Media Strategy

Key Projects:

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 profiles 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 Florida, indigenous communities in the Great Plains, and Detroit.

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.

Target Audience:

Environmental advocates, socially-conscious donors, and policymakers interested in climate solutions across the U.S.

Profile of climate leader’s work on the Northern Cheyenne Indian Reservation featured in Triple Pundit.

Overview of campaign, where I copyedited the web copy of the landing page and each page featuring the leaders’ profile stories.

Introduction story of the campaign featured in Triple Pundit.

In a column, Dream.Org’s Make it Real photojournalism project received a mention of its impact and collection of stories.

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, supporting a $40K+ NBA Foundation grant renewal.