6 Simple Ways Teachers Can Help Promote Their Schools

An African Kikuyu proverb states, “When elephants fight, it is the grass that suffers.” Unfortunately, our schools have become battlegrounds over political issues. Politicians vow not to fund public schools until they provide a quality education, yet schools have to reduce the quality of their services as they receive inadequate funding each year.

In response, educators feel undervalued. Morale is damaged. School employees begin to feel down on their profession and their local school system. And ultimately it is the students who pay the price.

Positive promotion helps kids. Below are some simple suggestions for sending forth messages about all the good that is taking place in classrooms on a daily basis.

1. First, get the message out, and do it quickly. In this day and age when everyone carries a smart phone that has a still camera, a video camera, and multiple social media connections, news is instantaneous. A message that goes out first has the advantage in swaying public opinion.

There may have been a time when newsbytes needed to be routed up through the channels of communication to the building principal and then to the district office. Nowadays that is lost time and a lost advantage.

2. Second, start with the Parents. The best technique for a good public relations program is a successful classroom teaching experience. Connect with the parents. Returns calls and e-mails promptly. Above all, take time to make connections on positive issues. Make a point of calling each parent at least once each year to talk about something good his/her child has done.

3. Third, utilize your district’s messaging system. Maintain the relationships you are developing with your parents by keeping them informed and connected to what is happening in your classroom.

4. Fourth, connect through social media. The world is online. Facebook is now bigger than the largest country on earth. As of 2015, 1.39 billion people log into Facebook each month, and that is more than the entire population of China. Your kids, parents, and community are online. Post all the good work you are already doing.

5. Fifth, use the power of photography. Social media started with text messages of 140 to 160 characters. Yet, a picture is worth a thousand words. Now the new impetus in social media is to attach a visual image to any message to grab greater attention and make it more powerful.

6. Sixth, retweet and share. Think about the power afforded to a school system where 500 employees all share a Facebook post of something positive that is happening in school or retweet a positive message promoting your school. Imagine how exponentially the message could travel. And it is so simple. All a person has to do is recognize that something positive could help your school if more people knew about it. Then simply click on the Share link.

If something as trivial as a silly cat video can go viral, why can’t an important message about the good work of your school at least go out to your community?

Positive promotion helps a school system. And if it helps the school, ultimately it helps the kids. Let us all do our part to promote our individual schools and American education by extension.

Parents Know Better that American Schools are Strong

There is a paradox present in the public perceptions of the schools in the United States. For years I have seen this same result in the annual Gallup poll on American public K-12 education. A paraphrase of one question reads, “Overall, how satisfied are you with the quality of K-12 education in the U.S. today?”

In the latest poll (which is very similar to poll results for each of the last ten years), only 45 percent of those polled expressed some level of satisfaction with the quality of America’s public schools. The majority, or 54 percent, indicated dissatisfaction.

At the same time for each of the last 17 years, people were polled with a similar question, but one with a distinct difference. Parents were asked, “How satisfied are you with the quality of education your oldest child is receiving?”

Overwhelmingly, parents expressed satisfaction with the quality of the local school system their child is attending. A dominant 76 percent of parents said they were either completely satisfied or somewhat satisfied with the educational quality of their child’s K-12 school. Only 18 percent expressed dissatisfaction.

And these results were very similar to the results recorded fifteen years earlier in 2000 and with little deviation throughout the intervening years.

If this polling truly represents the length and breadth of our great nation, then the two numbers should be similar and not polar opposites. Gallup is among the best in the business. I trust their poll numbers. On a school-by-school basis, our American public is pleased with public school quality. The difference in the polling tells me there is a perception problem.

People know their local schools from first-hand experience. However, the only way the average person can know our nation’s schools is by what they read and hear from national news, politicians, and pundits.

Let us cut through the phony criticism. Americans like their schools. They regard the schools as providing quality education to their children.

This is an opportunity to celebrate and demonstrate our optimism for public schools. In business the customer is always right. For America’s schools, their customers support the work they are doing.

Restoring Optimism for Public Education

Public education is in a state of crisis. It is vilified by uninformed media, greedy business people, and opportunistic politicians who decry it as a failed institution and a waste of tax dollars. As a result, political leaders, policy makers, and legislators decide to limit further investment in this otherwise essential public service. 

