Discussion Ongoing: The Basics of the Adequacy for Excellence Study

KYSPRA: The press release and links in this post are for your information regarding the reports and proposed model from the Adequacy for Excellence in Kentucky study. The reports and model will be linked on the website: http://councilforbettereducation.com/. Discussion across the Commonwealth will be ongoing and it is important to have a general understanding.

NEWS RELEASE
December 6, 2014

MEDIA CONTACT: Tom Shelton, President and Superintendent of Fayette Co. Schools

(Louisville KY) On Tuesday, December 9, 2014 at approximately 10:00 a.m. following the conclusion of the Kentucky Association of School Superintendents Conference at the Marriott Louisville East, the Council for Better Education will release the Adequacy for Excellence in Kentucky funding study conducted by Picus Odden & Associates.

This document describes Picus Odden & Associate’s findings from a contemporary, independent review of Kentucky’s school finance system. Under contract with the Council for Better Education (CBE), the study, conducted December 2013 through August 2014, examines multiple aspects of the KY school finance system, including an analysis of Kentucky’s education system with comparative states, and a series of models based on prototypical schools and districts that allow KY to determine the adequate cost of bringing students to state standards (2012-13).

The study is not an analysis of Kentucky’s current Support Education in Excellence (SEEK) system but rather proposes an Evidence-Based Adequacy model for education funding through identification of a cohesive set of school-level resources required to deliver a comprehensive and high-quality instructional program and describes the evidence on programmatic effectiveness.

Overall, the review found that over the past decade Kentucky has consistently funded its schools below national averages, but funding levels have shown varied results against comparable states. Kentucky’s teacher salaries have consistently been below national averages over the past decade. Kentucky’s educational outcomes have generally been mixed when compared to both national averages and comparable states. In understanding the context of the following information, it is important to note that KY has again led the nation in new, higher standards of bringing students to be College and Career Ready as well as to meet the aggressive Common Core Standards. The importance of this context can be seen by the difference in these comparative states and the states of highest performing students—the latter states which, given current research, have the necessary funds to meet the standards set for in KY Senate Bill 1, the Common Core Standards, and a College and Career Ready student population.

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Click here to read more about the study and new model written by Brad Hughes of the Kentucky School Boards Association. 

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Canva.com is a great and free alternative to design software. Here's quick, two-minute preview of Canva. Enjoy!

Leslie Peek

KYSPRA President, 2014-15

What does KSBA do? We provide answers to your questions – lots of ’em

By Brad Hughes
KSBA Director of Member Support/Communications Services

The setting was an afternoon “speed-dating” session earlier this fall for members of the Governor’s Commonwealth Institute for Parent Leadership, a Prichard Committee for Academic Excellence initiative. Each year, the institute brings in representatives of education groups so that its class members can learn about the organizations and how each might help with the parent engagement projects they are planning.

I generally focus on helping the parents with ideas on how to communicate about their projects. But in the 10- to 15-minute Q&A, it’s not unusual to get the following:

“What does the Kentucky School Boards Association do?”

Normally, I go into the regular spiel about our array of services. But in an attempt to avoid saying the same thing over and over, this time I responded, without really thinking, “Well, we answer a lot of questions, every day, every week, all year round.”

That exchange got me thinking that it might be interesting column fodder to give our readers a clearer sense of just what association staff are doing. The variety of questions my colleagues and I address on a daily basis is probably an eye-opener for folks, especially those who aren’t among our more frequent callers and emailers in Kentucky’s 173 school systems.

Out of the ordinary is the norm
On his first day on the job, new KSBA Executive Director Mike Armstrong took a call from a citizen who had no children in school but wanted to discuss why he still had to pay school taxes. That’s just one example offered by co-workers in a quickie poll on “What have you been asked about recently?” Some others:

• Is it a good idea to host an informational meeting for the school board candidates?
• Where can I find the rules for school districts on retaining public records?
• What are the rules for schools when it comes to addressing student food allergies, especially peanuts?
• Does KSBA have resources about how to invest and manage a small scholarship endowment?
• How do we fill a vacancy on our board of education now that a member has resigned?
• What are the board’s authority and options under the student discipline code?
• Could you tell me about the Green Schools program and other ways we can improve energy efficiency?
• Where do we go to access Web streaming of another district’s news conference?
• Can you give me a layman’s explanation for delivery targets in the state accountability tests?
• Does a board in a superintendent search have to hire from the screening committee’s recommendations?
• How do we change our policies on how students were designated for special education services?
• What are the laws and attorney general’s opinions on video teleconferencing of board meetings?
• Can you help me find a document that didn’t come from KSBA; maybe you know where it came from?
• Where can our board members get the new mandatory training in ethics?
• Are there protocols about board meetings and how to deal with less-than-perfect behaviors?
• Why do districts have to do facilities planning processes and how do LPC panels work?
• How many signatures do I have to have to become a candidate for school board?

The Last Word
A staff survey about a year ago determined that there are more than 500 years’ experience – in a host of fields, not just education – among the professionals who make up the KSBA work team.

You may or may not find that impressive, but the questions above – edited big-time for space – strongly assert that this assemblage of knowledge, history and know-how is an added value to Kentucky’s public education system.

When I provide the orientation to new hires, there are two points that are always made. We don’t always give people the answers they want, but they know we will give them the very best answers we know to give. The second is a simple practice: If we know the answer, we say so. If we don’t, we don’t try to make something up. And if we know someone else who would be a better source for the information being sought, we’ll make the referral.

Based on my 21 years here, that’s the solid practice in the house. And it’s a message worth getting out.

Written for the KSBA Kentucky School Advocate, November 2014. Published with permission.

