Public Education Campaign

The Concerns:

The education community in this nation is currently facing a set of major challenges. They include:

Concerns about public confidence and support in public education. The identification of large number of schools under NCLB as "in need of improvement," has the potential to undermine public confidence in the public education system. As choice and supplemental services requirements of NCLB kick in, the political/public discussions may focus on these "fringe" issues rather than the core issues of where the nation is doing well and what it takes to get every school to high performance.
A dominant public message is that success is equated with improved test scores. The standards-based reform movement has done much to change expectations of student performance and improve our education systems. The increasing emphasis on measuring student performance results has been an essential element of the success of these efforts. However, the emphasis on test scores in reading and mathematics (and, far to often, scores on low-level, non-aligned tests), tends to significantly narrow the definition of the purposes of schooling.
The message is controlled by others. The education community has not communicated a clear, common vision and message about our beliefs about the purposes of education, the imperative of increasing performance and closing the achievement gap, our common sense ideas about what it takes to meet these goals, or our willingness to do it. As a result, the message is controlled by others and the education community is too often seen as reactive apologists for poor performance.
Massive state budget cuts. While there is much we can do to improve student achievement without new funding, but budget cuts will put extreme pressure on attempts to improve teaching and learning.

In response, the Learning First Alliance seeks to launch a multi-year public campaign in support of public education.

The Campaign Goals

The major goal of the campaign will be to sustain public support for public education in the face of large numbers of schools labeled "in need of improvement" under NCLB. We want to shift the public education debate and media message about education from fringe issues (vouchers, privatization) and what isn't working to a discussion of what is working, why public education is essential to our national future and what it will take to enable all schools to prepare students for the 21 st century.

More specific outcome goals are:

In all communities, maintain current levels of support for public education among parents and the general public through a convincing message about (1) the value of quality public schools for all our students; and (2) how educators and the public can work together to achieve 21 st century standards of excellence for every child.

In communities where schools are designated "in need of improvement," improve the understanding of public school parents and community leaders about the basis for the designation, and rally around productive efforts to improve the public schools.

Strategic interim goals are:

Alliance organization members have an effective and common way to articulate the value of public education and are equipped with messages and strategies for proactively engaging public school parents and community members in conversations about how to get all schools and all subgroups of students achieving at high levels.

Education community is seen as putting students first and leading the education debate in a positive and productive manner.

Media coverage of public education increasingly reflects our message.

Key Strategies

Element #1: Big message on public education

Our strategy will be to provide member of the 12 LFA organizations and the public with a compelling, positive, tested message about the value of public education to our nation and a set of core strategies it will take to make all schools good schools.

The core of this work will consist of getting the message right, through both an interactive process with your organizations' leadership and through focus group testing (both LFA members and with the public).

A very beginning idea of message is sketched out below:

Principles Upon Which Education Is Founded

Throughout the nation's history, public schools have been called upon to ensure the establishment of an educated citizenry, to protect the general welfare, and to promote the free practice of democracy. Public schools are charged with the responsibility of maintaining the values upon which this nation was founded, while driving the changes that will strengthen our union and ensure the continued protection of equality and the right to pursue life, liberty, and happiness. While the content of education in the 21st century may differ from that of schooling in the 1700s, the core principles for public education remain largely unchanged. As we focus on the needs of students today, we must remain true to the underlying principles of public education that are just as appropriate now as they were more than 200 years ago.

The fundamental purpose of public education is to

Create and perpetuate a nation that values and engages all its citizens
Develop a citizenry capable of self-government
Foster a safe and free society
Equalize educational opportunity for all
Provide information and develop the skills essential to individual economic prosperity and the general welfare

To bring about these principles, public education must ensure that each child and young person

Has access to high-quality elementary and secondary schools
Learns the basic skills necessary to be engaged, productive, and responsible citizens
Becomes an active problem solver able to pursue continued learning experiences
Participates in the economy and in our democratic forms of government

Public Education Can Accomplish This When Everyone Works Together to Ensure

Every child has a caring and competent teacher who knows their subject matter and how to teach it well to diverse students
Every teacher has a clear curriculum to teach and the necessary time, training and supports to improve their teaching
Families and communities support children's learning outside of school
Equitable funding so resources are provided according to needs
Every child is taught a world class curriculum that ensures the basics plus the problem solving, decision-making, technological and team work skills needed for the 21 st century, etc...
Every school district makes improving instruction its top priority and creates the systems and supports to make this happen

Element #2: Targeted Message on Schools in Need of Improvement

Starting this summer and continuing over the next few years, increasing numbers of schools will be identified under NCLB as schools in need of improvement (SINOI). Some schools will be identified because one or two subgroups of students are failing to make adequate progress; some because virtually all students are so failing.

Educators, policy makers and community leaders - in these schools, in districts with large numbers of these schools, and in every state-would benefit from guidance in how to talk about the meaning of the "in need of improvement designation," how to talk about data concerning specific low-achieving subgroups, and how to use the designation as an opportunity to engage community support.

The core of this work will be to develop suggestions for talking about SINOI that fit within the larger message framework we develop.

How We Get the Message Out -- Key Operational Strategies:

Multiyear. This will be designed as a multi-year effort. Unless NCLB is amended, each year in the coming decade will see increasing numbers of schools identified as low performing. While the message will undoubtedly change as the public debate changes in the coming years, there will be no diminishment in the need to engage our members and the public in a conversation about the values of a functioning public school system and what it will take to ensure quality schools for all.
Partnerships. We will reach out to a range of organizations - NAACP, LaRaza, National League of Cities, and others - to garner support for the message and getting it out.
Web-based materials on both the "big message" and specific suggestions on talking about "schools in need of improvement."
- On the "big message" materials would include: a slogan or theme that brands the campaign; a consensus statement of principles/values and description of key strategies essential to make all schools successful; sample op-eds and articles; suggestions on how members might use the materials.
- On schools in need of improvement, materials would include explanations of is the meaning of the designation; suggestions about how to present and talk about school data; guidance on what can say in school meetings, to press, etc..; sample op-eds and letters to the editor; and web links to useful resources.
National Presence. We will attempt to couple this "grassroots" campaign about a big message in support of public education with a national presence that would include national spokespeople to carry the message and a PSA campaign.

Questions for State Leaders

Do you see a need for a campaign of this sort in your state?

What would make a national campaign useful for your state and your organization?

What messages about the purposes of public education do you think will resonate in your state/community? Is there anything in the box on page three you find compelling? Off-putting?

What messages do you think would be helpful in talking about schools " in need of improvement"?