Media Relations

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My proficiency in building and maintaining strong relationships with journalists from diverse outlets has been pivotal to my achievements in communications. Through the crafting of compelling press releases, proactive pitching, and tailored story ideas while addressing journalist’s preferences and practices, I have gained trust and credibility with media professionals. By fostering these mutually beneficial relationships, I've effectively amplified our messaging, heightened our visibility, and shaped public perception to achieve our strategic objectives. 

In today's dynamic media environment, robust media relations are increasingly indispensable. With the decline of beat reporters and the downsizing of newsroom staff, coupled with the prevalence of less experienced producers, the need for effective media engagement has never been more pronounced. During my tenure at both The Florida Aquarium and Mystic Aquarium, we maximized advertising value through strategic media relations efforts. By furnishing comprehensive news packages comprising b-roll, VOSOTS, and soundbites to news stations, we consistently secured significant coverage and visibility.

The Florida Aquarium had long been making historic advancements in coral restoration efforts but was unable to secure the media attention that the program and its scientists needed to help ensure the future of their work, and frankly, the credit they deserved. During my research, I found that CNN reporter Isabel Rosales often wrote on climate change and the coral crisis. By pitching this story and staying in touch over weeks and months with updates that highlighted progress and outlined possibilities, we were able to secure a poignant national story.

At both The Florida and Mystic Aquariums, journalists frequently sought endorsements from staff members to lend third-party validation to news tips and current events. This practice not only benefits the media outlet by enhancing the credibility of their reporting but also bolsters the perceived trustworthiness and authority of the brand in the eyes of consumers. During events such as Shark Week, staff members were inevitably called upon to provide their expertise, a scenario that occurred frequently whenever marine animals made headlines.

Robust media relations are crucial for crisis management, as they facilitate open communication with the media, enabling swift resolution of any emerging issues and mitigating negative publicity. Leveraging my strong rapport with a local reporter, I secured the opportunity to be the first interviewee in a piece featuring an animal activist. By articulating our position concisely and respectfully, we preempted the activist's arguments, resulting in a one-sided portrayal favoring our perspective. 

#DYK coral is an animal? Many journalists and influencers in the Tampa market didn't. As Tampa's media landscape evolves with new talent, we noticed a lack of knowledge about coral, which is central to The Florida Aquarium's conservation efforts. To address this, we hosted Coral 101 sessions, where journalists learned about coral while enjoying an open bar and dessert buffet. Attendees also received coral species collectible 'trading cards' designed specifically for the occasion by an educator at The Florida Aquarium. While the goal was simply education, several news stories resulted including a critical piece on NPR.