Public AwarenessPublic Awareness of Technological Literacy of Technological Literacy

ITEA 2005 Conference, Kansas CityITEA 2005 Conference, Kansas City

Shelli MeadeShelli Meade

William E. Dugger, Jr.William E. Dugger, Jr.

Technological Literacy Technological Literacy StandardsStandards

AETL AETL Standard P-5, Guideline CStandard P-5, Guideline C

Guidelines for meeting Standard P-5 require Guidelines for meeting Standard P-5 require that the teacher(s) responsible for the that the teacher(s) responsible for the management of the technology program(s) management of the technology program(s) consistentlyconsistently

Market and promote the study of Market and promote the study of technology. technology.

AETLAETL Standard P-5, Guideline F Standard P-5, Guideline F

Guidelines for meeting Standard P-5 require Guidelines for meeting Standard P-5 require that administrators responsible for the that administrators responsible for the management of the cross-curricular management of the cross-curricular technology program consistentlytechnology program consistently

F.F. Market and promote the study of Market and promote the study of technology.technology.

Public AwarenessPublic Awareness

Recent LiteratureRecent Literature

SuggestionsSuggestions

InvitationInvitation

““How to Promote a Technology How to Promote a Technology Education Program”Education Program”

Author: Mike FitzgeraldAuthor: Mike Fitzgerald

““The most critical step in The most critical step in any formal marketing any formal marketing campaign will be to gain campaign will be to gain the favor and support of the favor and support of your administration and your administration and school board.” school board.” p. 19p. 19

USPsUSPs Establish Your Unique Selling Position, which Establish Your Unique Selling Position, which

should:should:

Address how your program is critically Address how your program is critically important for students.important for students.Address the needs of the community, Address the needs of the community, academia, and/or the workforce.academia, and/or the workforce.

What can your program offer that students cannot What can your program offer that students cannot get anywhere else?get anywhere else?

Capture Repeat CustomersCapture Repeat Customers To Capture Repeat Customers, you might:To Capture Repeat Customers, you might:

Focus on the social, physical, emotional, Focus on the social, physical, emotional, and academic needs of the students.and academic needs of the students.

80% of your business [enrollment in education] 80% of your business [enrollment in education] comes from existing customers [students] and comes from existing customers [students] and

20% comes from new customers.20% comes from new customers.

Public Relations and Promotions Public Relations and Promotions Within the SchoolWithin the School

The ultimate goal of any PR activity The ultimate goal of any PR activity is to win favor and goodwill.is to win favor and goodwill.

The path that a teacher must follow The path that a teacher must follow in promoting a program begins with in promoting a program begins with local support.local support.

PR efforts should always appeal to PR efforts should always appeal to the wants and needs of the students the wants and needs of the students as well as the community.as well as the community.

Public Relations and Promotions Public Relations and Promotions Within the School Within the School ContinuedContinued

““The biggest mistake that a teacher The biggest mistake that a teacher can make is not seeking the support can make is not seeking the support

of the community, colleagues, of the community, colleagues, administration, and students.” p. 21administration, and students.” p. 21

Marketing, Advertising, and Public Marketing, Advertising, and Public Relations Beyond the SchoolRelations Beyond the School

Newspapers, Newsletters, Magazines, Newspapers, Newsletters, Magazines, Journals, Electronic NewslettersJournals, Electronic Newsletters

RadioRadio

TelevisionTelevision

Sales PromotionsSales Promotions

Internships with Local Business/IndustryInternships with Local Business/Industry

Collaborations with Alternative/Higher Collaborations with Alternative/Higher Education InstitutionsEducation Institutions

Marketing, Advertising, and Public Marketing, Advertising, and Public Relations Beyond the School Relations Beyond the School Cont’dCont’d

Kinds of Media ReleasesKinds of Media ReleasesNews ReleasesNews ReleasesPublic Service AnnouncementsPublic Service AnnouncementsGuest Editorial or Public SpeechesGuest Editorial or Public SpeechesBroadcast or Print InterviewsBroadcast or Print InterviewsPhotos and Caption PromotionsPhotos and Caption PromotionsSpecial Event PromotionsSpecial Event PromotionsBylined ArticlesBylined ArticlesAuthorship in Professional JournalsAuthorship in Professional Journals

