Tuesday, June 14, 2016

NJ Charter Expansion Once Again On The Rise

It would appear that Chris Christie's NJDOE is up to their old tricks again. 

NJCSA's Nicole Cole with Christie at
Bergen Arts and Science Charter School
Governor Christie has been prancing around the state, meeting with charter parents (see here, here, here and here), and New Jersey Charter Schools Association staff (see photo), boldly proclaiming that before he leaves office he will all but completely deregulate charter schools. He even delivered the keynote address at the New Jersey Charter Schools Association conference where he took more than a couple of predictable swipes at the NJEA.

In a speech Thursday at the New Jersey Charter School's Conference in Atlantic City, Christie said teachers unions are stealing from children and taxpayers while charter schools are doing "God's work." 
"Their philosophy is that every one of their jobs, every one of their perks is more important than changing the system that they know is failing," Christie said of teachers unions.
Charter schools, where teachers are not unionized and last-in-first-out policies do not apply, are more focused on students, Christie told a crowd of hundreds of charter school teacher (sic) and administrators. 
As Christie travels the state cozying up to the charter sector, and bashing traditional public schools, I've noticed that the charter application process has once again become a three ring circus.  

Yesterday it was announced that nine out of twenty four charter applications were advanced to Phase 2 of the state's March 2016 charter application round. That announcement came over three weeks late, according the the NJDOE's own timeline for the application process. 

But more on that later.

In the previous round of charter applications, announced in February of this year, Commissioner Hespe approved three new charters and sixteen expansion requests. A Christie Administration press release boasted that the 2016-2017 school year would see a 10% increase in charter seats across the state. No word of course as to how districts would pay for those seats, just this bold proclamation from Commissioner Hespe.
Expanding the number of charter schools and seats available ensures that students and parents, especially in our academically struggling districts, have more options to achieve success.
No mention that cities like Newark, Paterson and Camden are struggling to fund their traditional public schools as the state opens an endless stream of charter seats, siphoning more students out of neighborhood schools and more dollars out of the district's budget.  

No mention of the fact that the state capped the Interdistrict Public School Choice Program, which they must pay for, because, in Hespe's own words, the program became unsustainable.
“It’s fiscally unsustainable,” state Education Commissioner David Hespe said in an interview. “The program has increased fivefold. The cost has increased fivefold.”
Instead of actually stopping out of control charter growth in the hardest hit cities, the NJDOE feigns restraint in their charter school program by adding lines like this one to their press release.
There are currently 89 charter schools in New Jersey. Since 2010, 39 new charter schools have opened and the Department has closed 17 due to academic, operational or financial deficiencies.
But take a look at this chart I prepared for a presentation I gave in Montclair, a town now forced to continue to mount a defense against a charter application that has made it to Phase 2.



Now keep in mind, this chart only represents new charter approvals - this does not include the expansions that have been approved. As I mentioned above, in the last round only 3 new charters were approved but sixteen were given the go ahead to expand. This resulted in a 10% increase in the number of charter seats in one school year. 

This kind of sudden increase is reminiscent of 2010, when Christie first took office and attempted to radically grow the number of charter seats in New Jersey. He was met with fierce opposition across the state, not only from parents, but from legislators such as Senator Nia Gill who demanded transparency in the approval process as Christie's administration handed out charters as political favors. As the chart above demonstrates, when they were challenged, the number of charter applications and approvals significantly slowed.

It is time for parents and legislators to stand up and demand that same transparency once again.

Allow me to provide an example of the nonsense currently being perpetrated by the NJDOE. 

Here is a screen shot of the March Application Timeline, as it appeared on the Office of Charter Schools website on May 13th, four days before the Phase I decisions were to be announced.




And here is what it looks like today.




Not only does this appear to be a cover for the fact that, as I mentioned previously, the NJDOE was three weeks out of timeline with yesterday's announcement. This also means that with this new scaled back timeline, districts and communities have no idea when they will receive the Phase 2 applications and no idea how long they will be given to prepare their responses to those applications.

No doubt the applicants have been told the submission date for Phase 2 applications, but districts and communities, as usual, are left in the dark. This is just par for the course when a charter school is trying to open in a town. The deck is stacked against the traditional school district, as the state woos and holds the hands of charter applicants and operators.

