Transcript Document

Getting the Word Out About
the Common Core State
Standards
Assessing the CCSS landscape, Messaging
Guidance Messaging, and Earned/Social
Media Tactics
Today's Agenda
•
•
•
•
•
2
About GMMB
Hear from You
Landscape
Guidance
Discussion
3
In Your District….
• Top challenge w/ public
• Top challenge w/ internal audience
• Who handles your community outreach
• Who handles your social media
4
Landscape: Awareness & Support
Achieve, 2012
5
Landscape: Awareness & Support
“These new standards have been set
to internationally competitive levels in
English and math. This means that
students may be more challenged by
the material they study, and the tests
they take will measure more advanced
concepts and require students to show
their work.”
Achieve, 2012
6
Landscape: Awareness & Support
"...being designed to help determine
what students know and can do,
and whether they are on track to
graduate from high school ready for
college and career. Over time, these
new tests would replace the current
end of they ear state tests being
given here in <State>."
Achieve, 2012
7
Landscape: Traditional Media Coverage
"Common Core Standards Usher in Teaching Reforms"
Albuquerque Journal
April 9, 2012
“VVSD adds enhancement class to curriculum”
Chicago Tribune
June 26, 2012
“Md. teachers schooled this summer in core curriculum”
WBAL-TV
June 21, 2012
“Common Core Curriculum Rolling Out in Schools”
WJBF (GA)
8
June 17, 2012
Landscape: Social Media Activity
9
Landscape: Challenges & Concerns
Teachers voice concerns both about funding and adequate
supports for themselves and struggling students
The top concern for the general public is that implementation
will cost a lot but have little impact on student achievement
10
“If you are not riding the wave of change, you
will find yourself beneath it.”
11
Guidance: Why Integrating the CCSS Matters
• While support for the CCSS is generally high, as the level of
information across audiences increases, criticism and
concerns persist
• Building and communicating a positive narrative provides
educators with the political and public support they need to
get implementation right
12
Guidance: What We Know Works
• Own your new standards: Call them by the name your state
has given them. Those are the standards your districts are
implementing
• Get everyone on the same page: Stress that the standards
set clear, shared expectations for students, parents, and
teachers
• Don’t oversell consistent standards as a panacea for
improving education
• It’s about the students! Connect the work to the goal of
raising student achievement
13
Guidance: What We Know Works
• State-driven process: Remind audiences of the process your
state went through in deciding to adopt new standards
• Local flexibility: Underline the idea that your new standards
do not mandate a single curriculum. Emphasize your local
implementation efforts
• Demonstrate commitment to providing schools and
educators with the resources and support they will need to
implement the standards successfully, particularly in
helping struggling students
• Amplify voices of support – teachers, administrators
business community
14
Guidance: Messaging
Key Message: “The Common Core State Standards (CCSS) are
designed to provide consistent learning goals for all students,
regardless of where they live, and allow parents and teachers
to more effectively help all students achieve those goals.”
15
Guidance: Messaging
• Today, messages need to focus on the work underway in
districts to implement the standards and what successful
implementation looks like.
• Examples:
•
•
•
•
16
Training teachers to teach to the new standards
Aligning curriculum, assessments and instructional materials
Parental engagement and involvement
Participating in assessment consortia activity
Guidance: Messaging
• Effective messages acknowledge reservations/limitations
about testing:
• Students need to graduate read to compete in the global economy
• Tests cannot tell you everything about a student; but better tests are
an important tool to assess if students are on track; best when used
early so students get the help they need
• Current system is not working. New tests evaluate student progress
throughout the year; assess real understanding, not rote
memorization; less “teaching to the test.”
• Measure applied skills: teamwork, critical thinking, analytical writing
and problem solving
17
Engage!:Tactics
•
•
•
•
Newsletters / eNewsletters
Coffee conversations
Calendars
Feature a steady stream of resources
• Example: Council Parent Guides and Videos
18
Engage!:Tactics
• Leverage existing “hooks”
• Summer training
• End of year of assessments
• Parent/teacher conferences
• Partner with organizations who reach parents and host a
Twitter chat for your districts
• Tweet directly at local education reporters with news and
information on implementation
19
Discussion
20