POSITION: PUBLIC RELATIONS SPECIALIST
Engaged to increase the visibility of a trailblazing dance company through earned media alone.
CHALLENGE: For a small donation, dramatically increase client status while in between grants during the height of the pandemic.
TACTICS: Be candid about instability of the company as a snap shot of the dance industry during a tumultuous time in a coordinated media plan with print, radio, and social. Pitched human interest stories around disabled dancers, fashion-forward features on daring costuming, and more.
RESULTS: Secured press coverage from The New York Times, New Yorker, DC Metro, Fjord Magazine, as well as a major swell of new donations.
