Spokesperson: Mary Elizabeth Davis (Chief Academic Officer)

Description: The spokesperson will be the face of our organization and will engage in an array

of activities in order to preserve the image of the Cobb County School District. They will retain

all information regarding the crisis and selectively disseminate said information when it is

appropriate. The spokesperson must be someone who is directly involved in the crisis and can

effectively interpret situations and make decisions.

Responsibilities: Davis is to act quickly and effectively upon detecting altered test scores. In this

situation, Davis will immediately contact the media to provide information carefully without

compromising the investigation. Information must be communicated openly and honestly and the

media must be updated frequently with any new information that is appropriate to release. Davis

must remain poised at all times and emphasize that the Cobb County School District is making

any and every effort to resolve the crisis and re­establish the institution.

Interview Tips:

Be prepared to answer who, what, when, where, how and why questions.

Avoid saying "no comment”.

Focus on the objectives and key messages.

Be honest and transparent.

Do not over reassure stakeholders.

Be aware of people, situations and issues that may be brought up.

Use language and terms that everyone can understand.

Show concern for those involved in the crisis and give ways of self­efficiency.

Page 13: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

13

Trick Question Guide

"If the targets are approved yearly, why are teachers changing answers?"

"Who is responsible for this crisis?"

"Is it true that the superintendent knew about this and did nothing?"

"What exactly does this mean for the students?"

"Off the record." Nothing is off the record.

"We already know everything that happened so can you confirm a few things for me?"

"Would you say that teachers are under a lot of stress to have the students meet the

targets?"

"No one was monitoring the teachers and test scores, right?"

Page 14: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

14

Emergency Personnel

Cobb County Police Department:

Chief of Police: (770) 499­3900

Chief of Staff: (770) 499­3904

Community Liaison Unit: (770) 499­8956

Community Services Division: (770) 409­9833

Criminal Investigation Division: (770) 499­8954

Field of Operations Division: (770) 567­0099

Strategy and Planning Division: (770) 678­0980

Support Services Division: (770) 499­9060

National Defense:

FBI: (202) 897­ 7800

CIA: (703) 657­0098

Page 15: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

15

Equipment and Supplies Need During Crisis Response

____ Cellphones and chargers

____ Computers

____ Computer Printer

____ Copies of test booklet and answer sheet

____ Copies of test scores

____ Class attendance sheet

____ Key publics contact information

____ Schedules

____ Pens

____ Paper

____ USB adapter

____ News releases

____ Contact lists

____ Media directories

____ Television (to tune into medial channels)

____ Walkie­talkies

____ Press kits

Page 16: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

16

Cobb County School District Crisis Fact Sheet

What is altering test answers?

Changing, tampering or fabricating students test scores or test answers will be considered

altering. This includes emphasizing the correct answer when reading aloud, erasing wrong

answers and filling in the correct answer, placing children in areas to cheat off smarter children,

giving students the correct answer when they ask and allowing students to correct answers from

previous sections. All stated incidents directly violate Cobb County School District’s academic

integrity and Georgia Testing Policies.

What efforts should be taken if a teacher is accused of altering test answers?

In any instance that one or more teachers are accused of altering test answers, a full internal

investigation will be launched immediately and the individual accused will be placed on leave

until the investigation has concluded. Any parties that are knowingly involved in the altering of

test answers will be discharged and banned from all Cobb County School District facilities and

will be further punished by local law enforcement.

What is the plan of action if one or more teachers is found guilty of altering test answers?

Teachers and administrators found guilty of altering test answers will be held to the highest

extent of the law. These individuals will be discharged and banned from any of Cobb County

School District’s facilities immediately. Further punishment will be determined by local law

enforcement.

­more­

Page 17: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

17

How will this affect students?

Altering students’ test answers will cause the students to suffer academically. Many students will

not be receiving the education they need to succeed and will lack sufficient skills in areas of

reading and mathematics.

What will we do to ensure all students academic needs are being met?

Cobb County School District officials will provide resources for the students who were affected.

After­school tutoring and programs will be available to students, free of charge.

Location: The Cobb County School District's central office is located at: 514 Glover Street Marietta, GA 30060 Website: http://www.cobbk12.org/

Phone: The Cobb County School District’s phone number is 770­426­3300

Media Contact: Jennifer Gates Assistant Director Cobb County School District 770­426­3345 [email protected]

# # #

Page 18: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

18

Fill­in­the­Blank News Release

For Immediate Release

Alleged Altering Test Scores in Cobb County School(s)

DATE________________

[INSERT CITY], Ga—Cobb County School Teachers at [school name(s)] have been

accused of altering students test scores. Currently, it is unknown how they were able to do this

and how many people were involved.

