Mississippi First

Advocacy for Teacher Pay Raise Through Communications and Research Publication

Challenge: As the Director of Communications for Mississippi First, I led the efforts to launch the “Eyeing the Exit” publication, aimed at advocating for a teacher pay raise to make Mississippi’s salaries competitive with neighboring states. The challenge was to use data-driven insights to influence policymakers while raising public awareness about the teacher shortage crisis.

My Approach

1. Teacher Interviews & Publication Development
   To make the “Eyeing the Exit” publication authentic and grounded in real-world experiences, I conducted interviews with teachers across Mississippi. These interviews provided valuable insights into the reasons behind the teacher shortage and retention issues. The data from these interviews was then integrated with broader research findings to make a compelling case for a teacher pay raise.

2. Design & Production of the Publication
   In addition to gathering and analyzing data, I was responsible for the design of the “Eyeing the Exit” report, ensuring it was both visually engaging and easy to navigate. The design emphasized the key findings and actionable insights, using graphics and infographics to communicate complex data in a digestible format.

3. Launch Strategy & Multi-Channel Marketing
   I developed a comprehensive launch strategy to ensure the research publication reached the right stakeholders and generated widespread attention:

   • Email Marketing: I crafted email campaigns to distribute the publication to stakeholders, including policymakers, educators, and media outlets. The emails included calls to action for further engagement and advocacy.

   • Social Media Marketing: A social media strategy was created to promote the publication, using targeted posts on Facebook, Twitter, LinkedIn, and Instagram to drive traffic to the publication and encourage engagement.

   • PR Strategy: A well-coordinated PR campaign included:

     • Op-eds written by thought leaders and stakeholders in education.

     • A press release that communicated the findings and the urgent need for action.

     • SME interviews (subject matter expert interviews) with education policy experts on staff to give voice to the issue and generate media coverage.

4. Policy Advocacy & Stakeholder Engagement
   After the publication launch, I worked closely with the policy team to engage legislators and decision-makers, ensuring they understood the publication’s findings and the need for immediate action on teacher pay. The advocacy was strategic, leveraging the publication as a tool to influence conversations in the legislature and the media.

Impact & Results

• Teacher Pay Raise Success: The research and advocacy efforts led to a successful teacher pay raise that positioned Mississippi to offer more competitive salaries, addressing the teacher retention crisis.
• Widespread Awareness: The “Eyeing the Exit” report significantly raised public awareness about teacher shortages and Mississippi’s need for higher salaries to retain educators, sparking important conversations across the state.
• Media Coverage & Engagement: The PR campaign led to increased media coverage, with interviews, op-eds, and features in local and national publications. This coverage helped elevate Mississippi First’s role in education advocacy.
• Increased Stakeholder Support: The publication and advocacy strategy built stronger relationships with key stakeholders, including teachers, education advocates, and policymakers, who were integral in pushing for the teacher pay raise.

Key Deliverables

• “Eyeing the Exit” Publication: In-depth research and interviews with teachers, combined with data-driven insights, visually designed and ready for distribution.
• Launch Strategy: A comprehensive strategy including email marketing, social media campaigns, and PR outreach (press release, op-eds, SME interviews).
• Advocacy Campaign: Engaged stakeholders and policymakers with targeted communication, using the publication as the foundation for legislative advocacy.
• Media Coverage: Secured media attention through op-eds, interviews, and press features to amplify the publication’s reach and message.