Public Relations
Public Relations
Approach & work examples
Approach & work examples
Embedded Files
My approach
My approach
Effective media coverage is dependent on effective media strategy. At the heart of my public relations approach lies a value-first mentality and a commitment to forging robust relationships with press colleagues—relationships built around reciprocity and mutual support. From the split-tested design of my press releases to the customized media packets, elaborate media monitoring frameworks, and capsule-based creative design that allows for rapid personalization, the systems I've built for effective press management are designed to utility.
Effective media coverage is dependent on effective media strategy. At the heart of my public relations approach lies a value-first mentality and a commitment to forging robust relationships with press colleagues—relationships built around reciprocity and mutual support. From the split-tested design of my press releases to the customized media packets, elaborate media monitoring frameworks, and capsule-based creative design that allows for rapid personalization, the systems I've built for effective press management are designed to utility.
In this page, I'll walk you through sample press releases, quoted media activity, and two mini case studies of work that generated significant impact in the last 12 months.
In this page, I'll walk you through sample press releases, quoted media activity, and two mini case studies of work that generated significant impact in the last 12 months.
The perfect press release
The perfect press release
A few key concepts lay the foundation for all press releases I create. According to a study by communications firm Greentarget, nearly 70% of journalists spend less than one minute reading a press release, so it's critical for pertinent information to jump off the page. I've designed my releases to provide the following details and assets at first glance:
A few key concepts lay the foundation for all press releases I create. According to a study by communications firm Greentarget, nearly 70% of journalists spend less than one minute reading a press release, so it's critical for pertinent information to jump off the page. I've designed my releases to provide the following details and assets at first glance:
Header (eye-catching hook)
Subheader (condensed, essential information that supports header messaging)
Social media links for easy direct-to-social publicity options
Body text (intro para, bridge + quote, context footer)
2-3 footer images (can be downloaded or serve as previews for attached images)
Contact details for issuer
Identifying logos and branding
Testing and iterative design was crucial in delivering an optimized and codified press release template. Taking into account eye-tracking research performed by Nielsen Norman Group (2006), UXPin (2016) and others, I sketched a number of prospective layout designs (image below), eventually settling on the version provided above.
Testing and iterative design was crucial in delivering an optimized and codified press release template. Taking into account eye-tracking research performed by Nielsen Norman Group (2006), UXPin (2016) and others, I sketched a number of prospective layout designs (image below), eventually settling on the version provided above.
Media quotes
Media quotes
Crain's Detroit Business (Jan 4, 2024)
Crain's Detroit Business (Jan 4, 2024)
"[The concert] will celebrate the two organizations’ history of collaboration dating back to the inaugural Sphinx Competition in 1997 when the Ann Arbor Symphony Orchestra served as the supporting orchestra accompanying soloists in the final rounds, Director of Marketing Kemper Edwards said."
"[The concert] will celebrate the two organizations’ history of collaboration dating back to the inaugural Sphinx Competition in 1997 when the Ann Arbor Symphony Orchestra served as the supporting orchestra accompanying soloists in the final rounds, Director of Marketing Kemper Edwards said."
"The late January performance is the first and only A2SO performance on the calendar in Detroit for now, but the orchestra is hoping to make more appearances and expand its programming in the city in the future, Edwards said."
"The late January performance is the first and only A2SO performance on the calendar in Detroit for now, but the orchestra is hoping to make more appearances and expand its programming in the city in the future, Edwards said."
Press case studies
Press case studies
Press case study #1—University of Michigan President joins (and then withdraws) as soloist
Press case study #1—University of Michigan President joins (and then withdraws) as soloist
Following the University of Michigan's appointment of Santa J. Ono PhD as its 15th President in October 2022, plans came together for Ono to perform with the university's hometown symphony orchestra. As a trained cellist, Ono was announced as a guest artist for the A2SO's 23-24 Season Finale at Hill Auditorium, slated to join Music Director Earl Lee in a special programmed appearance. Sadly Ono was forced to withdraw days before the April 2023 concert due to the then-ongoing Graduate Employees' Organization (GEO) strike.
