I attended messaging training this summer while at the Association for Middle Level Education Affiliate Summit. The training was put on by the Learning First Alliance, a partnership of 16 leading education associations all focused on improving learning in America's schools.

I know we are facing some communication challenges presently, and I suspect some of you are, too, so here are my notes on that session (cleaned up a little).

Key Questions to Shape Your Messaging:

• What's your issue/messaging challenge?
• Who should you be reaching out to?
• What's your ask?

Key Findings from National Public Opinion Polls and Survey Data

• Recent growing support for teachers
• A belief that there is a lack of adequate funding
• Rank local schools high but think country's schools are in trouble
• Parents want to know how their child is progressing

Common Assumptions (from that national data)

• The community can be influenced primarily by parents, students, teachers
• Top education problems & issues: motivation, character, discipline, effort
• Student success and teacher effectiveness = caring
• Choice is good
• Reforms need a lot more money
• Everyone should have the opportunity to go to college
• Individualization is needed to strengthen basics (not for innovation)
• Education is a limited commodity (there is only so much to go around)

Common Agreements (from that national data)

• Public schools are key to a nation's economic future
• High quality pubic education is a right, not a luxury
• Public education benefits society
• Innovation is important, but don't experiment on my children – we need improvement
• Goal of pubic education is the preparation needed to support our country's quality of life

Values That Work in the Community (from the national data)

• Education is a shared investment
• The current system needs updating to prepare students to live in a rapidly changing world
• Improving education requires a practical set of iterative steps toward an ultimate goal
• Issues of equity are about the distribution of resources, not about bad people (maybe about unlucky people, not bad people)
• Don't say “my child” say “every child”