It is time for the people of this state and their elected representatives in Trenton to once again call the NJDOE out on these shenanigans. Chris Christie's NJDOE makes up their own rules as they go along, and our governor has been very clear that he intends to drastically increase seats while he simultaneously deregulates the charter sector. 

While the New Jersey Charter Schools Association stands behind Christie (much as Christie stands behind Trump), just waiting for their reward, it is incumbent upon the rest of us to ensure that his reckless deregulation plans are thwarted. 

Keep in mind, with the lax regulations currently in place, this administration has had to close seventeen charters for "academic, operational or financial deficiencies." That is an unnecessary and unproductive disruption of the education of thousands of students. How many more children will be put in the care of incompetent charter operators should Christie get his way?

We must demand transparency in the application process, both for new applications, and for expansions. 

Christie's aggressive charter growth and deregulation agenda is poison. 

Sunlight is the best antidote

Thursday, May 5, 2016

NJ PTA: Well Funded But Ill Informed

It seems that NJPTA President elect and We Raise NJ spokeswoman Rose Acerra needs to do her homework on the graduation requirement issue
A coalition called We Raise NJ, which includes the New Jersey PTA, NJ Business and Industry Association, NJ Charter Schools Association, NJSBA, and several other groups, sent out a press release yesterday defending PARCC.
“We believe in high-quality standards, as well as assessments that align to those standards. And we believe that every high school senior in the state of New Jersey should take a high-quality assessment to demonstrate college and career readiness,” said Rose Acerra, president-elect of the New York PTA. “That is the best way to determine if they are prepared for the next step that awaits them, be it a classroom or a boardroom.” (emphasis mine)
Note to Acerra and We Raise NJ: High school seniors don't take exit exams. According to existing state statute, students are required to take an exit exam in the 11th grade:
In the school year which begins in September 1993, and annually thereafter, the State graduation proficiency test shall be administered to all 11th grade pupils and to any 11th or 12th grade pupil who has previously failed to demonstrate mastery of State graduation proficiency standards on said test. The mastery of proficiencies required to fulfill local graduation standards shall be determined as appropriate under local board of education assessment plans. (emphasis mine)
The only 12th grade students taking exit exams are those students that did not pass the 11th grade administration. 

Her comments make me wonder if Acerra even understands that the proposed regulations make PARCC Alg 1 and ELA 10 the state's exit exams. And does she understand, for instance, that many students take Algebra 1 in middle school?

According to the state, last year 30,000 middle school students took PARCC Algebra 1. (see page 6)


And ELA 10 is taken, well, in 10th grade. What was the pass rate on that test last year? 37%. (see page 5)



Let's bottom line this. 

The state is proposing that schools must pressure middle schoolers and 10th graders (because remember, as of 2020 there will be no opting out) into taking tests with 36% - 37% pass rates to prove they are both "college and career ready" and ready to graduate from high school. 

As my friend Jersey Jazzman says, is everybody OK with that? Because to my mind, this proposal only makes sense if you want to set kids and schools up to fail.

And while Acerra's well rehearsed talking point that the NJ PTA believes in "high-quality standards, as well as assessments that align to those standards," in reality that has nothing to do with the state statute as it relates to graduation exit exams.

In fact, here's what the state statute actually says:
The test shall measure those basic skills all students must possess to function politically, economically and socially in a democratic society. (emphasis mine)
Did you catch that? The legislature asked the NJDOE to create a test of basic skills. PARCC is not a basic skills test. Does PARCC include basic skills? Probably. Is it limited to basic skills? Most certainly not.

Shoutout to the brilliant Sarah Tepper Blaine for scouring state statute and making these arguments before the New Jersey State Board of Education yesterday. Her fabulous testimony is posted on her blog

Sarah made it crystal clear that the NJDOE has completely overstepped their authority with the proposed graduation requirement regulations they're asking the state board to adopt. 
However, the school laws you’re tasked with enacting and enabling only allow you to deny high school diplomas to students who don’t demonstrate the minimum basic skills in reading, writing, and computational skills necessary to function politically, socially, and economically in a democratic society.  What the statutes expressly do not allow you to do is to unilaterally raise that minimum and instead require students to meet a much higher threshold – college and career readiness – in order to obtain a high school diploma. (emphasis mine)
Hey, We Raise New Jersey! I'll see your Rose Acerra and I'll raise you a Sarah Tepper Blaine! 

You guys may be clever enough to make it look like parents are on board with the NJDOE's proposed changes to graduation requirements by putting the NJPTA out in front on this one, but you don't have parent advocates Sarah. 

