The new Broad leader in Dallas has hired a communications director and a PR team to craft a list of “power words” and “power phrases” that teachers and principals are supposed to use when communicating with the public.
Dallas principals and teachers: Please take care to say what you are told. Memorize your lines. If you say the wrong thing, you are in trouble. Let the superintendent and his PR team do your thinking for you. Just do as you are told.
Here is a sample:
If a parent asks about the new administration, a principal might reply, “District leaders are student-focused in their decision making.”
Or: “The superintendent’s plan brings stability and a clear direction to the district.”
Or perhaps: “Destination 2020 will take five to eight years to achieve, but we will make significant progress in one year.”
Or even: “We are all about improving student performance and the quality of instruction; that is the expectation.”