PR Campaign

One of the challenges of portraying SAFE's brand was the sheer number of programs that the organization provided. I created a PR campaign focused on one of SAFE's newer programs, SAFE CARES, which provides services to survivors of sex trafficking. Because sex trafficking is often misconstrued in popular media, I wanted to educate viewers and readers about what sex trafficking really looks like and how it affects the Austin community.

Press Release

I use press releases to provide reporters with background and statistics on topics in addition to tailored story pitches. This pitch provided an update on a program that was launched a year earlier to show the success of the program and garner more attention to the services SAFE provides.

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Talking Points

Talking points help prepare the interviewee and aim to keep the conversation clear, concise, and on-track. While the interviewees I worked with are experts in their fields, talking points helped ease their nerves before going on camera in front of reporters and serve as a quick reference for main topic points.

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Earned Media Coverage

This campaign yielded coverage from both print and television outlets, reaching a diverse audience. Through my relationships with local reporters, I crafted different angles to pitch to each outlet, resulting in an array of stories - an in-depth live interview about the issue and SAFE's response, how SAFE expanded the CARES due to increasing needs, and the types of populations that are most affected by sex trafficking.

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