You only have the NJPTA, and they lost the ability to represent the interests of parents the minute the national organization started taking millions of dollars from Bill Gates "to educate parents and communities on the Common Core State Standards." 

That's when they stopped talking with parents and started talking to them.

And while those millions may get Gates a seat at the table in NJ in the form of some made-up coalition of parents and the business community (natural allies, right?), all that money can't buy him passion, commitment and determination. 

Like this.
Susan Cauldwell, executive director of SOSNJ Community Organizing, also endorsed the legislative approach during the press conference, but held out the possibility of a grassroots campaign against PARCC that extends into 2017 and beyond. 
We won’t be discouraged in this fight,” she said. “Parents have attended countless public hearings, countless legislative hearings, they’ve written editorials, they’ve blogged, they’ve posted on Facebook. We’re not going away, so if it’s not this governor and this DOE, there’s an election coming, and it will be the next governor and the next DOE. We have the numbers, and change will be coming soon.”
So while We Raise NJ was sending out their crisp press release, SOSNJ, ELC, NJEA and dozens of parents, teachers and students were outside the NJDOE stating our case. We were wet, and we were cold, but we were there to show the powers that be that no single test should be used to decide if a student is eligible to graduate. Especially not a flawed, unreliable, unvalidated instrument such as PARCC - a test that was not designed or intended for this purpose.

And like Susan said, we're not going away and change will be coming soon.


Tuesday, May 3, 2016

Chris Christie's Charter School Gold Rush

The shine is off of Chris Christie for sure.

Once the golden boy of the Republican Party, the New Jersey governor failed to poll out of the single digits in the primaries, and has been the subject or scorn and ridicule since returning to the Garden State defeated and opportunistically endorsing Donald Drumpf for President. There is speculation that he could be rewarded by being selected to be Drumpf's VP.  Anything to stay relevant, I guess 

Christie's favorability rating at home hit an all time low after the Drumpf endorsement, and residents expressed sincere concern for the future of the state under his leadership.
Prior to endorsing Drumpf, Christie held a 33 percent approval rating. In the days after his surprise announcement last week, that rating dropped to 27 percent. 
The survey also found a record low number of New Jerseyans, 29 percent, are confident the state is headed down the right track. Fifty-nine percent expressed concern the state is "headed off the rails," according to the poll.  
The Fairleigh Dickinson University poll also asked respondents to describe the Governor in one word. Here is the word cloud created based on those answers.


Not a big surprise that Christie is viewed as an arrogant bully, or that very few positive sentiments rise to the surface. This just confirms that Christie is persona non grata in the state, and we're all just biding our time until he's gone.

Our state held hostage by an arrogant bully. 

So who would want to welcome Christie into their midst? Why, the New Jersey Charter Schools Association, of course!

I could barely stifle the laughter when I read the glowing email I received from NJCSA this morning:
We are delighted to welcome Governor Chris Christie as the Keynote Speaker for the 8th Annual New Jersey Charter Schools Conference on Thursday, May 26 at 1 PM at Bally's Atlantic City.
Governor Chris Christie, Keynote Speaker
Since taking office in 2010, Governor Christie has made education reform a top priority of his Administration, working to turn around failing schools, improve accountability, create a fair and meaningful evaluation system for teachers and principals and increase school choice in the state’s worst performing districts. Governor Christie provided billions of dollars in additional state aid for New Jersey schools, setting a historic high for school funding for five consecutive years.
Leaving all of the inaccuracies in this statement aside for the moment, why would the NJCSA be "delighted" to welcome a governor who has become so toxic to, well, just about everybody?

Because Christie has promised to increase charter seats before he leaves office, and he's already shown he's prepared to make good on that promise. 

But who can actually create those additional seats? Why, that would be Christie appointee David Hepse, the Commissioner of Education. That's right, the Commissioner of Education is the only "decider" in the state as to which charters are opened, closed, renewed, or expanded. So it's not a bad idea to make sure to heap a bunch of praise on the guy who hires or fires the guy responsible for your future growth. 

You see how this works, right?

And oh, did I mention that Commissioner of Education David Hespe was the NJCSA Keynote Speaker last year?



I just wake up and I say, "How can I help these dedicated folks do better?" And, by the way, whenever you think of a way you can do better, let me know. I'm there. I'll support you in whatever possible way I can.
....
If you need me, you know where to find me.
                                                                                               - David Hespe 3/31/2015 

The level of fawning is nothing short of shocking.

