Schneider: The New Sales Technique for Common Core

Diane Ravitch's blog

Mercedes Schneider has discovered a new public relations campaign to sell the Common Core, especially in California, where the state has not jumped head first into testing, as New York did.

Since public support, especially teacher support, for Common Core appears to be evaporating, it makes sense to hire a sophisticated group of communications experts to redesign the sales campaign.

No more crisis talk (quick, someone tell Arne and Bill)!

No more bad-mouthing our kids. After all, if they are so far behind, how can they meet new standards?

Downplay the blame game, downplay the importance of competition, downplay the high-stakes testing. Those tropes don’t work. They discourage support.

The good words are innovation, excellent teaching, systemic, etc.

As a teacher, Schneider is not convinced: “Just because someone hands me a tablecloth, calls it a cape, and tells me to tie it to my back does not mean that if…

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