Using Evernote: Additional Info from Tracy Green

I was surprised by how few people in my Fall Conference sessions were familiar with Evernote, and many seemed curious, so I wanted to share more info. Evernote is a cross-platform notation tool … but that’s selling it really short.

Our district administrators use Evernote extensively, largely because of its portability, cross-referencing abilities and sharing capabilities. There are two primary ways to organize in Evernote: notebooks and tags.

Notebooks are great because they can be nested and they can be shared. For instance, each month our principals are provided a monthly checklist with due dates and other tasks we don’t want them to forget. We draft and archive these in an Evernote shared notebook, which our administrative team can annotate as we build the final version. We also share a notebook for our media relations, including our weekly tip sheet. Communications Assistant Lori McDowell and I can both add to the note as the week goes on, then when Friday rolls around, we clean it up and send it out.

You can also add tags to entires, which gives you a quick way to search for notes. I have notes tagged “transportation” that might be saved in a number of notebooks, but I can recall them all quickly.

Evernote also allows you to save documents, images, etc. within a note. If you have an Excel spreadsheet saved in a note, for example, you can open the spreadsheet and update it, and it’ll update within Evernote. If you subscribe to the premium version, it will make all your images and PDFs searchable, too. We archive all our media clippings within Evernote — another time that the tagging feature comes in handy, because I can pull up the “food services” tag and see not just my own notes but also any related media coverage.

Evernote is free and it is cross-platform. Mac or PC, Android or iPhone. You can take a quick note in the car and it’ll be waiting for you in the desktop version by the time you make it inside.

Oh! And reminders and list items! You can add reminders to notes, including with a time/date deadline. And, you can make lists with checkboxes — then search for notes with unchecked boxes!

It also comes with built-in PDF annotating, a chat feature (new, I haven’t tried it yet) and a presentation mode. And a web clipper. And wait, there’s more! Really, these guys should give me a job.

Click here to learn more and to download: https://evernote.com/evernote/guide/mac/

Tracy Harris Green
Director of Communications and Development
Oldham County Schools

TS and PR: A Few Thoughts

Kylie B.

I did it. I confess. I bought Taylor Swift's 1989 and I play it more than I should. I first noticed Taylor Swift a few years ago when my sassy, blonde-haired niece was singing songs like "Mean," while riding down the road in a backseat booster. Recently, though, I saw a news story about Taylor Swift, and even more than her catchy lyrics, the story made me think. This young celebrity (and multi-millionaire) has figured out public relations.

So, like her or not, what can we learn about school public relations from Taylor Swift?

1. Keep your message simple, but memorable.

Swift's first number-one song, "Our Song" was originally written for her high school talent show. However, with her simple lyrics and catchy music, Taylor Swift became the youngest artist to write and perform a number-one country song. Simple, but catchy.

Our song is the slamming screen door,

Sneakin' out late, tapping on your window

When we're on the phone and you talk real slow

'cause it's late and your mama don't know 

Each and every day, our role in school PR is to share the miracles happening in schools and districts. How? Keep it simple and focus on kids. We do not have to find something earth-shattering or have front-page news every day, but we do need to pay attention to kids and know what keeps them engaged in learning. Engaging lessons and programs: that's where you'll find great stories, photos, or videos.

2. Share your success.

Not long ago, while Taylor Swift was jogging in a Nashville Park, she saw some young girls and families having portraits taken. They saw and recognized her, too. Instead of ignoring them or running by, Swift asked to have her picture taken with them. This obviously thrilled the young fans and will be forever remembered by the families. The story was then shared by the families, their friends, co-workers, and also made the local news. A very small, even unnecessary act, just like that. Taylor Swift knows her fans have made her successful, and the impromptu photo shoot is just one example of how she shows fans appreciation through small, simple gestures. 

In schools, we're in the people-business, too, and more importantly, young people. So, do we take the time to provide those little extras for our kids and stakeholders? Do we make sure guests feel welcome? Do we value opinions of others and make them feel part of our team? A little extra effort can go a long way. Plus, doing things because they're good for kids (not to get attention or media) almost always leads to the most genuine and best type of PR.

3. Create your own brand.

Taylor Swift is her own genre of music. She can write and sing country, pop, whatever, and it sells (obviously). She even helps promote other brands and has big-name endorsements from companies like Diet Coke, Keds, and CoverGirl. She has her own style and it is known worldwide! She also knows her audience and the importance of continuing to be a good role model, so parents (and Aunts) continue to buy the music, tshirts, concert tickets, etc., etc., etc. 

Each school and district also has their own brand, too. Whether large or small, with years of tradition or new in town, each school image and brand is unique. We must make sure that our school brand is positive, portraying our schools and districts as great places to learn, to work and as thriving centers of our community. Our work in communication, positive and timely, establishes this brand through our stories, our achievements, and in how we treat people.

And a bonus: Sometimes you gotta, "Shake It Off."

Just for fun, lyrics from Swift's most recent songs:

Not everyday in school PR is going to be fun. A little white stuff falls from the sky and based on the decisions made, you "got nothing in your brain.... or that's what people say...." Sometimes, people do dumb things and you get asked all of the questions. And unfortunately, sometimes bad things happen and we have to deal with them the very best we can. So sometimes, yes, we just shake, shake, shake it off and keep cruising to another, better day.

(Song cover by my niece, Kylie B.)

Leslie Peek
KYSPRA President, 2014-15

O.V. Jones Memorial Award: Sherry Super

The Kentucky School Public Relations Association recognized Mrs. Sherry Super, former Public Relations Director for Pulaski County Schools, as the 2014 recipient of the O. V. Jones Memorial Award. Named for the late Superintendent O.V. Jones of Grant County Schools, the award is given annually to a KYSPRA member for outstanding service to the organization and school public relations.