The result of this condemnation is ongoing underfunding, dwindling resources, discouragement, and a teacher shortage now in drought conditions. Perhaps the greatest casualty of this onslaught is the erosion of public confidence in its schools. This is indeed a sad and unjustified loss.

An essential part of the job of every public educator must be advocacy for the profession. This is hard for many of us. It does not fit in our wheelhouse. We were never trained with any sense that public relations was a key essential among our job skills. As a result, some shrink from this duty. I have heard it said, “I just want to go into my classroom and teach.” Unfortunately, the ostrich approach is one of the limitations we must overcome.

However, we have those champions among us who step forward and lead. Understandably, when an institution is under attack, supporters often respond emotionally to the attacks. This sometimes results in acrimonious replies and accusations laced with vitriol. For all of us who have become disgusted with politicians, we cringe at their affronts and hate-instilling rhetoric.

To build a brighter future for public education, we need to frame our narrative with positive messages. Let us tell our public what is still right about our school, how they are making a difference, and how much more we can accomplish if we have adequate resources. This builds alliances and supporters. People want to be part of a positive and hopeful cause.

Eschew the urge to fight back. We appear small as a result. Confrontation intimidates many. Fill the message with the many wonderful things happening in education today.

If you think about it, this can be really easy. Our work in service to humankind writes a million positive stories every day. The time is now to bring forth all the good there is in our profession. We need to emphasize the benefits to civilization as well as the rewards we reap as career educators.

People want to hear the positive messages. In a world where the nightly news is inundated with stories of sadness, suffering, and sometimes horror, we have the opportunity to be the shining star that guides our culture. People want to hear what is right with the world. So let us all start and end our conversations with all that is good in public education. When we all do this, our public support will return.

So sing it with me: “The sun’ll come out tomorrow. Bet your bottom dollar, . . .”

Change in Communication for School Leaders

This is my second installment in a series of blog posts on the changing nature of school administration and school leadership. This post speaks to how expectations for communication have changed.

As I write this, we are approaching the two-year anniversary since the Boston Marathon bombings on April 15, 2013. Our nation was anxious for the apprehension of those responsible. As the manhunt built to its crescendo, I followed along simultaneously on television, news apps, and Twitter. On Twitter, I witnessed the emotions shared by individuals from far away and right in Boston. Our combined energies surged as our brave law officers closed the net, and we collectively cheered the outcome.

Afterward, it struck me that this was a new moment in our culture where we not only witnessed the news instantaneously but also, in some very small way, participated in it.

Much has changed in the last 100 years in the public's expectations for news and information. A century ago, news sometimes took weeks to reach its audience. In the 1930's, radio set a new standard for the immediacy of news. Television later competed and hastened the pace. But it was the modern Internet that made news instantaneous.

For years schools were largely oblivious of the need to communicate openly with their public. As the competition for students opened up between districts, schools polished their game. The usual result was a monthly newsletter. Later schools added web pages, but even this has not yet been fully supported.

However, our public is not waiting for us to catch up with modern standards for sharing information. They expect modern web sites with up-to-date news and the ability to find the information they seek. They want instant text messaging for important issues, and they want school information to come through multiple sources.

Most importantly they expect to hear the most important news immediately. Moreover, they want the news explained to them in a way that refers to them personally.

We were all shocked and saddened by the tragic news from Newtown, Connecticut, in December of 2012. But what surprised me afterwards was the way our public wanted our local school to respond to them in some way with assurances of what we were doing to keep their children safe.

This is the modern world. News is instant, and people can interact with it. If a school truly seeks to reach its public, it must share news the way the public expects it.

Change and School Leadership

This is my first installment in a series of blog posts on the changing nature of school administration and school leadership.

Conformity was the job of schools when I started as a school administrator. It was not all that long ago, but it was long enough that much has changed from the work I was trained to do to the work of school administration I now perform. Conformity was what society wanted for our graduates so they could fit into the workforce and society. Conformity was the expectation for schools, that they would fit our public vision for what a school should look like.

