August 19, 2022
Dr. Yelba Castellon, MD, UCLA Cell (310) 359 3086 |
Prepared by:
Evelyn G. Aleman and Joe Macias (818) 881 7976 | evelyn@mipr.net www.mipr.net | facebook.com /mediaimagepr
2022 FINAL SUMMARY MiVacunaLAREPORT Public Relations Services November 5, 2021 August 19,2022
Dr. Luisa Blanco, Professor of Economics at Pepperdine University, School of Public Policy Cell (310) 359 3086 |
Prepared for: MiVacunaLA
SUMMARY
Media Image Public Relations (MIPR) was retained as a communications consultant by MiVacunaLA team members Dr. Luisa Blanco, professor of economics at Pepperdine University’s School of Public Policy, and Dr. Yelba Castellón, a medical doctor at UCLA, beginning November 2021 and ending Summer 2022. During this period, MIPR provided comprehensive communications services aimed at increasing awareness of the MiVacunaLA program within the Los Angeles media market.
MIPR’s work focused on highlighting the program, and efforts to increase accurate and reliable information dissemination via mobile phone texting among Latino communities in LA county with the hopes of improving vaccination rates within a population highly impacted by the COVID 19 global pandemic.
To this effect, MIPR researched, developed key messaging and written content for press materials, as well as assets that were subsequently disseminated to English and Spanish language mainstream and community print, broadcast and online media. An initial fall 2021 media pitch for the mobile texting program resulted in interest in the story by LAist and KPCC 89.3 FM reporter Leslie Berestein Rojas. The story was abandoned as the MiVacunaLA team awaited the study’s formal publication in a medical journal. The MIPR team then pitched and followed up with reporters on two additional media dissemination efforts in spring and summer 2022 that highlighted the recently published report and mobile texting program.
Media Results ● TV 11 ● Print 16 ● Online 16 TOTAL 43 = Estimated Total Value $29,000 + TV segment production cos
To this effect, MIPR identified key spokespeople and coordinated media interviews. MIPR also worked closely to coordinate interviews with the MiVacunaLA team, securing parents, MVLA spokespeople, phone calls, Zoom conferences and logistics for filming.
As a result of all efforts, MIPR secured a whopping 43 media hits via English and Spanish news sources, including a Spectrum News 1 2.35-minute story that aired every hour during a 13 hour news cycle. Media efforts continuously reached the key target audience: Latino communities.
color full page, July 30, edition 31 2022, page 41, coverage areas: 1. Los Angeles North 2. Los Angeles Center 3. Los Angeles South 4. San Fernando Valley 5. Orange County 6. Inland Empire 7. Orange County 8. Southeast Los Angeles 9. San Gabriel Valley 11. North West Los Angeles 12. South Center Los Angeles 13. West Los Angeles 14. San Fernando Valley 16. Inland Empire ● La Opinion, Print and online newspaper, Spanish daily Full page article w/ image intro on front page, July 21 $5,500 ● Impulso, Print and online, Spanish bi weekly newspaper, Full page article w/ three images, July 28 $1,000 ● Spectrum News 1, Cable TV, Two minute segment that aired starting at 5 a.m. through 6 p.m., August 17 $8,000 plus production cost ● LAist/KPCC 89.3 FM (client missed opportunity) $5,500
National ● USA Today San Fernando Valley ● Daily News ● San Fernando Sun ●
● El
Magazine ● El
● PACE News ●
● L.A. Times ● L.A. Weekly ●
USA ● La
● KABC
AM ● 870 AM ● 790 AM ● KNX 1070 AM ●
FM PRINT GeneralNEWSPAPERSL.A.Area ● La
News/BeverlyBrea Press ● Whittier News ● Daily
Times College ● Daily
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Media Outreach Distribution MainstreamTELEVISION ● KCBS 2 / KCAL 9 ● KNBC 4 ● KTLA 5 ● KABC 7 ● FOX 11 ● KCOP 13 ● KLCS 58 (LAUSD)PBS ● Spectrum 1 News ● USC Annenberg TV Latino/Hispanic ● Univision 34 ● Telemundo 52 ● KRCA 62/Estrella TV
RADIO 790 Univision KTNQ AM 1020 KCRW 89.9 KPFK 90.7 89.3 Opinion Park La Breeze Warner Center Malibu Bruin (UCLA)
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Publications ONLINE ● LA Observer ● LAist ● Vox WIRE ● Associated Press ● City News Services ● Local News Services
Latino/Hispanic Boyle Heights Beat Aviso Clasificado Excelsior Impulso Impacto Opinion La Prensa de Los Ángeles La Prensa Latina L.A Times en Español Los Angeles Sentinel California Crusader Compton Bulletin Weekly Wave
FM ● KPCC
● Our
CommunityAfrican-American ●
●
News ●
FM ●
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● Emailed marketing assets, flyers and promo video to Spectrum News 1 reporter for story
