ASCD is going through a technological revolution. An information explosion. A knowledge upheaval. The revolution is all about communicating in ways that become real almost as soon as they are dreamed up. Here, several ASCD staff members provide their perspectives on how their increased use of technology has benefited ASCD members.
Barry Amis, who works with ASCD constituents in the Southwest Region, has a constant companion: a laptop computer. A modem allows him to log in to ASCD's local area network (LAN), including access to e-mail and the World Wide Web. Such electronic communication enables Barry to keep in touch with educators in a wide area. The majority of his correspondence, he says, is now by e-mail—though he still prints and files messages. "People feel the need of a back-up, in case of a computer crash," he explains. E-mail has done away with "telephone tag" and confusion about time zones—particularly for contacting members outside the United States.
Like many other ASCD staff members, Barry says that he depends on the Internet for "pointers to books, articles, and reports both on and off the 'Net." He searches for information on the ERIC system, university libraries, and other sites (see "Education Links" on the ASCD Web site, http://www.ascd.org).
Barry is writing a book for ASCD—which he says he hasn't printed out yet. He keeps several back-up copies on disk, but does all writing and editing on the computer, where cutting, pasting—and review by colleagues—are so easy. When the book is finished, an ASCD editor will whip it into shape on the LAN and send it electronically to the designer and the desktop publisher, who will do illustrations and layouts with their graphics software and then, depending on the needs of the vendor, send it over a phone wire to the printer. Some of Barry's compositions go right onto electronic slides for interactive presentations that he designs himself.
Agnes Crawford, who directs ASCD's professional development programs, says that new technologies have greatly improved the way we plan conferences. For example, at two recent ones, participants completed online conference evaluations at various computer stations. These assessments are of immense value in future planning, Agnes says. Back at the office, committee and staff members use decision-support software to come to consensus about future conference topics and speakers—as well as themes of publications.
ASCD writers and Web designers have invented a new professional development opportunity for members—Professional Development (PD) Online. "Multiple Intelligences" is the first of many interactive courses planned. "We can keep track of participants and their comments; the possibilities for feedback and follow-up are endless," Agnes says. At the Annual Conference, many participants eagerly logged in at a bank of computers to try the "Multiple Intelligences" lessons. In a new PD Online program, "Understanding by Design," collaborative software will enable users to use a password and contribute curriculums and training programs.
Agnes says of her laptop and modem: "There are no more excuses not to work" (though, as one editor pointed out, sometimes one must get away from the computer). At home or on trips, Agnes can fax or e-mail consultants and members. New technologies have helped her devote more time to "substantive activities" like planning, reading, and keeping up on improving services to members.
Tammy Larson, the director of ASCD's Service Center, says that the center's 24 staff members use integrated technologies to serve ASCD members and prospective members. These staffers have access to ASCD databases and internal Web indexes at their desktops. They answer callers on both 800 and local numbers; immediately register people for conferences and memberships; change members' addresses; take orders for books, videos, audiotapes, and CD-ROMs; and troubleshoot problems. They answer correspondence—whether by snail-mail, fax, or e-mail—and they facilitate the Fax On Demand service, whereby people can use an 800 number to order membership and product information to be delivered by fax.
Tammy says, "Our goal is to do whatever it takes to satisfy the person on the other end of the line." Even ASCD's new telecommuters can access databases, answer calls, and e-mail members and co-workers seamlessly—and with unheard-of efficiency, productivity (even on snow days), and employee satisfaction. Recently, planners from other educational organizations toured the center, which has become a model for member services.
The Service Center is a work in progress: Look for more technological advances, giving members more options for finding the information they want. Look for more ASCD Web offerings that will allow people to update their memberships and addresses online, register for conferences, and purchase books. Look for voice recognition systems and telephone systems that connect callers directly with staffers' computer systems, as well as their headsets.
