Media Strategy
Key Projects:
Dream.Org’s Bipartisan State Legislative Campaigns: Leading Strategic PR and Earned Media
Challenge
Secure media coverage for Dream.Org’s bi-partisan state-level legislative campaigns in priority states such as Arizona, Kentucky, Wisconsin, and Pennsylvania, which had previously received no coverage of its Day of Empathy events or advocacy efforts in the state legislature.
Approach
Collaborated with state lobbyists and Dream.Org’s justice team staff, to translate complex policy and legislative issues into clear and concise language. Prepared and wrote media advisories and talking points that provided journalists with context, background, quotes and accurate information to ensure ethical and balanced coverage. Leveraged relationships with journalists and news outlets in priority states to secure media coverage and inform communities about relevant legislation.
Impact
Garnered 19 media placements in local outlets across Arizona, Kentucky, Wisconsin, and Pennsylvania featuring the state-level campaigns, increasing visibility and awareness of each lobbyist’s legislative priorities. Prepared journalists to cover the campaigns and positioned Dream.Org as a trusted source on criminal justice policy in priority states.
Led media relations in Wisconsin, securing coverage as criminal justice advocates called for a veto of proposed rule changes relating to supervision guidelines upon release and highlighting the governor’s veto.
Led media relations in Arizona, securing placements across radio, television, and digital outlets, along with an op-ed underscoring the need for prison oversight reform. The bill passed successfully after several years of advocacy and lobbying efforts, with the success highlighted in local media coverage.
Garnered several media placements for Dream.Org’s lobbying efforts to introduce Clean Slate legislation across local TV, digital, newspaper, and radio outlets, reaching larger markets in the state like Louisville and Lexington as well as smaller communities including Hazard and Ashland to inform residents statewide.
I develop, manage, and execute public relations campaigns that connect with audiences clearly, effectively, and strategically.
Dream.Org’s Make it Real Photojournalism Project: A Multimedia Campaign Success
The Challenge:
Dream.Org’s Make It Real campaign was a new initiative to spotlight climate leaders, but media outlets and the broader public were largely unaware of the program, limiting its visibility and impact.
The Strategy: Led a story-driven PR campaign, landing a recurring series of more than 8 profile stories of each climate leader in Triple Pundit, a climate-focused trade publication, a Rolling Stone feature, and a Capital B story, while amplifying climate leaders’ narratives across South Florida, indigenous communities in the Great Plains, and Detroit.
Target Audience:
Environmental advocates, socially-conscious donors, and policymakers interested in climate solutions across the U.S.
Impact:
Achieved consistent national and regional coverage that introduced new audiences to Dream.Org’s climate leadership network and positioned the Make It Real campaign as a credible platform for environmental voices across key markets.
A Triple Pundit feature from the Make it Real campaign spotlighting a Northern Cheyenne climate leader’s story of protecting ancestral lands while introducing the benefits of solar energy and its future impact.
A profile of a climate leader in Detroit a part of Triple Pundit’s series on the Make it Real campaign, showcasing local action and resilience in the fight against environmental challenges.
Highlighting climate leaders included in the Make it Real campaign for Capital B, this feature explores how severe weather intensifies challenges in Black communities, and the advocates bringing awareness to the concern.
Managed copyediting for the campaign’s landing page and all leader profile pages, ensuring clear, consistent, and engaging storytelling, while coordinating PR outreach to trade outlets to amplify visibility and coverage.
Triple Pundit introduces an article series of the campaign that profiles the voices of the climate leaders featured in the photojournalism campaign and highlights their work toward community-driven solutions.
Recognized in Rolling Stone’s coverage of the Make it Real campaign, highlighting community leaders in Miami and Detroit, who are working to make solar energy ethical, reliable, and accessible in underserved communities
Driving Local Impact: Public Relations Campaign for the Justice Next Cohort
Challenge
As a new Dream.Org initiative, Justice Next needed to establish its presence by connecting a national mission to the local communities of Phoenix and Sacramento. The goal was to secure meaningful local press, build awareness, and engage youth while demonstrating value to funders.Strategy
Positioned program thought-leaders and alumni as compelling voices on youth leadership, criminal justice, and climate action. Pitched targeted story angles to key morning TV shows and local print outlets, and leveraged community partnerships to amplify reach and credibility.Target Audience
Community influencers, educators, and philanthropic funders invested in youth leadership, criminal-justice reform, and climate action, with additional outreach to socially engaged youth via social media channels showcasing the media wins.
Result
Earned placements across multiple Sacramento morning TV shows (CBS, FOX, NBC) and several Phoenix outlets (Arizona PBS, ABC, KTAR radio, and the Arizona Informant), supporting a grant renewal from the NBA Foundation.