Pulaski County Superintendent, Steve Butcher says, “Mrs. Super contains all of the qualities of a great public relations director; innovative, creative, imaginary, and enthusiastic. She is a great ambassador for Pulaski County Schools and for the profession she so capably represents.”

He continues, “However excellent Sherry’s abilities are for public relations service, her character far exceeds for she is a wonderful person and a true testament of integrity. She is always pleasant, caring, and so encouraging to others. She lives her life that family and others would be proud to follow.”

One of Super’s more notable events she initiated is the Pulaski County Golden Age Program or GAP for the community’s senior citizens. The annual theme-based event has grown to approximately 350 to 400 participants held in the fall each year.

Super has been a member of KYSPRA for many years and served as a regional chairperson on the organization’s Board of Directors. Congratulations, Mrs. Sherry Super, the 2014 O.V. Jones Memorial Award recipient.

Flag of Learning & Liberty Award: Public Life Foundation of Owensboro

The Kentucky School Public Relations Association recognized the Public Life Foundation of Owensboro (PLFO) as the 2014 recipient of the Flag and Learning & Liberty Award for its work and outstanding support of public education and children.

Founded 18 years ago by John and Marjorie Hager, the foundation has made education an important priority. The Public Life Foundation of Owensboro has been extremely generous in its financial support to education, but has gone far beyond financial donations to bring a voice to the community through many opportunities for public input on everything from economic development to reading programs for children.

The late John Hager and his family are former owners of the Owensboro Messenger-Inquirer. The Hager Family has been a driving force in the Goodfellows Club, which has been reaching out to Daviess County’s less fortunate children since 1916 providing clothing, shoes, coats, dental care, and Christmas joy.

The Public Life Foundation came as a natural outgrowth of John Hager and Marjorie Hager’s desire to continue contributing to the needs and growth of the Owensboro, Daviess County and surrounding area. The Foundation continues under the leadership of Board members Sally Hager Wood, Bruce Hager, Susie Hager Alford, Stewart Hager, William Speciale, and Foundation President Rodney Berry.

PLFO revitalized and provided administrative support for the Citizens Committee on Education (CCE), an advocacy group that was instrumental in attracting the Owensboro Community College and advancing many educational projects in Owensboro – Daviess County.

The CCE commissioned a study to examine the needs and opportunities in local higher education. Consequently, Daviess County government purchased land to construct a new Western Kentucky University – Owensboro building and campus to better accommodate and attract students for their final two years at a public institution.

PLFO was one of the first institutions to endorse the merger of the state community college system and the state vocational schools.

Among the education projects PLFO has very generously supported:

· New Tech school (project-based learning) to serve Owensboro Area High School Students from surrounding counties

· BOLD scholarship fund with matching incentive

· Imagination Library providing free books to children from birth

· The Owensboro Public Schools Summer Reading Camp in 2014 and funding the Owensboro READS literacy initiative

· Town Meetings 2007 and 2010 one of the top subjects was education

· Provided grant for stipend Regional Alliance for Education

· Early childhood education meeting June 2013

· Step up for Kids (in collaboration with Kentucky Youth Advocates) October 2013

· Reading Symposium November 2013


Thank you to the PLFO for their work, making a difference in the lives of children.

Richard Thornton Award: Dr. Tommy Floyd

Photo by Rebecca Blessing

KYSPRA created the Richard Thornton Award in 2001 to honor the contributions to public education made by Thornton, a long-time KYSPRA member and past president of the National Association of School Public Relations Association. It is presented to an individual or organization for exceptional leadership and dedication to public education in Kentucky. The 2014 recipient of the Richard Thornton Award is Kentucky Department of Education Chief of Staff Tommy Floyd.

Dr. Floyd has been an educator for nearly 30 years. During his career, he has been a teacher, a coach, an assistant principal, a principal, a Highly Skilled Educator, an assistant superintendent, a superintendent, and now assists Commissioner Holliday in overseeing education for all of Kentucky’s public school children. Whether he was working in Wayne County, Somerset Independent Schools, Montgomery County, Madison County, or the Department of Education, Dr. Floyd has always seen himself as a servant leader working on behalf of the students. 

Because of his commitment to students and their individual success, Dr. Floyd has been recognized by the Kentucky Association of Secondary School Principals as High School Principal of the Year; by the Kentucky Association of School Administrators as Administrator of the Year; and also by organizations such as the Kentucky Library Media Specialists Association, Eastern Kentucky University, and the Kentucky Music Educators Association.

His work on behalf of students is not limited to the school day. Dr. Floyd also served on the National Archery in the Schools Program board; as a member of the Scholastic Administrator Magazine Advisory Council; as a member of the Kentucky School Boards Association Policy Development Committee; and as part of the Governor’s Early Childhood Council.

Dr. Floyd’s commitment to serving students has been evident throughout his career. His vision and leadership have helped to shape the future for many students and has positively impacted public education in many local districts and statewide.

Congratulations to Dr. Tommy Floyd, the 2014 recipient of the Richard Thornton Award.

Welcome to the KYSPRA Fall Conference 2014!

Follow along with Twitter updates from the KYSPRA Fall Conference 2014- November 13-14, 2014 in Lexington, Kentucky!

