Talking about your test scores! 2015 K-PREP RESULTS.

Talking about your test scores!

2015 K-PREP RESULTS

Talking about test scores

Newspaper headlines we’d all like to have

Elementary celebrates proficiency a decade early

Area schools fare well on K-PREP

Local districts achieve ‘Distinguished’ status

Schools gaining ground on state tests


Newspaper headlines nobody wants to have

Twenty schools with the biggest K-PREP declines

District scores near bottom

Results fall for elementary school

Two more schools fail to meet targets


1: Get the best press coverage

2: Beyond the media headlines


How test scores roll out in the mediaKDE releases embargoed data to media Oct. 1;

Media embargo lifted at 12:01 a.m. Oct. 1, but reporters will call earlier to get reactions to data.

Major media stories will appear Oct. 1; other media will report in coming days, or when scores are discussed at board meetings…or at events you create.


Before-the-reporter-calls “to do” listBreak down the latest scores – Disaggregated data

Where are the positives?

Where are the negatives?List activities aimed at raising test scores implemented prior to this school year

What were the improvement targets?

How did these activities impact scores?


Before the reporter calls (cont.)

List current year activities aimed at raising scores

What were the improvement targets?

Do any of these activities have the potential to address negatives in the new scores?Develop your test data release action plan

What does your school needs to do?

What can you say that you’re already doing?


Making your own media contacts Start calling reporters when you’re

ready to tell your story

Consider involving a class room teacher:

Is this a visual opportunity – class visit?


Making your own media contacts (continued)

Are there opportunities for praise from central office or others on improvements?

Do you want to have a celebration

“event” at your school?


When the scores are bad newsBe ready to cite specific examples of actions already taken and others to be taken

If possible, cite a successful school whose programs will be studied for replication at your school

Remember: people are willing to accept explanations of action toward solutions more readily than excuses about why the problems exist


Talking to reportersDefine your message down into three main points

Progress point (one or more if you have them)

Work to do point (again, if you have them)

Credit point (for hard work done and going on)

Anticipate questions about the negatives

Have an answer about what you ALREADY are doing as well as what you PLAN to do


Talking to reporters (continued)Aggressively focus on the success stories, the scores that show improvement

What made the difference?

Spread the credit around

Teachers; students; outside assistance (Central Office, volunteers, parents, etc.)


Beyond the headlines:Telling your academic success story

through non-news media sources


Don’t leave it to the news media aloneDevelop an article or Q-& A on your school’s scores

Get it to the staff; broadcast e-mail or bulletin boards

Get it to key community communicators

Post in on your Web / social media sites


Don’t leave it to the media alone (cont.)

Send it home to parents in a letter

Discuss the data at school board, council meetings

Make a presentation at your community

civic organization meetings

Media follow-upsIf the focus of media reports is negative, don’t let a year go by before you grab some positive attention

Upon completion of corrective action plan, get the story to the local mediaInvite press to school council or school

board discussion and/or civic group programsAlert reporters to any activity throughout the year designed to raise your test scores


Talking About Test Scores

Remember to focus your message:

It’s About Kids

Talking about your test scores! 2015 K-PREP RESULTS.

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