This document outlines public relations tactics proposed by Mayo Communications to promote the LA County Workforce Investment Board as a "Golden Hub of Job Opportunities" and showcase its diversity programs. The tactics include developing media kits, conducting media tours and events, creating newsletters and media hotlines, targeting minority media outlets, and securing corporate partnerships to obtain media coverage of client and employee success stories. The goal is to build brand awareness of the WIB and its role in creating jobs and workforce development through quality media relations efforts.

1. LA Co. Workforce Investment BoardLA Co. Workforce Investment Board
““Golden Hub of Job Opportunities”Golden Hub of Job Opportunities”
Presented by
MAYO
Communications™

2. Award-WinningAward-Winning
Public RelationsPublic Relations
““We don’t guarantee media,We don’t guarantee media,
we just get it!”we just get it!”
www.MayoPR.comwww.MayoPR.com
Los Angeles – NY – San DiegoLos Angeles – NY – San Diego
Bern, SwitzerlandBern, Switzerland

3.  100 % WMBE Registered with LA County – Since 1995
 Two years - “Best media placement-print,” said PRSA
 Award-winning employee communications – Online, too
 Crisis communications, image rebuilding, outreach
 Proactive minority media relations – Global, Natn’l reach
 Top 50 Fastest Growing Small Business in SFV
About MAYO CommunicationsAbout MAYO Communications
Los Angeles
San Diego
New York
2008 - Bern, Switzerland

4. Aida MayoAida Mayo
President
•15 yrs. managing public
relations and public affairs
campaigns.
•Strong multimedia, minority
media relations and legal
communications skills
Dan LaiDan Lai
Senior Account Exec.
•10 years award-winning writing
and social cause and issues PR.
•Outstanding diversity issues,
life sciences, corporate and
governmental affairs experience
Campaign Project ManagementCampaign Project Management
George S. Mc Quade IIIGeorge S. Mc Quade III
General Mgr./VP
•Former print/radio/TV newsman
(10years)
•Extensive PR, Gov., Utility and
Corp. Comm. experience
(10 years)

5. MAYO produces
award-winning programs:
• Wal-Mart - Superstores
• MTA – Economic Warcast
• Alameda Corridor East
Study Impact
• Hosp. Assn. of SoCal
• Gas Co. Supplier
Diversity
• LAEDC & WTCA LA/LB
• California Chamber of
Commerce
• Counterterrorism
Expert CEO Elsa Lee
(WMBE DVBE)
Award Winning Creative Team…Award Winning Creative Team…
• SCLC Prop. “B”
$20
Billion Transp.
Bond

6. When the stakes are high,
clients call upon The MAYO…
There is no
alternative to a
successful campaign.
The 10-day LA
and Long
Beach Ports
Lockout
Wal-Mart
Superstores
Impact
 
Prop B $20 Billon
Transportation Bond  LAEDC
Economic
Warcast

7. Overview
3TACTICS
1RESEARCH
2STRATEGY

8. Campaign BuilderCampaign Builder
sets up a two-way, custom-tailored
communications between the MAYO’s
client and the target audiences
Tactics: Theme Builder

9. Tactics: Campaign Builder
 A Job Fair Days
Outreach, Education
Mentoring
programs–Career
Fair Day
 MAYO’s programs are designed to fit
each client’s specific needs
 A program that captures
the minds and
hearts of Employers,
employees & media

10. Potential target audiences include:
Campaign Builder can identify them and
build a communications bridge
Media, Public, County
Elected officials
•Minority Media
•Suppliers/Vendors
•Minority Organizations
•Top Managers
•Employees
•WorkSource Centers
Tactics: Campaign Builder

11. Tactics: Proactive Media Relations
Branding WIB With Diversity and Culture:
Message Development
• Media Kit:
• Create media kits for main stream and minority
media outlets in WIB Network area
• Media Relations:
• Developing stories: Focus on how WIB helps in
quality of life and diversity workplace issues
• Survey Media
• Survey the media’s knowledge of your
industry issues & WIB’s Role in Creating Jobs

12. •Launch “Media Tours”
• Media Event: Create a high-impact media
event - a One Day Job Fairs, good speakers
and secure diverse media coverage
• Corporate Partners: Develop partnerships with
sponsor or supporters like LAEDC, SoCalGas
Co. and SCMBOD, Hispanic and Asian
organizations (chambers) for franchise buzz
•Education Kit: Inspire local schools - poster
contests -select nonprofit for tours that lead
to powerful mentoring programs – invite
minority media
Tactics: Pilot Program

13. Post-Launch:
• Monthly Newsletter
• Create and distribute a monthly newsletter with stories
about the success of the diverse WIB programs
• Media Hotline
• Media Hotline / Employee Grapevine – phone line
used for promoting WIB media events
and ongoing programs
• Industry Experts
• Register industry experts online with media
• Check editorial calendars and radio/TV talk shows
• Awards
• Submit your work for industry awards
• Announce awards and ceremonies
• Employee awards luncheon (quarterly)
• Media awards (annually)
Tactics: Pilot Program

14. Promoting WIB Diversity Success:
Corporate Partnership Media Relations:
• Bimonthly news releases on the
success of client’s Program
• Target minority editors/writers,
publications and industry trades
• Target industry publications in the
WIB family of business partners
(also send releases on employees to
hometown papers)
Tactics: Pilot Program

15. Tactics: Minority Media
Relations Campaign
• Editorial Board Meetings: Schedule meetings
with client representatives and editors at key
publications.
• Opinion-Editorials: Work with business partners
to place op-eds in key publications
• Letters-to-the-Editor: Work with partners in the
writing and placement of letters-to-the-editor
• WIB News Tipsheet: Breaking News –
General feature stories - upcoming events

16. LA Co. Workforce Investment BoardLA Co. Workforce Investment Board
““Golden Hub of Job Opportunities”Golden Hub of Job Opportunities”
Presented by
MAYO
Communications™