Other Promotional PossibilitiesOther Promotional Possibilities

ContestsContests

Professional InvolvementProfessional Involvement

““The challenge is to The challenge is to demonstrate to the public the demonstrate to the public the

unique opportunities your unique opportunities your program provides for program provides for

students.”students.” p. 20p. 20

The Process of PromotionThe Process of Promotion1.1. Determine the amount of support available Determine the amount of support available

from administration and school board.from administration and school board.

2.2. Establish a unique selling position (USP).Establish a unique selling position (USP).

3.3. Get to know media outlets in the Get to know media outlets in the community.community.

4.4. Make contact with community stakeholders.Make contact with community stakeholders.

5.5. Investigate educational contests.Investigate educational contests.

6.6. Join a professional organization and take a Join a professional organization and take a leadership position.leadership position.

Summary: FitzgeraldSummary: Fitzgerald

””The marketing of your program The marketing of your program should always be based on the needs should always be based on the needs of students first.” of students first.” p. 19p. 19

““Always start your public relations Always start your public relations efforts small and always keep your efforts small and always keep your PR efforts positive.” PR efforts positive.” pp. 22-23pp. 22-23

Positioning: The Battle for Positioning: The Battle for Your MindYour MindAuthors: Al Ries & Jack Authors: Al Ries & Jack TroutTrout

““Positioning is not what you Positioning is not what you do to a product . . . [it] is what do to a product . . . [it] is what you do to the mind of the you do to the mind of the prospect.”prospect.”

2001, p. 22001, p. 2

Strategies: Strategies: PositioningPositioning

““The basic approach of The basic approach of positioning is . . . to positioning is . . . to manipulate what’s already . . . manipulate what’s already . . . in the mind. To retie the in the mind. To retie the connections that already connections that already exist.”exist.”

p. 5p. 5

Positioning Technology?Positioning Technology?

ScienceScience MathematicsMathematics Language ArtsLanguage Arts Social StudiesSocial Studies Vocational EducationVocational Education

Technology Education?Technology Education?

Positioning Technology?Positioning Technology?

National Science Education StandardsNational Science Education Standards Benchmarks for Science LiteracyBenchmarks for Science Literacy Principles and Standards for School MathematicsPrinciples and Standards for School Mathematics Geography for LifeGeography for Life Standards for the English Language ArtsStandards for the English Language Arts National Educational Technology Standards for National Educational Technology Standards for

StudentsStudents

Standards for Technological LiteracyStandards for Technological Literacy??

Positioning Technology?Positioning Technology?

Standards for Technological LiteracyStandards for Technological Literacy

National Science Education Standards?National Science Education Standards? Benchmarks for Science Literacy?Benchmarks for Science Literacy? Principles and Standards for School Principles and Standards for School

Mathematics?Mathematics? Geography for Life?Geography for Life? Standards for the English Language Arts?Standards for the English Language Arts? National Educational Technology Standards for National Educational Technology Standards for

Students?Students?

Strategies: Strategies: PositioningPositioning VisionVision CourageCourage ObjectivityObjectivity SimplicitySimplicity SubtletySubtlety PatiencePatience Global OutlookGlobal Outlook ““They” OrientationThey” Orientation

StrategiesStrategies

The Tipping PointThe Tipping Pointby Malcolm Gladwellby Malcolm Gladwell

““Ideas and products and messages and Ideas and products and messages and behaviors spread just like viruses do.”behaviors spread just like viruses do.”

p. 7p. 7

““The tipping point is the moment of The tipping point is the moment of critical mass, the threshold, the boiling critical mass, the threshold, the boiling point.”point.”

p. 12p. 12

Strategies: Strategies: The Tipping The Tipping PointPoint

Tipping PointTipping Point

That one dramatic moment in an epidemic That one dramatic moment in an epidemic when everything can change all at once.when everything can change all at once.

p. 9p. 9

““The tipping point is that magic moment The tipping point is that magic moment when an idea, trend, or social behavior when an idea, trend, or social behavior crosses a threshold, tips, and spreads like crosses a threshold, tips, and spreads like wildfire.”wildfire.”

