Review Agenda Item

Meeting Date:

4/22/2022 - 7:00 PM

Category:

School and Community Relations

Type:

Info

Subject:

Media Relations Interim Report

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:

220422_Board_Brief_Media_Relations_Interim_Report.pdf

220422_Media_Relations_Interim_Report-attach 1.pdf

Agenda Item Summary:

The Office of Communications prepared an interim report outlining earned media coverage of the division from August 24, 2021, to March 31, 2022. The report contains the number of incoming media inquiries the Office of Communications received and addressed, main topics associated with ACPS in the news, the number of mentions of ACPS leadership, news coverage by school, national coverage, positive stories pitched by the Office of Communications and successfully covered by news media, how ACPS compares to nearby school divisions, and more. The Office of Communications plans to produce a similar media relations report every quarter for the new school year following the final report in June 2022.

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 use of a wide variety of media to reach out effectively to the community on issues of importance to the people of Alexandria.

A version of the report will be created by the Office of Communications to address new data gathered on a quarterly basis starting in the 2022-23 school year and will be shared with the superintendent and School Board to further the dialogue on how the narrative surrounding the school division impacts the ACPS community. A final report for the 2021-22 school year will be shared in June 2022.

Recommendation:

The 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 how often the division appears in the media 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. Gregory C. Hutchings, Jr. - Superintendent