1. Assessing the CCSS landscape, Messaging Guidance Messaging, and Earned/Social Media Tactics Getting the Word Out About the Common Core State Standards

2. Today's Agenda About GMMB Hear from You Landscape Guidance Discussion 2

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4. In Your District…. Top challenge w/ public Top challenge w/ internal audience Who handles your community outreach Who handles your social media 4

5. Landscape: Awareness & Support 5 Achieve, 2012

6. 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.” 6 Achieve, 2012

7. 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." 7 Achieve, 2012

8. 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) June 17, 2012 8

9. Landscape: Social Media Activity 9

10. 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

11. “If you are not riding the wave of change, you will find yourself beneath it.” 11

12. 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

13. 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

14. 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

15. 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

16. 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 16

17. 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

18. Engage!:Tactics Newsletters / eNewsletters Coffee conversations Calendars Feature a steady stream of resources Example: Council Parent Guides and Videos 18

19. 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

20. Discussion 20