Projects

Media Relations

The Power of the Newsroom Perspective

Bridging the Gap Between Organizational Strategy and the Daily News Cycle

The Strategic Edge The most effective media relations doesn't happen by chance; it happens by design. With a foundation built on years of experience inside a professional newsroom, I bring a "producer’s lens" to every campaign. I understand the mechanics of a story — the tight deadlines, the need for high-impact visuals, and the specific "hooks" that turn an internal milestone into a national headline. This unique dual perspective allows me to translate complex corporate values into compelling, ready-to-file narratives that resonate with reporters and the public alike.

Core Competencies

"Producer-Level" Pitching: Crafting stories with built-in news value (timeliness, proximity, and human interest).
Crisis & Reputation Management: Navigating sensitive inquiries with the speed and accuracy required by a 24-hour news cycle.
Executive Media Training: Preparing leaders and dignitaries for high-stakes interviews with clear, concise key messaging.
Multichannel Distribution: Expanding media reach (as seen in my 4,900% growth stat) through targeted, relationship-based outreach.

Cultural Diplomacy: The Iniikokaan Centre Launch

The Challenge: Launching a major Indigenous centre just two weeks into my role, requiring immediate navigation of complex protocols and dignitary relations.
The Strategy: I led the full media lifecycle — from writing the press release and social narrative to conducting intensive outreach. A key strategic focus was educating media contacts on the correct Blackfoot pronunciation of Iniikokaan, ensuring respectful and accurate reporting.

- Media Release: "Bow Valley College Unveils the Innikokaan Aboriginal Centre"
The Result: Secured comprehensive coverage across all major networks, including CBC, Global, and CTV news. This event successfully introduced the media to our new campus while strengthening long-term relationships with key reporters and political stakeholders.
Coverage:

- CBC: Aboriginal Centre Opens at Bow Valley College

Tara Weber/CBC News

1000 Women Rising Campaign

The $1M "1000 Women Rising" Campaign

The Goal: Secure $1 million in funding to support female students overcoming barriers to education.
The Strategy: To drive high-level awareness, I acted as the bridge between our Fund Development team and the media. I strategically recruited Global News anchor Linda Olsen as the event emcee, creating an immediate professional "hook" for news outlets.

Working with our marketing team, we were able to promote the video we filmed of one of the award recipients. We shared that video on our social platforms to broaden the message's reach and increase our engagement. And we shared the video with media so they could have b-roll for their pieces.

- Video: Meet Lidia from Bow Valley College's 1000 Women Rising
The Result: The campaign hit its $1M goal, providing awards to over 500 students. My media outreach ensured the campaign’s mission was front-and-center in the Calgary community, driving both donations and brand authority.
Coverage:

- Calgary Herald: Bow Valley College Launches 1000 Women Rising.

Gavin Young/Calgary Herald

Humanizing the Brand:
"Puppies & Mental Health"

The Goal: Highlight the college’s commitment to student well-being during high-stress exam periods.
The Strategy: Leveraging my understanding of "feel-good" news cycles, I packaged the Pacific Assistance Dogs Society visit as a visual-first story. I timed the outreach to align with the newsroom’s need for rounding out heavy coverage with positive, community-focused content.
The Result: This initiative became a recurring media staple, receiving multi-medium coverage twice a year. It served as a powerful recruitment tool, showcasing the institution’s supportive culture to a broad audience.
Coverage:

- Global News: Puppies Provide Much Needed Break for Bow Valley College Students.

Braden Latam/Global News