PR for a Better World: Leveraging the Power of Earned Media (Full-Day)

Want to raise visibility for your cause, drive fundraising, and build credibility, all without paying for advertising? This full-day, hands-on workshop will show you how to harness the power of earned media to amplify your organization’s mission and impact. Led by former reporter and PR strategist Jessica Leving Siegel, you’ll gain a practical framework used to land placements in top outlets like The New York Times, USA Today, and HuffPost.

Throughout the day, you’ll develop real-world media tools, including a tailored pitch, PR calendar, and targeted media
list, all customized to your organization.

Workshop Schedule:

Hour 1: PR for Changemakers
Discover the role of earned media in movement-building, and explore how to position your organization as a trusted leader. Includes a case study from North Shore Neighbors Say Bienvenidos.

Hour 2: Crafting a Newsworthy Story
Learn how to spot media-worthy angles within your work, and practice pitching the same topic to different outlets using seasonal or topical hooks.

Hour 3: Building Your Media List
Identify your ideal audience and outlets, then start building a media list that supports your goals. Features a case study from the Oakland Public Education Fund.

Hour 4: Interactive Pitch Development
Work in small groups to write, refine, and receive feedback on your PR pitch.

Hour 5: Planning for Success
Integrate PR into your annual strategy with a calendar-planning exercise.

Hour 6: Group Discussion
Wrap up with Q&A and collaborative discussions.