#KYSPRA2014 Tweets

KYSPRA Board of Directors Agenda: 11/12/14

Kentucky School Public Relations Association

Board of Directors

November 12, 2014, 5:00 p.m. Eastern Time

Embassy Suites, Lexington, KY

1. Call Meeting to Order

2. Approve Minutes from August 26, 2014

3. Reports:

            a. Financial, Linda Salyer, Association Manager

           

b. Membership, Linda Salyer, Association Manager

           

c. NSPRA Chapter Report, Leslie Peek, President

d. Mentoring, Lisa Deffendall

           

e. Regional, Board Representatives

           

f. Organizational (KDE, KASA, KSBA, KET)

4. Old Business:

            a. Fall Conference Update, Cindy Williams

            b. Blog Post Commitments

c. Possibility of creating a KYSPRA scholarship using funds from silent auction. (Committee report)

5. New Business:

            a. Redesign of KYSPRA website, Susie Hart

On Fire For Their Future: Madison County Schools

by Erin Stewart, Madison County Schools, KYSPRA President 2013-14

It’s an exciting time to be a part of Madison County Schools! Our academic achievements shine through our designation as a proficient-progressing district. Our commitment to early childhood learning has been strengthened by the implementation of full-day kindergarten across the district. And we’re pressing forward with important facilities improvements that will enhance learning for students.

These achievements are only the beginning of what we have in store for the next decade. As we engage in a strategic planning process to set new goals and initiatives for our district, our mission is to redesign, re-brand and refocus Madison County Schools. It is imperative that we effectively communicate our commitment to providing a first-class education to every student in Madison County.

Last night, more than 150 stakeholders gathered at Glenn Marshall Elementary to help refocus, redesign and rebrand Madison County Schools through a strategic planning process that will develop 40 new initiatives for the district. At the event, Superintendent Elmer Thomas introduced the district’s new logo. We invite you to take a few minutes to listen as he explains the strategic planning process and introduces the new look of the district.

We are very excited about the new look of Madison County Schools, but more excited about being On Fire For Their Future! Thank you for your support.

Crisis Communication in the Digital World

Post by Tracy Harris Green, Director of Communications and Development, Oldham County Schools

Crisis communication has changed a lot with the popularity of social media and reliance on those sites for breaking news. Twitter is my go-to news source; many people use Facebook for the same. As a school public relations professional, it means I face a quandary during crisis situations: put info out to the whole wide world, or know that as soon as the media are on the story, THEY’LL post it.

For us, it is a case-by-case analysis for which we’ve created a flowchart (happy to share; email me) to help determine if a situation warrants a social media post. We’re still working through hurdles — for instance, say a school is evacuated because the fire alarm is sounding. The cause on one day (well, several) was a malfunctioning ventilation hood in a science lab. On another, it was a bomb threat. Obviously conveying the latter situation was something we needed to do on social media — but the former was not. Finding ways to solidify those distinctions is something we are still working on — and if you have input, please share!

I learned a lot about crisis communication by following several districts during all our winter weather last year. This could be a great topic for a KYSPRA conference, too!

That said, I want to share a link to an update on Facebook algorithms that may shape your decisions in communicating crisis info via social media in the future. Both relate to links on your page that direct users away from Facebook and are designed to improve user experience. This article explains the algorithm changes and what it may mean for us as school public relations professionals.

Related post by the National School Public Relations Association: Always, Always Have a Social Media Plan

http://socialschoolpr.wordpress.com/2014/10/17/always-always-have-a-social-media-plan/

Communicating Info about Enterovirus and Ebola

The information below is provided by the National Public Engagement Team, and the State and Local Public Engagement Team of the U.S. Department of Education.

The United States has been experiencing a nationwide outbreak of enterovirus D68 (EV-D68) associated with severe respiratory illness that has been especially harmful to children. Citizens may also have questions about the Ebola virus. To address both public health concerns, the U.S. Department of Education (USED) and our federal health partners have a number of informational resources to share with you.

The Centers for Disease Control and Prevention (CDC) has developed information and resources for parents about EV-D68. Below are CDC resources about EV-D68 developed for parents:

·      Web Feature, “What Parents Need to Know About Enterovirus D68”

·       Drop-in newsletter article (matte article), “Parents: Learn the Facts about Enterovirus D68”

·       Fact sheet for parents, “What Parents Need to Know about Enterovirus D68”

·       General questions and answers for the public

·       Infographic: Keep Your Child from Getting and Spreading Enterovirus D68

Ideas to share these resources:

· Work with your schools to share CDC information with parents:

§  Print and send copies of the fact sheet and/or infographic home with children.

§  E-mail parents links to information on the CDC website.

§  Post links to CDC information on schools’ social media accounts.

· Link to the URLs provided in the list above on your parent-facing webpages.

· Share the infographic or Web Feature with parents over social media. Below are some sample tweets or create your own:

§  Parents, CDC addresses your questions & concerns w/ new educational materials about EV-D68. http://1.usa.gov/1o92Sdx

§  Concerned about #enterovirus? Here’s what you need to know about EV-D68 & respiratory illness. http://1.usa.gov/1sC9Jfc 

§  Parents, follow these steps to protect kids, especially those w/ asthma, from EV-D68 & other viruses that cause respiratory illness. http://go.usa.gov/VyzA

·      Syndicate content from the CDC website. CDC encourages organizations to mirror CDC’s web text through content syndication rather than copy text onto their websites. Benefits include immediate and automatic updates whenever any changes are made on the CDC site and ensure all content is consistent and current across the Internet. If you’d like to include EV-D68Web content without having to monitor and copy updates, visit Content Syndication for the free one-time setup instructions. EnterovirusD68 is listed under “Syndication Topics.”

·      Place the text of the matte article on your website or in e-newsletters and other publications you have that reach parents.

·     Work with local child care facilities and organizations in your area to share CDC information with parents:

§  Ask child care centers to place the drop-in article in parent newsletters.

§  Ask child care centers to print and post the fact sheet and/or infographic.

·     Encourage parents and community partners to share the fact sheet with doctor’s offices, clinics, faith communities, and other community settings.

Remember, too, as enterovirus season is expected to taper off, flu activity usually begins to increase in October. While there is not a vaccine to prevent illness from enteroviruses, the single best way to protect against the flu is to get vaccinated each year. Many resources for parents and others can be found on the CDC flu website. CDC recommends that ALL children 6 months old or older get a flu vaccine.