Joan Montgomery Halford, who writes the ASCD Infobrief quarterly on education policy issues, says she uses both high- and low-tech methods to keep up with educational issues and member concerns. She and other staff members in Government Relations and Public Information talk frequently with policymakers, educators, and congressional staff. Joan also uses the Internet to research education topics and to keep up with congressional schedules and reports on the Web. She says she is wary of some information found on the Internet because "you don't know who put it there." But many Web sites are extremely useful, such as the Library of Congress, the New York Times, education research and policy sites, political sites, and U.S. government sites. "There's no escaping the fact that these technologies are enormously helpful to my work," Joan says. Like many ASCD writers and editors, she still keeps extensive paper files of clippings and notes. Her advice to other knowledge workers? "Don't rely solely on electronic research. What you sometimes find is propaganda packaged as objective information."
Joan says that we will benefit from continuing to enhance our electronic forums and other Web applications and from inviting students to respond. "We need to encourage the voices of students," she says. "Maybe the Internet will help us to be more fully representative of classroom viewpoints."
Melody Ridgeway heads up ASCD's Information Systems and Services Work Group—supportive gurus all. She's in the middle of a gigantic retooling at ASCD—the selection of new "association management" software to handle our many databases and planning processes. The new software means not only faster customer service, but also better product development, marketing approaches, budgeting, and forecasting. According to Melody, it will provide "better reporting tools and better support, with a structure that is easy to understand"—one goal of ASCD's Technology Futures Commission (TFC) .
Another TFC goal is to provide ongoing technical training for all staff and to ensure staff input on proposals for the new association management software. Other TFC goals include providing secure Web "chat rooms," integrating Fax On Demand with the Web, planning technical support for the move to our new building in 1998, and investigating virtual reality and international toll-free phone numbers. Speaking of the new building, staff members, officers, and visiting members will find conference rooms with computer and video support, flexible office spaces, large training facilities, and the cabling and wiring to support future technologies such as infrared and wireless technology.
The challenge, Melody says, is not in finding hardware and software, but in "getting all the applications to talk' to each other and in educating staff members in the new approaches to information—in knowing when you have the critical information you have requested of the system, and then what to do with it. Knowledge management, in other words."
Frank Betts, ASCD's Associate Executive Director, is always investigating how technological advances can close the information gap, internationally as well as locally. Futurespeak is what you get when you talk with Frank. ASCD members can be assured that ASCD will continue to improve electronic access and delivery of products and information, as well as provide more face-to-face and phone interactions. "The goal is to use technological advances as tools to improve communication about student learning," Frank says. ASCD is committed to constantly adjusting our processes as new technologies become available:
First, we will create a "document repository"—coded in SGML, or standard generalized markup language—that will allow us to publish "on demand," in a variety of formats—not just books and journals, but also in CD-ROMs, on the Web, and through other electronic means.
Second, we will distribute information in "Netcentric" ways—using the telephone, TV, the World Wide Web, and other means. ASCD will be ready for this revolution.
Third, in the long run, we plan to greatly expand professional development opportunities—and not just in workshops and institutes. People will be able to enroll and participate electronically at their convenience.
Why focus on electronic delivery? "The value to the user goes up, and the cost goes down," Frank says. With electronic support, people can design their own learning opportunities, with a mixture of formats and forums—like an online university.
A glimpse into the future: The new Push technology—through which you select what information you want automatically brought to your desktop—may one day deliver daily "Tips to improve student performance" to your ASCD screen saver. Forecasters predict that in the near future, everyone will be able to access the 'Net in their homes, workplaces, schools, and even cars. For example, you might be able to tune in to a special audio channel and listen to digitally recorded Educational Leadership articles as you drive. Knowledge workers of the world, unite!
Knowledge Workers, Unite!
ASCD Fax on Demand: 1-800-405-0342 (or 703-299-8232 for the Washington, D.C., area). Follow the menu to get an index of information available FREE and then order by number.
ASCD Web site: http://www.ascd.org
ASCD Service Center: 1-800-933-ASCD (2723), then press 2; or 703-549-9110, then press 2.
ASCD e-mail: info@ascd.org or member@ascd.org