The Arts Education Field Guide: Honing Your Ask. Annual Convention 2012
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1 The Arts Education Field Guide: Honing Your Ask Annual Convention 2012
2 1) Arts Education Ecosystem 2) Messaging and Communications 3) Crafting Your Ask 4) Rehearse and Perform
3 Arts Education Ecosystem
4 ARTS EDUCATION ECOSYSTEM
5 THE ARTS EDUCATION FIELD GUIDE
6
7
8
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10 Messaging & Communications
11 REFLECTING ON CURRENT PRACTICE What did your communications efforts look like in ?
12 REFLECTING ON CURRENT PRACTICE Which messages regarding arts education have been particularly resonant? Which messages just don t seem to stick?
13 Why Don t Some Messages Stick? Know Your Audience Who they are What motivates them Where they get their information Why these issues matter to them What you want them to do
14
15 GOING DEEPER: DEFINING THE ISSUE Uncomfortable Thoughts: Is Shouting About Arts Funding Bad for the Arts? -Margy Waller, Vice President, Strategic Communications and Research, ArtsWave Createquity Blog, October 24, 2011
16 GOING DEEPER: DEFINING THE ISSUE Facts and research we have accumulated to prove the value of the arts are too often dismissed and ignored when seen through the lens of an idea that s not new and about which people have already made up their minds.
17 GOING DEEPER: DEFINING THE ISSUE Media coverage encourages a debate over the facts. Unfortunately, rebutting doubts with our research findings means that arts supporters have to stay in our opponents frame.
18 WHAT IS A FRAME? Unconscious mental structure through which we define words. Part our of normal cognition how we view the world. We think in frames rather than facts. -George Lakoff, Professor of Linguistics and Cognitive Science, UC Berkeley
19 WHAT IS A FRAME? When you hear a word, its frame (or a collection of frames) is activated in your brain. If the facts don t fit a frame, the frame stays and the facts bounce off. If you do not frame yourself, others will frame you.
20 HOW IS ARTS EDUCATION FRAMED? In an analysis of news coverage from , music education is perpetually in crisis & has disappeared from schools helps troubled students is a handmaiden to math, reading and standardized testing --Lauren Kapalka Richerme, Arizona State University
21 HOW IS ARTS EDUCATION FRAMED? 1) Revisit your list of messages. What frames do you notice are being evoked in your own communications? 2) Share with your elbow partner. What frames did you notice? Are there other frames you could be using?
22 FRAMING FOR YOUR AUDIENCE Create a Messaging Matrix Funders and Business Leaders Arts for All is the countywide recognition of the importance of arts education to developing the full potential of our future workforce and creative economy. Parents Arts for All is the countywide commitment to providing all students with a quality education that includes learning in and through the arts at its core. Policymakers Arts for All is the countywide recognition of the importance of arts education to our students, families, communities and economy.
23 Know Your Audience Who they are What motivates them Where they get their information Why these issues matter to them What you want them to do
24 Crafting Your Ask
25 FRAMING FOR YOUR AUDIENCE Create a Ask Matrix Business Leaders Create / Join a community arts team, comprised of teachers, school leaders, parents, cultural organizations, businesses, etc. Parents Get involved: Ed Foundation, PTA, KAIPS, capwiz, attend school board mtgs, write an op ed piece, talk to your elected officials and policy leaders. Policymakers Measure improvement of skills/knowledge in arts, alongside other subjects.
26 SELECTING AN ASK Working with your group 1) Use the Field Guide to Choose Your Audience 2) Decide On Your Ask CLEAR, SIMPLE, ACTION ORIENTED
27
28 ANIMATING YOUR FRAME
29 video
30 video
31 PUTTING IT ALL TOGETHER: AUDIENCE + FRAME + ASK 1) Revisit your audience & ask 2) Create a story to animate the frame, using appropriate message and data points as needed 3) Map out a 2-3 minute presentation 4) Perform for the group for feedback
32 Rehearse & Perform
33
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