"We are doing everything we can to investigate this incident. Our first priority is our

students and the education they are receiving,” Cobb County Chief Academic Officer, [name]

said. “Many students may not be learning the information they need to succeed in school.”

The Cobb County Superintendent [insert name] and other school administrators are

working closely with Cobb County Law Enforcement and Georgia Government Officials. Cobb

County School System does not tolerating cheating or racketeering of any kind, and all teachers

and administrators who have been found to be directly involved in changing test answers have

been removed from their positions.

­more­

During the academic school year, standardized tests are distributed to students of Cobb

County Public Schools to help determine the academic achievements of students and teachers.

Each year, the superintendent and Board of Educators establishes a target for the schools to meet.

Page 19: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

19

The Board of Educators spend a great deal of time to ensure that the target is appropriate and

manageable.

About The Cobb County School District:

The Cobb County School District is the second largest school system in Georgia, educating over

111,000 students. There are 114 schools in CCSD, employing over 13,000 people. CCSD strive

to provide an academically rigorous, caring and safe educational environment in partnership with

families, students and the community. For more information please visit our website at

http://www.cobbk12.org.

Contact: Jennifer Gates Assistant Director Cobb County School District 770­426­3345 [email protected]

###

Page 20: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

20

Glossary

Education and Testing Terms:

Academic Integrity: Honesty and responsibility in scholarship. Students and faculty alike must obey rules of honest scholarship, which means that all academic work should result from an individual's own efforts. Federal Crime: In the United States, a federal crime or federal offense is an act that is made illegal by U.S. federal legislation. Cheating: Act of dishonestly or unfairly in order to gain an advantage, especially in a game or examination.

Altering: To make different in some particular, as size, style, course, or the like; modify: Standardized Testing: Any form of test that (1) requires all test takers to answer the same questions, or a selection of questions from common bank of questions, in the same way, and that (2) is scored in a “standard” or consistent manner, which makes it possible to compare the relative performance of individual students or groups of students. Scholastic Aptitude Test (SAT): A test that purportedly measures the aptitude of high­schoolers for college. American College Testing (ACT): A standardized college admissions test developed by ACT, Inc., measuring English, mathematics, reading, and science skills. Criterion­Referenced Competency Test (CRCT): Were a set of tests administered at public schools in the state of Georgia that are designed to test the knowledge of first through eighth graders in reading, English/language arts (ELA), and mathematics. Georgia High School Graduation Test (GHSGT): Is a test administered to all students in the eleventh grade, determines whether or not a student is eligible to graduate from a high school in the US state of Georgia. Scandal: An action or event regarded as morally or legally wrong and causing general public outrage. Board of Education: Body of officials elected or appointed to oversee a local or statewide school system or systems. Accreditation: Is the process in which certification of competency, authority, or credibility is presented. Racketeering: A criminal activity that is performed to benefit an organization.

Page 21: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

21

Internet Sources

Cobb County School District (CCSD) Website:

http://www.cobbk12.org

Learn about the CCSD

Learn about CCSD News and Events

Updated news in the district

Contact information for School Board officials

Cobb County Police Department Website:

http://www.cobbcounty.org/index.php?option=com_content&view=article&id=1746&Itemi

d=877

Updated information about recent crimes

Contact Information for Chief of police

Public Service Announcements

Public Guide for Schools at Risk of Losing Accreditation Website:

http://www.publicschoolreview.com/blog/education­nightmare­when­public­schools­are­at­

risk­of­losing­accreditation

Information on how schools lose accreditation

What public schools are at risk in the Atlanta region

How it will impact students

Public Guide for Georgia Standardized Test Information:

https://www.georgiastandards.org/Resources/Pages/Tools/TestingResources.aspx

Information on specific tests

Testing center hours of operations

What test is the right test for your student

Key Messages

Page 22: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

22

In the event that altered test scores are detected in a Cobb County District school, we

will immediately notify the students, parents and media. We must emphasize our efforts to

resolve the crisis and reestablish integrity in our facilities. CCSD’s Chief Academic Officer,

Mary Elizabeth Davis, will hold a press conference immediately to address the public of the

issue at hand and our efforts to resolve the crisis.