Finally, we know your communities also may have questions about what schools can do to keep students and adults safe from the Ebola virus. The President has made control of Ebola a top national security priority, and we as a nation have spent more than $100 million fighting this outbreak since the first cases were reported last March in Africa. Our national health system has the capacity and expertise to quickly detect and contain this disease and is working with states and school districts to ensure the safety of our students and school employees. As you likely know, the CDC is continually updating its information on Ebola; information that can be found here: http://www.cdc.gov/vhf/ebola/index.html.  

Our Department’s Office of Safe and Healthy Students has a number of materials available regarding Readiness and Emergency Management of Schools in crisis situations, and those materials can be found here: http://rems.ed.gov/. One resource at this web link is steps the Dallas Independent School District (DISD) has taken to keep parents and community partners continually updated on the Ebola situation there, including establishing a website: http://www.dallasisd.org/healthupdates.

Additional materials developed by the DISD Communications Team included there are:

All Staff Notice about Ebola 

Parent Letter — English

Parent Letter — Spanish

Ebola FAQ

Talking with Children about Ebola

Recognizing and Reducing Signs of Anxiety in Times of Crisis

Local leaders need to get up to speed on KDE District Finance Report Card

By Brad Hughes
KSBA Director of Member Support/Communications Services

Meetings of the Kentucky Board of Education are really quite similar to those of local school boards. Adopt agenda. Approve minutes. Public comment. Routine actions. Staff reports. And when a presentation generates a lot of questions from board members, the audience starts to pay attention.
Such was the case at the Aug. 7 KBE meeting. The topic that sparked the state board members’ inquiries is one that local school board members and superintendents should take note of right away.

The issue was the addition of a district finance report card to this year’s release of Unbridled Learning school and district assessment and accountability data. When the report cards go public, the new feature – according to Education Commissioner Terry Holliday and other Kentucky Department of Education staff – is designed to produce greater public discourse about the fiscal decisions local leaders are making. [School Report Cards were made public on October 3, 2014.]

The KBE conversation
What was slated as a 20 minute discussion of the district finance report card took almost twice as long. At least seven KBE members weighed in on the report card and its 20 “data elements,” including average daily attendance, enrollment, fund balances, percentage of personnel salary and benefits compared with total expenditures, and whether the school board voted to take the maximum 4 percent revenue increase not subject to voter recall.

The fact that the report cards will highlight in orange those last two points created much of the KBE members’ exchanges with Holliday and Associate Commissioner Hiren Desai, KDE’s equivalent of a district finance officer.

Desai noted that the new report card information already is on the KDE website. “We’re not providing anything in this which is unknown or necessarily controversial. We think this finance report card will be useful to all constituents in providing transparency in how funding is spent at the district level,” he said.

But KBE Chairman and former superintendent Roger Marcum wondered about the potential for misinterpretation of data because the report card doesn’t let districts add explanations of factors that played in the decision making. Desai acknowledged, “We anticipate that the financial report card will be used by some constituents to misinterpret the data. We can’t eliminate that.”

Several other KBE members joined in with similar issues.

“My concern is that it looks like an audit with no notes and doesn’t give the district a way to explain what is taking place,” said Trevor Bonnstetter. “It seems to me that we’re missing the two-way side of the communication. We’re sending out information and we’re not providing the district an avenue to communicate.”

KBE Vice Chairman Jonathan Parrent added, “I don’t think we want to make any judgments on this. We just want to present the data.”

New KBE members Sam Hinkle and Debbie Cook, both former local school board members, also questioned the lack of an option for districts to provide additional information. But for this year, the report card design is “locked in,” although Desai promised, “This is a living and breathing document.”

To see the full 39 minute discussion (begins at the 1 hour, 18 minute mark), visit the KBE meeting archive here and click on the Kentucky Board of Education August 2014 event.

The Last Word
Holliday told the KBE that the district finance report card was a result of two years of scathing audits by state Auditor of Public Accounts Adam Edelen. “A lot of the public is calling for more transparency,” he said, adding that district staff were taking up “hundreds of hours” asking KDE staff to provide comparative financial information that now will be readily available via the report card.

Holliday called the report card “a trial…that will get better and better.”

For now, superintendents and local board members need to get acquainted with the document and the data. When this report card goes out, the focus won’t be on what teachers taught or students learned. It will be on how local leaders spent taxpayer dollars and whether they can justify those actions.

And that’s a message worth getting out.

Thanks to Brad Hughes for permission to share this article, originally published in the Get Your Message Out column of the Kentucky School Advocate, October 2014.

Social Media and a Professional Road Tripper

Fall Break has finally arrived! Whether I'm traveling or enjoying a stay-cation in BG, fall break is one of my favorite weeks to take a few days off from work. Thinking about the break and traveling, reminds me of my friend Cory Ramsey, a professional road tripper, social media expert, oh and a welder. You may not know him, but he has already visited your county or city and he certainly can teach all of us about building an idea using social media.

A few years ago, while Ramsey was laid off from his welding job, he decided to use his time hiking and exploring Kentucky. A native of Hickman, Kentucky and graduate of Western Kentucky University, he found that more of Kentucky looked like his hometown than cities of Lexington and Louisville. He started sharing photos and posts about his trips on his personal Facebook page, and when he returned to work, continued to explore Kentucky and share posts several days a week.

