Preserving Madame John’s Legacy in the French Quarter

Written By Alicia Vial

Situation

Under contract to structurally correct and waterproof Madame John’s Legacy in a historically correct manner, Ehlinger & Associates principal Perrin Ehlinger uncovered evidence of the original building design and recommended changes. Misunderstandings among local preservationists led to negative publicity, culminating in a story on NOLA.com and in The Times-Picayune. Ehlinger engaged Gambel Communications to set the record straight.

Strategy

The project’s goal was to advance the Ehlinger solution to the building project. The campaign’s success would be measured by securing a second article, correctly reflecting the architect’s findings and recommendations, the value it would have to preserving the historic structure and the wind, water and rot issues it would resolve.

Gambel Communications’ strategy focused on re-engaging the initial reporter and securing interest in understanding the project on a broader scope. The project’s key messages outlined the five areas of concern on the property, the specific findings Ehlinger and his team found that necessitated changes to the initial plan, and the reasons Ehlinger’s plan should prevail (preserving national historic designation and resolving longstanding water intrusion issues).

Utilizing those key messages, Gambel Communications brokered a dialoge with the reporter and invited him to tour Madame John’s Legacy with Perrin Ehlinger. The reporter immediately expressed interest in returning and agreed to discuss the opportunity with editorial leaders. Through a series of scheduling issues including a high profile trial to which the reporter was assigned, Mardi Gras (which made visiting Madame John’s in the French Quarter ill-advised), and severe weather, the Gambel Communications team stayed focused on following up with the reporter. Eventually, the reporter and a staff photographer met Gambel Communications and the Ehlinger & Associates team at Madame John’s Legacy for the walk-through, interview and photo shoot. A few days later, the follow-up story ran introducing Ehlinger’s findings, theories and recommended solutions.

Results

With the publishing of that follow-up story, Gambel Communications achieved the desired pivot in the news coverage away from preservationists’ misunderstandings to the accurate key messages that define what Ehlinger discovered and recommended about Madame John’s.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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