Upon determining the source of the cheating crisis, we will disclose this information to

the public and notify local law enforcement for additional punishment. The perpetrators will be

further investigated for any past instances of altering test scores and will ultimately be

discharged and banned from any Cobb County School District facility. Any unanswered

questions the public may have will be addressed by Mary Elizabeth Davis in additional press

conferences. Assistant Director of Communications, Jennifer Gates, will maintain contact with

the media and establish any further press conferences.

The following key messages should be stressed to external publics in the order indicated:

Our biggest concern is for the students and their compromised education caused by

altered scores.

We do not know how this has happened but we will update you as soon as we do.

We routinely monitor standardized tests to ensure that no tampering of test scores has

taken place.

_______ students’ test scores have been altered during this crisis and will be reevaluated.

Cobb County schools stride to ensure students are placed in a proper learning

environment that is free of obstruction.

Page 23: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

23

The following key messages should be stressed to internal publics in the order indicated:

Cobb County District Schools must take any and every effort to guarantee that students

are in a proper learning environment, free from obstruction.

We have launched an internal investigation to identify the source of this crisis and will

resolve the problem.

We are currently working with local law enforcement to improve our efforts in detecting

the source of the incident.

We must work together as a whole to correct this problem and ensure that no future

occurrences will transpire; proper communication within our establishment is crucial in

order to deal with the issue swiftly and effectively.

We will use this crisis as an opportunity to improve the overall performance of our

schools in the future.

Media List

Page 24: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

24

Media Outlet

Media Name

Contact Name

Title Phone Email Address

Print The Atlanta Journal Constitution

Kevin Riley Editor (404) 526­2161

[email protected] 223 Perimeter Center Pkwy Atlanta, GA 30346

Online Marietta Daily Journal

Billy Mitchell Managing Editor

(770) 428­9411

[email protected]

Online 11Alive Don Buckindail

Manager of Digital Content

404­892­1611

[email protected]

1 Monroe Place NE, Atlanta, GA 30324

TV WSB­Atlanta Ed Sutor CEO (404) 897­7000

[email protected] 1601 West Peachtree St. NE Atlanta, GA 30309

TV Fox 5 Atlanta Cody Chaffins Editor (404) 898­0100

[email protected] 1551 Briarcliff Rd. Atlanta, GA 30306

Update Website

Memorandum:

Page 25: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

25

To: Webmaster RE: Altering Standardized Test Scores

Message:

On [insert date], the standardized test scores were altered for [insert schools involved]. We are

fighting for the children in our community, especially those who were directly affected by this

cheating crisis. We are working closely with local and federal law enforcement to gauge the

severity of the situation. We will continuously update the public as we receive new information

which will be updated on the website. The Cobb County School District strives for academic

excellence and honesty. Thank you all.

The following photos should be updated on the website:

Chief Academic Officer during the press conference.

Crisis Leaders sitting at tabletop meeting going over crisis plan.

CCSD staff with a group of children.

The following links should be uploaded to the website:

A YouTube video of the press conferences.

Information regarding the most updated policies and changes for standardized testing.

Information about the investigation and what CCSD currently knows.

Page 26: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

26

Blogs for CCSD Altering Standardized Test Scores

Blog post one:

It is with great sadness that I am writing to you. Today [insert date], the Cobb County Public School District discovered that standardized test scores were altered for [insert school(s) involved]. We are fighting for the children in our community, especially those who were directly affected by this cheating crisis, along with their families. We are working closely with local and federal law enforcement to gauge the severity of the situation. We do not know yet exactly how the incident unfolded but are investigating it and will share more information with you all as it becomes available. We will be making adjustments in an effort prevent such a crisis from happening again and will update you in future postings. We thank you for your continued support. [insert name] CCSD Chief Academic Officer

Blog post two:

As our investigation into altered standardized test scores in the Cobb County School District continues, we would again like to thank our community for its unwavering support. So far, we have 12 teachers in custody that are believed to be responsible for the cheating scandal. At this time, it does not appear that any other faculty or staff members were involved. We are incredibly disappointed with their actions, and emphasize that this is not the academic integrity that CCSD strives to uphold. We will update you with any new information as soon as we hear it. [insert name] CCSD Chief Academic Officer

Blog post three:

I would like to thank the community for their patience and loyalty while we were investigating this serious incident. To ensure such an incident does not happen again, we are currently in the process of re­training our faculty and staff, along with hiring new teachers. The Cobb County School District is taking this crisis as an opportunity to change its procedures and policies in hopes that such an incident will not occur again in the future, and that students are in the best academic environment possible. We understand that many of you may still have questions and concerns about the new policies and procedures and how this will affect CCSD. The new procedures are finalized and can be found on the CCSD website. Please take this opportunity to

Page 27: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

27

look through the new documents and familiarize yourself with the way testing will now be conducted. [insert name] CCSD Chief Academic Officer

Page 28: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

28

Evaluation

Evaluation Introduction

Preparing for a crisis situation is alway important but what is equally as important is the

steps and the time invested to ensure that this crisis plan is effective. If and when a crisis

happens, we will act responsibly and make an effort to prevent any future occurrences. Our

mission is to ensure the academic integrity of the Cobb County School District and the students

who attend the schools in the district.

Evaluation Objectives

We will make every effort to:

Inform the public on what they should do if their child’s school is caught in a cheating

scandal. Provide pertinent information pertaining to the crisis and the safety

precautions to prevent another incident.

Did we provide enough information to the public? Were all Cobb County officials

notified of the crises? Is there a better way to inform the public about the crises?

Communicate early, often and honestly to the media and the public.

Did we contact the right media first or should we have contacted others? Did this media

outlet get our message out to the public efficiently? Was the message effective? How

often are we relying updated information to the public? Are we giving the public the right

information? Are we answering the right questions openly and honestly?

Ensure that school board officials are prepared at all times for situations

involving the altering of test score.

Page 29: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

29

Did the staff go through proper protocol procedures during the crises? Did the staff have

all the right equipment during the crisis? Did the school board officials remain calm and

collected during the crisis? Did we conduct an interview with the heads of the department

about the crisis situation? Are there more ways to ensure that the staff can follow crisis

protocol procedures properly?

Maintain and establish a goodwill with all key publics involved.

Did we credit those who informed the public of the scandal? Have we informed our key

publics on the consequences of the crisis? Have our key publics been inform about all the

right things that we are doing? Are we receiving positive feedback from our actions?

Have we established how we are moving forward from the crisis and possible renewal

plans to take better steps if a similar incident happens again?

Page 30: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

30

Appendix

Crisis Inventory:

Crisis Probability Damage

Lice 5 2

Shooter 2 5

Drugs 5 3

Cheating 5 2

Teacher changing test answers 4 5

Fire 2 5

Tornado 2 5

Hurricane 0 5

Bomb Threat 2 3

Contamination in food 3 4

Child Molestation 4 5

Allergies/health issues 5 5

Bullying/fighting 5 5

Gangs 3 3

Theft 5 2

Power 1 1

Hacking 2 2

Violating Government Laws 2 4

Kidnapping 2 5

Page 31: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

31

Top Five Choices

Page 32: Crisis Communication Plan for Altering Test Scores for ...€¦ · This crisis plan provides the procedures and coordination of communication for the Cobb County School District (CCSD)

32

References

Caruso, J. (2015, April 14). Atlanta Educators Who Faked Test Scores Sentenced. Retrieved

June

22, 2015, from

http://legalinsurrection.com/2015/04/atlanta­educators­who­faked­test­scores­sentenced/

Georgia Bureau of Investigation. (2011). CRCT Report. Retrieved June 9, 2015, from

http://www.atlanta.k12.ga.us/Page/410

Jarvie, J. (2014, September 29). Trial begins for Atlanta teachers accused of inflating test scores.

Retrieved June 22, 2015, from

http://www.latimes.com/nation/la­na­atlanta­schools­cheating­trial­20140929­story.html

No Child Left Behind (NCLB) Act of 2001, Pub. L. No. 107­110, § 115,

Stat. 1425 (2002).

Reichrath, M. (n.d.). Curriculum, Instruction and Assessment. Retrieved June 10, 2015,

from

https://www.gadoe.org/Curriculum­Instruction­and­Assessment/Pages/default.aspx

Stirgus, E. (2015, April 1). Eleven of 12 APS defendants found guilty | AJC Latest News.

Retrieved June 22, 2015, from

http://news.blog.ajc.com/2015/04/01/eleven­of­12­aps­defendants­found­guilty/

Strauss, V. (2015, April 1). How and why convicted Atlanta teachers cheated on standardized

tests. Retrieved June 22, 2015, from

http://www.washingtonpost.com/blogs/answer­sheet/wp/2015/04/01/how­and­why­convi

cted­atlanta­teachers­cheated­on­standardized­tests/