In 2013, Ramsey launched Map Dot, Kentucky. You may have heard the country song, Where the Green Grass Grows by Tim McGraw with the lyrics, "I'm from a map dot, a stop sign on a black top." The Map Dot adventures take Ramsey, and now his team all over small towns and back roads of Kentucky spotlighting the rural, beautiful places not always promoted by tourism and mainstream media. Below is a video piece about Map Dot from WLKY and also an article written by Cory about his adventures. You'll find more about Map Dot adventures on Facebook.com/MapDotKentucky, Instagram and Twitter @mapdotkentucky (#mymapdot) or www.kentuckymapdot.com. Cory would also welcome the opportunity to speak to students or schools while he's traveling. You may contact him directly at 270-727-0165.

Happy Fall!

Leslie Peek

KYSPRA President, 2014-15

By Cory Ramsey:

A McDonald’s sausage biscuit is hot and held taut in my right hand, the wrapper folded halfway back around to catch errant crumbs. My left hand grips the steering wheel, thumb pointing back towards the biscuit halves. My right foot rests forward on the accelerator giving gas, but not too much. Hazel eyes point straight. Taste buds busy separating the spices as I chew. An upbeat song is cranked to the pleasure of ears. Perhaps Dire Straits or Creedence. The smell of fresh ground, black coffee in a stainless travel mug snug in the center console. Another day down an outpost off ramp, to the open road. The breakfast of a professional road tripper.

My Grandad was a truck-driver. Air-brakes, CB, good buddy, and all. His handle was “Slow and Easy,” but he said he’d go as fast as the truck would allow. The asphalt came naturally for me I guess. But the back road took some coax. I was driving thirty years somewhere before I actually drove nowhere. One afternoon, sitting at home, two hours to kill and a folding map in front of me on the coffee table. I plotted a scant loop around Bowling Green’s surrounding counties by back road and just went. The sunset kept me from turning it to more before returning home that night smiling. It was a start for seeing Kentucky just because by way of the also rans.

Now it’s become a crusade.

Maps don’t hardly get plopped anymore, so chunks of the state don’t hardly get traveled to. The bulky large pages of an atlas have been replaced by an app we spread apart with our fingers on a tiny screen. Gas station pamphlet-style map folding has become a lost art. Blacksmiths, now map folders all classified archaic. A shame, because that’s where some great Kentucky is found, with research outside the beltloops, throwing imaginary darts to the dots and just going. The crossroads, the country stores, the court squares, the nether regions. Kentuckians are complacent with never leaving their own county or college town. Living here their whole lives and saying in unison “You know, I’ve lived here my whole life (but have never really traveled there).”

I’ve seen what the sausage is made of. A Kentucky more than the noted barrel or horse barns we already know about. Tourism agencies have well done their job there. We’re proud of those things and our exclusive birthrights to them.

But there’s way more in that wrapper.

I’m out to see every single Map Dot. The Common parts of the Commonwealth. The shared wholesomeness of a people glad to get a howdy and a wave from the friendly finger. Twice now the trips have taken me to every county, and to within twenty miles of anywhere called Kentucky. So I’d say you’re in pretty good hands so long as they’re not busy with breakfast. How about you buy your own biscuit and come along with me for a road trip or two. You mind a little Creedence?

Welcome to the rest of Kentucky. 

Introducing....... Fall Conference 2014!

• Social Media Management Using Tweetdeck by Justin Willis, Jefferson County Public Schools
• How to Plan a Community Event by Malinda Beauchamp, Union County Schools
• Effective Communications at Board Meetings and Basics of Marketing School Messages by Brad Hughes, KSBA
• Empathy: A Key Tool that Serves Both You and Me by Paul Schaumburg, Graves County Schools
• "Meet the Press" including a panel of media professionals

Also, the OASIS Awards & Recognition Luncheon at 12:00 p.m. 
Friday, November 14

CLICK HERE TO REGISTER

Reserve your room on or before October 20, 2014 to receive the KYSPRA group rate. Embassy Suites Lexington: 1801 Newtown Pike, Lexington, Kentucky, 40511.

TEL: +1-859-455-5000 FAX: 1-859-455-5001

Room Rates: $129.95 (King Non-Smoking/Double Non-Smoking)

We hope to see you on November 13 in Lexington!

Cindy Williams
President-Elect 2014-15
Conference Planner

Unbridled Learning Assessment & Accountability Release

KYSPRA Members:

Data from the Unbridled Learning Assessment and Accountability System will be made public on Friday, October 3, however it will be available to media under an embargo on Wednesday, October 1. Districts may also choose to share results and comments about the data with local media on October 1, prior to the public release with the understanding of the embargo.

Explaining the components of the Unbridled Learning system for the 2013-14 release is no easy task. I've worked with my District Assessment Coordinator and used info from the Kentucky Department of Education to create a handout to assist with our release in Bowling Green Schools. If you find this document helpful, please feel free to use it in your schools and districts, too.

Also, to help us and the local media with info about what to expect, logistics of the release, and overall understanding of the system, the Kentucky Department of Education Division of Communications hosted a virtual briefing on Thursday, September 25. The webcast is archived here.

We are all in this together, so please comment or share other suggestions of ways to explain or communicate these assessment and accountability results.

Have a great rest of the week!

Leslie Peek

Bowling Green Independent Schools

KYSPRA President, 2014-15

Budget & Tax Communication: Oldham County Schools

By Tracy Harris Green
Director of Communications and Development
Oldham County Schools

For the past two years, Oldham County Schools has developed active campaigns to promote passage of tax rate increases. Last year’s campaign was very successful and much different that how the district had handled tax rates in the past. Here, I will share with you a bit about our financial situation for background, and our communication plan for the past two years.

Oldham County is a very conservative county and opposition to tax rate increases has been very vocal in the past — with little representation from those who support. The board kept tax rates flat for three years during the recession, but it became obvious last year — when facing a $5 million deficit — that our district couldn’t continue to rely on our contingency fund or building transfers to make up for spending beyond our recurring revenues.

