Earned Media
Strategy & Story Development | Media Relations
Kin's public relations strategy initially focused on trade media outreach and distributing press releases, with a particular emphasis on securing speaking opportunities for its executives. This approach proved successful in the company's early years. However, as Kin continued to grow and expand into new markets, it became apparent that the company was not capitalizing on all the opportunities available to increase brand visibility, build customer loyalty, and raise brand awareness.
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Consumer PR Lead
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Helped Kin communicate with influence and extend its brand to target audiences (media, analysts, investors, and customers)
Created powerful PR stories and campaigns that established a steady drumbeat of coverage in priority media outlets
Developed relationships with top-tier journalists/editors and evaluated opportunities for optimal exposure
Developed trust with senior leadership and assisted with executive visibility programs
Distilled complex business and industry topics and extracted insights from data for media consumption
Brought forward interesting angles and developed distinctive POVs for company press releases and thought leadership articles
Established PR metrics, leveraging proven and experimental methodologies to demonstrate the value of earned media
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Increase Kin's visibility through earned media
Develop stories that serve customer needs and align with marketing goals
Generate awareness of Kin's brand and products
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Defined annual goals and objectives for PR at Kin
Identified target audiences to help achieve PR and marketing goals
Outlined strategies and tactics to increase brand awareness and build brand affinity
Developed a comprehensive earned media plan that leveraged new tactics, such as MAT releases, survey insights, influencers, and more
Created tailored messages for leadership and prepped them for media interviews
Measured progress to determine the success of our PR campaigns and media outreach
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Secured ~800 media placements in 2023 (~35% increase YoY)
~73 % of coverage had Kin mentioned in the headline, lead paragraph, and/or the first half of the article (~46% increase YoY)
~18% of coverage was in Tier 1 publications where the total readership is at least 1M (flat YoY)
~65% of the earned media placements secured came from my media outreach vs. organic placement (~15% increase YoY)
I devised a highly effective and comprehensive approach to consumer public relations that involves leveraging the power of MAT releases, survey insights, multimedia newsrooms, and integrated campaigns.
During my tenure at Kin, I spearheaded a robust and all-encompassing strategy that encompassed a wide array of consumer-facing initiatives. My goal was to facilitate Kin's engagement with its target audience and bolster its reputation in the states it serves.
