Media Relations:
Strategic Messaging & Crisis Management
My successes with media relations include story pitching and placement, background interviews, coaching reticent subject matter experts, and steering reporters. In one case, I guided a director’s “no comment” into a positive and in-depth story on the front page of the Wall Street Journal.
In crisis management, some of the biggest wins can be measured by the stories that do not appear. To that end, I have observed the two-way trajectory between a social media crisis and news coverage—and seized the fleeting opportunity to intercede.
Beinecke Rare Book & Manuscript Library
I took the reins as the Beinecke’s first public relations director at the start of the library’s 50th-anniversary year
Devised a messaging strategy and built buy-in informed by conversations with colleagues in all roles
Pitched and landed national and local media coverage reflecting the key message:
Bringing audiences into the building’s austere exterior to meet the people at its heart, who are dedicated to making its extraordinary resources accessible to the public
Wall Street Journal
Jan 2, 2013 (front page A-hed)
“As Trash Goes, Authors’ Clutter in the Right Hands Is Very Bankable”
Guided a reporter’s inquiry initially focused on the price of an acquisition—and met with a “no comment” from Beinecke Library leaders—into a positive and in-depth story on the front page.
Resulting article aligned with my messaging strategy. Persuaded reporter to tour the Beinecke. Resulting images and quotes featured the behind-the-scenes work of the library’s technical experts, in addition to its director.
Boston Globe Sunday Magazine
April 7, 2013
“Yale’s Beinecke Rare Book and Manuscript Library turns 50”
Pitched and placed feature on year-long event series.
New Haven Register
Jan 24, 2013
“Yale’s beloved Beinecke library wasn’t always so”
Yale School of Architecture Dean Robert A.M. Stern kicked off the library’s 50th-anniversary event series with a lecture on the building’s history, design, and construction. Successfully pitched the story and arranged the dean’s portrait session.
Yale Daily News
Jan 30, 2013
“50 years later, Beinecke pushes access”
From the story:
“At the top of the library’s targets is to increase accessibility for students, particularly with regards to teaching, Beinecke spokeswoman Zoe Keller said.
”Despite its architectural restrictions, the Beinecke is taking a number of steps to encourage students, professors and the public to access its materials. Keller emphasized the library’s desire to broaden its outreach, and said students should not be intimidated by the library’s façade.
”‘I’d say what’s different in recent years as opposed to recent past is that the mission of accessibility is now forefront,’ she said. ‘Because of the architecture, there is perhaps the illusion of exclusivity, but in fact any serious researcher can access incredibly rare materials as prime resources.’”
New York Times
June 16, 2013
“English Gavels Resound in a Trove Headed to Yale”
Promoted the acquisition of the world’s most important private collection of rare material relating to the history of English law.
SLATE: The Vault
2013
History blog featured digitized Beinecke archives
Worked with the reporter on identifying, accessing, and adding context to images for multiple posts.
American Interior
Aug 2012
Documentary filming & concert
Welsh musician and former Super Furry Animals frontman Gruff Rhys launched a concert tour of U.S. museums, beginning with the Beinecke Library, to investigate a family legend about an ancestor who explored the West with Lewis and Clark. Rhys traveled with a film crew who documented his research and journey.
I arranged an intimate musical performance to kick off the tour, as well as a filmed interview with the Beinecke’s George Miles, curator for the Lewis and Clark maps.
The performances and documentary received international press coverage.
Yale Sustainable Food Program
Served as communications head for YSFP’s 10th-anniversary programming—including celebrated guests, scholarly panels, and alumni and donor events.
Transformed internal resistance to press outreach, decreasing response time and shaping strategic messages. Advised staff on content of interview messaging.
Successfully pitched stories and built relationships with beat reporters.
YaleNews
Dec 16, 2013
“Famed environmentalist to students: To learn requires accepting our own ignorance”
Wendell Berry, famed activist and author, traveled from his farm in Kentucky to New Haven, where he visited YSFP students at the Yale Farm and delivered the Chubb Lecture to an audience of 1,600 at the Shubert Theatre. Pitched and landed story.
Yale Daily News Magazine
Nov 15, 2013
“The Learning Farm”
I cultivated a relationship with the student beat reporter that resulted in a series of articles about YSFP’s academic mission. From this story:
“At West Campus this means the Farm doubles as a laboratory.… ‘Working at the farm has the potential to get people to think very differently about what they’re studying,’ manager Justin Freiberg says. ‘Of course it’s gratifying to get your hands in the dirt. But it’s also a chance to bring research ideas into a totally different context.’”
Yale Daily News
March 31, 2014
“Yale Bridges Food Today and Food Past”
Alice Waters, renowned chef and YSFP co-founder, along with Yale history professor Paul Freedman, led a tour of ancient and vintage cookbooks and recipes housed at the Beinecke. To close out a weekend of 10th-anniversary events, I arranged this private session in the library’s Reading Room for alumni, YSFP’s founding co-directors, and donors.
Yale Daily News
Feb 18, 2014
“Food writer charms students with her journey”
Chef Samin Nosrat discussed her family roots and her soon-to-be bestseller, Salt, Fat, Acid, Heat. I arranged coverage for the Morse College tea, part of the YSFP’s “Chewing the Fat” speaker series.
New Haven Register
Jan 20, 2014
“Retired New Haven detective is all about nourishing neighborhoods”
Activist Stacy Spell spoke about equality, food deserts, and gardening as a way of mitigating violence. I arranged coverage for the Martin Luther King, Jr. Day talk at Pierson College, part of the YSFP’s “Chewing the Fat” speaker series.