Review Agenda Item

Meeting Date:

10/21/2022 - 7:00 PM

Category:

School and Community Relations

Type:

Info

Subject:

Media Relations Quarterly Report: July-Sept. 2022

ACPS 2025 Strategic Plan Goal:

Goal 1: Systemic Alignment

ACPS will build a culture of continuous improvement and design equitable systems for school and instructional improvement.

Goal 2: Instructional Excellence

ACPS will ensure that all students have access to and engagement with high-quality instruction.

Goal 3: Student Accessibility and Support

ACPS will ensure students have equitable access to and engagement with programs and supports that reduce barriers to learning.

Goal 4: Strategic Resource Allocation

ACPS will strategically provide differentiated resources and supports to schools and departments.

Goal 5: Family and Community Engagement

ACPS will ensure that all families and community members feel welcomed, respected, and valued.

Policy:

KBC - Media Relations

Funding Source or Fiscal Impact (where applicable)

File Attachment:

221021_Media_Relations_Quarterly_Report_Board_Brief_v1.pdf

221021_Media_Relations_Quarterly_Report_v1.pdf

Agenda Item Summary:

The Office of Communications prepared a quarterly report summarizing earned media coverage for the division from July 1, 2022 through Sept. 30, 2022. The report contains the number of incoming media inquiries the Office of Communications received and addressed during this time period, main topics associated with ACPS in the news, the number of mentions of ACPS leadership, national coverage, positive stories pitched by the Office of Communications and successfully covered by news media, how ACPS’ media coverage compares to nearby school divisions and more. The Office of Communications plans to produce a similar media relations report every quarter for the 2022-23 school year. This report also highlights our efforts to fulfill our strategy to secure increased national media coverage to showcase the division beyond Alexandria and the Washington Metropolitan Area.

Background:

The 2021-25 ACPS Strategic Communications & Community Engagement Plan identifies media and public outreach as a core opportunity to engage with the community on division-wide issues that are important for all students and the future of the school division. This report shows the work our media relations team has done with a broad range of news outlets to effectively reach the Alexandria community and stakeholders on important issues and activities of our school division.

New data is being collected on a quarterly basis starting in the 2022-23 school year and will be shared with the superintendent and School Board to further the understanding of the narrative surrounding the school division among various audiences, including the ACPS community of students, staff and families, residents of the greater Washington, D.C. metropolitan region and peers in the educational arena. A final report for the 2022-23 school year will be shared in June 2023.

Recommendation:

The Interim Superintendent recommends that the School Board review this presentation to become familiar with the work of the communications team and some key metrics, such as the number of media inquiries that are received by ACPS, the stories pitched to reporters, how often the division appears in the news and the type of earned media coverage that affects public opinion of the school division.

Approvals:

Recommended By:
Signed By:
	Julia Burgos - Chief of School and Community Relations

Signed By:
	Dr. Melanie Kay-Wyatt - Interim Superintendent