I remember my first job as an assistant principal in a large suburban middle school. I was in charge of writing our building's annual accreditation report for the North Central Association. One of my tasks was to count the number of chairs in the school library. Schools were expected to conform with the standard that in a quality school a certain percentage of the student population had to be accommodated within the school library at any given time. Accommodation was defined by the number of chairs in the room. We did not have enough chairs, so I was instructed to find more chairs and count again before I deposited the report in the U.S. mail.

The paradigm of the time was such that a school should look, feel, and act in a certain way, and much of that was quantifiable.

That same year, I succeeded in persuading my head principal that I needed a desktop computer to help me do my job. He was very skeptical but finally relented, and I was one of the first principals in the district to use a computer in the performance of my duties.

That was just one of the many changes to come in the field of school administration.

President Franklin D. Roosevelt once warned our nation that our only real fear should be fear itself.

As I reflect on the changing nature of schools, administration, and leadership, it strikes me that the greatest change of all is change itself. We must recognize change when it is occurring. We must explain why schools must change to meet the challenges of a new world. We must be prepared to manage change, and we must be change leaders. Change has replaced conformity as the model for education.

We can no longer seek a conformity model for a school, one that can be measured and quantified. In  fact, it is one of the things holding us back now from providing quality instruction to our students when we look at models from the past rather than seeking a vision for the future.

Change is the world in which we now reside. It is how we adapt to that change that determines how successful we will be.

School and Community Working Together

A business community is most prosperous when it is supported by a strong educational system. The schools train the workforce for the businesses. What's more, a good school helps employers recruit, hire, and retain the best employees.

Likewise, a vibrant business community enhances a school system. Growing businesses bring students to the community. The businesses provide mentoring, internships, and other real-world learning opportunities that schools cannot provide by themselves. Students have jobs to support them while they attend school, and the businesses provide employment opportunities for students upon their graduation.

For these reasons, it is important for schools to work side-by-side with business and industry to enhance the local community.

Traditional education, as we see it in so many school systems, was developed early in the 20th Century. At that time, the primary source of employment in the United States was in manufacturing. So the primary duty of schools was to get students ready to assume their places in the industrial machine of America in the 1900's.

Employees needed to be able to read instructional manuals, take directions, and operate machinery in order to be successful in manufacturing. Schools initially provided instruction in the basic subjects of reading, writing, and arithmetic.

Moreover, schools were developed to emulate factories. Students began work on the bell, just like in the workplace. Then students received their component educational strands, moving from one period to the next throughout the day. This was modeled after the modern assembly line for the sake of efficiency.

Later as our towns and cities grew with their growing industry, societal problems emerged. Schools responded by adding social studies and civics to their curriculum. After World War II, the world was experiencing a revolution in scientific learning. America launched a major national initiative to emphasize science as an important subject matter in our schools.

But with the dawning of the 21st Century, our world changed again. We are in the Information Age, and the driving forces are our advancing digital technologies. As a result, the workplace is again changing. Schools need to ensure we are providing our students with the skills they need to successfully support business and industry.

To be sure we are giving students these skills, we need to look at the research of what businesses need. A researcher Tony Wagner asked business leaders what skills are needed in the modern workplace. In his book The Global Achievement Gap, Dr. Wagner names his Seven Survival Skills as defined by business leaders in their own words. Those seven skills are as follows:

1. Critical thinking and problem solving
2. Collaboration across networks and leading by influence
3. Agility and adaptability
4. Initiative and entrepreneurship
5. Effective oral and written communication
6. Accessing and analyzing information
7. Curiosity and imagination

Therefore, if schools are doing their best to support business and industry, we need to heed the work of people like Tony Wagner. We need to give students the skills they need for the future, not based simply upon what we have done in the past. We call these skills the Seven C’s of 21st Century Skills. They are

• Critical thinking and problem solving,
• Collaboration and leadership,
• Cross-cultural understanding,
• Career learning and self-reliance,
• Communication,
• Computing and ICT (Information and Communications Technology) literacy, and
• Creativity and innovation.

Today's employees need to be highly skilled. They need to be independent thinkers, able to solve problems and innovate. In response, we must change the way we teach students, as well as what we teach. Change does not come easily. We ask for parents and patrons to support us as we seek to adapt and change so that we can do our best possible to support local business and industry and advance the prosperity of the United State of America.