Back CoverBack Cover

Strategies: Strategies: The Tipping The Tipping PointPoint

Principles of EpidemicsPrinciples of Epidemics

ContagiousnessContagiousness Little Causes Can Have Big Little Causes Can Have Big

EffectsEffects Changes Happens Not Changes Happens Not

Gradually, But in One Dramatic Gradually, But in One Dramatic MomentMoment

Strategies: Strategies: The Tipping The Tipping PointPoint

Three rules:Three rules:

1.1. The Law of Few: Connectors, The Law of Few: Connectors, Mavens, and SalesmenMavens, and Salesmen

A handful of exceptional people can A handful of exceptional people can spread the word through social spread the word through social connections, energy, enthusiasm, connections, energy, enthusiasm, and personality.and personality.

Strategies: Strategies: The Tipping The Tipping PointPoint

2.2. The Stickiness FactorThe Stickiness Factor

There are specific ways of making a There are specific ways of making a contagious message memorable.contagious message memorable.

3.3. The Power of ContextThe Power of Context

Human beings are a lot more sensitive to Human beings are a lot more sensitive to their environment than they may seem.their environment than they may seem.

The Technology Tipping The Technology Tipping Point?Point?

Who are the connectors, mavens, and Who are the connectors, mavens, and salesmen?salesmen?

What will stick?What will stick?

What subsets of the population will be What subsets of the population will be motivated to induce change?motivated to induce change?

Strategies: PDKStrategies: PDK

““The decisions that advocates seek The decisions that advocates seek to influence are those made by policy to influence are those made by policy makers who control or influence makers who control or influence education, whether they serve on the education, whether they serve on the local school board or town council, in local school board or town council, in state or federal government, or in state or federal government, or in some other institution.”some other institution.”

PDK Connection (48)PDK Connection (48)(2), p. 3(2), p. 3

Strategies: PDKStrategies: PDKTips for written communication in Tips for written communication in

advocacy:advocacy:

Make your message relevant.Make your message relevant. Stay on the topic.Stay on the topic. Rely on logic, not volume.Rely on logic, not volume. Ask for a response.Ask for a response.

PDK Connection (48)PDK Connection (48)(2), p. 3(2), p. 3

Marketing BasicsMarketing Basics

Who is the audience?Who is the audience?

What is the message?What is the message?

Writing About Technology and Writing About Technology and Technological LiteracyTechnological Literacy

Identify audience.Identify audience.Identify message.Identify message.Use “signposts,” or signals to the Use “signposts,” or signals to the reader.reader.Consider structure.Consider structure.Consider word choice.Consider word choice.

(Meade, 2004, p. 25)(Meade, 2004, p. 25)

Points to Remember as You Points to Remember as You Get the Message OutGet the Message Out

Present the message in the receiver’s Present the message in the receiver’s self-interest.self-interest.

Be concise, to-the-point, and Be concise, to-the-point, and stimulating.stimulating.

Select spokespersons carefully.Select spokespersons carefully.

Repeat message several times in a Repeat message several times in a variety of formats.variety of formats.

(ITEA, 2005, p. 61)(ITEA, 2005, p. 61)

Methods for Getting the Message Methods for Getting the Message OutOut

HandoutsHandoutsPresentations at parent/teacher organization Presentations at parent/teacher organization meetingsmeetingsListservsListservsWebsitesWebsitesStudent organizations (e.g., TSA, JETS, etc.)Student organizations (e.g., TSA, JETS, etc.)Business supportBusiness supportPositive newspaper articlesPositive newspaper articlesPress releasesPress releasesOther media (e.g., television and radio)Other media (e.g., television and radio)

(ITEA, 2005, p. 61)(ITEA, 2005, p. 61)

Elevator Talk:Elevator Talk: What do you do?What do you do?

