Media Relations for National NGOs

National NGO media relations is about scale: getting a single story to land in multiple outlets, sustaining attention across a campaign cycle, and combining earned media with paid distribution and brand partnerships into something larger than any of the three alone.

The challenge

National NGOs compete for share of attention against larger, better-funded organizations. The traditional earned-media playbook — pitch reporters, hope they care — does not scale to the kind of attention NGOs actually need. Integrated campaign architecture does.

What I deliver

• Integrated campaign architecture. Earned media + paid distribution + brand partnership designed together, not stitched together.
• National media strategy. The 3-5 stories worth telling per year, ranked by which reporters are likely to care, with an architecture for getting the right ones into the right inboxes.
• Brand partnerships with major editorial properties (HuffPost, The Atlantic, etc.) that amplify the editorial work.
• Bilingual coordination for NGOs whose audiences span Spanish-speaking populations.

Where the work connects to my career

The integrated campaign at SOS Children's Villages USA — combining earned media, paid distribution, and a HuffPost / Johnson & Johnson partnership — doubled the organization's web traffic and earned coverage in AP, NBC, CNN, Reuters, and The Atlantic. The architecture is portable to other national NGOs facing the same scale challenge.

"The traditional earned-media playbook — pitch reporters, hope they care — does not scale. Integrated campaign architecture does."