Communicating Education Reform At 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 3

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 Opinion Influence 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 ReportersBuild 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

Jason Smith