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| CCSSO Resources on NCLB: Communications |
Public Opinion Research
 BRT Poll on AYP and Accountability
A summary of findings from research commissioned by The Business Roundtable, showing how parents and voters respond to key issues surrounding the reporting of Adequate Yearly Progress: concerns for groups that are struggling; attitudes about labeling schools based on the performance of one group of students; lack of awareness about the existence of achievement gaps in their local schools; predictions about the percentage of their state's schools that will be on this year's list; and more. (July 2003)
Videotaped Speech on School Accountability
An annotated transcript of an eight-minute speech, showing the reaction of suburban and urban parents and teachers to a hypothetical speech announcing "needs improvement schools." The transcript documents language preferences for each group. (The Business Roundtable, June 2003)
Plans and Toolkits
North Carolina Communications Plan
The Public School Forum of North Carolina, State Board of Education, and Department of Public Instruction collaborated on this very focused communications plan, which outlines top priorities and schedules for communicating with various audiences. (October 2002)
Media Relations
NCLB State Report Cards: Examples from the States
Links to report cards on SEA websites.
"Encouraging Shifts in News Coverage about 'Needs Improvement' Schools"
This review analyzes media clips about school accountability from large metros and mid-size regional daily newspapers between December 2001-June 2003. It finds that most articles continue to use the adjective "failing" to describe schools needing improvement, though more of the coverage is focused more on the consumer angle-news you can use stories. KSA-Plus (June 2003)
"Talking to Reporters about Your 'Needs Improvement' Schools"
Practical advice for talking about your state's "list" to journalists, featuring five guidelines, with links to sample clips. KSA-Plus (June 2003)
State Press Releases and News Coverage
As you release your list of "needs improvement" schools in the next months, please consider borrowing best practices and lessons from neighboring states.
Alabama
Alabama released its Title I schools' status on August 14. The press release lists schools needing improvement, provides an explanation for the rankings, and describes the measures used for the rankings.
Delaware
This news release is from Delaware's Department of Education concerning the release of the "Revised School and School District Accountability Ratings." The press release and report were released Monday, August 11, 2003. The release includes comments from Secretary of Education Valerie Woodruff as well as highlights from the report.
Georgia
Georgia's AYP report was released August 14. The press release contains highlights from the report, quotes from Superintendent Kathy Cox, and websites for further information.
Michigan Press Conference to Announce Initial List
In April 2003, Michigan Gov. Granholm and Supt. Tom Watkins announced the first wave of Michigan schools on the state's "needs improvement" list. The announcement focused on the state's proactive action plan for helping these schools. Resources include explanatory background information about Michigan's AYP plan, a communications plan and press release. Governor's Office. (April 2003)
Minnesota Release of Simulated List
In May 2003, School Superintendent Cheri Yecke delivered a speech drawing attention to the state's priority of closing achievement gaps. The same day, the department released a simulated list describing the number and types of schools that could be on the state's "needs improvement" list, based on last year's data. The list showed the percentages of schools missing AYP by one group, two groups or several groups; the percentage of urban and rural schools on the list; the percentage of schools where low-income kids, special ed students, etc. missed AYP. The simulated release provided an opportunity to introduce the media and public to this new accountability concept in advance of the actual release later this summer. Materials include the press release and a simulation template. Department of Education. (May 2003)
Montana
Montana issued its press release on August 14, along with a list of all schools and their AYP status. It also prepared an AYP guide for schools.
North Carolina
North Carolina issued its press release on July 18.
Oregon
This document is Superintendent Castillo's address to the Confederation of Oregon School Administrators, August 5, 2003, which addresses Oregon's preliminary AYP reports. The AYP reports for Oregon can be viewed at http://www.ode.state.or.us/nclb/ayp/index.asp.
Pennsylvania
This news release is from Pennsylvania's Department of Education concerning the release of the 2003 Academic Achievement Report by Secretary of Education Vicki Phillips. The release includes comments from Secretary Phillips as well as highlights from the report.
Virginia
Virginia announced its schools' AYP status Sept. 12.
West Virginia
West Virginia made their "needs improvement" announcement July 29.
Wyoming
A week before the AYP release, Wyoming sent out an announcement to brief the press on what AYP is how it is calculated. The AYP list is available at http://www.k12.wy.us/index.htm.
Press Release Template
To help states prepare for their needs improvement announcement, CCSSO has prepared a press release template.
Schools Needing Improvement: At a Glance
This two-page template provides a reader-friendly way to organize and put in context the information about the schools on your "needs Improvement" list and those that have made it off your list. (July 2003)
Communicating NCLB: State Strategies and Best Practices
A PowerPoint presentation that summarizes the public's attitudes about standards, testing and accountability - with specific suggestions for using this research to sharpen communications strategy and messages. (KSA-Plus, June 2003)
Communicating about Low-Performing Schools
A Powerpoint presentation with basic advice for being proactive, planning ahead, prioritizing key audiences, framing key messages, and identifying opportunities in advance. (KSA-Plus, June 2003)
Communicating about Achievement Gaps and NCLB: Strategies, Tools and Tips
Powerpoint with detailed communications advice focused on five key strategies, starting with the need to be proactive, clear, and frank. (The Education Trust, June 2003)
Using Report Cards
New school and district accountability reports offer a significant opportunity for school leaders to communicate about school progress. But the promise of these new communications tools will not be realized unless communications professionals help translate the data. This powerpoint features 12 guidelines for reporting school performance, including examples from around the country.
Suggested Answers to Questions about AYP
Guidance for answering questions about a variety of accountability issues, from special ed challenges to year-to-year fluctuations in test scores. (KSA-Plus, June 2003)
Why Standards? Why Tests?
Two-page summaries that make the case for standards-based education reform, with links to additional resources on the Achieve website. (Achieve, Inc., 2002)
The ABCs of "AYP": Raising Achievement for All Students
An easy-to-read explanation of the No Child Left Behind requirement that districts and schools measure the Adequate Yearly Progress of all student groups. (The Education Trust, Spring 2003)
Communications Opportunities Timeline
A one-page summary of key dates when education leaders will have a chance to discuss school performance and reiterate key messages. KSA-Plus (June 2003)
NCLB Reporting Deadlines
A summary of key deadlines for notifying parents about school performance, transfers, supplemental services, and other NCLB provisions. KSA-Plus (June 2003)
Communications Planning Template
For use in prioritizing objectives, audiences, messages, messengers, schedules, and roles. KSA-Plus (June 2003)
Expect More, Get More
Data showing improvement in states from Virginia to Massachusetts, helping to make the case that steady school improvement is possible. KSA-Plus (June 2003)
Ohio AYP FAQs
Example of a reader-friendly explanation of a state's policy for addressing AYP. Ohio Department of Education. (Spring 2003) |
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document last updated 8/21/2009
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