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Southwest TURN

Southwest TURN. FRAME and Messages -Results for Students-. Remember. FRAME always trumps facts 3 D s of Framing and Messaging D evelopment D elivery D iscipline. D evelopment . Writing subcommittee developed FRAME and 3 MESSAGE points for SW TURN meeting in Las Vegas

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Southwest TURN

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  1. Southwest TURN FRAME and Messages -Results for Students-

  2. Remember • FRAME always trumps facts • 3 Ds of Framing and Messaging • Development • Delivery • Discipline

  3. Development • Writing subcommittee developed FRAME and 3 MESSAGE points for SW TURN meeting in Las Vegas • Frame and Messages are the NON-negotiables • Las Vegas meeting attendees brainstormed “proof points” for each of the message points. • Writing subcommittee refined proof points

  4. Delivery • Widen the lens through which the public/ patrons view public educations and our organizations. • Use a consistent FRAME and MESSAGES throughout SW TURN. • Remember, when YOU are sick and tired of “staying on message”, the public will just be beginning to hear your message.

  5. Key Delivery lessons • Prime with VALUES • ORDER matters • TONE matters • Always REFRAME, never refute UNLESS you can kill the “bad” frame early.

  6. Prime with VALUES • Results for Students is a VALUE. • This value is NON-NEGOTIABLE. Please prime with this value.

  7. ORDER matters • After your bridging statement get back to… • Level 1is NON-NEGOTIABLE (Values) then • Level 2 is NON-NEGOTIABLE (Message Points) • Level 3 is NEGOTIABLE (Proof Points) • Use the proof points that are applicable and appropriate for YOUR audience(s).

  8. TONE matter • REASONABLE and NOT rhetorical. • Respectful • Calm

  9. Always REFRAME • NEVER repeat a bad FRAME unless you can KILL it early. • Use BRIDGING STATEMENTS to bring the conversation back to… • Level 1– Results for students (our VALUES) • Level 2 – 1, 2 or 3 of our MESSAGE POINTS • Level 3 – the PROOF POINTS that support your MESSAGE POINT(S) • Create and MEMORIZE bridging statements that are good for YOU!

  10. BRIDGING What THEY want to talk about… • Unions just protect bad teachers. • You’re about adults, we’re about students. BRIDGING STATEMENT • What WE want to talk about: • Our FRAME • Our Messages • YOUR proof points Then +

  11. Examples of BRIDGING statements • Good question/thought but here’s what our members understand/believe/know… • Ask a question… • That’s not good for students but our members know what is… • Our members know that’s not true, their experiences prove that…. • Come up with your own “winners”!

  12. Examples of Delivery opportunities • Newsletters • Interviews • New Teacher functions • Organize meeting agendas by our 3 messages • Letters to the editor • Membership recruitment materials • Prep members to attend community events / board of ed meetings, etc. and to speak.

  13. Discipline • Your number 1 job is TO DELIVER THE SW TURN FRAME and MESSAGES! • Remember • Bridging statements then… • Level 1 • Level 2 • Level 3 • Order Matters! • If you believe you can KILL the bad frame, do it early!

  14. Reframing Demonstrationsby Amy Nichols and Yvonne Bradford • 3 Scenarios • Your union/association just protects bad teachers. • Your union/association needs to accept a salary/ pay cut. • I can’t join your union/association, it’s too expensive.

  15. Questions?

  16. Level 3 • Customize to your culture • What should we focus on as a group? • Let’s look at an example

  17. Quality Teaching… Professional Respect Planning and Collaboration OWN your Profession Teaching and Learning Conditions Professional Compensation Mentoring and Coaching National Board Certification Professional Development: SPED and ELA

  18. 21st Century Education… Efficient Feedback for Students Educational Pathways Technology Resources Professional Learning Communities Standards - Based Learning Extended Learning Opportunities Well-Rounded Learning Experiences Professional Development: Technology Integration

  19. Accountability for Everyone… Legislature Communities School Board District Administrators Students and Parents Teachers Principals

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