I teach technology education in I teach technology education in [middle] [high] school, which deals [middle] [high] school, which deals with the way humans innovate, with the way humans innovate, change, or modify their natural change, or modify their natural environment.environment.

Elevator Talk: Elevator Talk: Which conference are Which conference are you attending?you attending?

I’m here for the technology I’m here for the technology education conference. I’m a [state education conference. I’m a [state profession] at [state employer]. profession] at [state employer]. Have you heard about Have you heard about technological literacy?technological literacy?

Elevator Talk: Elevator Talk: What is technology?What is technology?Technology is the innovation, change, or Technology is the innovation, change, or

modification of the natural environment to satisfy modification of the natural environment to satisfy perceived human needs and wants.perceived human needs and wants.

In other words, technology is what happens In other words, technology is what happens anytime a human invents or innovates anytime a human invents or innovates something. Think of the wheel, or the printing something. Think of the wheel, or the printing press, or the computer. But technology isn’t only press, or the computer. But technology isn’t only thingsthings. It is important to remember that . It is important to remember that technology doesn’t happen without human technology doesn’t happen without human inspiration and action. Think of how a inspiration and action. Think of how a transportation system works, for example.transportation system works, for example.

Elevator Talk: Elevator Talk: What is technological What is technological literacy?literacy?

A person who is technologically A person who is technologically literate knows about technology literate knows about technology from a broad perspective and is from a broad perspective and is able to use, manage, evaluate, able to use, manage, evaluate, and understand a wide range of and understand a wide range of technologies. technologies.

Elevator Talk: Elevator Talk: So you educate students So you educate students about computers?about computers?

Technology is much more than Technology is much more than computers. It also includes other computers. It also includes other information and communication systems information and communication systems as well as medicine, agriculture, energy as well as medicine, agriculture, energy and power, transportation, and power, transportation, manufacturing, and construction.manufacturing, and construction.

Elevator Talk:Elevator Talk: Why does my child Why does my child need to study technology?need to study technology?

Because unless your child lives alone on a Because unless your child lives alone on a mountaintop, he or she will have to mountaintop, he or she will have to interact with a world that is becoming more interact with a world that is becoming more technological. Not only do kids technological. Not only do kids notnot learn learn basic technology at home anymore (righty basic technology at home anymore (righty tighty, lefty loosey), but technology is tighty, lefty loosey), but technology is becoming more complicated – think of becoming more complicated – think of medicine, or genetically engineered foods.medicine, or genetically engineered foods.

Elevator Talk:Elevator Talk: What is technology What is technology education?education?

It’s a school subject – the ONLY school It’s a school subject – the ONLY school subject – that teaches technological subject – that teaches technological literacy. If students have technological literacy. If students have technological literacy, they are equipped with basic literacy, they are equipped with basic knowledge, understanding, and abilities knowledge, understanding, and abilities about technology that will help them deal about technology that will help them deal with new technologies they encounter with new technologies they encounter throughout their lives.throughout their lives.

Elevator Talk:Elevator Talk: Why do ALL students Why do ALL students need to study technology?need to study technology?

OrOr

Why should technology education Why should technology education be a core subject area?be a core subject area?

Our world is becoming so much more Our world is becoming so much more technological so quickly, we need to technological so quickly, we need to prepare students with basic knowledge prepare students with basic knowledge about technology so they can cope with a about technology so they can cope with a future we can’t even imagine.future we can’t even imagine.

Current ActivitiesCurrent Activities

Awareness CampaignsAwareness CampaignsFor TechnologyFor Technology

www.iteaconnect.org/ACTwww.iteaconnect.org/ACT

InvitationInvitation

Contribute to the ACT website:Contribute to the ACT website:

Practical SuggestionsPractical SuggestionsSuccess StoriesSuccess StoriesProven StrategiesProven StrategiesTechnology Trivia and GamesTechnology Trivia and Games

e-mail: standards@iteaconnect.orge-mail: standards@iteaconnect.org

SummarySummaryQuestions & AnswersQuestions & Answers

smeade@iteaconnect.orgsmeade@iteaconnect.org

wdugger@iteaconnect.orgwdugger@iteaconnect.org