Earned Media Strategy

Portfolio

"It is rare I get an email that well written."
– Rich Schapiro of NBC national news praising my pitch while interviewing my client.

Nonprofits

I help nonprofit organizations amplify their mission through strategic earned media campaigns that inspire awareness and action.

Examples

Consumer Products

From launches to brand awareness campaigns, I drive sales through key message development and targeted media outreach.

Examples

Healthcare & Health IT

I listen, then craft messaging that becomes the foundation for PR efforts and builds trust with patients and stakeholders.

Examples

Nonprofits

Canine Companions

• Mentored regional managers in emotion-driven storytelling, boosting coverage to 144% of the 2025 goal.

• Personally secured placements in many Tier 1 outlets, including AP, WSJ, Newsweek and a CBS national news segment that spiked volunteer applications by 1,700%.

• Led crisis response that earned 2 billion positive impressions in a single month.

Canine Companions Coverage

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More Nonprofit Work

United Way Bay Area: generated media coverage for the free tax prep program, job training program and Census 2020. Polished messaging and trained spokespersons.

Illuminate: spearheaded media relations for The Bay Lights art installation on the San Francisco Bay Bridge, generating international coverage and 500M+ impressions over four years.

Reimagine End of Life: led messaging and media relations for festivals in SF and NY.

SightLife: orchestrated many exclusive media moments when cornea transplant recipients met the family of their donor.

Consumer Products

Longevity Wines

• Transformed a boutique Black-owned wine brand into a nationally recognized label by positioning the founder as an industry thought leader.

• Secured 750M+ impressions through coverage including the Today Show, Food & Wine and CNBC, driving retail placement across America.

• Launched new event revenue streams that revitalized the tasting room post-pandemic, scaling gross revenue by 79% with a 21.5% CAGR.

Longevity Coverage

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More Consumer Product Work

TCHO Chocolate: Launched and supported early growth of the brand, generated Tier 1 placements that secured national retail placement.

Green Toys: Defined the eco-toys category with campaigns focused on new products and thought leadership.

Treetopia: Served as national spokesperson and media relations lead for a line of colorful holiday trees.

Sutter Home: Key member of the media relations team for the national Build A Better Burger contest for several years.

Healthcare & Health IT

CorneaGen

• Directed communications for biologics and ocular surgery leader

• Managed complex messaging for Nano-Thin tissue processing and the launch of the EndoSerter-PL medical device

• Orchestrated exclusive media moments when cornea transplant recipients met the family of their donor

CorneaGen Coverage

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More Healthcare Work

The Risk Authority Stanford: Directed the national narrative for medical error resolution programs, securing a Wall Street Journal exclusive.

Providence: Supported strategic communications for hospital system during the pandemic; developed executive messaging for value-based care initiatives. 

Tegria: Crafted executive leadership and sales narratives for B2B healthcare technology offerings across patient access, EHR, care operations and revenue cycle.

Lumedic: Managed strategic rollout of a digital proof-of-vaccination solution and supported communications for blockchain-backed revenue cycle management.

One Medical: Led message development and media outreach for national primary care expansion; secured impactful coverage in WSJ, Forbes and TechCrunch. 

Client Photo Gallery

The bay lights fans on the embarcadero 3 5

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