OUR WORK next generation science standards
Putting states first in a discussion about standards.
Never before has scientific literacy been so critical to making sense of our fast-changing world. Science is also at the heart of America’s ability to continue innovating and creating jobs for the future. That’s why all students—regardless of whether they pursue college or STEM careers—should have access to a high-quality K-12 science education. To that end, the Next Generation Science Standards (NGSS) were developed by a consortium of 26 lead states and released in April 2013, the first update to science standards in nearly 20 years. Critical to the process was that individual states remained at the forefront of public dialogue around development, adoption and implementation of the NGSS.
With support from the Carnegie Corporation of New York and in collaboration with Achieve, the National Science Teaching Association, Council of Chief State School Officers, Council of State Science Supervisors, the American Association for the Advancement of Science, National Association of School Boards of Education, various state public information officers, and other partners, FINN spearheaded strategic communications to support the release, adoption and implementation of the standards.
GOAL
Design and execute a multi-year communications strategy to support the successful drafting, review, release, adoption and implementation of NGSS.
SECTOR EXPERTISE
PK-12 Education
The Work
As the NGSS are for states, by states, FINN’s strategy was to provide state science education advocates, stakeholders and coalitions with messaging and counsel to ensure successful adoption and implementation. Key tactics and deliverables included overall communications counsel and monitoring on the rollout of two public draft review periods; local, state-by-state based landscape analysis; proactive and reactive messaging strategy; communications toolkits with messaging documents and templates for states; Washington, D.C., briefings for press and stakeholders following the release of the final draft of NGSS; ongoing social media engagements with science education community and ongoing messaging support in response to critics.
FINN conducted regular meetings with a coalition of national partners to coordinate communications efforts and ensure alignment over a three-year period. We worked diligently to create transparency around the review process and communicated proactively with the appropriate state-based stakeholders to ensure our strategic plan was properly executed. FINN also prioritized providing technical experts and education reporters with the level of access and information they needed throughout the early part of the process.
Results
The FINN team was able to avoid any potential controversies and pitfalls that plagued the Common Core State Standards, which had been released prior to the NGSS.
- We worked diligently to establish a space for partners to do their work thoughtfully and develop the high quality content of the NGSS, creating an organic community of advocates with experts and educators providing the leading voices of support.
- We created transparency around the review process, empowered educators and parents to speak candidly and with authenticity through video messages and focus groups, provided technical experts and education reporters with access and information they needed at key moments and communicated proactively with the appropriate stakeholders to ensure our strategic plan was executed with fidelity.
- In working hand-in-hand with partners, we were able to identify, build and equip a network of partners and advocates to support a consistent set of messages while avoiding any third-rail issues.
Our communications strategy for the NGSS release exemplifies a best-in-class approach to navigating complex multi-layered relationships and scenarios and sensitivities, providing counsel based on experience, and strategizing from a place of nuance and understanding—and led by expert community.