The governor announced in his 2016 State of the State address that he intended to increase charter seats by 9% before leaving office, thus creating an additional 4,000 seats.

What has naturally followed is increased numbers of applications. Currently 26 prospective charter applicants are hoping to get the nod from Commissioner Hespe. This comes right on the heels of 16 approved expansion requests and three new charter schools approved in late February.

NJCSA has not been shy about the fact that they have gotten the green light from the administration to open the flood gates, and it seems that they have sent that message loud and clear to current and prospective charter operators. 

Consider this from Red Bank.
Flanked by Trenton lobbyists and a pair of ex-superintendents-turned-consultants, charter Principal Meredith Pennotti said one key reason the school is seeking to expand is “the political climate” — specifically, Governor Chris Christie’s unabashed support of school choice.
“Did you hear him underscore charter schools?” in his state of the state address last week, Pennotti asked the audience. With two years left in his second term as governor, and perhaps less if his quest for the presidency leads to an early departure, “we’re taking advantage of that opportunity,” she said.
Christie mentioned charter schools 19 times in the speech, and called them “a resounding success for our state.”
“In two years, when he’s gone, this opportunity may not exist,” said New Jersey Charter Schools Association president Nicole Cole, “That’s a pretty critical piece. The time is now for your good schools to be looking at growing seats.”
And this from Pennsauken.



As Save Our Schools NJ so rightly pointed out:


Imagine if the Environmental Protection Agency began encouraging the coal power plants it regulates to expand and open in new locations?

Of course, the funding for those charter schools comes from local property taxes and local public schools - even though the local population has nothing to say about whether those schools may open in their community. That decision is entirely up to the Commissioner of Education - a political appointee of the Christie Administration.

There is no doubt that there is a concerted effort underway, by Christie, Hespe and NJCSA, to increase charter schools seats across the state. While I'm not surprised in the slightest that they're working together to create more charter seats, I would think they'd want to be a bit more subtle about it. 

It sure seems like a risky move to glorify Christie as the patron saint of your movement at a time when the vast majority of the state sees him for the arrogant bully he is. 

Wednesday, March 2, 2016

My Kid Is Just Fine Thanks, She's Refusing The Test


Rejoice, New Jersey! Spring is almost here! That magical time of year when the flowers bloom, the sun sets later, and the temperatures rise. But for public school children, it's also state-mandated testing time. That dreaded time of year when their vibrant schools wither into testing factories, the school day can't end fast enough, and parents, politicians, and pundits get hot under the collar debating the value of PARCC.

What better time to launch a pro-testing, astroturf social media campaign?

Everyone please give a resounding welcome to How Is My Kid Doing! These Gates funded Common Core astroturf cheerleaders, are doing a bang up job of setting all us misinformed parents straight

Why, just watch their teaser video!



From Carla, part of the How Is My Kid Doing team:
The love and the anxiety we have over these little beings. It makes you put blinders on, you know? I mean, people could say to me, if you wear a green hat on Mondays, Wednesdays, and Fridays, your kid will be spared from X, Y, and Z. I'd be like, OK, put on the green hat, as silly as it makes me look, I'll do it!
This may be the most preposterous pro-testing argument ever to be uttered, let alone recorded and promoted. 

Imagine Bill Gates's disappointment that this is best the Council for a Strong America could do with the $2.2 million he gave them to "educate and engage stakeholders about the Common Core." Here's how they describe their campaign:

How is My Kid Doing is an interactive video project that creates a parent-to-parent dialogue on the issue of well-designed, limited testing to measure and assess our children’s readiness for real life. The project talks with parents from across the country and discusses challenges and growth experienced as a result of testing.
Common rules and ways to measure results help businesses, the military, and sports teams compete. Young Americans, no matter where they live, deserve the best preparation possible for their future success in college and the workforce.
If "common rules" are effective in business, the military, and in sports, then naturally they should be highly effective in a Kindergarten classroom, amiright? I mean, who wouldn't want their 5 year old shaped in the environmental conditions found on Wall Street, the battle ground, and the gridiron? 

A friendly little word of advice to Bill Gates, and his army of propaganda pushers. 

JUST STOP.