Last year, our campaign focused on why the district was facing such a large deficit and why it was a fiscally sound solution to raise taxes to right the ship. We reduced expenditures by $3 million (it was a big year of cuts, including teacher positions) and raised taxes the maximum 4 percent. We developed a FAQ and fast facts sheet, recorded a voice over with a Keynote presentation, and encouraged principals and school staff to share the info with the public. At the tax hearing, we had about 20 speakers, who split evenly between for and against. The increase passed and enabled us to actually have a budget surplus anticipated for 2014-15.

However, as we prepared our 2014-15 budget and began looking ahead to 2015-16, we had cause for concern. The state-mandated 2 percent salary increase in 2015-16 will cost our district an expected $1.2 million, not to mention step increases of $1 million and KTRS retiree health assessment increases of $360,000. We also anticipate the need to purchase buses in that fiscal year and to replace outdated classroom technology.

We also recognized we have lost a number of administrators and high caliber teachers to other districts for the past few school years, so we compared our salary schedules against nearby districts and found ourselves sorely lacking. Add to that added pressure and time commitments due to KPREP and we felt it was time to advocate for a salary increase for teachers.

When the Superintendent decided to ask for the maximum increase amount, which would be a 3.1 cent increase, we began putting together additional information for the public. It is our goal to be transparent about the reasons we are asking for an increase and how those dollars will be spent.

Our budget communications plan for 2014-15 included …

- Updating and adding to our Frequently Asked Questions list, posted on our website and distributed in hard copy at several public meetings

- Updating our Fast Facts sheet, posted on our website and distributed in hard copy at several public meetings

- Developing four Finance Module videos that explain how school finance works and what our district’s finances look like

- Posting a listing of district-owned property and the method of acquisition to address questions about why the district doesn’t sell off vacant property (part of hard copy packet also) (Click here for spreadsheets detailing the property owned by the district)

- Submitting an editorial column to our local weekly newspaper discussing our reasons for a tax increase

- Speaking at both local Rotary organizations as well as to our educational foundation and encouraging them to speak in support

- Working with our teacher’s association to launch a grassroots campaign of support (email below), in which teachers encouraged other teachers to send letters of support, attend the hearing and speak about their own experiences, and wear red to show unity and support.

Our web content for the tax rate hearing is here: http://www.oldham.k12.ky.us/index.php?option=com_content&view=article&id=1466&Itemid=3341

Membership Survey

Now, not next year, is time to speak out on assessment/accountability system

By Brad Hughes
KSBA Director of Member Support/Communications Services

Almost from the moment Kentucky implemented the Unbridled Learning assessment and accountability system in 2011, local leaders have voiced concerns. And state leaders have called for patience.

After each of the first two years’ worth of test results came out, superintendents have questioned a variety of issues in the state’s measurement of academic progress. A particular point of anxiety has been how student growth is measured and accounted for in the elementary grades. Education Commissioner Terry Holliday and other Kentucky Department of Education officials have insisted that a minimum of three years of data are needed before changes should be made.

This month, educators, parents, the public and the news media will be digging into the results of Year 3 of Unbridled Learning. This year’s data has added significance on one point – it’s the trigger year for a full-blown review of how the system is working to gauge K-12 learning – student by student, school by school and district by district.

KDE’s stated timetable for making any changes to Unbridled Learning points to action by the Kentucky Board of Education in February or March of next year. But the review process is well underway and local leaders who want to impact the matter need to get it in gear now, not several months down the road.

Formal listening underway

In a mid-June Fast Five on Friday email, Holliday unveiled the KDE Office of Assessment and Accountability’s plan for gathering feedback on Unbridled Learning. It began with summer sessions with groups representing superintendents, school board members, principals and teachers and the district assessment coordinator network. According to the commissioner’s Fast Five note, the collection of ideas will culminate at the Sept. 11 summit of all of the state’s superintendents.

The public had its chance – briefly – during a three-week online survey last month. Announcing the survey in a news release, Holliday said his agency was “making good on our word to look at the accountability model after the first three years.”
A report with details of the comments by the public and educators is to be presented at the Oct. 7 meeting of the state board.

The rest of the timetable calls for a draft regulation on any changes in the assessment and accountability system by the KDE’s December meeting. That will be followed by a public review and comment period. Holliday recently told a regional educational cooperative audience that he expects the final KBE action on such a regulation to come in February or March. And that’s smack in the middle of the 2015 General Assembly, wherein the commissioner has stated he expects a legislative battle on a critical aspect of Unbridled Learning – measuring student learning using the common core standards.

Speak out now

Operating in the real world of government work, KDE staff had started long before the listening period to craft improvements in the system. There were clear signs of that commitment, albeit unstated, in public conversations between agency officials and superintendents over the past two years.

Another reality of developing government regulations is that effecting change is bolstered by getting in the game early. Each new draft of a reg has more built-in ownership by the crafters of the language. That makes input at this month’s superintendents’ summit and any advisory group meeting for the rest of the year a much better opportunity for having an impact than waiting to act after the draft regulation is made public in December.

To be sure, there will be discussions, negotiations, proposals and counterproposals almost up to the point of final implementation. But for local leaders who really want to see specific amendments to Unbridled Learning, now is the time to be a player.

The Last Word
Few things should matter more in assessing the work of school board members and superintendents than the academic progress in their districts. It’s a key part of the new superintendent evaluation model, and it will be a consideration when voters go to the polls on Nov. 4.
That makes your voice and your opinion worth considering if you make the effort to share them.

And that’s a message worth getting out.

Thanks to Brad Hughes for permission to share this piece, originally published in the Get Your Message Out column of the Kentucky School Advocate, September 2014.

