Crafting Narratives That Connect

Every story is a human interest story. Whether I’m writing a feature piece or creating a PR campaign, I am always trying to answer the question “why should they care?” How does this impact people on the ground? What information is most helpful and interesting to the reader? What are the newsy nuggets people care about?

I want to my work to feel authentic to the brand or subject, and that means taking into account how it’s told—through what medium, and by whom. Right now, I am most interested in telling stories at the intersection of climate and consumer interest—connecting the dots on how climate change and environmental science touch down in everyday life.

Media Strategy and Brand Work

Let's Work Together

Consumer PR Strategy: Climate Change x Leaf Peeping season

To reach consumer audiences with The Nature Conservancy’s work, I pitched a piece on how climate change impacts fall foliage across the U.S. Working with one of TNC’s incredible experts as my spokesperson, I landed pieces in the Associated Press, Washington Post, Outside and more.
Feature Placement: Portrait of a Lady on Fire

As part of my work to bring more attention to The Nature Conservancy’s work on wildfire (and highlight really cool staff), I pitched a feature story on TNC staff member and wildland firefighter Rachel Holmes to Atmos magazine. The story included an original photo shoot.
Climate Change in Pop Culture with Inverse

Every story is a climate change story if you take a closer look. To bring climate change (and The Nature Conservancy’s experts) to a wider consumer audience, I worked with Inverse on a number of articles in their “Reel Science” series, including a piece on coastal flooding in the blockbuster movie The Batman.
Social Media Campaign: Valentine's Day Gift-A-Tree

I led media outreach on The Nature Conservancy’s 2022 Valentine’s Day media campaign. The campaign resulted in a 1000x increase in page views for TNC’s Plant-a-Billion trees program page, and a single-day donation record. Hits included People, Daily Mail, Us Magazine and more.
Book Campaign: Your Future Family

To promote the new book Your Future Family: The Essential Guide to Assisted Reproduction for my client, author Kim Bergman, I created a PR plan that targeted top-tier media in key demographics and geographies. The book received coverage in People, The Advocate, PopSugar, L.A. Parent and more.
PR/Media Strategy for Beauty Brand

For family-owned beauty brand Toute Nuit, I created a media strategy focusing on raising brand awareness. Securing placements in outlets including NewBeauty (Sandow) and Beauty Crew created so much interest that Toute Nuit temporarily sold out of product.