Review Agenda Item
Meeting Date: 5/5/2023 - 7:00 PM
Category: School and Community Relations
Type: Info
Subject: Media Relations Quarterly Report: Jan.-March 2023
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:
Agenda Item Summary: The Office of Communications prepared a quarterly report summarizing earned media coverage for the division from Jan. 1, 2022 through March 31, 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 has produced a similar media relations report every quarter for the 2022-23 school year, and will produce the final one in June 2023. 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, and national audiences, on the important issues and activities of our school division. Starting in the 2022-23 school year, new data has been collected on a quarterly basis and is being 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 and national arena. In the third quarter of the 2022-23 school year, ACPS received 60 media requests between Jan. 1 and March 31, 2023, and had 630 mentions in news coverage. The top topics in this quarter include: safety and security, school staffing shortages and recruitment, substance abuse prevention, pandemic learning loss recovery, the ACPS-GWU partnership for special education teachers, Alexandria City High School athletics and band and feature stories on the long service of a member of the custodial team at Samuel W. Tucker Elementary School. The next report will examine media inquiries and news coverage from April 2023 through June 15, 2023, and a final report for the 2022-23 school year will be shared in July 2023.
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 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.
Recommended By:
Signed By:
Julia Burgos - Chief of School and Community Relations
Signed By:
Dr. Melanie Kay-Wyatt - Interim Superintendent