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Assessing the CCSS landscape, Messaging Guidance Messaging, and Earned/Social Media Tactics
Getting the Word Out About the Common Core State Standards
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Today's Agenda
• About GMMB• Hear from You• Landscape • Guidance• Discussion
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In Your District….
• Top challenge w/ public
• Top challenge w/ internal audience
• Who handles your community outreach
• Who handles your social media
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Landscape: Awareness & Support
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Achieve, 2012
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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.”
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Achieve, 2012
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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>."
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Achieve, 2012
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Landscape: Traditional Media Coverage
"Common Core Standards Usher in Teaching Reforms"Albuquerque Journal
April 9, 2012
“VVSD adds enhancement class to curriculum”Chicago TribuneJune 26, 2012
“Md. teachers schooled this summer in core curriculum”WBAL-TV
June 21, 2012
“Common Core Curriculum Rolling Out in Schools”WJBF (GA)June 17, 2012
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Landscape: Social Media Activity
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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
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“If you are not riding the wave of change, you will find yourself beneath
it.”
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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
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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
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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
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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.”
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Guidance: Messaging
• Today, messages need to focus on the work underway in districts to implement the standards and what successful implementation looks like.
• Examples:• Training teachers to teach to the new standards• Aligning curriculum, assessments and instructional
materials• Parental engagement and involvement• Participating in assessment consortia activity
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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
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Engage!:Tactics
• Newsletters / eNewsletters• Coffee conversations• Calendars• Feature a steady stream of resources
• Example: Council Parent Guides and Videos
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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
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Discussion
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