New Roads School: Reputation Management and Crisis Communications Case Study

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New Roads School (NRS) is a college preparatory K-12 private independent school in Santa Monica, CA, serving over 500 school age children from the greater Los Angeles area.

NRS was looking to develop messaging along with presentation training of school leaders, board members and staff to communicate to a wide variety of audiences by accurately presenting salient information, and be prepared and responsive to any concerns that might arise. NRS was in need of an experienced communications firm in the Los Angeles area.

Working closely with board members and school leaders, Bob Gold & Associates (BG&A) developed a comprehensive strategic communications plan. We refined messaging to effectively and proactively present the position of the Board and school management on sensitive issues.

We focused on representing the true strength and uniqueness of the school with an integrated media campaign and consistent narrative and messaging of one voice – one vision that broke through the clutter identifying the school’s under-recognized achievements, highlighting its unique student initiatives and telling a positive story of educational excellence and leadership.

BG&A assisted NRS by crafting 12 internal communications documents, placed 14 stories in local press broadening their visibility to new audiences and gained 2 invitations to present at national educational conferences focused on diversity.

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