City of Corpus Christi Black History Month - Local Heroes Initiative (2022)
Introduction
In February 2022, as the Social Media Public Information Officer for the City of Corpus Christi, I spearheaded a significant shift in the city’s approach to its Black History Month campaign. Moving beyond traditional acknowledgments of national figures, I initiated a campaign focused on uncovering and celebrating the rich, often untold, stories of local Black historical figures and events.
This initiative aimed to deepen community connection, foster local pride, and provide a more resonant and educational Black History Month experience for the residents of Corpus Christi and the wider Coastal Bend area.
Role & Event:
As Social Media Public Information Officer for the City of Corpus Christi, I spearheaded a significant shift in the city’s approach to its Black History Month campaign in February 2022, focusing on uncovering and celebrating local Black historical figures and events.
Challenges Overcome:
Successfully pivoted the existing strategy from a national focus to highlighting local legacies with limited lead time. This involved intensive research, content gathering, securing necessary approvals, and adapting to unexpected timelines.
Strategic Approach:
Developed and executed a multi-faceted plan that included proactive archival research, identifying and interviewing a “living legend” (Mrs. Deborah Johnson), fostering cross-departmental collaboration (Library, Fire Department, Multimedia team, other PIOs), and disseminating content across multiple city platforms.
Recognition:
The initiative, particularly the story of Mrs. Deborah Johnson, became a celebrated part of Corpus Christi’s local history and demonstrated the impact of community-specific storytelling in public sector communications.
The Challenge: From National Narratives to Local Legacies
The Solution: Uncovering and Amplifying Local Black History
With approval from the City Manager’s office, secured after proposing the new direction to my director, I embarked on a multi-faceted approach:
Implementation & Unexpected Opportunities
The research and content gathering phase was intensive. The interview with Mrs. Johnson yielded a wealth of powerful material. Due to the depth of her story and the multimedia team’s commitment to producing a polished, comprehensive piece, the entire interview’s editing extended beyond February. This led to a strategic decision:
Results & Lasting Impact
Conclusion & Lessons Learned
This Black History Month campaign demonstrated that a shift towards local storytelling can create a deeply resonant and impactful experience for a community. My initiative to look within our city’s past, combined with proactive research and collaboration, unearthed powerful narratives largely overlooked.
Local Relevance Drives Engagement:
Connecting historical observances to local figures and events fosters a stronger sense of community ownership and pride.
Untold Stories Hold Immense Power:
Proactive research into local archives and community outreach can uncover compelling narratives that deserve to be shared.
Collaboration Amplifies Impact:
Engaging other departments (Library, Fire Department, Multimedia, other PIOs) enriched the campaign and expanded its reach.
Flexibility Can Create New Opportunities:
While the full Johnson interview extended beyond February, its release during Women’s History Month added another layer of significance and impact.
Earned Media Extends Reach:
A well-told, authentic local story has the potential to be picked up by news media, significantly broadening the campaign’s visibility at no additional cost.
Success Under Pressure:
The campaign navigated the significant pressure associated with a historic, high-investment event, underscoring the importance of my calm, strategic leadership and meticulous execution.
