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Throughout her professional career, Alicia has been committed to addressing social issues and promoting policies to strengthen and enhance our communities. This focus began early in her career as a news reporter and documentary producer. Alicia used the visual medium to tell the stories of those living in neglected neighborhoods and provided a platform for them to share practical solutions to make positive change in their community.

Alicia’s diverse communications background includes combined experience as a broadcast news journalist, cable TV and public radio manager, and strategic communications strategist. Over three decades of experience in both the private and nonprofit sectors provide the solid foundation for the services Alicia provides today. She has had first-hand opportunities to deepen and strengthen her knowledge and understanding of some of today’s complex issues and applies that expertise to her work.

Alicia is passionate about education. She believes that all children will learn to a high standard when they have the opportunity to learn in a classroom of high quality instruction to be skilled and well- prepared for life. She is committed to working with alliances and partners that understand that education is key to a better future for our children, their families and our nation. She strongly believes that charter schools provide tremendous opportunities for students to succeed.

Alicia introduced a life-changing urban debate league to at-risk high school students, developed a news college intern training program to increase the number of hires of underrepresented populations at local television stations, worked with high school youth to develop a teen anti-obesity outreach campaign, and coordinated state efforts for a national movement to increase grade-level reading proficiency of children from low-income families in California.

Prior to starting her own company, Alicia worked at a premier public affairs advocacy firm in Los Angeles and serviced a diverse roster of clients in strategic planning and communications, media relations, situation analysis and organizational development. She previously led communications efforts for a national civil rights organization on policy issues relating to education, voting rights, immigration, resource equity and employment. She has worked on several major media outreach projects, including the national decennial census counts in 1990 and 2000.

She received her Master’s Degree in Communications Management from the Annenberg School of Communication and Journalism at the University of Southern California and her undergraduate degree in the journalism/editorial sequence from California State University, Fresno

Selected professional activities:

  • Board Member (Los Angeles): Camino Nuevo Charter Academy and Variety Boys & Girls Club
  • East Area Community Collaborative led by the late USC Vice President of Civic Engagement Earl C. Paysinger, 2018-2019.
  • Commissioner, Housing Authority of the City of Los Angeles – Mayoral appointment 2008-2012
  • Alumna, CORO-sponsored Leadership Southern California program, 2001-02, Class XII

Contact Information

  • Position Title: Board Member
  • E-mail address: amaldonado@vistautah.com