Crg2
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The document discusses challenges and strategies for effectively communicating about character education programs. It notes there are multiple definitions and terms used for character education which creates complexity. It also notes people are bombarded with thousands of commercial messages daily. To cut through the clutter, the solution is to simplify the message, target specific audiences, communicate directly via stories and data, and use trusted messengers. The CMS program in Charlotte uses universal, targeted, and individual interventions and has seen decreases in office referrals and gains in instruction time as a result of its character education efforts.
Crg2
- 1. Communicating about Character Education Nora Carr, APR Chief Communications Officer Charlotte-Mecklenburg Schools
- 2. The challenge Multiple, fuzzy definitions Multiple, fuzzy terms Competing philosophies, curriculums and programs Multiple spokespeople, voices Lack of data or “soft” data Complexity and clutter
- 3. The context Number of commercial messages per day = 4,000 to 5,000 Number of messages received in the office daily = 204 Number of emails sent annually by businesses = 1.4 trillion Only 54% of Americans read the newspaper one time per week Average TV sound bite = 7 seconds
- 4. How do we cut through the clutter, and win hearts and minds?
- 5. The solution Simplify and stay on message Target audiences Go direct Tell stories Use data to bolster stories Package and brand your message Deploy trusted messengers
- 6. Simplify and stay on message
- 8. Go direct Bypass gatekeepers Create channels that take your message directly to your audience Subscription e-Newsletters Voice, email and text broadcasting to targeted groups Special events, meetings, conferences, face-to-face ops
- 9. Tell stories
- 10. In data we trust Media briefings Board of Education meetings Speaker’s Bureau Conferences White papers Internet Package, simplify and add visuals for TV Always visually show human impact
- 11. CMS strategies General character education program Direct instruction of socially-acceptable behaviors 3 levels of intervention Universal Targeted Individual
- 12. CMS results 65 schools Elementary schools: 40% decrease in office referrals Middle: 23% decrease in office referrals High schools: 18% decrease in office referrals Gained 257 hours of instructional time 3 National Schools of Character 4 schools cited for “promising practices” Character education schools report fewer discipline referrals, better parent and student perception of safety and discipline
- 17. We say… The public hears/thinks… Character education Civic virtue Developmental assets Service learning Citizenship Morals or moral education Character traits Ethical dilemmas Authentic assessment The “golden rule” Something for snobs Medical condition Giving back, volunteering Voting Parents’ responsibility or Aesop’s Fables Values Right vs. wrong Bunch of hooey
- 18. Banned words and phrases Implement, maximize, utilize, facilitate, bifurcate Experimental education, experiential education, authentic instruction Pedagogical strategies, curriculum infusion “ Best Practices,” evidence-based, research-based Theory of Action Text-based instructional device Hands-on, student-centered activities Enhance in-home academic regimen Stakeholders, publics, citizens, audiences
- 19. “ People don’t care about the size of your vocabulary. They care about the size of your heart.” – Terry Abbott