Following the University of Michigan's appointment of Santa J. Ono PhD as its 15th President in October 2022, plans came together for Ono to perform with the university's hometown symphony orchestra. As a trained cellist, Ono was announced as a guest artist for the A2SO's 23-24 Season Finale at Hill Auditorium, slated to join Music Director Earl Lee in a special programmed appearance. Sadly Ono was forced to withdraw days before the April 2023 concert due to the then-ongoing Graduate Employees' Organization (GEO) strike.
The President's scheduled appearance and subsequent withdrawal generated extensive media activity (AP, Fox News, Detroit Free Press, and more), providing valuable opportunities to manage media presence in collaboration with U-M's Office of the President. Additional challenges were presented by the need to cater to multiple stakeholder interests throughout the process: those of the University, the GEO (given union representation within the A2SO), and the orchestra. As a result of careful crisis management, adverse outcomes to Ono's withdrawal were minimized: ticket returns were minimal (≤1.5%), plans for another presidential appearance began almost immediately, and a wealth of media exposure was generated for the mission and activity of the A2SO.
The President's scheduled appearance and subsequent withdrawal generated extensive media activity (AP, Fox News, Detroit Free Press, and more), providing valuable opportunities to manage media presence in collaboration with U-M's Office of the President. Additional challenges were presented by the need to cater to multiple stakeholder interests throughout the process: those of the University, the GEO (given union representation within the A2SO), and the orchestra. As a result of careful crisis management, adverse outcomes to Ono's withdrawal were minimized: ticket returns were minimal (≤1.5%), plans for another presidential appearance began almost immediately, and a wealth of media exposure was generated for the mission and activity of the A2SO.
Press case study #2—The A2SO makes Detroit debut in a 95-year first
Press case study #2—The A2SO makes Detroit debut in a 95-year first
On January 26, 2024, the Ann Arbor Symphony Orchestra (A2SO) made history in a concert performance at Detroit's Orchestra Hall. This appearance at the home of the internationally renowned Detroit Symphony Orchestra was the first of its kind in the A2SO's near-100 years of existence, and marked a revivified partnership with the Sphinx Organization, a social justice nonprofit dedicated to transforming lives through the power of diversity in the arts.
On January 26, 2024, the Ann Arbor Symphony Orchestra (A2SO) made history in a concert performance at Detroit's Orchestra Hall. This appearance at the home of the internationally renowned Detroit Symphony Orchestra was the first of its kind in the A2SO's near-100 years of existence, and marked a revivified partnership with the Sphinx Organization, a social justice nonprofit dedicated to transforming lives through the power of diversity in the arts.
With rich storytelling opportunities clearly presented, the A2SO launched a sizable press campaign on January 4, 2024, targeting media outlets assembling January coverage schedules. Through the use of exclusive media packets, interviews and curated stakeholder quotes, as well as an AI-accessorized press database with predictive modeling data on optimal delivery timing, headline hook features, content framing, and other insight deliverables, significant coverage was secured in publications including Crain's Detroit Business (both story feature and editorial), Detroit Metro Times, CBS News Detroit, WDIV Local 4, Rich Homberg/Detroit Public Television highlights, and other media outlets.
With rich storytelling opportunities clearly presented, the A2SO launched a sizable press campaign on January 4, 2024, targeting media outlets assembling January coverage schedules. Through the use of exclusive media packets, interviews and curated stakeholder quotes, as well as an AI-accessorized press database with predictive modeling data on optimal delivery timing, headline hook features, content framing, and other insight deliverables, significant coverage was secured in publications including Crain's Detroit Business (both story feature and editorial), Detroit Metro Times, CBS News Detroit, WDIV Local 4, Rich Homberg/Detroit Public Television highlights, and other media outlets.
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