Reader Panel
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MAY 2013 READER PANEL SURVEY RESULTS
Results of the May Reader Panel survey question, "Is the negative and often inaccurate rhetoric about public schools drowning out the positive news of the many successes achieved in U.S. public schools?"
Here are additional comments from those responders who have given us permission to quote them.
To the question, "How can we get the positive news about American public school success out to the media?"
Unfortunately, the current "culture" of the media has evolved into one that builds upon the negative rather than the whole picture. The media today is far more subjective than balanced, thus journalism / journalists are the product of this evolution. If we do not have the influence over the media / journalists to create the necessary balance, we must find and support independent sources who will continue to demonstrate the progress that is being made to the public. But, it also must be recognized that a number of reliable studies show that American schools have fallen behind many western world school systems in their pursuit for higher student achievement. The reasons for this and how we can improve must also be told to the public. This would require an objective investigative journalistic "culture".
Dr. Mark Levine, Educator and Educational Researcher, Florida
We need to send more stories, preferably with photos, of our activities and successes. Remember that testing doesn't make a very interesting story or photo!
School Board Member, Ohio
Discover a way to show media outlets that positive reporting sells and then public schools would get the recognition they need and deserve.
Donna Myers, School Board Member, Board President, Ohio
The emphasis is clearly on accountability. We need to achieve, and then demonstrate that achievement. However, it is increasingly difficult to achieve that. There is little media that is available to send that message. The print media is losing market share rapidly, and the broadcast media is declining on its impact. So much of the message has to be carried by our own generated content. And that is most likely to reach those already supportive of public education and committed to it. So, it is a very interesting challenge. We have been trying to solve it in our district for several years, and just haven't made any significant progress.
Terry Ward, School Board Member, Missouri
We need to provide more support and instruction to superintendents around the importance of and tools for good public communications. Though it may not seem like a good use of tax dollars, school boards must fund these efforts or risk bringing down a system that the nation has worked so hard to build. Public perceptions are based on trust and a steady drip, drip, drip of communications with honest, positive (even with bad news), yet very simple and consistent messages. Public schools have not responded effectively to the cacophony of well-funded, self-serving attacks with basic statements of facts and data that highlight the incredibly good value of public education. In part, I feel this situation has arisen out of a lack of requirements for school leadership to possess degrees or a high level of experience in public administration. While it is important to understand the educational aspects of running a district, since that is clearly the product, leadership must be trained in the much broader issues of operating a public corporation. Communications is only one of the critical elements to strong performance in public education, and getting positive news out starts with a deep appreciation of the value of quality public communications by boards and school leaders.
Jim Butt, School Board Member, Pa.
A continual release of good news by all school districts will help. There are so many great things happening in public education. It is also important to correct the inaccuracies that are released by the media with the hope that communities will care enough about public education to learn the facts and not believe the fiction. While we can not control what the media releases it is important to keep our communities informed with accurate information.
Jackie Cole, School Board Member, North Carolina
I live in Marshalltown Iowa with a population of just under 28,000. Media was always looking at our school system in a negative light. For the past four years we have been working on the Roger’s neighborhood project. This project took one elementary school and its neighborhood and challenged all community stake holders to work on the challenges that the Roger’s elementary school, and its students faced. This project was started by Mid Iowa Community Action (MICA) partnering up with Roger’s school. This partnership with the community has paid off for the Rogers neighborhood. In 2012 Marshalltown won and became an “All American City Award” recipient. In addition to this the Roger’s neighborhood just received a “Promise Neighborhood” grant. This has allowed us for the past two years to have a full day six week summer program for one hundred children greatly reducing their summer learning loss. This year it is going to be expanded. In addition to this in 2012 Marshalltown school students accepted Rachel’s Challenge as an anti-bullying campaign. Posters were hung claiming “Not in Our Town” and it was embraced by the entire community. Our local newspaper really became involved with this initiative and even removed there daily vent column where people of the community would write in and complain about various things that they did not like. In these four years the community has pulled together and realized what partnership and collaboration can produce. Now there are more positive writings in the newspaper reflecting our schools. It is important that you constantly inundate the media with the positives that are going on in your district. By doing this eventually you do get buy in from the businesses, city officials, and residents. Once this happens the media steps up and takes on an active role.
