The Wakeman Agency was retained to provide media relations for the Civil Rights Project/Proyecto Derechos Civiles for the launch of New York State‘s Extreme School Segregation: Inequality, Inaction and a Damaged Future.

While CRP had done the research and compiled the report, its goal was to share the information with stakeholders so that they can take any necessary next steps. The main goal was to create a dialogue with a long-term view toward the various parties working to create better opportunities.

The Wakeman Agency crafted a tactical plan that focused on creating a big splash across many media outlets:

This strategy tied in directly with the client’s objective to:

  • Create awareness of this problem throughout New York State.
  • Get people talking and asking questions.
  • Provide advocacy groups with data points to help them bring about change.

The Wakeman Agency produced a virtual press conference that allowed media to watch a pre-recorded announcement of the release of the report followed by a telephone Q&A session.

All invited media were provided credentials to access the pre-recorded video that went live on the report’s release date along with the access to a conference bridge for a Q&A with the reports authors.

Results:

  • Placements in more than 70 publications with a concentration of outlets in the areas labeled as “hot spots” in the report.
  • Sparked dialogue among groups that both agreed and disagreed with the findings.
  • National and international coverage of this report led to interest in reports for other cities.