The parents I know who refuse the tests do not have blinders on. They won't just put on a green hat because Bill Gates thinks it's good for their kid. They research. They think critically. They are not prone to follow someone else's lead. They are independent parents who want full, rich experiences for their own children, and for all children.

In other words, they are the people that will tell Bill Gates where he can shove his green hat.

If you want to hear authentic parent voices, hop on over to the Save Our Schools NJ Facebook page, where they have just launched their own campaign to raise the voices of informed parents across the state who refuse the test for their kids. The first refusal story is from a mom in Jersey City who was so disheartened by the joyless Kindergarten environment in her child's school, she made the decision to home school - the ultimate refusal.



Real parents explain why they oppose high stakes standardized testing. Check out our Q and A and other refusal resources at: http://www.saveourschoolsnj.org/refusing-parcc-test/
Posted by Save Our Schools New Jersey on Wednesday, March 2, 2016


To hear from more independent parents across the state, stay tuned to the Save Our Schools NJ Facebook page. If you'd like to submit your own story, send them a Facebook message with your name, a photo and a 100 word statement on why you refuse the tests.

The best antidote to Bill Gates and his minions is informed, engaged parents who aren't afraid to tell their story. More and more parents are waking up to the fact that education is so much more than what can be measured or standardized, and we refuse to let state and federal demands for accountability squeeze the joy and love of learning out of our children.


Sorry Bill, no green hat for me.

ADDING: Aw, ain't that sweet! The Gates Foundation is really proud of their astroturf project about the "value of testing"!

Thursday, May 21, 2015

Lonely Laura Waters

It's gotta be hard to be NJ's only reformster blogger. I mean, just look at the tally sheet.


And this is just the bloggers I can think of off the top of my head and doesn't include amazing guest bloggers I've had on my blog like MoNeke Ragsdale, Sue Altman, and Julie Borst. It also doesn't include the Cares groups that have sprung up all around the state, or groups like the Newark Parents Union and the Newark Students union, or even Save Our Schools NJ - the pro public ed parent group that makes poor Waters see red and completely lose her faculties on a regular basis.

And then there's Waters. All on her own. And it's not like NJ Reformsters haven't tried to build a corps of bloggers. See the email below from the NJ Charter Schools Association, asking the folks on their mailing list to "Become a Blogger" as part of their Communications and Advocacy plan. (Place your bets as to how long before I'm taken off this mailing list.)


Waters has been all alone waving her flag for charters, choice, and testing for as long as I can remember, and she's gone after SOSNJ more times that I care to link to. It's all become a bit of a bore to be frank. But when she went after Sarah Tepper Blaine yesterday my interest was piqued. 

Why you may ask? Isn't this just par for the course with Waters? 

Well, yes and no.

Sarah is a new and interesting target for Waters, and Waters has a new and interesting role in the reformster landscape. You see, Waters is now  a pen for ire for Eli Broad's Education Post

The amazing Edushyster recently interviewed Education Post's creator, Peter Cunningham. Read the whole interview to get the real sense of what's what, but here's an important snippet.
EduShyster: That expression you see on my face is incredulity. But please go on sir. I want to hear more about the isolation and alone-ness of people pushing reform. How are they faring today?
swarmCunningham:  Take Kevin Huffman. Now you can disagree with him on policy, but he felt like people were waking up everyday and just attacking him on social media. He tried to respond, and he just felt like it didn’t matter. By 2012-2013, Team Status Quo—your label not mine—was very effectively calling a lot of reform ideas into question. I mean look around the country. Huffman’s gone, John King is gone, John Deasy is gone, Michelle Rhee is gone. I’ve created the ability to swarm, because everyone felt like they were being swarmed. We now have people who will, when asked, lean in on the debate, when people feel like they’re just under siege.
EduShyster: I like that word *swarm* because that’s kind of how I imagine the scene at EdPost HQ. Somewhere somebody on the Internets says something hurtful about, say, PARCC, and an alarm sounds, activating the team members who then proceed to badger the offender into submission. (emphasis mine)
How can Team Reformster get out their message when they are so often severely outnumbered if not completely alone like Waters here in NJ? Why, they can seek out the megaphone provided by billionaires like Eli Broad (who has dumped 12 million dollars into Ed Post) and Peter Cunningham, former Assistant Secretary for Communications and Outreach with the U.S. Department of Education. 

