Public Relations Strategy & Earned Media Campaigns
Overview
Public relations moves quickly, but nonprofit organizations often require multiple rounds of internal approval before external communications can be shared. To balance speed with organizational oversight, I developed a proactive media outreach system built around pre-approved messaging, targeted media lists, and a structured workflow that allowed our team to respond quickly to relevant media opportunities.
Alongside this rapid-response system, I modernized our press kit and led proactive earned media campaigns supporting organizational initiatives. I identified timely news hooks, developed tailored pitches, conducted targeted media outreach, coordinated interviews, and prepared spokesperson talking points to help secure meaningful media coverage.
Rapid Response Media Outreach System
I developed and directed a rapid-response media outreach system built around a simple idea: when a journalist is already writing about a topic related to your work, that's the best time to introduce your organization. We created five pre-approved media pitch templates based on our core programs and stories, allowing us to quickly tailor pitches, offer interviews, or introduce subject matter experts.
I assigned media monitoring responsibilities across the communications coordinator, marketing coordinator, and myself, with each team member tracking designated subject areas through weekly Critical Mention digests. Team members surfaced the most promising opportunities, and I evaluated which stories were the strongest fit for outreach. From there, I selected the appropriate media pitch template, customized the messaging to the journalist and story, identified the right spokesperson or supporting materials, and coordinated outreach.
Beyond media outreach, I also shared relevant industry coverage, competitor activity, legislative developments, and emerging media opportunities with leadership, program teams, and our Google Ads agency, helping teams stay informed about conversations shaping our work and identify opportunities to respond or adjust strategy.
Featured Campaign: Broadway World Interview
Overview
For Spence-Chapin’s Broadway benefit, I developed a targeted earned media strategy focused on reaching the audiences most likely to attend the event. Rather than relying on broad media distribution, I built curated media lists that prioritized Broadway and theater reporters, entertainment journalists, arts and culture writers, New York City events and "things to do" publications, lifestyle reporters, local news outlets, and community calendars.
I identified the event's strongest news angle: the Broadway performers and notable industry professionals participating in the production. I developed a media pitch that centered on these individuals, inviting journalists to interview featured performers and board members ahead of the event.
Outcome
The campaign secured coverage from BroadwayWorld, one of the leading online publications covering Broadway and the theater industry. The outlet conducted an interview with one of our featured performers and board members, increasing awareness of the event, expanding the organization’s reach within the theater community, and demonstrating the value of strategic audience targeting and newsworthy storytelling in earned media.
Featured Campaign: Long Island NPR Morning Show
Overview
To increase awareness of the Interim Care Program and birth parent services while also promoting a Long Island fundraising event, I developed a localized earned media campaign. Rather than pitching a statewide nonprofit story, I reframed the Interim Care Program as a story about Long Island volunteers caring for newborns in their own community, making the story immediately relevant to regional media. I identified and researched local media outlets and morning shows, developed targeted media lists, created pitches and supporting one-pagers, coordinated interviews, and managed communications between producers and internal staff throughout the outreach process.
Outcome
The campaign secured an interview with Long Island NPR that will air in conjunction with Maternal Health Awareness Day, increasing regional awareness of the Interim Care Program and birth parent services while demonstrating the impact of community volunteers caring for newborns in their own neighborhoods.
