Telling Your Urban Education Story

1
Telling Your Urban Education Story
Presented by Aimee Stern, Potomac Communications
Group and Dr. Kathy Zantal-Wiener, Temple
University
2
Good Communicators

• Engage their listeners minds and hearts by
• Saying great things in simple terms
• Telling stories about real people solving real
  problems
• Listening and learning from what their audiences
  tell them

3
Effective Messages Are

• Positive
• Compelling
• Credible
• Forward Thinking
• Memorable

4
Remember these. . .

• I am not a crook.
• The only thing we have to fear is fear itself.
• Its the economy, stupid.
• Winning isnt everything, its the only thing.
• If you cant feed a hundred people, then feed
  just one.
• No Child Left Behind

5
Three Critical Drivers of Systemic Reform

• 1. Standard-based curriculum that is aligned with
  instruction and assessment
• 2. Policy support for high-quality learning and
  teaching
• 3. Achievement of all students, including those
  historically underserved

6
The USP Message Triangle
Infrastructure built to sustain K-12 reform.
Measurable improvement in K-12 science and
mathematics education.
All students can succeed in science and
mathematics.
7
Infrastructure built to sustain K-12 reform.

• Supporting Points
• Develop quality teachers and teacher leaders
• Provide teachers with ongoing training and
  support
• Collect and use data to monitor progress
• Conduct Principal Institutes
• Establish partnerships with businesses, community
  groups and other stakeholders

8
Measurable improvement in K-12 education.

• Supporting Points
• Interactive, hands-on science and mathematics
  curricula aligned with state standards
• Evaluate and improve teacher performance
• Implement data-based decision making
• Increase the number and breadth of science and
  mathematics courses offered

9
All students can succeed in science and math.

• Supporting Points
• More students take and complete AP courses and
  exams
• Increased enrollment in higher-level science and
  mathematics courses
• Students receive science and mathematics-related
  internships and scholarships

10
Adapt Messages for Different Target Audiences

• Teachers How new practices were implemented
  what evidence-based practices worked with which
  students successful professional efforts and how
  they benefited teachers
• Policymakers Test score improvement narrowing
  the achievement gap expert endorsements funds
  well spent
• Continued

11
Adapt Messages for Different Target Audiences

• Families Program and student awards
  scholarships students received directly linked to
  your program better student performance on
  science and mathematics achievement tests
  after-school and summer jobs and internships for
  students activities (e.g., workshops, books,
  materials) that parents can use to help their
  children with science and mathematics homework

12
Education Community Outreach

• Education clearinghouses
• Systemic reform Web site
• State education agency communication vehicles
• Education trade publications
• Trade association publications (daily bulletins)

13
Local and School District Outreach

• Education reporters at local or regional
  newspapers
• District newsletter
• Teachers union newsletter
• School newsletter

14
Telling Your Urban Education Story
This material is based upon work supported by
the National Science Foundation under Contract
Number REC-9912177 Task 10 (B1403X), awarded to
Temple University/Institute for Survey Research.
Any opinions, findings, conclusions or
recommendations expressed do not necessarily
reflect the views of the National Science
Foundation.