We all like to know how we are doing, particularly compared with others.  The cornerstone of NCLB is assessment, providing the tools so we can compare our schools with those in the next district or the next state.  But what do rankings really say?  How effective a communication tool are school rankings?

Today’s WaPo has a number of respected colleges and universities calling for major changes in the ever-popular US News & World Report college rankings.  http://www.washingtonpost.com/wp-dyn/content/article/2007/05/19/AR2007051900665.html  At the same time, Newsweek magazine announces it Top 100 high schools.  http://www.msnbc.msn.com/id/18757087/site/newsweek/

As for Eduflack, I went to a West Virginia high school who’s experience with the Newsweek rankings is limited to receiving the High Schools issue each year.  But I also graduated from U.Va., regularly rated the top public university of the nation.  So I’ve been part of the best of times and the worst of times, if you will.

Such rankings, like all data, have their merits if scientifically sound and used properly.  And such rankings, like any communications tool, can be effective if communicated appropriately.  How do we do it?

1. Use it to support the overall message.  Students aren’t attending a college because of its ranking.  They want a good school that provides for their academic and social needs.  They visit campus, they like what they see.  When the rankings come, it validates the decision.  It supports the belief that X College is a good school, a school worth attending.  A student feels good about the choice because USNWR (and the respected folks who create their rankings) have agreed with their view of X College.  It comes with a seal of approval, and a seal that teachers, parents, and guidance counselors respect.

2. Use it aspirationally.  Rankings are motivation.  Want to rise from third to second tier in regional colleges?  See who is in the second tier and try to emulate their programs and their marketing.  Same goes for high schools.  Enhance AP or IB offerings.  Mirror what those above you are doing.  The best thing about such rankings is they provide a spotlight on best practices, practices that our K-16 system desperately needs.

3. Promote, promote, promote.  Everyone believes they are doing a good job.  And everyone wants to be recognized for it.  But those schools that “rate” do so because they know how to effectively market their goals, they actions, and their successes.  Such rankings are an honor you must seek.  Look at the Newsweek high school rankings.  For months, Jay Matthews has been soliciting recommendations of schools who are doing it right, interesting schools that could be featured as part of the Top High Schools issue.  Part of any school improvement plan, whether it be K-12 or higher ed, should be effective marketing and communications.

Yes, some will say it sends the wrong message to rank high schools, particularly since most students don’t have a choice where they attend.  And others will agree with the college prezes that IHEs shouldn’t be using USNWR to promote their institutions.  But both can be a valuable communications tool.  And as we look to improve our schools, we can use every piece of data and information we can get, particularly those schools that are doing it right.