Case Study for Education
EDUCATION CHALLENGE:
Reputation Management and Enhancement for a Professional Education Association
With shrinking K-12 school budgets and much controversy around how best to improve student outcomes, VOX was tapped to support a trade association in its efforts to enhance and build the reputation of its 30,000 educational professional members.
VOX Solution:
Increase Understanding of Professional Role
- Message Development and Training: As a first step, VOX worked with association leadership to develop key messages and proof points. Each year, membership-elected board members and presidents are trained on using these key messages in media interviews and public speeches. We conducted intensive speech prep for key leadership and prepared the association’s executive director prior to high level media interviews.
- Media Outreach: On a regular basis, VOX seeks opportunities and news hooks to talk about the value of these professionals in the education system. From school-based crisis to annual professional award ceremonies, we regularly communicate with both local and national media about these professionals and their contribution to student well-being. VOX produced profile videos for media outreach and internal use celebrating the contributions of award winners. In addition, we organize at least one radio media tour a year where the professionals can address a topic of concern to parents.
- Crisis Communications: In spring 2010, a survey by a reputation research group was published inThe New York Times questioning the value of these professionals. VOX helped the association quickly respond in the media and ultimately helped facilitate a partnership between the research organization and the association consistent with our communications objectives.
RESULTS
Secured media coverage in each local market for all ten finalists for the association’s professional awards program, including outlets such as The Washington Post, Atlanta Journal-Constitution, and the Pittsburgh Post-Gazette.
Facilitated a partnership with a leading research organization following their publication of a controversial study about the profession’s impact, which garnered national media coverage. Secured coverage of the association’s feedback to the study in USA Today and The New York Times and coordinated the research organization’s participation in the association’s annual meeting.
