Communication is key to Common Core: educators must begin now to prepare their communities for how assessments will change after Common Core implementation

Context on Common Core State Standards implementation across most states.
Highlight: Two-thirds of Americans lack awareness of these standards and related assessments (Bushaw & Lopez, 2013).
Importance of effective communication as identified by the Education Trust's research on state assessment changes.
Research methods included interviews in states like Florida, Georgia, New York, Tennessee, Texas, and Virginia, focusing on communication related to new assessments.

Necessity for educators to prepare communities for changes in assessments due to Common Core.
Role of Patricia A. Maunsell, a principal at M2 Communications, providing strategic counsel to education entities.

Tennessee's approach: Coalition of about 30 organizations, including diverse stakeholders like parents, teachers, and business leaders.
Mutual respect in coalition-building essential for trust and efficacy.
Results: Tennessee’s citizens comprehended that initial scores on new assessments would be lower; communication helped build trust.
Reference to the "Expect More, Achieve More" website for resources and continued efforts.

Involve all stakeholders: teachers, parents, advocacy groups, and business leaders from the beginning.
Open dialogue fosters trust necessary for changes, especially when delivering difficult news.
Example: Tennessee built a coalition post-recognition of achievement gaps, aiming for a seamless transition to more rigorous standards.

Criticality of two-way communication for building relations and support for new assessments.
Engage business leaders early; their input aids efficiency in raising expectations and managing assessments.
Regional examples: Tennessee’s governor engaged stakeholders through public meetings, surveys, and consultations to build a network for effective communication.

Ensure clarity within all educational bodies; everyone should be able to articulate the new standards’ rationale.
Message consistency from the top level (state superintendent) down to principals and teachers is vital.
Florida's strategy: Provided talking points to superintendents to facilitate parent-teacher dialogue about new assessment processes.

Collaborate with established organizations like PTA in New York and community groups in Georgia and Tennessee to leverage their networks.
Regional offices in states played a significant role in spreading information effectively to local educators about assessment changes.

Messaging should clarify:
- Importance of assessments
- Implementation strategies
- Use of assessment results and their implications for students and teachers.
Virginia’s feedback led to tailored email communications as the preferred channel for teachers rather than an RSS feed.

Importance of choosing the right communication tools and methods; adapt to the audience’s preferences.
Tennessee’s approach included comprehensive strategies like newsletters, town hall meetings, and public service announcements.

Start communicating about changes early to avoid backlash; anticipate stakeholders’ questions and concerns.
Tennessee’s strategic communication mitigated negative reactions when initial assessment scores were released.
Local engagements, such as Nashville's district council meetings, created personalized outreach strategies to enhance stakeholder understanding.

Communication must be viewed as an ongoing process, fused with trust-building and stakeholder collaboration.
Emphasize necessity: effective communication is integral to the successful implementation of educational standards and assessments.