Roosevelt School District's "New Deal"

BlueDynamic currently manages public relations for the Roosevelt Elementary School District. Roosevelt is an urban District with 21 schools and roughly 11,500 enrolled students. Over the past few years the District has made significant academic progress. Despite this success, previous negative perceptions of Roosevelt continue to pervade the media and public opinion. To counter these inaccurate perceptions, BlueDynamic is using traditional and newer social/viral marketing techniques to secure positive earned media and increase community awareness about Roosevelt’s “New Deal.”

Specifically, BlueDynamic has conducted media training workshops with District personnel and governing board members about how to stay on message; including strategies for answering common questions. We have also tested the District’s brand name and “New Deal” theme with focus groups, measuring Roosevelt’s tangible positives and negatives through a research based inventory. With new media the Roosevelt Schools have been marketed socially (or virally) with an online video series produced by BlueDynamic. Utilizing traditional marketing techniques, we have also gained earned media attention for the District with press releases, community newsletters, television and radio interviews, and guest columns and articles in various local publications. All of this attention has been carefully organized to tell the Roosevelt School District’s story of achievement, emphasizing its improvements.

Last, BlueDynamic also manages crisis responses for the District. Our first rule of public relations is to dictate the agenda. Don’t just react to the day’s events, but be proactive and plan ahead by developing media contacts. Roosevelt has received better treatment by the local press in spite of several minor incidents involving the District, which are common for all large organizations. The media’s first impression of the Roosevelt Schools is no longer negative. The District has turned the corner and this is largely the result of BlueDynamic’s efforts to manage its media attention.

 

 

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