Media and PR

In 2018, as Marketing Manager at ASAM, I led the creation and launch of National Addiction Treatment Week, an awareness initiative that introduced board certification in Addiction Medicine for physicians. Our goal was to highlight the critical role of addiction treatment within the medical field and to address the growing need for trained addiction specialists. Working closely with partners like the U.S. Department of Health and Human Services, NIH, and AMA, we crafted a week-long campaign that emphasized the importance of specialized treatment and provided resources for medical professionals interested in this area.

A core part of our outreach included a Twitter chat with addiction recovery advocate Ryan Hampton, which facilitated widespread conversation and amplified the campaign’s reach. We also hosted a high-impact webinar featuring Michael Botticelli and the Associated Press, which attracted 250 reporters and focused on new AP guidelines for reporting on addiction. Another webinar, with over 2,500 registrants, provided a step-by-step guide for physicians seeking certification in Addiction Medicine, making it accessible and practical.

Our campaign extended beyond digital media, as we secured proclamations in 15 states and coordinated a virtual press conference to reinforce the importance of addiction treatment. Additionally, we gained endorsements and social media support from five governors and ten U.S. legislators, which bolstered the campaign’s visibility and credibility. With a lasting impact, National Addiction Treatment Week has become a tentpole campaign for ASAM, continually raising awareness and fostering societal change around addiction treatment within and beyond the medical community.

In 2023, as Senior Social Media and Digital Content Manager at the American Psychiatric Association, I spearheaded the #Paws4MentalHealth campaign, a collaborative initiative highlighting the positive impact of pets on mental health. This campaign was inspired by the release of The Role of Companion Animals in the Treatment of Mental Disorders, a groundbreaking APA publication. Partnering with the American Veterinary Medical Association, I managed the relationship and coordinated the creation of co-branded assets, including press releases, blog posts, and other communication materials to amplify our shared message.

The campaign centered on a public opinion poll, conducted by Morning Consult on behalf of the APA poll, that showed the mental health benefits of companion animals. Across social media, we encouraged the public to share stories and photos of their pets under the hashtag #Paws4MentalHealth, celebrating the mental health benefits of furry (and not-so-furry) friends. To expand reach, we developed a comprehensive social media toolkit, an interactive Twitter chat, and engaging Instagram and Snapchat filters that users could share.

I joined the Charlottesville-Albemarle SPCA at a critical moment, inheriting an organization under significant public scrutiny and facing reputational challenges. CASPCA had endured waves of negative media coverage, regional attention, and inquiries by the Virginia State Assembly. Local and student newspapers ran near-daily articles, the NPR station investigated concerns, and public protests led to an external law firm conducting an internal investigation. This period led to the appointment of a new executive director, nearly 100% new board leadership, and a complete turnover of the executive team, which is when I joined.

Taking on this role, in early 2024, I saw an opportunity to transform perceptions and rebuild CASPCA’s trust within the community. My first step was to address crisis communications by establishing a proactive media strategy. This included meeting with reporters to build back trust, sharing clear and consistent messaging, and increasing transparency by publishing detailed financials and openly communicating CASPCA’s philosophies. I focused on putting CASPCA in control of its narrative, steadily reshaping its public image.

I also emphasized CASPCA’s often-overlooked community initiatives, such as our low-income vaccine clinic and pet food pantry, and shifted our messaging to highlight success stories that demonstrated our positive impact. Over time, this strategy shifted CASPCA from reactive to proactive, empowering us to lead conversations around our mission and commitment to the community.

Results:

• Media mentions increased from 23 per month to 72 per month.
• Media sentiment improved from 64% to 92%.
• Earned media value grew by 29%.

These efforts not only helped stabilize CASPCA's image but also reestablished it as a trusted leader in animal welfare. The strategic communications framework I built continues to support and drive the organization's success.