KASC Challenge: Information to Share

The Kentucky Department of Education and several educational leadership groups met at Woodford County High School on Monday morning, August 25 to announce Kentucky's latest development advancing college and career readiness. Known as the Kentucky Core Academic Standards Challenge, officials hope to increase awareness of the Core Academic Standards (specifically English/language arts and mathematics) and solicit feedback as part of the 2015 review of the academic standards.

The Kentucky Core Academic Standards Challenge asks for citizens of various roles to read the standards which were implemented in 2010, consider if they are appropriate for each grade level, and suggest edits and revisions where needed. An online portal has been created to give feedback: kentucky.statestandards.org. The website is live now and will remain open until April 30, 2015. The portal provides several links and resources at the bottom of the page and a large blue button in the center of the page which reads, "Start taking the Kentucky Core Academic Standards Challenge."

To begin the Challenge process, individuals will be asked if they live or work in Kentucky, to select a role group and provide an email address. Educators that take the Challenge will be asked about their position, school level, school district and email address. All users will also agree to the terms and conditions. The standards are then arranged by subject and grade level and list a thumbs up or thumbs down option for each. If a thumbs down response is recorded, options will be provided to submit more specific feedback and rationale. Suggestions for for new standards may also be submitted.

In the live press conference (linked to video), Commissioner Holliday said that in Kentucky, we need to come together with our national leadership in education reform and focus not on support for or against Common Core Standards, but focus on what our children need to know and be able to do to graduate college and career ready. He hopes that this will be a process to change the conversation from us versus them to one where we’re all working together for a common goal for Kentucky students.

KYSPRA colleagues: Information about the Kentucky Core Academic Standards Challenge will need to be shared throughout the fall and early spring in our school districts and with our local communities to solicit feedback that is representative of our Commonwealth. I anticipate more guidance soon from the Kentucky Department of Education, however it is important to be aware of this opportunity for our schools and community to collaborate for the future of all Kentucky students.

Press Release by Kentucky Department of Education

Education Week Coverage: 
http://blogs.edweek.org/edweek/curriculum/2014/08/kentucky_solicits_changes_to_c.html

PDK/Gallup Poll Data Released

The first half of results from the PDK/Gallup Poll of the Public’s Attitudes Toward the Public Schools was released today. A second report will be issued in October. Sometimes we are contacted by reporters for a local reaction to the results so for your info, below are some statistics from the survey as well as a link to the file. The poll is based on a telephone survey (in English) of 1,001 adults selected by random digit dial.

http://pdkintl.org/noindex/PDK_Poll_46.pdf

• 56% of those surveyed said local school boards should have the greatest influence on what is taught (28% the state government and 15% federal government);

• 60% oppose the Common Core Standards (Republicans oppose more strongly than Democrats);

• Of those who oppose, 65% say it is because it limits flexibility of teachers and 51% say teachers in their community do not support the standards.

• Of the 33% who favor Common Core Standards, 74% say it is because kids learn what they need regardless of where they attend school. 

• 40% of Americans do not believe the standards are challenging enough while 26% of parents say they’re too challenging.

• 54% of surveys regardless of political affiliation, and 68% of parents do not believe standardized tests help teachers know what to teach.

• Americans continue to assign higher grades to local schools, lower to nation’s schools. Parents of students in public schools marked highest for their schools.

• 50% believe US students rank lower than students in other nations and 46% believe US students rank in the middle. 

• Survey respondents chose “lack of financial support” as the greatest challenge to schools. 

• 70% (62% of parents) support public charter schools, “particularly when they are described as schools that can operate independently and free from regulations.” However, the general public does not know a lot about charter schools. Most did not know if charter schools could charge tuition, admit based on ability, teach religion, etc. 

• 63% oppose vouchers, allowing students to attend private school at public expense.

KYSPRA Board of Directors Meeting: August 26

The KYSPRA Board of Directors will meet Tuesday, August 26 at the Bowling Green Ind. District School Professional Development & Learning Center* (503 Old Morgantown Rd, Bowling Green, KY 42101). The meeting will begin at 10:00 a.m. Central Time and should adjourn no later than 1:00 p.m. The meeting agenda and link to live video is below.

Kentucky School Public Relations Association

Board of Directors

August 26, 2014, 10:00 a.m. Central Time

BGISD Professional Development & Learning Center
& via Google Live Broadcast

1. Call Meeting to Order

2. Introductions of Board Members

a. Newly Appointed: Peter Matthews (KDE), John Wright (Region 5), Tracy Harris (Member at Large), and Shamarie Claiborne (Member at Large)

3. Approve Minutes from May 7, 2014

4. Reports:

            a. Financial Report, Linda Salyer, Association Manager

            b. Membership Report, Linda Salyer, Association Manager

            c. Mentoring Report, Lisa Deffendall

            d. Regional Reports, Board Representatives

            c. Organizational Reports (KDE, KASA, KSBA, KET)

5. Old Business:

            a. Fall Conference Update & Decisions

                        i. Partnership with Community Education

ii. Possibility of creating a KYSPRA scholarship using funds from silent auction

b. Idea of developing PGES communication toolkits for schools

6. New Business:

            a. New Communication Tool Updates

                        i. Twitter

                        ii. KYSPRA Blog (Each Board Member to create at least 1 post)

                        iii. Google Tools

            b. Approve 2014-15 Budget

c. KYSPRA Annual Awards Nominate and Select:

                        i. Richard Thornton Award: Presented to an individual or organization 
                        for exceptional leadership and dedication to public education in Kentucky.

ii. Flag of Learning & Liberty: Given to a person, group, or corporation outside the education field who have made a significant contribution to public education in 
 Kentucky.

iii. O.V. Jones Memorial: Given to a KYSPRA member for outstanding service to KYSPRA and school public relations.