Not only was Cunningham Arne Duncan's communications flack, he's his buddy as well. Cunningham worked with Duncan in Chicago, and came with him and Obama to DC. This is all very personal for Cunningham.
I understand that Dr. Ravitch is about to publish another book attacking education reform. She will go after my good friend Arne Duncan. She will attack alternative educational approaches such as charter schools -- even if they are successful. She will attack well-meaning and hard-working organizations like Teach for America. She will attack foundations and organizations she disagrees with, regardless of the benefits they provide to educators. She will lump them all together as one big corporate conspiracy aimed at privatizing public education. (emphasis mine)
But what does this all have to do with Sarah? Allow me to explain.

Sarah's blog posts have been picked up numerous times by Valerie Strauss, who writes the Answer Sheet blog for the Washington Post. Hence, Sarah has gotten a lot of national media attention. (GO SARAH!)

New York principal Carol Burris has also gotten a lot of national attention on the Answer Sheet blog where she has regularly decimated the Common Core and advocated for the opt out movement. Unsurprisingly, Burris was the first target of an Education Post swarm of pens for hire (see all of the posts here) and don't miss Curmudgucation's take on the whole mess.

All this makes me wonder, will Waters bring her critique of Sarah national in an attempt to discredit another Answer Sheet guest blogger with a national audience? Smart money says yes.

It has become clear that the strong uprising against PARCC in NJ has attracted the attention of national groups, as evidenced by unsolicited opinion pieces by national reformsters appearing in the papers and on the websites of our states' media outlets. See recent examples from Education Trust president Kati Haycock here and Team Michael (Petrilli and Brickman), the president and national policy director of the Thomas B. Fordham Institute, here.
To be sure, these changes are not easy, but we hope New Jersey will not turn back now, and will continue on a path to providing high, measurable goals for all students. The state's educators and students have worked too hard, for too long, to climb the mountain to higher expectations to turn around just as the summit comes into view.
Is it a coincidence that since the launch of Education Post, we've seen this influx of national figureheads in our state media? Consider this from EdWeek about Ed Post's launch:
Cunningham said some of the new group's work will be behind the scenes, drafting op-ed articles for policymakers, educators, and others, as well as providing strategic advice. But a more public effort will involve writing blog posts and responding to public misconceptions. (emphasis mine)
Looks like since Waters is the lone blogger for Team Reformster in the state they have to bring in the hired guns to try to control the narrative. 

I have to laugh at the feeble attempt to downplay the pro-public ed side of the New Jersey debate in Waters' post about Sarah:
The anti-reform Jersey consortium isn’t that big, but it’s really well-organized. We all know the names: Bob Braun, Mark Weber, Marie Cornfield, Julia Sass Rubin, Stephen Danley, Bruce Baker. (Sorry if I’ve missed a couple.) Just about all of them are connected, in one way or another, to NJEA and Save Our Schools-NJ.
Waters missed more than a couple, (see above) and she has it kind of backwards. Our "consortium" IS really big, a whole hell of a lot bigger than hers to be sure, and it is Team Reformster that tends to be really "well-organized."

After all, Waters has We Raise NJ, (and looky there, her posts are on that website too!) and all the money and organizational capacity that comes from an alliance with trusted education leaders like the Chamber of Commerce and the New Jersey Business and Industry Association! But don't worry parents and teachers, We Raise NJ has pledged that "students are more than their test results" and that they "respect teachers' and families' responsibility to make academic decision for students!" 

I guess the good folks at We Raise NJ just wish the NJ education blogosphere would pipe down a bit about the academic decisions we make for our students. 

We have the numbers, but they have money and the connections to our government and our media. Our unfunded, rag-tag bunch of New Jersey bloggers make them nervous because we are on to their game, we're making noise, and we're gaining ground. We're all in this for the long haul, and as time marches on our ranks only grow deeper and stronger. 

So bring it on.

Friday, May 8, 2015

Pitchman Fails To Extinguish Pearson's PR Fire

If corporations really are people then Pearson must be crying in his coffee right about now.

First, Pearson received a thorough skewering at the hands of John Oliver.


As one might expect, the Oliver bit went viral on social media. On the Last Week Tonight Facebook page, the video has been viewed almost 3.5 million times, and has been shared 56,000 times. To date, it's the most viewed video of the season. The only video that has come remotely close to the same number of views was a segment on government surveillance where Oliver interviewed Edward Snowden. The Snowden segment has been watched a little more than 2.6 million times, and shared 37,000 times.