John Johnson, School Board Member, Iowa
If the media outlets would take the time to publish the good news, there would be more of a balance. I hate to say, but a local media outlet in a major metropolitan area has told me more than once that "this story is not newsworthy" in response to a press release about a local opportunity to show off good, positive learning. Perhaps the large professional organizations leverage some of their "weight" and capital to get news outlets to balance reporting with good news. I keep sending press releases, using social media, getting the word out any way I can. It would be helpful if the 4th estate would also drive energy and effort toward what Paul Harvey called "the rest of the story."
Michael Lubelfeld, Superintendent, Illinois
Although I think it is close, there is much more attention being given to the negative aspects as is the case with most media publications. Until the media more fairly reports both sides it is going to be a tough row to hoe.
Harry Martin, Superintendent, Arizona
Our district routinely sends press releases that capture many of the good things that are happening with our students and teachers. Often these releases describe collaborative efforts among the school district and various community groups as well as accomplishments of our students and staff. Our board chair has written letters to the editors of local and state newspapers to correct reports or to educate the public on what is really happening in public education. Our district has decided to write featurearticles about people who have received an education in our school system and have become successful as adults. The simple fact is that public education offers opportunity for all students. I am the proud product of public education.
Dr. Pam Adamson, School Board Member, Georgia
We have to find the positive stories. Look for the things we are doing well. Make sure staff, board admin are getting the stories out not letting just the bad rumors spill around town. If I go to an event at the school, I try to put something on Facebook saying what a great job the staff or students did.
Michelle Zettel, School Board Member, Idaho
Find it, write it up, distribute.
School Board Member, Maine
I believe it is out there, but it just isn't newsworthy to make it to the front page nationally or locally. If there is a choice between what they think is an attention grabbing scandal story and perhaps say a school has the highest ACT scores they have ever had, what do you think they will publish on the front page? Many successes are achieved at a local level and even though we submit newsworthy items, they don't always get published.
Mary Bruscato, School Board Member, Illinois
I wish I knew. Our PR department is always sending good news about what our schools, teachers and students are doing. It seems to go on deaf ears. I have been a board member for over 20 years and do remember the times that it made a difference and we saw it in the news much more. Recently our district received a national award for outstanding high school district for our sucess in envolving more students in sucessful use of AP courses. It was very excitng for us but the difficulty in getting local coverage was very sad. The focus is very high when a small percentage of situations happens and I'm not refering to tragic occurances. But when our students and our teachers do wonderful things no one knows because it is not news worthy. But it should be. Like student groups who take up causes to help others and the teachers who teach them how to be part of a global world.. Every month we celebrate a school for achievement above all and they come and speak to us about why they were chosen by their schools and fellow teachers we celebrate a teacher, student, support staff, student group and volunteer. we give them awards from the board and make a big deal about it. I wish more coverage could be done on this. but there seems to be no interest. that is too bad. because we have some great student and teachers and staff that hear more about what is not right than what is. We do what we can just wish there was more.
Vicki L.Johnson, School Board Member, Arizona
Tempe Elementary School District has excellent public information officers who have built a good relationship with the media. These relationships are critical as not all of the newspapers have full-time, dedicated education reporters. By developing and maintaining positive relationships with many reporters, including student journalists, the district is able to have stories covered that showcase school activities.
Rochelle Wells, School Board Member, Arizona
How can we get the positive news about American public school success out to the media? There is a systemic problem of schools of journalism. Media people have a trust level slightly better than politicians in recent polling. This is not a messaging problem for education, but a cancer in the ranks of journalism. It only takes a small amount of poison to taint many gallons of water.
Paul Vranish, Superintendent, Texas
When our students are compared to those in other countries, there is an assumption that the comparisons are apple to apple. However, tenth grade students in the U.S. essentially include all kids of that age group. In most other countries, poor performing students are no longer in the system by the tenth grade or its equivalent, which gives a skewed comparison. We need factual information to point out the disparities in the comparisons. School Boards and administrators need to be apolitical. Programs and day-to-day decisions need to be based solely on how to get every kid up to or beyond grade level in core subjects. School/community relations need to be strengthened in a wide variety of creative ways. Examples include requirements for all high school students to complete an approved community betterment project. It can be one per year or a single larger project for four years. Completion is required for graduation. All larger districts should employ a media and community relations professional who has definite, concrete goals. The Superintendent should make availability to the media a priority. Parent and community volunteers in the schools should be encouraged. (Naturally, background checks should be required.)
