1. Talking about your test scores! 2015 K-PREP RESULTS

2. Talking about test scores Newspaper headlines we’d all like to have Elementary celebrates proficiency a decade early Area schools fare well on K-PREP Local districts achieve ‘Distinguished’ status Schools gaining ground on state tests

3. Talking about test scores Newspaper headlines nobody wants to have Twenty schools with the biggest K-PREP declines District scores near bottom Results fall for elementary school Two more schools fail to meet targets

4. Talking about test scores 1: Get the best press coverage 2: Beyond the media headlines

5. Talking about test scores How test scores roll out in the media  KDE releases embargoed data to media Oct. 1;  Media embargo lifted at 12:01 a.m. Oct. 1, but reporters will call earlier to get reactions to data.  Major media stories will appear Oct. 1; other media will report in coming days, or when scores are discussed at board meetings…or at events you create.

6. Talking about test scores Before-the-reporter-calls “to do” list  Break down the latest scores – Disaggregated data Where are the positives? Where are the negatives?  List activities aimed at raising test scores implemented prior to this school year What were the improvement targets? How did these activities impact scores?

7. Talking about test scores Before the reporter calls (cont.)  List current year activities aimed at raising scores What were the improvement targets? Do any of these activities have the potential to address negatives in the new scores?  Develop your test data release action plan What does your school needs to do? What can you say that you’re already doing?

8. Talking about test scores Making your own media contacts  Start calling reporters when you’re ready to tell your story  Consider involving a class room teacher: Is this a visual opportunity – class visit?

9. Talking about test scores Making your own media contacts (continued)  Are there opportunities for praise from central office or others on improvements?  Do you want to have a celebration “event” at your school?

10. Talking about test scores When the scores are bad news  Be ready to cite specific examples of actions already taken and others to be taken  If possible, cite a successful school whose programs will be studied for replication at your school  Remember: people are willing to accept explanations of action toward solutions more readily than excuses about why the problems exist

11. Talking about test scores Talking to reporters  Define your message down into three main points Progress point (one or more if you have them) Work to do point (again, if you have them) Credit point (for hard work done and going on)  Anticipate questions about the negatives Have an answer about what you ALREADY are doing as well as what you PLAN to do

12. Talking about test scores Talking to reporters (continued)  Aggressively focus on the success stories, the scores that show improvement What made the difference?  Spread the credit around Teachers; students; outside assistance (Central Office, volunteers, parents, etc.)

13. Talking about test scores Beyond the headlines: Telling your academic success story through non-news media sources

14. Talking about test scores Don’t leave it to the news media alone  Develop an article or Q-& A on your school’s scores  Get it to the staff; broadcast e-mail or bulletin boards  Get it to key community communicators  Post in on your Web / social media sites

15. Talking about test scores Don’t leave it to the media alone (cont.)  Send it home to parents in a letter  Discuss the data at school board, council meetings  Make a presentation at your community civic organization meetings

16. Media follow-ups  If the focus of media reports is negative, don’t let a year go by before you grab some positive attention Upon completion of corrective action plan, get the story to the local media Invite press to school council or school board discussion and/or civic group programs Alert reporters to any activity throughout the year designed to raise your test scores Talking about test scores

17. Talking About Test Scores Remember to focus your message: I t’s A bout K ids