Leading Communication about Instruction | Dr. Anne Meek
Program Description
This program provides a detailed examination of the components and principles of successful marketing and communications, with special emphasis on assisting parents in understanding instructional issues. In addition, the program especially helps educators to communicate with parents about instruction, test scores, and student achievement. The materials are those found in the first section of the Guide for Instructional Leaders #3, An ASCD Action Tool (ASCD, 2004), written by the provider.Virginia Standard(s) Addressed
Instructional Leadership (ISLLC standard 1) and Communication and Community Relations (ISLLC standard 4)Program Goals and Objectives
By the end of this program, participants will learn how to assess the climate in their schools or offices, review parent survey forms, create a strategic communications plan, analyze audiences in the school zone and division, align communications vehicles with audience segments, hold "big-picture" discussions with parents regarding education, improve parent-teacher-student conferences, talk with parents about test scores, and manage on-camera interviews about test scores effectively.Program Format
The activities will be based on the Guide for Instructional Leaders #3 (ASCD, 2004). Activities include individual and private responses to checklists; partner sharing of responses, followed by group discussion; development of first draft of strategic communications plans; role-plays and critiques of media interviews; small group or partner "comparison shopping"; and question-and-answer times.Target Audience
School-based or central office administrators and teacher leaders.Self-Selection and/or Identification Through School Division
Yes/yes. The training material can be purchased separately and used for self-study, but is designed for group processes. Any designation of individual or group performance needs would suffice.Duration of Program
- The full program would take two half-day sessions, depending on the size of the audience and the needs of the school or division. For a large group (25 or more), two full days would be ideal, that is, 8 to 4 or 9 to 3, with lunch provided each day.
- An overview of the program can be given in a 3-4 hour session. For this, I would recommend the school or office climate checklist, drafting a communications plan, and discussions about working with parents; but any combination of activities is available.
- Additional activities can be added to meet particular needs of any group, for example, writing news releases or developing media guidelines for schools and divisions.
Outcomes Measured
- First draft of strategic communications plans. Criteria for evaluation include (1) relationship to results of climate surveys, (2) relationship to instructional emphasis, (3) relationship to prototype plans provided in the materials, and (4) relationship to specific school or district needs.
- Peer ratings of performance on "on-camera" interviews.
- Peer ratings for parent-teacher conference role-plays.
- Peer ratings of news releases.
Program Evaluation
- Comparison of beginning assessment with end-of-workshop assessment.
- Participant evaluation forms.
Contact Information
Dr. Anne Meek
1930 Hunters Trail
Norfolk, VA 23518
Phone: 757.857.3801
Email: annemeek@aol.com