Changing the public image of Teach For America

There are many misconceptions regarding Teach For America corps members (CMs). Are these misconceptions simple observations about the organization and its membership or something deeper? Critics of the organization have many complaints about CMs: naïveté, inexperience, youthfulness, and unrealistic ambition. Some of these complaints are valid, but not for all CM’s. However, from my many hours spent reading and integrating into the organization, I have noticed that overall, the organization does little to mount a PR offensive against biased views, preferring a strategy of non-engagement and otherwise re-enforcement of the skeptical views. I believe that a greater effort on behalf of TFA needs to be put in place to go against these “misconceptions.”

As Teach For America grows from an outside force for change into an establishment body to make systemic change possible, a closer look needs to be taken of how the organization puts itself forward to the general public. I strongly believe that the current model is outdated and is in need of a refresh in order to truly reflect the diverse membership and to effectively counter biased misconceptions of the brand.

The supporters and the critics alike have some heavily conceived notions of the general make-up of TFA CM’s and staff they usually include the following observations:

Wealthy

Privileged

Elite

Young

Single

Ambitions

Childless

To an outsider with no prior knowledge of the organization the above list represents many supposed truths. Teach For America’s PR doesn’t even attempt to counter these personal traits which many associate with corps members, despite the fact that they are overwhelmingly untrue. While these traits may fit in with the pre-TFA recruits, they in no way reflect the people who are teaching in chaotic, stressful, and difficult environments.

I will give credit where credit is due. TFA has focused on accusations of a lack of experiences and naïveté but in my opinion has done little to refute the claim of resume padding and elite thumb sucking. They instead enforce this narrative, which paints CM’s as elite and disconnected from the average American way of life.  One can hardly be surprised that senior teachers express skepticism at CM’s when all they see of TFA are nice numbers on topflight recruits, and blossoming careers post TFA service.

The worthy cause of teaching in a low income/ high needs area is almost always overshadowed by the equal and even greater focus on success after the corps in an effort to recruit the best talent on behalf of TFA. Lofty press releases about how many Ivy League Seniors applied to TFA, the high GPA of corps members, or the section on their website encouraging parents to support their golden and coddled adult children through this experience all stink of snobbery.

I must admit the glossy website makes me feel proud to be an incoming TFA CM. But I also understand that to the traditional teacher who puts him or herself through a two year teaching program is a little upset that all of this praise is being bestowed upon passion, extracurricular involvement, Alma Mater and high undergraduate GPA.

If Teach For America were a person, I wouldn’t want to have anything to do with them! They come off as an egotistical, self-absorbed, coddled coalition of young adults. The website is usually the place where first and lasting impressions are formed. I haven’t visited the TFA website in great depth since after I got accepted, ironically. But I visited today and formed impressions that made the above character associations understandable, even though I know from experiences with other CM’s that such is quite far from the reality on the ground.

The first impression screamed out to me: We’re going to fix this injustice in our country with professional high achieving college grads in expensive dress. That’s vastly different than what my impression of Teach for America is through my experience: A humbling experience with many challenges that will make you a better person and your nation a healthier one. There is not much difference in the TFA application process than that of applying to a highflying graduate program or a coveted summer internship spot at a Wall St. Bank.  While I understand this is a way to attract top talent who otherwise wouldn’t take TFA seriously, such marketing is no longer necessary.

Last year alone, over 35,000 applicants applied for just 4000 slots. If TFA stopped recruiting entirely, I believe the applicant pool would still continue to grow exponentially. The need to come off a viable and competing option with Harvard Law and Leman Brothers is no longer necessary; or rather, doesn’t require active marketing. The “brand” now speaks for itself. 2008-2009 was a paradigm shift in post-graduate career options and the focus needs to be less on fancy recruitment and more on the reality of the devastation within the schools in which TFA’ers get placed.

TFA strongly is in touch with the reality CM’s face daily in their classrooms. However this is not portrayed accurately (nor enough). It has yet to be placed front and center in the frame of conscience of that average Mr. Joe teacher who currently sees TFA as a threat to his livelihood and the overall culture of public education. Currently the PR message is a picture of general elitist character traits that overpower the great work on the ground.

Please do not misinterpret my critiqued as an attack on the organization. Kerci Marcello Stroud and the entire communication effort of her colleagues at TFA have been very successful in putting forth a consistent image. Lets see more profiles of CM’s with children and families working the long hours, features from the TFA bloggers living on ramen noodles and waiting to buy that new car until they’re done with the corps. Lets see the older professional disgruntled by the corporate life making an entrance into a High School Science class. We all know the story of the young childless, unmarried 21 year old who goes into the corps, but what about the CM that most Americans or traditional teachers can identify with? With that I do believe that turning the public image of TFA into the “we are just like you and we are America too” will go a lot further in changing more hearts and minds for the cause than the current recruitment and donor driven approach. 

Comments

[Vincent]

Hmm I agree with a lot of what you said! I only fit a few of the stereotypes you listed so I'm hoping I'm not a cookie cutter of what they look for :S But I am very proud and excited to have been accepted

However, I have talked with some local teachers in the Boston area who have worked or had TFA CMs in their schools, and one big factor is that TFA focuses SO MUCH on the educational gap and improving test scores that often times it comes off as being a very one-track mindset for CMs. I've been working in an elementary school this year and I've never once heard anything about teaching to improve test scores or stats in the district. Granted it's not a very low income community, but it is a school made up of students of low-income families.

Also, I think that a lot of applicants currently are not as passionate about teaching as they come off as. Since the prestige of TFA has gone up tremendously in recent years as you said (with Ivy League and high GPA applicants), I feel that some apply solely for the resume boost and networking for the future. I myself am very passionate about teaching and had I not been accepted I still would have went into the teaching field. But I feel that where the stereotypes are formed comes from individuals as you said, in a sharp suit and tie and looking to fix the country's problems, but lack any sense of drive to actually teach well.

I think TFA should become more selective in choosing applicants already geared SOMEWHAT into going into a teaching or educational field. In my opinion, if you went to business school, chances are you'll find a good starting job out of college anyway, you might as well save TFA for an education major who most likely won't find a teaching job right out of undergrad and is at least passionate to teach and make a difference...

[Elena Schilder]

Some really interesting insights, here, Wes, as usual.

I wanted to make sure you saw the last installment in the TFA series, a little group interview with all the characters. They talk about some of the stuff you touch on above.

Watch here: http://bit.ly/alZyIU.

Thanks again, and keep in touch!

[Matt]

I like your thinking Wes. I'm not really a cookie cutter CM (immigrant single mother, pell grant, attended school outside the US News top 40), and I know you aren't either. I suspect you may find it hard to relate to some of the experiences that many of your peers have.

That being said, this is tricky water for TFA. The strength of the TFA brand comes from the idea that CMs are NOT like everybody else. They are "The Elite". The entire program depends on that idea.

Certainly it would be interesting to read blogs/hear the stories of the few CMs that come from outside that mold completely. There really aren't many CMs over 30 (I met about 1,000 CMs during my two Institutes, and recall less than 5 who weren't near college age), but there are dozens of married ones, or who bring non-Yale life experiences to the table. Perhaps the group could do a better job playing those up.

[Adventure Racing]

Great article! It's informative and useful. Keep it up!

[Marathon 10k]

Nice post! It's really influential and inspiring. Thank you very much for sharing and keep it up!

[מדבירים]

Need to get of a viable and competitive with Harvard Law is longer necessary, or rather, does not require active marketing.

[הקמת בריכות שחיה]

I understand that the traditional teacher has set through a two year curriculum is a bit upset that all this praise is bestowed upon a passionate involvement.