Shadow Day

Concept
Who to Invite
The Invitation
Messages
Getting the Most from Your Event
Timeline

Concept

Every area, whether it is a local community, state, or province, has opinion leaders—people who are asked questions about every topic, including middle level schools. These people are going to answer those questions and it is our responsibility as middle level educators to make sure opinion leaders are knowledgeable about the value of middle level schools and their successes. Once opinion leaders have accurate information, they can communicate positive, accurate information to their peers.

An effective way to communicate with opinion leaders is through school shadow days, during which the visitor sees firsthand what is occurring, and has the chance to ask questions.

Identify an opinion leader and invite that person to spend an entire day in your school shadowing an educator or a student.

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Who to Invite

The key is finding someone who influences others. To identify the right person, bring together a small group of colleagues and brainstorm a short list of people who might be appropriate. Prioritize the list to target the first individual to invite. It is OK to include more than one opinion leader in your shadow day if multiple people are willing to be shadowed. Do not throw your list away. Your first invitation may be turned down, and you may want to replicate the event later in the year, or next year.
Some educators ask whether it is a good idea to invite someone who is negative about the school. Just make sure that the person has an open mind, and if he or she sees positive things, he or she will communicate that.

Consider:

• State legislators
• Mayors
• City council members
• Business leaders
• President of the local chamber of commerce
• Newspaper editors or reporters
• An influential parent leader
• The state superintendent of schools

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The Invitation

The person who shadows should be encouraged to spend the entire day at the school. There are too many individuals who believe that educators work a five-hour day. This is a perception that must be overcome. So, the person shadowing should be urged to arrive at the same time as the principal or teacher and should not leave until the full work day is over. It would be great to involve the shadower in curriculum planning meetings or similar events at the end of the day.

If night meetings are involved in your day, be sure the shadower is invited. Sometimes an opinion leader will say he or she would like to participate, but can only be at the school for a certain number of hours. You need to determine now whether it is important enough to have such individuals participate, so that you are satisfied with a portion of the day. If it is, invite them. If not, let them know you will invite them to a subsequent shadow day and invite the next person on your list.

It is also wise to alert the shadower, before he or she agrees to participate, that you want her or him to join in all activities. But, also make him or her aware that something could arise at the last moment from which legally they must be excluded, such as a discipline hearing. As long as they know in advance, that is fine; you do not want to surprise them the day of the event and perhaps let them think you are trying to hide something.

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Messages

This is a communication activity. Thus, it is important to determine the messages you want to communicate and focus on them. Here are some messages to consider:

• Effective middle level schools teach academics while meeting the developmental needs of young adolescents.
• These schools have high expectations for both students and staff.
• Share examples of how your school is successful.

Spend some time before the event determining the impressions you want the opinion leader to take away and the messages that will lead to those impressions. An important concept in communication is delivering a message consistently. Thus, when you determine your messages, weave them into the letter of invitation, conversations before the event, the wrap-up meeting, and any publicity efforts. Then be sure they are demonstrated during the shadowing event. It is a good idea to provide the opinion leader with some take-home materials after the event, so be sure your key messages are included in those materials.

In preliminary conversations with opinion leaders, if they query why you are doing a shadow day, be honest. Tell them you believe many people misunderstand the middle level concept. You want to demonstrate firsthand to community leaders the good things that are going on in schools, and you hope they will share their opinions with others in the community.

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Getting the Most from Your Event

The school that hosts a shadowing event is taking a large step in communicating the importance of middle level education. Here are some communication bonuses to consider:

• Invite the local news media to cover the event. (If you invite the governor, mayor or other elected leader, that person's office may invite media coverage.) It is important that the person you are inviting understands that there may be media coverage. Urge newspapers to send photographers. If you have a PR coordinator in your school district, be sure to contact that individual and work with him or her. Also, if a number of schools in your district are participating in this day, coordinate coverage for the media.
• It is a good idea to set aside a 15- to 20-minute period toward the end of the day when reporters can ask the school representative and the opinion leader impressions of the day. Ask questions that reflect your messages and use the answers for articles in your school system publications. Consider videotaping the answers so you can use them at staff, PTA, school board, and other meetings. (Be sure the opinion leader knows your intentions in advance.)
• If TV reporters come, make sure this is done in a good visual area—one that communicates an academic setting.
• Prepare an article for your school district and school publications, newsletters, and Web sites. Find a parent or staff member who is into photography and recruit that person to take a few photos of the shadower with those he or she shadows.
• If your local newspaper does not cover the event, consider sending them a news release and photo. If you do this, remember, it should be done no later than the day after the event. Use quotes from the shadower that reflect your messages.
• Offer an article and photo for the newsletters of other organizations, especially those of organizations with which the shadower is involved — the Chamber of Commerce, religious groups, businesses, etc.
• Make a presentation at your school board meeting, reporting the outcomes of the day. Invite the opinion leader to join you.
• Consider speaking about the event at local community organizations. Again, invite the opinion leader to join you.
• Review any media coverage that you receive and determine whether you can use it to influence other attitudes. For example, if there is a positive newspaper article about your school, should you send it to your school board, state legislator, mayor, etc.?

View the sample public relations resources that you can adapt and use in your project. Be sure to update the document to include your school’s information.

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Timeline

This timeline assumes that your Shadow Day will occur during the month of October, however it can be adjusted to reflect any date that you select.

Now
Discuss your plan with the district superintendent or director of middle level education. Obtain any necessary approvals. Keep key people informed as important decisions are made.

Last week of prior school year
Plan with small group of school leaders what type of event you will have and brainstorm a list of opinion leaders to invite. Determine which opinion leaders(s) will be invited in priority order. Determine the messages you want to communicate through your shadow day.

Early August
Contact the individual(s) you wish to invite. If you have an existing relationship with this person, contact him or her directly. If not, send a letter and follow up with a phone call. Give yourself time in case your first or second choice is unable to attend.

Early September
Have the person(s) who will participate "signed up."

Early October
Remind the school board and other key people in the district that this event is happening and provide a list of participants.

Week of Shadow Day
Have an appropriate person from the school (principal if you are doing a Principal for a Day or teacher, if you are doing a Teacher or Student for a Day) contact the shadower to see if he or she has any questions. Make sure the shadower understands when he or she is to arrive and where they are to go. Make this as comfortable as possible. For example, agree to meet the opinion leader at the front door—do not make him or her find an office or classroom. Design the "take-away" materials for shadowers.

One Week Prior
Send the media advisory to local news media. (If there is a PR coordinator in your school district, coordinate who will do this and the October 14 phone call.)

Four Days Prior
Phone your local media to confirm that they received the advisory and find out if they plan to participate. Encourage newspapers to contact their photo desk and send a photographer.

Shadow Day
After the event is over, ask the shadower to make a few comments about the experience. You can use these comments in any newsletter coverage you initiate. Consider videotaping the comments so they can be used with the PTA, staff, school board, and/or other groups.

Day After Shadow Day
Write a thank you letter to the shadower.
Submit an article and photo to your school district and school newsletters and Web site. Submit articles to other appropriate publications.

Three Days After Shadow Day
Review media coverage of your event and determine whether copies of that coverage should be sent to opinion leaders who impact your school.

During the Two Months After Shadow Day
Seek opportunities for a school representative and the shadower to speak at local organizations to discuss this experience.

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