Congratulations, Pearson!! You're more frightening to the American public than their own government spying on them.

What even I didn't expect however was that the segment went viral in the main stream media. It's been covered by Time, Rolling Stone, the Wall Street Journal and even EdWeek among a host of other major media outlets.

Then the brilliant Valerie Strauss reached out to Pearson and asked if they wanted to respond to the segment. Seems they thought this would be a good opportunity to do some Crisis Communications.





Pearson's chosen Pitchman is a fellow by the name of Alfred Binford. Pearson sent Alfred out to fight their five alarm PR Fire.

Alfred was described in the post as the "managing director of assessment and direct delivery." Whatever the heck that means.


A quick perusal of his LinkedIn account shows Alfred's only been on the job for 6 months. 
Before releasing his missive, Pearson may have wanted to make sure the job description on his LinkedIn account matched what they were sending to the Washington Post, since LinkedIn says he "Directs North American Sales and GTM operations across major units for global market leader."



His letter sure reads like a sales pitch, and not only is Pearson selling us their test, they're trying to sell us Alfred himself.
The best things that have happened in my life are because of my family and education. A single mom made schooling a top priority for my siblings and me, and I am a proud product of the Bronx Public Schools in New York City. Education has always been “access to opportunity” for me and has helped shape me as a husband, dad, neighbor, employee, and citizen.
My wife and I want our three boys to get great educations that prepare them to earn good-paying jobs and to find fulfillment in life. Just about every parent knows that so much of future success depends on access to the best education possible. 
It sure seems like Pearson's PR flacks are putting Alfred out there as the new, fresh, family friendly face of Pearson. And what a coincidence, I found reference to Alfred on the Facebook page of L. Wolfe Communications.


And of course, Pearson is listed as a client of L. Wolfe Communications.

The article L. Wolfe was hawking goes even further to sell us on the Cult of Alfred.
My family is no different.  In my new role at Pearson, I am busy with the development and distribution of our assessment and virtual learning solutions, and supporting our dedicated team of professionals who work with educators throughout North America. My wife, Jackie, is putting her undergraduate degree and master’s in business administration to work as a part-time substitute teacher in Georgia. When traveling for work, I am so grateful for her shouldering much of the responsibility for managing the busy lives of our three boys—everything from shuttling them to and from basketball practice and taking them to the latest action movie sequel (that I think are way too violent) to helping with their homework projects.
In the midst of our hectic lives, we find one activity that really unites us is family dinner. In the Binford household, we make an effort for the five of us to sit down at the table together every chance we get. Whether at home, or at our favorite local restaurants, this precious time together provides us with a break from our busy lives, and time to talk, laugh (mostly at me) and re-connect.
Note to Pearson (and I know you are reading this):

STOP!

Parents want an honest conversation about your tests and your role in our kids' schools. We are far too smart for you to prop up someone like Alfred and attempt to have him woo us with flowery language about the importance of family and public education. We already know how important these things are, and that is precisely why we want you out of our schools and off of our kids' social media accounts.

Here is the press release that was sent out when Alfred took his previous job as President and CEO of MYCOM, "a leading provider of innovative engineering services and carrier grade software solutions". Give it a nice long read. (Go ahead and have it taken down Pearson, I have it saved as a pdf.)

Meet the real Alfred "Industry Leader" Binford.
Alfred Binford: Binford has more than 25 years of experience in the communications industry and has worked across a broad range of major markets. Prior to joining MYCOM North America, Binford led the Amdocs Consulting Division to significant growth on a worldwide basis, joining the company in 2010. Before joining Amdocs, he was a senior executive at Vodafone, leading its Global Enterprise business in the Americas. Prior to working at Vodafone, Binford led the Managed Services and Outsourcing businesses for Unisys and, earlier, at EDS. Binford began his career in telecommunications with AT&T where, over the course of eleven years, he held assignments of increasing responsibility across sales, marketing, network operations, and product management. Binford went on to work at Verizon, where he was initially Vice President of Corporate Marketing and Advertising, and later the President and CEO of its long‐distance subsidiary during the startup phase.
Communications Industry... Major Markets... Corporate Marketing... Consulting Division... Business... Sales... Operations... Product Management... Advertising...

Hmmm, see EDUCATION in there anywhere? No? Well, I'll be darned.

Pearson, your attempt to humanize your company is as big of a disaster as your test.

I beg you. On behalf of parents everywhere.

STOP.