June 26, Prepared2022for: Innovate Public Schools Jazmine Rodriguez, Communications Manager, LA Cell: 323 898 4949 | jrodriguez@innovateschools org www.innovatepublicschools Prepared by: Evelyn G Aleman and Joe Macias (818) 881 7976 | evelyn@mipr.net www mipr net | facebook com /mediaimagepr
SUMMARY
Innovate Public Schools (IPS) retained Media Image Public Relations (MIPR) from April to June 2022 to develop and implement a comprehensive strategic communications plan aimed at highlighting the launch of an IPS Parent Leadership Institute Southeast Los Angeles Tutoring Advocacy campaign The launch took place on June 1, 2022 The initiative raised awareness about existing student “tutoring deserts” and the urgent need for high quality high impact tutoring in underserved communities throughout southeast Los Angeles County, an area that serves more than 700,000 (90% Latino) students, many of whom live below the federal poverty line In collaboration with IPS key staff, MIPR designed strategy, key messaging and a narrative that primarily uplifted the voices of parents MIPR strategy included coordination of a press conference in Huntington Park in partnership with the city’s mayor and staff, as well as the mayor of Bell and staff The event was a success and drew local and statewide media
5, 2022 ● La Opinion, Spanish daily, print and online, front page lead story, full page, June 1, 2022 ● Telemundo52, TV, 5 pm news, June 1, 2022 ● Estrella TV 62, 11 pm newsJune 1, 2022 ● L.A. Daily News, Print and online, front page, half page llead story, half page, June 4, 2022 ● Torrance Daily Breeze, Print and online, front page, half page lead story, half page, June 4, 2022 ● Telemundo 52, TV, 5 pm News, June 4, 2022 ● Our Weekly, Print, bii-weekly, quarter-page, June 8, 2022 ● Patch.com, Online, June 13, 2022 ● EdSource, Online education source, June 23, 2022 ● LAist, Online source, June 23, 2022
In advance of the press conference, MIPR provided media training to IPS families and staff, as well as city mayors and their staff to ensure that all participants were prepared for interviews, and were camera ready on the day of the event This support was also provided on the day of the press conference MIPR work included strategic design and planning, media materials (including a run of event agenda, press release, media briefing memos, and a post press release), media outreach, pitching and follow up, event logistical walk through, interview coordination, and more. MIPR produced informational materials and secured numerous earned and online media hits in the second largest media market in the U.S.
Press Material Disseminated: 05/03/22, Run of event and agenda, IPS SELA CITY HALL RESOLUTION AND PRESS EVENT: South East L A Tutoring Advocacy Campaign | Huntington Park City Hall (6550 Miles Avenue, Huntington Park, CA 90255) | Thursday, May 26, 2022 (11:00 a m 12:00 p m ) 05/30/22, Press release, English, Southeast L A communities call on L A Unified to release billions in pandemic recovery funding needed to address tutoring deserts and get kids back on track 05/26/22, Media briefing memo, interview with The 74 05/31/22, Media briefing memo, interview with La Opinion 05/31/22, Media briefing memo, interview with Daily News 05/31/22, Updated, postponing Press release, English, Southeast L.A. communities call on L.A. Unified to release billions in pandemic recovery funding needed to address tutoring deserts and get kids back on track 06/01/22, Updated press release, English, Southeast L A communities call on L A Unified to release billions in pandemic recovery funding needed to address tutoring deserts and get kids back on track 06/06/22, Post press release, Southeast L.A. communities call on LAUSD to release billions in pandemic recovery funding needed to address tutoring deserts and get kids back on track with image, May
Media present at the press conference included NBC4, Telemundo 52, Estrella TV, L.A. Daily News, and EdSource. Pre event coverage was provided by La Opinión and Impulso Post event media coverage included: LAist, Torrance Daily Breeze, Our Weekly, and Patch.com Other interested media included the LA School Report/74 Million
Press Placed ● Impulso, Spanish bi weekly, full page
A press release announcing the IPS press conference (and report) titled: “Southeast L.A. communities call on L.A. Unified to release billions in pandemic recovery funding needed to address tutoring deserts and get kids back on track,” was disseminated to local and statewide media contacts
