Combating negative media attention for Lycée Français de la Nouvelle-Orléans

Written By Alicia Vial

Situation

Lycée Français de la Nouvelle-Orléans (LFNO) is a free, public-accredited French school, serving pre-K through 12th grade on three campuses (PK-2, 3-7, 8-12) uptown in New Orleans. Created in 2011 through the Louisiana Department of Education. It follows the French national curriculum and adheres to Louisiana state curriculum requirements. Because its charter is granted by the state, LFNO is open to any Louisiana student. From its founding, it has attracted a diverse population of students and their families interested in bilingual education from across the metro area.

LFNO experienced challenges to its reputation following a wave of negative media coverage. After resolving the issues related to the coverage the school had an opportunity to repair its reputation, once again aligning with its academic excellence.

LFNO partnered with Gambel Communications for a public relations campaign to increase positive public awareness for the school and its unique program.

Strategy

The campaign key messages envisioned the school pivoting from the challenges of the past, engaging audiences to advance the school’s mission and moving forward into a successful future, true to its longstanding academic excellence.

The plan included an editorial calendar and coordinated message strategy with school staff responsible for the school’s social media accounts.

Utilizing the key messages and editorial calendar, Gambel Communications pitched media at strategic points in the campaign. First, the team honed in on reporters and news outlets that had written negatively about the school with a pitch aimed to turn the page, introduce the new CEO and offer an opportunity to come onsite, learn about resolution of the issues they had previously written and see firsthand the excellence underway at school each day.

With that initial success, the Gambel Communications team was able to affect the necessary pivot in LFNO news coverage from the issues of the past into the proactive key messages that define what distinguishes LFNO:

  • The only free public preK-12 French-accredited school in North America

  • Highly rated among public schools in New Orleans

  • Earned six-year renewal of charter (typically, schools are only approved for 1-3 years)

  • State charter opens enrollment to all Louisiana residents

Results

As a direct result of Gambel Communications public relations counsel, LFNO’s name, image and key messages were consistently covered in local media for the duration of the campaign, and paid placement selections further amplified the campaign.

  • 30 local media stories, averaging nearly 2.5 hits per week

  • 18.7 million cumulative readership/viewership

  • 2.7 million impressions in paid placement

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.

Previous

Camellia launches new product line during COVID-19
Next

Three affordable housing agencies merge to create People’s Housing+