● Identified, contacted and emailed MiVacunaLA parent to commit to her child’s vaccination and participate in Spectrum News 1 story
● Traveled to Santa Monica to coordinate interview with Dr. Castellón and Spectrum News 1 reporter
Media Outreach (Second and Third Dissemination Efforts)
● Sent to national media outlets including: CNN Español, Univision and USA Today
● Taped story and created YouTube shareable link for Spectrum News 1 story
● Coordinated interview with Dr. Castellón and La Opinión Spanish daily newspaper
● Re sent to local TV networks, CBS 2, NBC4, KTLA5, ABC7, FOX11, Univision34, Telemundo52 and Spectrum News 1
● Created a text “Chat” group to communicate with MiVacunaLA team members, Dr. Blanco and Dr. Castellón
● Drove to various locations to find and purchase La Opinión newspapers for client
● Re sent to LA Times editors and reporters covering Latino issues, health, or COVID 19
● Paid parking for Spectrum reporter at shopping center where vaccination took place
● Purchased drinks and snacks for family that participated in Spectrum News 1 story
● Re sent press release and followed up with phone calls to the following editors: La Opinión, Impulso, Our Weekly, Boyle Heights Beat, Wave Publications, and PACE News
● Created press release banner with logos
● Emailed photos for newspaper stories: La Opinión, Impulso, Excelsior, Our Weekly, Boyle Heights Beat, Wave Publications, and PACE News
Miscellaneous:
● Requested print copies from Impulso newspaper editor
● Delivered two La Opinión newspapers to Dr. Castellón in Santa Monica
● Traveled to Hollywood to coordinate interview with parent Raquel Diaz and Spectrum News 1 reporter for vaccination
Other tasks performed included: phone calls, follow up emails, event planning, meetings, trips to the post office, etc.
11/16/21, Press release, “Study finds that mobile phone text messages delivering reliable COVID 19 information from doctors can shift behaviors and improve vaccination rates among Latinos in Los Angeles County”
06/22/22, Revised and updated press release, “Study finds information about COVID 19 vaccines for children is best delivered by doctors through reliable and accessible mobile phone texting program that shifts behaviors and boosts vaccination rates among Latino families”
EARNED
06/22/22. Press release banner for branding and identification purposes
06/28/22, Revised and updated press release, “Researchers find that Latino families respond best to information about COVID vaccines for children when delivered by doctors through mobile phone texting”
07/03/22, Updated press release panish version, “Las familias latinas obtienen información sobre la vacuna COVID para niños a través de un programa de mensajes de texto”
MATERIALS DEVELOPED
● Spanish MagazineBi-Weekly
● Website, not available
06/30/22, El Aviso, Online Digital magazine, Spanish weekly, article with image, edition 31 2022, page _ga_Q25MS8WRX3*MTY2MTgxNTMxMy41LjAuMTY2MTgxNTMxMy4wLjAuMA1225454958.1658379314&_gl=1*n8a507*_ga*MTIyNTQ1NDk1OC4xNjU4Mzc5MzE0*https://revista.elaviso.com/?41_ga=2.1492788.460606264.1661815313..
● Coverage area; Areas: Los Angeles County, Orange County, and Inland Empire
● Publishes on Monday
● Print Circulation, 75K
06/30/22, El Aviso, Print magazine, Spanish weekly, article with image, page 41 Published in 16 areas that included Los Angeles and Orange Counties and the Inland Empire
● Readership, Not available
07/21/22, La Opinion.com, Online newspaper, Spanish site, article with images
Readership: 64,000
Website monthly visits: 6.3 M
07/21/22, La Opinion, Print newspaper, Spanish daily, FULL page article with image intro in the front page; the value of $7,000 including the web post; Purchased and send shared two copies of the newspapers with Dr. Castellon
https://laopinion.com/2022/07/20/estudio de mivacunala ofrece informacion actualizada y basada en la ciencia para las personas que no saben si deben vacunarse contra el covid 19/
Circulation: 35,000 print
Readership: 10,000
07/28/22, Impulso, Print newspaper, Spanish weekly, article with image
Website monthly visits: 16,00
Circulation: 8,000 print
07/28/22, Impulso, Spanish Online, article with three images https://impulsonewspaper.com/investigadores encuentran que las familias latinas responden mejor a la informacion sobre las vacunas contra el covid para ninos cuando es ofrecida por doctores a traves de mensajes de texto por celul/
08/17/22, Spectrum News 1, Cable TV, two minute segment that aired starting at 5am through https://youtu.be/FXkELh4DhSk6pm