Under Consideration for Placement: The 74, passed on to Innovate PS staff for follow up Media Outreach Listed below are all of the media outlets that were reached out to and who were contacted. This includes a list of all of the publications, websites, bloggers, and producers) Television ● KCBC 2 / KCAL 9 ● KNBC 4 ● KTLA 5 ● KABC 7 ● FOX 11 ● KCOP 13 ● KLCS 58 (LAUSD)PBS ● Univision 34 ● Telemundo 52 ● KRCA 62/Estrella TV ● Spectrum 1 News ● USC Annenberg TV Radio ● KABC 790 Radio ● 870 AM ● 790 AM ● KNX 1070 AM ● Univision KTNQ AM 1020 ● KCRW ● KPFK ● KPCC Print Publications ● La Opinion ● L A Times ● L.A. Weekly ● Park La Brea News/Beverly Press ● Whittier News ● Daily Breeze ● USA Today ● San Fernando Sun ● Warner Center News ● Malibu Times ● Daily Bruin (UCLA) ● Los Angeles Sentinel ● California Crusader ● Compton Bulletin ● Our Weekly ● PACE News ● Wave Publications ● Boyle Heights Beat ● El Aviso Magazine ● El Clasificado ● Excelsior ● Impulso ● Impacto USA ● La Opinion ● La Prensa de Los Ángeles ● La Prensa Latina ● L A Times en Español Online ● Patch.com ● LA Observer ● LAist ● Vox Wires ● Associated Press ● City News Services ● Local News Services Media Outreach efforts, for a second and third run ● Re sent press release and followed up with phone after postponing the event by one week ● Worked with Telemundo52 and obtained a rebroadcast of the original story ● Re sent to the LA Times editors and reporters that cover Latino issues, health, or COVID 19 ● Re sent to TV: CBS2, NBC4, KTLA5, ABC7, FOX11, Univision34, Telemundo52 and Spectrum News1 ● Sent to national media outlets that included: CNN Español, Univision Network, and USA Today ● Emailed marketing assets, photos, and b roll video to Univision, KNBC4, KTLA5, and KABC7 ● Emailed photos for newspaper stories: Excelsior, LA Times, Impulso, Our Weekly, and Wave Publications Miscellaneous: Other tasks performed include: phone calls, follow up emails, event planning, meetings, trips to the post office, etc ● Drove to various locations to secure and purchase four La Opinion newspapers for the client
● Drove to various locations to secure and purchase 3 Daily News newspapers for the client ● Drove to various locations to secure and purchase 4 Daily Breeze newspapers for the client ● Mailed two La Opinion newspapers ● Requested print copies from Impulso newspaper editor ● Monitored, clipped, and organized media clips for all the MATERIALS DEVELOPED Press Material Drafted: 04/12/22, Strategic memo, SELA Tutoring campaign 05/03/22, Run of event and agenda, IPS SELA CITY HALL RESOLUTION AND PRESS EVENT: South East L A Tutoring Advocacy Campaign | Huntington Park City Hall (6550 Miles Avenue, Huntington Park, CA 90255) | Thursday, May 26, 2022 (11:00 a.m. 12:00 p.m.) 05/30/22, Press release, English, Southeast L A communities call on L A Unified to release billions in pandemic recovery funding needed to address tutoring deserts and get kids back on track 05/26/22, Media briefing memo, interview with The 74 05/31/22, Media briefing memo, interview with La Opinion 05/31/22, Media briefing memo, interview with Daily News 06/06/22, Parent speaking points 06/06/22, Event agenda, English and Spanish
PLACEMENT AND EARNED MEDIA LINKS
OUTLET PUBLICATION DATE & LINK Impulso ● Spanish Bi Weekly community newspaper, ● Publishes on Saturday ● Print Circulation, 8K ● Readership, 10K ● Website, 16K monthly ● Coverage area; Pico Union 5/24/22, Impulso, Online article with photo https://impulsonewspaper com/piden liberar fondos del distrito escolar unificado de lo s angeles lausd para beneficio de estudiantes en su aprendizaje/ La Opinion ● Spanish Daily newspaper ● Publishes daily ● Print Circulation, 35K ● Readership, 64K ● Website, monthly visits, 6 3M ● Coverage area; Los Angeles County 5/30/22, La Opinion, Online, key messaging with an interview with >>>https://laopinion.com/2022/05/31/padres de familia del sureste piden al lausd que libere miles de millones de dolares en fondos para solucionar los desiertos de tutoria en sus comunidades/
06/1/22/22, La Opinion, Print, Front page leading story with photo plus Full page with 2 photos, key messaging with interviews of
06/01/22, Telemundo52, TV, Aired on the 6pm news 06/04/22, Telemundo 52, TV, Aired on the 5pm News No link available
06/1/22, Estrella TV 62, 11 pm news No link available 06/1/22, Daily News, Online, Article featuring a photo of Innovate Mom and daughter https://www dailynews com/2022/06/01/lausd families urge district to provide tutoring programs/
06/6/22, Daily News, Print, Article featuring a 06/1/22, Daily Breeze, Print and Online, Article featuring photo of Innovate Mom and daughter https://www.dailybreeze.com/2022/06/01/lausd families urge district to provid e tutoring programs/
06/6/22, Daily Breeze, Print, Article featuring photo of Innovate Mom and d The Patch.com 6/13/22, Patch.com, Online, information plus photos https://patch.com/california/los angeles/southeast l communities call lausd rel ease billions
T P 6 their voting guide issue.
YOUTUBE 6/13/22, Courtesy of MIPR, Event Video https://www.youtube.com/watch?v=4RGYe21icJs&t=398s 6/23/22, EdSource, Online Education Source,
Website visits: 1 2 million per month 6/23/22, LAist, Online, article by Kate Sequira, interview with Hannah Gravette, regional vice president of Innovate Public Schools Los Angeles https://laist com/news/education/tutoring options in los angeles unified leave f amilies frustrated
THANK YOU Evelyn G. Aleman and Joe Macias (818) 881 7976 | evelyn@mipr.net www.mipr.net | facebook.com /mediaimagepr