School Board Member, Wisconsin
Last year I began a blog and a couple of times a week I'll write 3-4 paragraphs about an issue or about something going on at school. There will be a couple of hundred hits per week, probably mostly staff and parents, and it has helped battle some of the negative. I have also consciously made an effort to respond more quickly to media inquiries and have worked to develop a positive, open relationship with the reporters. My hope is to be accessible and project integrity so that when we HAVE made a mistake, they might be a little more forgiving or at least not be so quick to jump to the conclusion that we are hiding something or withholding information. It, too, has begun to make a difference: Last week a mother who … trespassed [on school property] and her son was suspended for their disruptive and disrespectful behavior had contacted the local TV station the next day saying our school was not safe for students on campus after regular school hours. After communicating with the reporter, he realized the mother had other issues, and safety was not the true reason for her call. He killed the story understanding that now was not the time to run it. Our local newspaper seems to be barely hanging on; they have cut their reporting staff to just a few, and the daily edition is pretty skinny. So, the reporters left have less time to do in depth stories and need solid information. Our PR person works to provide them with good, well-written stories they can run with to make it easier for them.
Superintendent, South Carolina
With the Internet and social media, we should be our own news source.
School Board Member, South Carolina
By alerting the local news media to positive events in the schools or just to spend a day at the schools visiting classrooms, talking about their jobs and seeing a normal day and how great it is.
School Board Member, N.Y.
Do our best at our work. That is hard because we have to let go of what isn't working and embrace - over the long haul -- what is working and what is showing promise. Then, broadcast the successes we have made.
Debbie Wesslund, School Board Member, Kentucky
The media is mostly interested in bad news. Get them to appreciate the good news as well. Do not wait for the media to ask you. Go to them with the stories of dynamic teachers, hard-luck stories overcome by students, hard working support staff (janitors, administrative assistants, nurses), even the occasional principal or school board member who makes a difference. Invite them to every school event, no matter how simple. That keeps your name and school in front of them on a regular basis. This way, they start thinking of you when they need to fill up some otherwise empty space on a broadcast or newspaper. Get the support of the school board, who are usually connected in the community in ways other than education. Invite them to your school functions, and ask them to invite other "movers and shakers" to the event as well. Drop a note to the media saying that a city mayor, or state representative will be attending a school event is a good way to spark a story about the school itself.
School Board Member, Calif.
Newspapers, TV, text, Facebook, etc.
Joanne Schaeffer, School Board Member, Illinois
Additional comments:
I am an educational researcher affiliated with an International Educational organization and studies leadership and its / their effects on student achievement. Although there is a paucity of research in this field the research does show a balance and correlation between effort and effect. The media does not effect our research and findings but it does effect what the mass majority who only learns what they know from the media. They perpetuate this lack of information and become part of the problem rather than the solution.
Dr. Mark Levine, Educator and Educational Researcher, Florida
In Tempe Elementary School District we are fortunate to have an excellent marketing and community affairs department. Like many school districts in Arizona, we have had to cut our budgets every year, close schools, and eliminate programs. While the public often complains about administration costs, the public does not often realize the valuable work that is done by a community affairs department. With open enrollment in Arizona, school choice is very prevalent. Parents have many options for choice. Traditional public schools need to communicate to the public that choosing your neighborhood school is also a good choice. Traditional public schools also need to communicate to the school community about their schools because 7 out of 10 households in Arizona do not have children enrolled in school. Taxpayers need to know what is going on at their neighborhood school so that they can feel comfortable paying their taxes and voting for bonds and budget overrides. Using media and social media are an excellent way to keep the public informed about what is going on at their neighborhood public school.
Rochelle Wells, School Board Member, Arizona
We need to look internally to make sure we are doing everything we can to help students succeed. Once we are confident that we are, we need to tell the stories. Much of current media is looking for controversy so any story of a failure can overwhelm the successes.
Debbie Wesslund, School Board Member, Kentucky
My district did better before we began attempting to teach to the test! Yes, our schools have made AYP but now they changed the test, and let's not forget them shoving Common Core down our throats. First it was NCLB, now it's Common Core which we are supposed to give ten years as a proofing period. What happens to the kids during these ten years? Another lost generation just because the government wants to tell us what, where, when, and how to teach our own kids. All I see coming with standardized tests and common core is government take over and loss of local control. How sad … . I've been on our school board for several years, seen it all and can't even find half of the new innovative programs the government says are the best thing next to sliced bread!
Joanne Schaeffer, School Board Member, Illinois